Summer 2011 Issue 54 facebook.com/globalspectrum Utah County Selects Rugby Championships Returning Global Spectrum For Convention Center To PPL Park After Successful Event he Utah County Commission Thas selected Global Spectrum to manage their new Utah County Convention Center in Provo, UT. Global Spectrum named Danny Wheeler as the venue’s General Manager. Wheeler formerly was Assistant General Manager at the St. Charles Convention Center in St. Charles, MO. Global Spectrum will be handling the day-to-day operations of the center, which is now under construction, as well as performing pre-opening management duties. Scheduled for completion in June 2012, County officials hope that the three-story, 120,000-sq. ft. convention center will capture a significant portion of the state’s convention business when it opens. The center’s proximity to many of Utah’s popular ski resorts should be a selling point to potential University of Oklahoma’s Left Wing Threequarter Zac Givens on field at PPL Park during Collegiate clients. Frontier Airlines recently Rugby Championship, the first ever non-soccer event at stadium in Chester, PA. committed to scheduling flights to SA Sevens, NBC and Global Spectrum, operators back to PPL Park again next the Provo airport. Uof PPL Park, have announced that the Collegiate spring,” said Jon Miller, Rugby Championship (CRC) will return to PPL Park President of Programming in Chester in 2012, based on the success of this for NBC Sports and VERSUS. year’s inaugural event, which concluded June 5. “PPL Park is a spectacular The announcement was made during NBC-TV’s live facility. Global Spectrum, who manages PPL Park, network broadcast of the CRC. has been incredibly supportive in the production, “We are building a truly national event in the execution, and marketing of this highly successful Collegiate Rugby Championship and can’t imagine tournament. The city of Chester, and particularly better hosts than the Philadelphia region and PPL Mayor Wendell N. Butler, have been wonderful to Park,” said Jonathan First, president of USA Sevens. our student athletes, our fans, and our partners. “We’ll see you in Chester, PA, in 2012.” The Philadelphia region and rugby are the perfect combination, as we have clearly laid the “Based on the overwhelming support of sports fans foundation for future successes of this event right Architect’s rendering of new Utah Valley throughout the greater Philadelphia region, we are Convention Center in Provo, UT. here at PPL Park.” excited to bring the Collegiate Rugby Championship Around the Globe… Consulting On Four Venues Durham Center Abbotsford Inks “How You Growin” New French Arena Renew Contracts Joins Roster Vaisakhi Deal Comes of Age P. 3 P. 6 P. 6 P. 10 P. 22 INDUSTRY PERSPECTIVES Ticket Industry Leaders Offer Glimpse Into Technology’s Future uring challenging times, innovation, didn’t purchase. By placing a cookie on the fan’s technology, and creativity allow us all to computer, fans are then served targeted online Dexcel. As we look at the entertainment advertisements the next time they browse the industry, we are excited to see all of the Internet. innovation that has taken place along with The Philadelphia 76ers, for example, ran new technologies developed to enable venues a retargeting campaign in March for three to better manage ticketing, marketing, and weeks, promoting family packages, and spent fundraising needs. merely $100 to generate over $11,000 in ticket From the rapid evolution of social media and new sales, of which $2,600 was incremental. This consumer marketing programs to managing technology helps sell tickets with a dramatic By Fred Maglione, fan relationships with CRM tools, we see new return on investment. President, New Era Tickets, And opportunities daily through technology. As we look at the entertainment industry, we are excited to see all of the innovation that has taken place along with new technologies developed to enable venues to better manage ticketing, marketing, and fundraising needs. Dave Butler, CEO, Paciolan Social media is a ubiquitous phenomenon that FanOne Marketing also offers robust technology continues to grow in importance for venues, through powerful email, database marketing, especially when marketing to the under-30 fan and marketing automation tools to help demographic. FanOne Marketing and Paciolan sell tickets, engage fans, and nurture leads. are bringing exciting new programs to teams Personalized landing pages tailored to each and venues to engage fans through Facebook. season ticket holder are just a few of the power The Philadelphia Flyers, for example, have tools that come with the Fan One Marketing been thought leaders and early adopters of solution. 