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SBJ/November 5-11, 2012/Events and Attractions
South Beach meets BCS in club experience
Published November 5, 2012, Page 10
Beginning this week, PrimeSport will hit the market with a product that will give small groups access to the stadium’s end-zone club patterned after LIV, the nightclub at the Fontainebleau Miami Beach hotel. As the official ticket exchange and hospitality provider of the Orange Bowl, PrimeSport has the hospitality rights to the championship game because the Orange Bowl is the host. PrimeSport also has rights at the Sugar and Rose bowls, giving it the BCS championship game three out of every four years.
For the championship game at Sun Life Stadium this season, PrimeSport is making the 400-person area that’s been so popular with Miami Dolphins fans — the LIV Lounge — available for the BCS finale. It’ll be a first-of-its-kind offering for the championship game.
“Our focus is on creating more and more unique ways to experience the game,” said Greg Nortman, PrimeSport’s Los Angeles-based chief operating officer. “It’ll be more of a party atmosphere for small groups that want to sit in a lounge area.”
At past BCS championships, Prime-Sport has staged hospitality experiences near the stadium or just outside the stadium. At the Superdome last season, PrimeSport’s hospitality operated out of Club XLIV in Champions Square. Fans bought one pass to the hospitality and a separate ticket for the game.
PrimeSport still will have its traditional hospitality event outside Sun Life Stadium this season, but for the first time it will be able to offer one ticket that combines hospitality and the game via the LIV Lounge. The space will be branded the PrimeSport Championship VIP suite for the title game. Ten-person cabanas will sell for $22,500 at the high end, while a four-person rail table will go for $1,850 per ticket and a five-person, front-row table will sell for $2,000 per ticket. Standing-room tickets that offer open seating in the club are $995 each.
Food and beverage is sold separately in the VIP suite, but fans will have waitress service, early entry to the game and valet parking, and they’ll experience the game in a club with plush lounge chairs, a DJ booth, dance floor, multiple bars, and appearances by former coaches and players.