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Diamondbacks’ new space brings a suite to the lower level

Don Muret
T he Arizona Diamondbacks have opened an enclosed premium hospitality space on the main concourse at Chase Field.

Studio @122, a retrofit situated behind home plate, is a single-game rental named for the section of regular seats in front of the indoor space. It can accommodate 20 patrons, and a sliding glass door can split the room in half for two 10-person rentals.

The Diamondbacks and Levy Restaurants, the team’s food provider, believe Studio @122 is the first of its kind in MLB because of its location apart from traditional suite levels at most ballparks. The stadium’s wide concourse made it easy to build the suite-like structure without obstructing foot traffic, said Derrick Hall, the Diamondbacks’ president and CEO. Some ADA seats were removed for the project, but the space itself is accessible to physically challenged fans and the facility remains compliant with federal regulations, Hall said.

“The location on the lower level is fantastic,” he said. “You may miss a few fly balls [due to the overhang from upper levels], but it’s still a great vantage point.”

Studio @122 offers a view from behind the plate at Chase Field.
Photo by: JENNIFER STEWART / ARIZONA DIAMONDBACKS
The Diamondbacks invested $200,000 in the project. In turn, they charge $3,000 to $8,000 a game for Studio @122 depending on the opponent and day of the week. The cost covers ballpark fare such as hot dogs and burgers, cold appetizers, soft drinks, and two beers for every adult. Wine and hard liquor are a separate fee. Other amenities include two flat-panel televisions and concierge service.

Team officials saw the need to develop Studio @122 after renovating a stand-alone suite on the press level designated for Diamondbacks ownership. Last year, in addition to having a place for team executives to watch the game, it was used for prospects interested in potentially buying a long-term suite. The Diamondbacks sold it for all 40 games reserved for that purpose, prompting the development of Studio @122 to free up the suite upstairs for team use over the entire season.

“Now that this one has turned out so nice, I would like to have three to four more built in the next offseason,” Hall said.

> SUNNY OUTLOOK: For the second consecutive year, QuintEvents has sold out Sunny’s Halo Lounge for the Kentucky Derby.

The outdoor party deck at Churchill Downs made its debut in 2014. It supports 700 seats in sections 326 to 328 added last year in the Grandstand Pavilion. Sunny’s sits above the final turn, offering prime views of the homestretch and the big video board, another upgrade completed in 2014.

QuintEvents, entering its eighth year as the track’s exclusive corporate hospitality provider, buys those seats from the track and resells them through ticket packages priced at $1,400 to $1,600 a person, said Brian Learst, the company’s CEO. The cost covers tickets to both the Derby and the Kentucky Oaks, plus food and drink and a meet-and-greet with past Derby-winning jockeys. This year, Steve Cauthen and Pat Day will make appearances, Learst said.

For 2015, repeat customers account for one-third of QuintEvents’ sales for the space, with the remaining two-thirds made up of new business, Learst said. The lounge was designed to attract more millennials to attend horse races at the track, including the sport’s marquee event.

That’s also been the case with the five other hospitality destinations QuintEvents sells at Churchill Downs through its Derby Experiences program. All told, the firm buys and resells about 3,000 seats for the Kentucky Derby — roughly 5 percent of track seating.

The group’s high-end package is $10,000 a person for access to the Aristides Lounge, situated on the second floor of the clubhouse. That package also includes a hotel room in Louisville, Ky., a valuable commodity in a city where rooms are scarce during Derby week.

Since 2007, QuintEvents has more than doubled revenue from Derby Experiences. Groups of 200 are buying seats, compared with six to eight people buying box seats before track renovations created more premium opportunities, Learst said.

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

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