The Dolphins have launched a new premium experience for young adults, packaging post-game transportation away from Hard Rock Stadium with newly renovated bar-style clubs in the upper deck.
The 954 Social Club and the 305 Social Club will both target 20-somethings in Fort Lauderdale and the Brickell neighborhood of Miami, respectively. The twin 160-person capacity clubs are currently under construction in the end zone corners on the north side, with an open-seating design placing socializing on equal footing with field views.
But the transportation is in the most notable feature. Social club tickets, which start at $120, include bus transportation after the game to party hotspots in Miami and Fort Lauderdale. The idea came out of surveys of the Dolphins’ junior sales staff, Chief Revenue Officer Jason Green said.
“The idea is having a space where you can congregate and not just be in a fixed seat, but have a place to mingle, and hang out,” said Green. “Then after the game you go straight down, get on a bus with all the people you just met and hung with, and the bus goes straight to Las Olas [in Fort Lauderdale] and drops you off at the bars, and same thing with Brickell.”
The space to create the social clubs was available because the Dolphins are eliminating the four group-sales oriented party terraces that had occupied space under the stadium’s four video boards since the 2015 stadium renovations. With the youth-focused social clubs taking the two north side spots, a new open-air, large suite product has been developed for the south side.
Four new “terrace suites” will have space for 40 people each (most current stadium suites are sold for 14 or 20 guests) and go for between $25,000-$40,000 per game, Green said. “We’ve been sold out of suites for awhile now, and we’re always looking for more suite inventory,” Green said.
Separately, the Dolphins also renovated the super-premium Gallagher Field Club to give fans better views of the Dolphins’ tunnel from the locker room.
