5 Amenities Stadiums Need Today to Attract Big Events

In the increasingly competitive world of stadiums and arenas, a veritable arms race is underway as these facilities add the latest bells and whistles to attract big events, from concerts to sporting competitions. But just what are the top amenities and features that resonate most with audiences and help venues land high-profile events? BizBash Sports talked to industry experts to find out.

1. Mix of seating options
When Allegiant Stadium in Las Vegas opened in summer 2020, among its many perks was a variety of premium seating options, all at different price points. Walter Franco, a principal and research director at Victus Advisors, a consultancy firm that specializes in sports and entertainment facilities, said today’s audiences want to be able to customize their event experience.

At Allegiant Stadium—which is home to the Las Vegas Raiders and scheduled to host Super Bowl LVIII in February 2024—there are multiple seating options. For high rollers, there are club suites, which boast a private upscale setting on the sideline, access to VIP parking passes and stadium entrances, an exclusive catering and beverage menu, as well as a dedicated service representative. Other options include premium suites and premium lodges, both of which offer their own mix of perks, including exclusive catering menus, VIP parking, and in-suite restrooms.

SoFi Stadium, which opened in 2020 and is home to the Los Angeles Rams and Los Angeles Chargers, offers a plethora of suite options.Photo: Bruce Damonte

“The notion of traditional stadium suites and clubs that were typical in the ’90s and early 2000s is changing,” said Peter Broeder, a design principal for HOK, a design, architecture, engineering, and planning firm. “There's a greater interest in a premium experience that is characterized first and foremost as being a social experience. The idea that you're sequestered in a private suite is less appealing, particularly to younger demographics. They’re much more interested in attending an event to see and be seen.”

As an example, Broeder points to State Farm Arena in Atlanta. Like Allegiant Stadium, it has a mix of premium seating options, with a variety of clubs and suites at different price points, each featuring its own unique amenities.

2. VIP experiences
For many, going to a concert or big game is about more than just enjoying the action on the field or the stage. A growing number of fans and visitors want a luxury experience, with top-of-the-line amenities and perks. Hard Rock Stadium, home of the Miami Dolphins, is a prime example. The multipurpose stadium, which underwent a $350 million renovation in 2015, has about 10 upscale clubs, lounges, and suites, ideal for socializing and connecting with clients.

Hard Rock Stadium in Miami has about 10 upscale clubs, lounges, and suites—like The Nine (pictured)—that are ideal for socializing and connecting with clients.Photo: Courtesy of Hard Rock Stadium

The Nine, for example, is a private, open-air club that offers complimentary valet parking; a VIP express lane; a personal in-suite concierge; and premium, all-inclusive food and beverages.

Other options include large, air-conditioned clubs that come with preferred parking, high-end food and beverages, and hundreds of TVs. A number of luxury experiences offer four-person boxes—some with private screens where you can watch replays and highlights—located at the end zone or along the sidelines with access to exclusive clubs that offer all-inclusive food and beverages and personal in-suite concierge service.

Lumen Field in Seattle plans to unveil its Tunnel Club for the 2023 season.Rendering: Courtesy of Lumen Field

3. Special access
Many fans want to be as close to the action as possible, both on and off the field. “People want access to unique experiences,” said Franco. At Lumen Field, home to the Seattle Seahawks, fans who already have game tickets can pay an additional $4,000 for the season to join the Tunnel Club, which enables them to see the team take the field prior to kickoff and during halftime from inside the player tunnel. Membership also includes all-inclusive food and beverages, exclusive gifts, and special guest appearances throughout the season.

4. High-flying capabilities
When Lady Gaga jumped from the roof of Houston’s NRG Stadium and descended to the midfield stage during her performance at Super Bowl LI in 2017, it was an immediate internet (and meme) sensation. It was also an example of how more stadiums are now equipped with special riggings like harnesses and cables to help host increasingly fantastical and memorable shows (singer Pink’s high-flying, acrobatic concerts are another example).

“For megaevents like the Super Bowl or concerts, it’s not just about the action on the field or the stage, but the events leading up to it as well,” said Franco. “One of the key things promoters look for now is back-of-house capabilities, like rigging. Stadiums with this kind of capability hold more appeal for hosting larger events. And with more people opting to watch events from home, it also helps incentivize people to come to the stadium.”

Golden 1 Center sources 90% of its ingredients from within a 150-mile radius of the arena, serving menu items including tacos, wood-fired pizza, and a bier hall sausage.Photo: Courtesy of Golden 1 Center

5. Quality concessions and diversity of options 
Long gone are the days when peanuts, popcorn, and Cracker Jacks are enough to satisfy hungry spectators. “I’ve been to college football games and had to wait in line for 30 minutes for a tiny hot dog that you can find at a street cart,” said Franco. “Thankfully, there have been significant upgrades. There’s now options like custom-made burgers and cook-to-order food at lounges where they slice the meat in front of you. It’s just more appealing, especially for corporate sponsors and high-net worth individuals.”

A growing number of stadiums have partnered with nationally recognized third-party brands or notable chefs to offer more custom, high-end cuisine. SoFi Stadium, which opened in 2020 and is home to the Los Angeles Rams and Los Angeles Chargers, has partnered with James Beard Award-winning chefs Jon Shook and Vinny Dotolo, who use high-quality ingredients to prepare diverse regional cuisine. Options range from tacos and burritos to barbecue, sushi, and pizza.

These bulgogi rice bowls from Star Ginger are available at Golden 1 Center.Photo: Courtesy of Golden 1 Center

And in Sacramento, the self-proclaimed “Farm-to-Fork Capital of the World,” Golden 1 Center sources 90% of its ingredients from within a 150-mile radius of the arena, serving menu items including tacos, wood-fired pizza, and a bier hall sausage.

“Fans are looking for a more sophisticated approach to their food and beverage and are no longer content with typical concessions that have been commonplace for quite some time,” said Broeder with HOK. “People want a more curated food and beverage experience."