SBJ/Aug. 28-Sept. 3, 2017/Marketing and Sponsorship

On Location Experiences signs QuintEvents to sell ticket and hospitality packages for Super Bowl

On Location Experiences, one of the newest sports hospitality companies, has contracted for QuintEvents, one of the more venerable, to sell Super Bowl ticket and hospitality packages.

Under the two-year deal signed last week, QuintEvents will sell offerings on a nonexclusive basis, including game-day Super Bowl packages ranging from $5,000 to $14,000 not including hotel rooms. Top-tier packages include postgame field access after the game.

The deal is a homecoming of sorts for QuintEvents, since it sold Super Bowl tickets and hospitality directly for the NFL from Super Bowl XXXIX in 2005 through Super Bowl 50 in 2016.

“We’ve come full circle; we built a model that works, so it lasted,” said QuintEvents CEO Brian Learst, who founded the company in 2004.

Said On Location CEO John Collins: “Quint knows the On Location products well and has a good history and client base, so we’re pleased their clients will have access to what we consider the best Super Bowl experience.”

On Location will continue to sell Super Bowl packages on its own, along with QuintEvents. Collins said On Location also has established relationships with a number of offshore hospitality providers.

On Location’s deal with the NFL got the hospitality company exclusive rights to buy around 9,500 “official” Super Bowl tickets and hospitality packages. Still, even last season, when On Location was selling Super Bowl inventory on its own, QuintEvents was selling Super Bowl inventory sourced elsewhere, along with Pro Football Hall of Fame hospitality. Other top-tier QuintEvents clients include Formula One, the Kentucky Derby, NBA All-Star Game and UFC.

On Location’s outsourcing of some Super Bowl sales to QuintEvents follows last year’s Super Bowl in Houston when ticket demand was soft, at best. The next Super Bowl is Feb. 4 in Minneapolis, where the average high temperature on that date over the past five years was 21 degrees and the average low was 6. So, depending on the competitors, tickets could be soft there as well. Still, without revealing specific numbers, Collins said that On Location’s Super Bowl sales are “so far ahead of where we were a year ago, it isn’t comparable.”

Super Bowl LIII will be in Atlanta, which, while a somewhat warmer location, is not a locale anyone would describe as a resort destination.

“Every Super Bowl city has its own charms and challenges,” Learst said.


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