JULY 14, 2021 [CHICAGO, IL] – 4FRONT and The Association of Luxury Suite Directors (ALSD) have partnered to release an exclusive data study that details key insights regarding the future of premium ticket sales in a post-pandemic world. The comprehensive data set identifies emerging premium ticket buyer audiences across nine unique sports leagues and entertainment categories, forecasting the future of high-value customers as venues prepare for returns to full event capacity.

The timing of this study comes at a pivotal moment for the live sports and entertainment industry. With vaccination rates increasing globally, many venues are expected to return to 100% capacity in the coming months if they haven’t already.

“Data is more important than ever in making decisions for teams. The intent of this report with ALSD is to show how consumer preferences for premium ticket options are evolving in a post- pandemic world and who the new premium customer will be,” said Dan Migala, Co-Founder and Partner of 4FRONT. “Premium seat sellers will be wise to diversify their prospects with targeted strategies to maximize these new interested buyers.”

Among the highlights from the report include:

  1. Major League Soccer (MLS) fans leading the way 36.8% of devices re-emerged

  2. 13.7% of NBA devices identified were tagged as C-level/executive employees

  3. 5.5% of MLB re-emergers tagged small business owners

Click Image to View Full Report

Guided by 4FRONT Analytics’ proprietary data management platform Oracle BlueKai, the data report showcases audiences of “Quarantine Re-emergers” based on geolocational pinpoints and online browsing behavior of registered devices. With complimentary help from AnalyticsIQ, the study provides a comparative breakdown of audience trends across professional American sports leagues in addition to both concert and theater markets.

“This data set demonstrates that as more facilities return to full capacity, premium ticket buyers are re-emerging broadly across all segments,” says Bill Dorsey, Chairman of the ALSD. “These findings are bullish for our members in the sports and entertainment venue marketplace, confirming our hypothesis that corporate business and high-net-worth individual buyers will return to live events at scale as the pandemic enters its downslope and beyond. We’re excited to continue our partnership with 4FRONT at the upcoming ALSD Conference and Tradeshow, where we will discuss these insights with our attendees.”

The 31st Annual ALSD Conference and Tradeshow will be held August 15-17 at the ARIA Resort & Casino in Las Vegas. ALSD 2021 features three days of educational sessions, networking, and tradeshow exhibitions. This year’s keynote speakers include Marc Badain, President of the Las

Vegas Raiders, and Amy Latimer, President of TD Garden and Chief Growth Officer of Delaware North. Latimer will also receive the 2021 ALSD Visionary Award.

The ALSD Conference is known for its venue tours, and this year is sure to meet the event’s high standards. ALSD 2021 attendees will visit the brand-new Allegiant Stadium, home of the Las Vegas Raiders, as well as T-Mobile Arena, one of the world’s top-grossing arenas and home ice for the Vegas Golden Knights.

“This event is a unique opportunity for teams and venues, as well as vendors and suppliers to the sports industry, to reconnect in-person after a year of virtual-only events,” says Dorsey. “It’s an opportunity for our members to start to get back an entire lost year in three days at one of Las Vegas’ Five Diamond, Five Star award-winning hotels with more than 4,000 guest rooms and hundreds of thousands of square feet of meeting space.”

For full information, please see the attached data set: POST COVID-19: THE FUTURE OF PREMIUM TICKET BUYERS.


About 4FRONT

Founded in 2007, 4FRONT has evolved from a Chicago-based sponsorship and consultancy firm to a company with offices in Chicago, Dallas and Denver. The company is focused on driving both traditional and non-traditional revenue growth in the sports and entertainment industries. Using their 4 core competencies of Analytics, Digital Media, Innovation and Partnership Sales – 4FRONT partners with a global roster of clients to drive new revenue; including the Chicago Bears, Hendrick Motorsports, New York Mets, Big Bash League and the NCAA. More information can be found at www.Team4FRONT.com or on Twitter @Team_4FRONT.

About ALSD

The ALSD was established in 1990 to provide our member teams and venues with accurate and timely information from across stadiums and arenas throughout North America with a growing global reach. Our team is committed to organizing, supporting, and developing a network for team executives to share information, ideas, and values with one another in order to ensure profit and quality for all. With our integrated marketing programs, the ALSD is also committed to connecting buyers and sellers while serving as a trusted gatekeeper for accredited vendors, suppliers, and their success stories that bring life to our industry. The 31st Annual ALSD Conference and Tradeshow is set for August 15-17, 2021 at the ARIA Resort & Casino in Las Vegas. For registration information, visit www.ALSD.com/register


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