Wells Fargo Arena / Sun Devil Stadium
Arizona State University

TYPE:	Premium Seating Study
YEAR:	2006-07
CLIENT:	Arizona State University
SCOPE OF WORK:	Market Demand Analysis Premium Seating Analysis Competitive and Comparable Facility Analysis Market Supportable Facility Program

Arizona State University engaged CSL International to provide a premium seating study related to the renovation of Wells Fargo Arena and Sun Devil Stadium. The scope of work included the completion of personal interviews with top athletic donors, a comprehensive email survey of Sun Angel Foundation members, season ticket holders and the local corporate community, compilation of competitive facility premium seating information (Cardinals Stadium, U.S. Airways Arena, Chase Field and Glendale Arena, among other venues) and comparable (PAC 10 Conference and collegiate stadiums in large metropolitan areas) facility premium seating information.

The results of the study included recommendations regarding the market supportable number and type of premium seating, price scaling to maximize demand and revenues, and recommendations regarding the appropriate premium seating amenity packages. Further, the study results provide the University with an understanding of the potential donation impact associated with a new premium seating program and the degree to which the two facility projects impact each other in terms of premium seating demand.

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