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PrimeSport adds to premium mix for Final Four

U.S. Bank Stadium’s Club Purple is among the premium spaces PrimeSport is selling for the Final Four, to be held April 6-8.nancy kuehn / minneapolis/st. paul business journal

On Location Experiences and its PrimeSport division are going bigger this Final Four at U.S. Bank Stadium, offering new premium packages similar to ones they provided this year at Mercedes-Benz Stadium for the Super Bowl.

Having the Final Four at a newer venue (U.S. Bank Stadium opened in 2016) gives PrimeSport more options for enhancing its product mix, said Sam Soni, chief revenue officer with On Location and PrimeSport's former CEO. PrimeSport is the official ticket and hospitality provider for the NCAA.

The Minneapolis venue’s premium spaces, including the Buffalo Wild Wings Club and Club Purple areas, will be used for hospitality packages during the April 6-8 Final Four weekend. Those two areas seat a combined 3,000 guests. PrimeSport had success with similar club and premium-level packages at this year’s Super Bowl in Atlanta.

Game tickets for Club Purple covering the entire Final Four weekend start at $1,400 per person. Food and drinks are an additional charge. Fans also can buy a couch area in Club Purple for $6,500 for a six-person group.

Game tickets and experiences for the Buffalo Wild Wings Club start at $2,700 per person for both the semis and final. Food and drinks (including beer, wine and cocktails) are included as well as a photo op with the championship trophy.

Soni said the sports travel and hospitality company could book as many as 20,000 fans per day for this year’s Final Four compared to 13,000 per day last year in San Antonio’s Alamodome.

The Final Four is one of the sports travel firm’s biggest events. On the high end, $60,000 suites are available, but fans can buy game and hospitality packages for as low as $800 per person. That compares to a $5,000 starting point for On Location and PrimeSport’s product mix at the Super Bowl.

On Location and PrimeSport are also expanding hospitality and fan experience events over Final Four weekend to include more activities on Sunday, a day when no games are played. Those include concerts, a tour of team locker rooms, a photo op with the championship trophy and access to the VIP lounge at the NCAA Experience fanfest.

Kevin McHale, Bill Walton, Jim Calhoun and Gary Williams are among the basketball greats slated to make appearances at PrimeSport events over the weekend.

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