How suite it is: Premium seating a big success

[ 0 ] October 22, 2010 | B.A. Morelli

A bird’s eye view of Iowa football comes at a price to fans, but it’s also proved extremely successful for the University of Iowa, officials say.

As part of a major renovation of Kinnick Stadium, UI added 46 luxury suites, 1,150 outdoor club and 110 indoor club seats to the new Paul W. Brechler Press Box. The result: sellout after sellout, said Jess Rickertsen, UI director of premium seating.

“We’ve been at capacity in all three areas,” Rickertsen said. “The feedback I get from my customers is very positive from game to game. They just love the options. They love the seating that gets them to the biggest show in town and still have some of the amenities with it.”

UI brings in nearly $6 million annually from premium seating, including $2.5 million from leasing the suites, $538,000 from indoor club seats and $2.8 million from outdoor club seats, Rickertsen said.

The only lull was last season when two of the suites were not under lease and were sold on a game-by-game basis, Rickertsen said. Currently, there are waiting lists for all three options, including 250 for outdoors seating and between five and 10 for the indoor seating and lease options, he said.

The leases, which have three-year contracts, also are being renewed at a 90 percent rate, he said.

When the new press box was first opened, there was some talk of whether UI had added enough premium seating, and in particular suites, which have become the norm in big time college football programs.

Despite the success, UI Athletics Director Gary Barta said there are no plans to expand premium seating at this point. There are other football projects already in the queue, such as an addition to practice facilities and then a scoreboard project, before the athletics department considers other projects, Barta said.

“There is nothing in short run. It’s been a great facility. Once we finish our practice facility, we’ll see what is next,” Barta said.

The premium seating comes at a steep price, which UI puts toward paying off the bonds for the $90 million renovation.

Suites cost a donation of $45,000 to $110,000 annually and are priced according to size of the suites, which range from 12 to 36 seats. Club seats require a gift of $1,900 to $2,500, Rickertsen said. The contributions are tax deductable minus an amenities charge of $3,240 based on an 18-person suite, Rickertsen said.

On top of that, users pay the ticket price for each game to sit in premium seats.

Premium seating has been popular because it offers the personal amenities, such as concessions and restrooms, and for those seated outdoors they can retreat inside for inclement weather, Rickertsen said.

Users run the gamut from families who use them as a family seating option to companies who lease suites and use them to entertain clients and customers, Rickertsen said.

“I think it is always going to come down to individual preference. Some fans have the means and prefer easy access to restrooms and concession. I recognize a certain segment of fans don’t care to be up here and prefer to be in the main stands,” he said.