INNOVATIVE SEATING OPTIONS ATTRACT NEW FANS AND DRIVE REVENUE
Premium seating can be a powerful revenue driver: in many venues, it accounts for the majority of ticket revenue while representing a much smaller portion of total capacity. Today’s stadiums are expanding beyond traditional suites to offer options such as loge boxes, field-level clubs, and social gathering spaces—each designed to appeal to different fan groups and price points.
As fan expectations evolve, “premium” no longer means one experience for everyone. For some guests, it means luxury hospitality and privacy; for others, it means a flexible, social setting with standout views and shareable moments. The most successful venues build tiered seating experiences that match these distinct audiences while simultaneously generating new revenue growth.
VIP Areas to Socialize, Eat and Drink
The second level at Bryant University’s Bierne Stadium houses the Black and Gold Club and a VIP area with dramatic field views for fans to socialize, eat, and drink. The club level concourse seamlessly connects to the new grandstand and drink rail section. This represents the sixth project that Dant Clayton has completed for the university.
Luxury Suites
Gainbridge Field House, home of the Indiana Pacers, features high-end glass railing in its luxury suites, which offer unobstructed views of the action. It was fabricated and installed by Dant Clayton’s railing division, Tuttle.
Party Decks
Steve Cohen, Vice President of the Brooklyn Cyclones, was on a mission to enhance the fan experience.
“Sports fans today are looking for more opportunities to socialize with their friends and family, and we want to make sure we’re providing exceptional experiences for them,” said Cohen.
“We created a new area behind home plate called “The Beach Club” featuring tables and chairs along with wait staff to service patrons. It’s a fun spot to pre-game as well as watch the action on the field. Standing drink rails were added behind third base. The feedback from fans has been extremely positive.”
Loge Boxes
Fort Madison Tri-State Rodeo realized $100,000 in incremental revenue after installing new VIP seating areas in its existing U-shaped stadium. Dant Clayton installed their I-beam Grandstand including bench seating with backrests, built out five loge boxes with chairs, and provided decking in the new private bar area. The covered seats are close to the action, located just above the bucking shoot.
Dant Clayton values our project partners’ willingness to bring us in early to evaluate and implement revenue-generating potential for the venue.