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Browns sell out ticket inventory for new event-level club

Don Muret
The Cleveland Browns have sold all ticket inventory tied to Club 46, a new event-level premium space at FirstEnergy Stadium.

Club 46, themed after the team’s 1946 championship in the old All-American Football League, is a retrofit of the original groundskeeper’s lounge and locker room. The club space on the stadium’s northwest side measures 2,700 square feet and has restricted views to the field.

A door from the club leads to a fenced-in space facing the door of the home locker room, providing patrons with views of the Browns players as they make their way to the field tunnel.

A rendering shows the inside of Club 46 at FirstEnergy Stadium; the photo below shows a giant graphic of the Browns’ 1946 team.
Photo by: CLEVELAND BROWNS (2)
The club patrons pay $6,250 for a season ticket, which covers the cost of a seat on the 40-yard line along the north sideline of the lower bowl; food and drink served by Aramark, including beer, wine and hard liquor; and parking.

They gain access to Club 46 through two private entrances, said Brent Stehlik, the team’s executive vice president and

chief revenue officer.

For the first season, the Browns restricted the number of Club 46 tickets to 115, to ensure those high-end customers enjoy the experience. Depending on how the room works with the initial number, the team may sell five to 10 more ticket packages in 2016, Stehlik said.

Club 46 is one of four spaces the Browns have redeveloped over the past two years into all-inclusive ticket packages. Some of those spaces previously were open to all fans before the Browns converted them into private rooms.

The Cleveland Club, situated along the south sideline on the 50-yard line, also has sold out. The lounge has expanded to 5,589 square feet, tripling its size. The 240 seats are priced at $5,950 for a season ticket.

Limited inventory remains for the two remaining club retrofits, the Draft Room (385 seats) and the Kardiac Club (260 seats).

The Draft Room, at the 50-yard line on the north side, consolidates what used to be a room split into a bar and a Browns Hall of Fame under one theme, with a keg wall and a large mural with images of Browns draft picks over the years. Season tickets are $4,500.

The Hall of Fame component has been gone since 2013, replaced by a tribute to those team greats with new images on the main concourse, part of the second and final phase of the stadium’s $125 million makeover.

The busts of Browns greats that were on display in that room have been put into storage for now, Stehlik said.

The Kardiac Club, themed after the Browns’ 1980 team and its penchant for last-minute heroics, is in the east end zone on the 200 level. Season tickets are $3,000.

All the changes came after feedback from season-ticket holders and other fans who said they wanted more seating options. Stehlik said they specifically requested experiences to bring them closer to players and the field, which led to Club 46.

> ICE AGE: The Edmonton Oilers toured 40 big league arenas and stadiums to get ideas for Rogers Place, their new $370 million arena, says Stew MacDonald, the team’s chief commercial officer.

For the Oilers, four facilities stood out:

The Oilers modeled groups of four premium seats after United Center’s theater boxes and the loge boxes at Nationwide Arena and Consol Energy Center, MacDonald said.

At Rogers Place, the 136 theater boxes, a hockey-only product, are priced at $23,000 a seat per season. Loge tables cost $15,750 a seat per season. Fronting the loge tables are 300 ledge seats, priced the same but with swivel chairs and drink rails.

Staples Center’s Hyde Lounge influenced the 250-seat Sky Lounge in Edmonton. The two-level space on Rogers Place’s east end targets a younger demographic with a curtain that comes down after NHL games to convert it into a nightclub. Sky Lounge season tickets are $10,850.

Rogers Place is set to open in the fall of 2016.

Don Muret can be reached at dmuret@sportsbusinessjournal.com. Follow him on Twitter @breakground.

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