A Playbook Of Premium Experiences – Los Angeles Business Journal

Monday, January 17, 2022

Packages range from $6,000 to $50,000.

Packages range from $6,000 to $50,000.

Attending the Super Bowl is a pretty special opportunity no matter where you’re sitting in the stadium, but On Location Events, which does business as On Location Experiences, offers premium ticketing and hospitality packages for clients looking for once-in-a-lifetime experiences — at once-in-a-lifetime prices.

As the official hospitality partner for the National Football League, the New York City-based company is offering 45 different products around Super Bowl LVI, more than twice the amount for Super Bowl LIV in Miami, including premium tickets, exact seat locations for buyers and meet-and-greet events inside the security perimeter around SoFi Stadium in Inglewood. Packages start at $5,950 and can cost upwards of $25,000, but On Location clients can purchase hotel accommodations, travel services, tickets to live performances and add-on excursions to customize their experiences around the Big Game from start to finish.

“We’ve had unbelievable demand from the Southern California community and people for the first Super Bowl (in Los Angeles) since 1993,”  Scott Jernigan, On Location executive vice president, told the Business Journal. “For a lot of people, this will be the first time that they’ve seen SoFi Stadium. But there’s just a lot of excitement in the L.A. market for the Super Bowl.”

Between Feb. 10 and Feb. 14, On Location has coordinated more than 30 events taking place at one of eight different locations at or around SoFi Stadium. At the three-day Super Bowl LVI Music Fest, Gwen Stefani, Blake Shelton and Miley Cyrus, clients of On Location’s Beverly Hills-based parent company Endeavor Group Holdings, will perform at the Crypto.com Arena alongside Halsey, Machine Gun Kelly and Green Day. On Feb. 12, clients have the opportunity to schedule a time 
to meet and take photos with former NFL players Tim Brown and Ron Woodson.


On the morning of the Super Bowl, On Location’s Club 67 venue, which was named in honor of the first American Football Conference-National Football Conference championship game in Los Angeles in 1967, will host a 2,500-person capacity event hosted by Pro Football Hall of Fame member and former Dallas Cowboys quarterback Troy Aikman and fellow Hall of Famers Bobby Bell and Dave Robinson. And then there’s On The Fifty, an ultra-
premium experience the company describes as “unrivaled access and amenities,” which takes buyers from pre- to post-game with chef-curated food and drink options, meet-and-greet events with Hall of Fame athletes, photo opportunities, a private headline musical performance, seats at the 50-yard line, hospitality suite access during the game and the chance to make “confetti angels” on the field after play has finished. Prices for the optimizable On The Fifty package vary from $7,000 to as much as $50,000.

Founded in 2010 underneath the umbrella of the NFL, On Location was created to provide auxiliary experiences around the league’s sporting events. In 2015, a consortium of private equity firms including the White Plains, N.Y.-based Bruin Capital Holdings; Washington, D.C-based Carlyle Investment Management; New York-based RedBird Capital Partners Management; and the NFL’s own New York-based investment division 32 Equity bought a controlling stake in the company.


Acquiring Atlanta, Ga.-based ticket provider PrimeSport in 2017, On Location consolidated most of the Super Bowl ticket market under its control, along with ticketing services for NCAA and other high-profile championship games. In January 2020, Endeavor acquired On Location in a deal valued at $660 million to leverage its representation holdings, both on behalf of the agency’s clients and its sports- and entertainment-related businesses, which include Ultimate Fighting Championship, Professional Bull Riders Inc. and the Miss Universe Organization.


“With all of our different right holders across sports, we don’t have a one-size-fits-all relationship,” Jernigan said. “Our Super Bowl activation is very different than UFC, which is different from the Ryder Cup, and so we have to be creative with all of our different partnerships to custom tailor to the people who are passionate about that event.”

Despite high price tags for some of the company’s experiences, Jernigan said that On Location looks to create options for event superfans as well as CEOs and its corporate clients.


“We work with rights holders on building these experiences in a pure manner,” he said. “One of the segments is bucket list trips — someone and their dad are going to the Super Bowl. How do we build a memorable experience for that father and son?”

Many are facilitated through other Endeavor holdings such as New York City-based One Sixty Over Ninety, which cultivates experiential activations for Visa, Lowes Cos. Inc. and Marriott Bonvoy.


“We have our direct-to-consumer (offerings) through our website, and we have a lot of repeat  corporate clients who tend to come every year,” he said. “We actively work with Endeavor, so there’s cross activations between On Location, One Sixty Over Ninety and of some of those core league partners.”

After a failed first attempt in 2019, Endeavor successfully went public in April due in large part to its sports holdings, which have since offered shareholders steady earnings streams as the company diversifies its focus from traditional talent representation. In July, for example, it acquired Austin, Texas-based ticketing software company Qcue for an undisclosed sum, and in September, it acquired London-based sports-betting technology company OpenBet for $1.2 billion. Meanwhile, Endeavor’s Menlo Park-based parent company Silver Lake Management has purchased or acquired a stake in companies like Madison Square Garden Sports Corp., which manages a number of New York-based basketball and hockey teams, and Sydney, Australia-based live entertainment business TEG,  which owns its own event ticketing company Ticketek.

After pandemic-impacted third quarter 2020 earnings of $865 million, Endeavor posted revenues of $1.4 billion for the same period in 2021, which Chief Executive Ariel Emanuel and Chief Financial Officer Jason Lublin attributed on an earnings call in late September to exploding demand for live experiences and the company’s sports betting and experiential initiatives.


“We continue to capitalize on the elevated demand for premium content and live events coming out of the pandemic,” Emanuel said on the call. “Given our unique positioning within the sports and entertainment industry and our ability to leverage powerful secular content trends, we see no signs of this momentum waning.”

On Location continues to expand its footprint in the premium hospitality industry: In June, it was named exclusive “global hospitality provider” for all summer and winter Olympic and Paralympic Games through 2028. But whether it’s the Super Bowl or a music festival, Jernigan said he puts himself in the clients’ shoes to find new ways to get them into the best seats.

“As a big sports fan and a big music fan, I wanted to think about how I could attend these different events and how we could build packages and experiences,” he said. “We’re spending a lot of time reimagining what that consumer experience is going to look like, and it’s something that we take a lot of pride in.”

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