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Volume 21 No. 23
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Elite Signature offers Barclays suite holders more

Elite Signature members can choose from Barclays Center’s many events, plus hard-to-get tickets to events like the Kentucky Derby.
Brooklyn Sports & Entertainment is offering Barclays Center suite holders the chance to attend some of sports’ most prestigious events.

Last month BSE rolled out its Elite Signature program, which allows Barclays Center suite holders the opportunity to select sports and entertainment experiences a la carte outside BSE properties.

Elite Signature offers trips to premier events such as the Kentucky Derby, the PGA Tour Waste Management Phoenix Open, the ESPYs and the World Series. BSE also has allowed room for upsale opportunities to add on different events to the program.

“Based on a lot of the feedback we’ve got from our prospects and our current clients, now more than ever — specifically the New York market — our prospects are looking to customize packages and create VIP experiences for our clients,” said Mike LaHaie, BSE vice president of premium partnerships. “Because it’s brand new to the marketplace, we wanted to make sure that we’re delivering on the experience that they’re looking for.”

Elite Signature, which has been in the works since late spring, offers three investment levels. Silver costs $150,000, gold $225,000 and diamond $350,000. The higher the investment, the more Elite Signature offers.

For instance, the silver program offers one premier event, 10 Barclays Center suite events, access to the 2018 ACC men’s basketball tournament, four live event tickets at NYCB Live’s Nassau Veterans Memorial Coliseum, catering and merchandise credits, and membership in Barclays Center’s business alliance group, among other perks.

BSE reached out to 150 clients for the initial launch, and has plans for a second wave of promotion, in which a thousand or so businesses in the New York market will be targeted.

BSE has sold four of the entry-level silver programs so far, as well as one gold package, and believes the program is suitable for both individuals and companies to purchase.

“The beauty of the product is it’s tailored to both,” LaHaie said. “There’s high-net-worth individuals in this marketplace that have the propensity to spend. I think that’s the purpose of the entry-level” $150,000 category.

Barclays Center is home to the Brooklyn Nets and New York Islanders, though it also puts on 180-200 events per year, including concerts by Paul McCartney and Bruno Mars. That’s a selling point for Elite Signature and the arena’s clientele, who also have the option of a team trip on the Nets’ plane (a perk for diamond-level members) or courtside and rinkside seats to watch their teams up close.

BSE’s Barclays Center suite department is overseeing the launch of Elite Signature. The BSE suite staff numbers 13, which was expanded once Elite Signature was rolled out.

In the meantime, BSE is continuing to monitor and evaluate the program, which has earned positive marks so far. Several NBA teams have even reached out to BSE to learn more.

“I’ve had a couple of conference calls as well as talking through the product and how it works,” LaHaie said. “There’s other teams definitely that are looking to explore this type of package.”

John Bauernfeind writes for sister publication SportsBusiness Daily.