BSE Global considering Barclays Center enhancements, which seem focused on premium packages in arena's Lower Bowl, not the steep, cramped Upper Bowl.

In EXCLUSIVE: BSE Global exploring potential enhancements for Barclays Center, NetsDaily 4/13/23 quoted Barclays Center General Manager Adina Erwin, previewing a new survey of fan preferences, as saying they're "trying to ensure that every fan — no matter what price point they’ve chosen to or been able to engage with in the arena — that they all have what we would call a premium experience.”

 

Maybe not so much.

All images are from survey

As far as I can tell, the survey--despite open-ended questions that could sweep in various suggestions-- mainly concerns the more valuable sections of the arena, including likely underutilized suites and club seats, aiming at new ways to serve fans and raise revenue.

So it's not about the less-costly (though no longer cheap) seats in the Upper Bowl, the ones that prompted a NetsDaily reader to comment, "Make the stairs and the ticket prices less steep." 

Or to prompt responses on Twitter as "More room in the upper…" or "Bigger seats."

Fact is, the significant--to some, very steep and even dangerous--pitch in the upper deck is set, which leaves makes it tough to enter and exit long rows of seats. So visitors call it cramped,

Wider seats might be more comfortable--lowering the capacity and raising the price--but the passageways wouldn't change.

But there's more space downstairs. So this study by CSL (Conventions, Sports & Leisure International, which has a history with the arena) does not seemed aimed at a full renovation, after ten years, as was done last year with the plaza, but rather a strategic upgrade.

Why now?

New potential ticket offerings

Why now, Erwin was asked.

"Barclays Center just celebrated its 10th year anniversary, and most arenas, you know, are looking to do some type of renovation in that 15 to 20 year mark of age,” she told NetsDaily. “And we’re honestly just trying to stay ahead of the curve. We want to always be providing the best experience possible.”

Or, perhaps, a company like arena operator BSE Global is trying to maximize revenue by setting up the (floated) Kings Club, a members-only club area.

It has at least 20 people, including interns and part-timers, working on ticket analytics and pricing, according to a recent interview with Kelsey McDonald, Director of Ticket Analytics at BSE Global/Brooklyn Nets.

Options floated in survey

Note that the survey did not address something Erwin mentioned to NetsDaily: “a portion of arena being open during non-event time so that we are able to open up a little bit more to the community for you know, community events or other retail opportunities as well.” 

That's been accomplished in the past years, but the arena never began the promised program for Community Events, allowing nonprofit organizations to rent sections at a low cost and to keep the revenues.

From the survey

Respondents were asked how many tickets they buy, how many seats they buy, and where, whether it was for personal or corporate use, and in what section. They were also asked what other type of events at Barclays they'd been to.

What factors, they were asked, influence choice of tickets to Nets games, including proximity to court, seat style, proximity to restrooms, access to refreshments, and more. Notably, that did not mention price, which for the Upper Bowl is surely more of an issue..

They also were asked about factors influencing the decision to go to Barclays, including team preference, team performance, proximity to work/home, business entertainment, or family gatherings. In other words, what kind of loyalty is there to the Nets?

Enhancing the arena

"BSE Global is currently seeking feedback from the marketplace to inform potential enhancements to the seating experience and offerings at Barclays Center," respondents were told. "Potential enhancements would solidify Barclays Center's seating offerings as best-in-class with new fan amenities and seating products to enhance the game day experience and modernize the venue for future use."

Respondents were asked their attitude toward enhancements, asked their nominations for improvements, and what premium seating option(s) they'd consider. I checked off Enhanced General Seating--located in the corners at the top of the Lower Bowl.

After responding "Possibly Interested," the survey then tested my interest at the price points of $225, $175, and $125.

(Note: while I tested the survey a few times, I likely didn't see all the options.)

Enhanced General Seating, in corners at the top of the Lower Bowl, could include a variety of causal seating social areas, with "immediate access to a communal bar with beer, spirits, and standard stadium [sic] fare available for purchase." 

Notice the Budweiser sponsorship in the image. That seems to reference the Budweiser Brew House at RocketMortgage FieldHouse in Cleveland, a "standing room-only destination that provides an open view to the arena bowl, where all fans can gather, enjoy food and drink and not miss a second of the in-bowl excitement!"

Demographic questions

After being asked demographic information, respondents were asked about annual household income. 

Note that, unlike a previous survey, which stopped at $250,000 and up, this survey offered six segments for those earning at least six figures: $100,000 to $149,999; $150,000 to $199,999; $200,000 to $299,999; $300,000 to $399,999; $400,000 to $499,999; and $500,000 and up.

That's a lot of segmentation among the high rollers and a sign that BSE Global knows where to pursue revenues.

Other options: Club Seating

An expansion of Club Seating in the Lower Bowl and mezzanine could "feature wider, padded seats with more leg room, access to private lounge areas, upscale food and beverage options, private restrooms located in the lounge, private arena entrances, and access to preferred parking."

It also would offer priority for playoff tickets.

Other options: Small Group Seating/Terrace Tables

Small Group Seating would provide a semi-private environment for four to eight people, ideal for small businesses, families, and friends, including Terrace Tables, Living Room Boxes, or Opera Boxes), again through the Lower Bowl and mezzanine levels.

Respondents were asked about buying a four-seat Terrace Table on a single-game basis on the main concourse level at a per-game cost of $1,000 ($250 per seat per game).

Other options I saw were a per-game cost of $750 ($187 per seat) and $500 ($125 per seat).

Other options: Small Group Seating/Living Room Boxes

Alternatively, Living Room Boxes would offer comfortable plus seating such as couches or lounge chairs, offer access to a private club lounge, and could offer priority for playoff games and other arena events.

Respondents were asked about buying a six-seat Living Room Box at a total annual cost of $140,000 per seat ($570 per seat per game).

Alternatives I saw were $115,000 per seat ($468 per seat) and $90,000 per seat ($365 per seat).

Other options: Small Group Seating/Opera Boxes

Opera Boxes would be Lower Bowl seats with plush chairs and access to a private table in a club lounge. Purchase of a box would include tickets to all arena events.

What about buying a four-person Opera Box at a total annual cost of $250,000 inclusive of all arena events (Nets, Liberty, concerts, etc.) and inclusive of food & beverage (beer, wine, spirits, non-alcoholic)?

Alternatives were $225,000 and $200,000.

What about the Kings Club?

King Club Membership, on the mezzanine level, could provide a variety of seating options, including Ledge Seats, Living Room boxes, and more. The members-only club area would require an annual minimum contribution, which could be allocated game-by-game toward a personalized mix of seating products.



Respondents were asked if they'd invest a minimum of $50,000--or $30,000, or $10,000--in the Kings Club, based on various ticket prices, from 12-seat Social Suites ($5,000) to Standing Room Only ($125).