The Rams and vendor Suite Experience Group have started selling single-game tickets to luxury suites at SoFi Stadium online, a departure from the traditional customized sales process in premium seating. Ramssuites.com launched overnight, believed to be among the first online primary-market platforms for suites in major pro sports. It is powered by SuitePro, a white-label product from Suite Experience Group, best known for its secondary market for suites. SoFi Stadium in Inglewood will have 260 suites total. Rams VP/Strategy Dan August said about 36 of them were specifically designed to be sold on a game-by-game basis, with planners believing the L.A. market is ripe with high-end corporate and individual buyers who want to attend Rams games as one-off events without a long-term contract. The single-game suites are bigger than typical suites, intended more for parties than intimate gatherings. There are about 20 “field cabanas” that fit between 20-24 fans on the field level, four “stage suites” above the 200 level that fit 38 fans each, and about 12 “terrace suites’ above the 300 level that have up to 36 seats. August acknowledged the challenges faced by sales team during the pandemic, which has hit the L.A.-centric entertainment and live event industry particularly hard. “This season could be impacted and the NFL’s come out with refund policies ... but long term we feel good about this,” August said. The traditional suites could be reformatted to be sold as single-game options if demand is high, and those suites are unsold, August said.
MONEY MATTERS: The Rams and stadium sales agent Legends have not disclosed sales progress. Suite Experience Group is working on a revenue sharing deal with the Rams, and company Founder & CEO Scott Spencer said he expects single-game, primary suite sales to eventually proliferate. Customers will increasingly want the clear pricing of an online marketplace even for high-end products, and interest in long-term obligations will continue to slide as companies fight back from the pandemic and recession. “What’s going to happen now when games come back, and these corporate buyers are doing mass layoffs? ... Teams are going to have to build into their DNA much more aggressively the single-game suites sales capabilities,” Spencer said. The NFL schedule will be released tonight, which will launch single game sales across most teams.
