The Future of Premium Hospitality in Sports Venues

Reimagining Premium

Premium hospitality is undergoing a fundamental transformation. The traditional suite model—a private box with catering—is giving way to a diverse array of experiences designed to meet the evolving needs of businesses and affluent consumers.

Having worked with dozens of venues on premium product development, here's what we're seeing drive the next generation of premium hospitality.

Key Trends Shaping Premium

Flexibility Over Exclusivity

The most innovative venues are moving away from long-term suite leases in favor of flexible membership models. This reflects broader changes in how businesses entertain and how consumers value experiences.

Social Spaces

Premium is no longer about isolation—it's about curation. The best new products create opportunities for networking and socializing in elevated environments.

Food and Beverage Excellence

Premium guests expect restaurant-quality dining, not just elevated concessions. This requires significant investment in culinary talent and service training.

Design Principles for Next-Gen Premium

Based on our experience, here are the design principles that lead to successful premium products:

1. **Multiple configurations: Design spaces that can be reconfigured for different group sizes and occasions

Technology integration: Seamless connectivity and content access throughout

Indoor-outdoor flow: Connection to the atmosphere of the event while maintaining comfort

Instagrammable moments: Create shareable experiences that extend reach

The Business Model Challenge

The shift toward flexibility creates interesting business model challenges. How do you maintain revenue stability without long-term commitments? How do you manage inventory across variable demand?

These questions require thoughtful answers that balance guest preferences with business sustainability.