3601 S. Broad Street these new social media technologies. A great Philadelphia, PA 19148 Social media, retargeting, and search marketing Phone: 215.389.9530 example of their success is the use of Facebook services were featured along with Fan One global-spectrum.com ‘FanGating’ technology, which requires fans to email marketing tools at the Global Spectrum ‘like’ the Flyers Facebook page to gain access to marketing conference in South Carolina, led by exclusive offers and content. Bob Schwartz, Mark DiMaurizio, and a talented Design: Through FanGating, the Flyers grew the number team of regional Marketing Directors. of Facebook fans by over 160,000 in just three New Era Tickets and Paciolan are also partnering months, taking them from ninth place in the to roll out an integrated CRM solution that NHL to fourth in total Facebook fans. allows teams and venues to sell season tickets, The next big step in social media will be track opportunities, and manage service cases integration of Facebook sharing into the (e.g., broken seats) to better communicate with Editorial: Ike Richman & Larry Rubin ticketing pages, which will allow fans to RSVP fans. These powerful tools represent incredible to events on Facebook and invite their friends revenue-generating opportunities, especially in to join them at the game both during and after the area of group sales, up-selling to packages they purchase tickets. All of this is done through and season tickets, and season renewals. customized Facebook Connect, without ever From a ticketing perspective, there are several leaving the ticketing page. other exciting features on the horizon, Industry data shows that for every Facebook including mobile ticketing that works on all share, it nets an average of $5 in ticket sales. mobile devices, enhancements that simplify We think this represents an exciting opportunity the demand-based pricing process, and adding for all types of venues. flexibility to stored value ticket programs. facebook.com/globalspectrum Another exciting development in the area of We’re excited to be part of the Comcast- consumer marketing is retargeting online Spectacor family of companies and look forward advertising. This process effectively targets to a bright future of innovation. 2 GLOBAL-SPECTRUM.COM fans that browsed for tickets on a website but CORPORATE NEWS Global Spectrum Europe Consulting IAVMF Honors Kim Bedier With Ray Ward Award In France On Planned New Arena Global Spectrum’s Kim Bedier, CFE, General Manager of the Comcast Arena at Everett lobal Spectrum Europe (GSE), a Marshall Glickman, Principal of G2 Strategies, (WA), was presented with the Ray W. Ward collaboration between Global Spectrum is senior advisor to SPSM, and anticipates the G Award. The award is given by the Regents of and NEC, of Birmingham, England, has been agreement with Global Spectrum will turn the Venue Management School at Oglebay, named consultant for the newest entry in into a long-term management deal when the which began 24 years ago with the generous the modernization of European arenas, the arena opens. support of the International Association of Lyon/Villeurbanne Arena in France, which is Glickman noted that they interviewed several Venue Managers Foundation (IAVMF). projected to open in 2014. companies for a management deal and Regents Chair Russ Simons, The privately-financed arena, being built settled on Global Spectrum Europe because CFE, Senior Principal with on public land, will host the professional “this company is the right company. We like Populous, made the an- basketball games of ASVEL Basket Lyon- the collaboration they have with NEC. We like nouncement. The honor is Villeurbanne, which is owned the guys that are based here – awarded by the Board of by Gones and Sports, which people in Amsterdam and in Regents to recognize an also owns Societe de Projet Salle Birmingham in the U.K. They individual associated with Multifoction (SPSM), S.A.S., the are an ideal service provider. the school whose dedicated entity developing the arena. They are more than happy to do service and extraordinary business with anybody. Kim Bedier Mich Sauers, Senior Vice contributions over a period President of Business Development for “We feel that one of the advantages of of at least six years have resulted in signifi- Comcast-Spectacor, parent company to Global is that they are not in the business of cant and long-lasting improvements to the Global Spectrum, said this is GSE’s first foray owning content, but they are in the business overall success and quality of the school. The into Europe apart from NEC-managed venues, of working with all content providers,” award was created and initially presented to and it is the first modern, state-of-the-art Glickman said. Ward in August 1996. arena being built in France. When U.S.-based The arena will be designed to host a wide “Kim Bedier embodies shows like WWE and Feld Entertainment go range of events, including ice hockey, the high service standard to France, they play 5,000-6,000-seat Zenith concerts, family shows, and international recognized by the Ray facilities, arenas that were built by the French sporting events.