The elevated cost of hotels in New Orleans, a city with around 75% fewer rooms than Las Vegas last year, has depressed secondary Super Bowl ticket prices.
Still, as has been the case across the industry for the 12-18 months, ultra-premium ticket/hospitality offerings remain a relatively easy sell, reports SBJ’s Terry Lefton.
“Hotel rooms are extremely valuable, maybe more than I can remember,” said Deanna Forgione Carey, GM/NFL and SVP/commercial revenue for On Location, which will sell around 20,000 Super Bowl ticket/hospitality packages. “But our bread-and-butter is premium.”
On Location started with five different packages; now, it’s down to two. At the top end: $31,000 per gets you choice seats, along with the opportunity to be on the field for players tunnel entrances and after the game, to make confetti snow angels. Premium packages are pacing ahead of the 2023 Super Bowl (Vegas is considered too unusual to use as a comp).
“We completely credit the experience economy, its healthy, so we are also,” said Carey. “We’ve also better figured out corporate versus consumer, and they are very different needs. For so many years, we were using the same tactics for both.”
Other fast-growing inventory: longer packages, covering as many as four or five days. “Five years ago, we were all about game day, but clearly there’s demand for much more now,” she said.
