Seattle Dragons head coach Jim Zorn, a Seahawks legend, signs autographs for fans at a meet-and-greet event.seattle dragons
The XFL’s agenda for the game-day experience will take on a local flavor that gives fans at all levels access to the game and teams.
The league believes this first season is an opportunity to earn its stripes and build a fan base by focusing on the quality of the on-the-field product along with providing a game-day experience rooted in getting fans as close to the game as possible, said league president Jeffrey Pollack.
The XFL is making a point of noting how ticket prices will be affordable and family-friendly. Four people can sit in the lower bowl for $100 or less leaguewide.
“That’s a fundamental form of access,” said Derek Throneburg, the XFL's senior vice president of team business operations.
Pollack added that the league’s eight franchises will take into account the fan experience at the pregame, in-game and postgame levels.
Before all XFL games, fans can expect at least one team or league-sponsored tailgate party. Tailgaters can expect local bands, food and beverage offerings and merchandise. Over time, the parties could feature sponsor activations.
“Don't be surprised if at that tailgate, some of our players stop by to say hello before they head into the locker room,” Pollack said. “And while that tailgate's taking place, there may be some flag football games on the field before our players warm up.”
Indeed, there is likely to be a large quantity of fans on the field as well. “You'll probably see fans forming a tunnel that the players run through as they enter the field, and you may even see fans on the field as part of the [national] anthem activities,” Pollack said.
During games, an in-house DJ and host will interact with the crowd. With a 10-minute halftime, fans will not have the traditional halftime entertainment experience. Attendees can expect to see the home team coach's halftime speech, or interviews with coaches and players on the field coming in and out of halftime, broadcast on the stadium's video board.
“It’s really about giving people an opportunity to stretch their legs, go get a beer or a hotdog, catch the halftime speech from the coach, get back in their seat and we're back in action,” Pollack said. “And this all goes to not only is our game an up-tempo experience, but I think our game-day experience will be up tempo as well.”
The XFL will not ticket every seat in the stadiums where its teams will be playing games, Throneburg said.
“Our in-game experience will feel intimate,” he said. “Fans will be close to the players and the action and able to see, hear and feel the emotion of the game.”
Postgame, XFL fans will see players linger on the field to say hello to fans and take pictures with them and thank them for attending the game.
“We’re still sorting out exactly what that's going to look like, but the thread through this is giving our fans an opportunity to get inside the game in a new way through player interaction, through content and through the overall game-day experience,” Pollack said.
On the concessions front, the XFL plans to work with food and beverage operators already in place at venues that have existing agreements, Throneburg said.
“We recognize that food is an important part of the fan experience, and our venue partners know how to deliver,” Throneburg said. “A family of four should be able to park, eat and drink for about $100, as well.”
For league merchandising, the XFL will work with the following companies: Delaware North in New York and Dallas; Fanatics in Washington, D.C. and Houston; MainGate in St. Louis and Tampa Bay; and Rank + Rally in Los Angeles. Seattle will operate its merchandising business in-house.
As part of the league’s effort to build loyalty, founding season-ticket members of the XFL across all markets will receive a pregame or postgame field pass, Throneburg said.
“And we certainly have premium experiences available and are working with the venue partners, with the current suite holders that are in each of those venues, we have established those relationships, but we also, as the XFL, have the ability to create some experiences that are high end as well, and what you may see in a couple of our venues is seating on the playing-field level that brings fans closer to the game,” Thorneburg said.
XFL executives were scant on details for all of the teams’ premium ticket packages. But Throneburg said that some premium-ticket packages include sideline seats on the field for about $200, along with traditional suites. All premium options will include access to players and coaches.
