The fans come first for Tampa Bay’s NFL Buccaneers, MLB Rays and NHL Lightning, with major and minor upgrades to stadium and arena facilities, many new amenities and ticket deals for the upcoming seasons.
At press time (end of February), the Lightning are in a close battle for a playoff spot that would get them back to their quest for the Stanley Cup; the Rays are bolstered by power additions to their lineup and baseball’s best starting rotation for the new season, and the Bucs are looking to build on last year’s improved season with their star quarterback Jameis Winston.
Biggest project is the $100 million, two-phase comprehensive renovation of Raymond James Stadium with the Bucs contributing a good share of the cost.
The Lightning, which has completed more than $87 million in upgrades the past four years at Amalie Arena, is giving the VIP Lexus Club an upgrade for season ticket holders, and the Rays have taken out some suite space to create a new ‘Draft Room’ Season Ticket Club behind home plate, with many weekday specials and weekend family programs.
Another innovative example of Gulf Beaches’ exposure for both the Lightning and Rays key away games are the Watch Parties on the beach, hosted by the TradeWinds Guy Harvey Outpost on St. Pete Beach. Wendy Yoder, Field Producer, Production & Special Events Manager, told Paradise News, “After the last of six regular season Lightning parties February 28, there’s potential for additional playoff games as we hosted last year. For the Rays, we’re set for six games for the new season, same as last year. Only cost for fans is $10 parking, with game food and drink available. The Lightning usually bring their Thunderbug mascot, the Lightning Girls and special giveaways, while the Rays have Raymond and DJ Kitty with their giveaways. It’s a great promotion for our resort.”
Bucs’ Plans for RJA
The Bucs and Tampa Sports Authority reached an agreement on the RJA renovation last December, which was also approved by Hillsborough County and the City of Tampa. The Bucs are committed to a minimum of $29 million for Phase 1 and another $28.8 million on Phase 2, with the TSA kicking $28.8 million in to the project. Sources for the public funding are available from recent TSA bond refinancing savings and the ¼-cent Tourist Development Tax. The Bucs are responsible for all remaining improvement costs.
At that time, Bucs’ COO Brian Ford said, “This is a great day for our entire community as the agreement ensures that RJA will remain one of the top sports facilities in the country. The agreement provides the type of much-needed enhancements that will improve the in-game experience for our loyal Buccaneer fans and will play a key role in our ability to attract the types of large-scale events that we have grown accustomed to hosting over the years. These exciting projects have been made possible through the hard work and foresight of all parties, including public officials from the TSA, Hillsborough County and the City of Tampa.”
With Wagner Murray and Associates as architect and Manhattan Construction as contractor, Phase 1 work is underway. Centerpiece is the installation of new, state-of-the-art HD videoboards in each end zone, four HD tower video displays in each corner of the lower bowl and HD ribbon boards in the center ring of the suite level. The new end zone boards will measure 9,600 square feet each, and each tower display will cover 2,304 square feet, for a total video display area of 28,416 square feet, third largest in the NFL. Phase 1 also includes a new, state-of-the-art sound system and concessions upgrades, and the renovation of all luxury suites.
Other key features for 2016 are the Ring of Honor Club and Hall of Fame Club – two all new, premium-seating concepts featuring all-inclusive food and drink options,
air-conditioned comfort and one of the best views of the action on the field. Located on the suite level, each Club is limited to 240 seats and features an expansive, 9,500 square-foot, open-floor design, including prime food and drink options as well as a full liquor bar for purchase. Membership provides VIP access to all RJA events including all Bucs home games, USF home football games, the Outback Bowl, Monster Jam, concerts and other special events included in one price. Members will also have the option to purchase seats for the 2017 College Football National Championship Game.
Project Phase 2, to be completed for the 2017 season, includes an extensive renovation of the east and west club lounges, expansions of the general concourses, construction of a new team store, and other general fan enhancements.
Rays’ Top-Value Promotions
“New for the 2016 season, we have added a variety of value-laden promotions for our fans,” Brian Richeson, Rays’ Vice President of Sales & Marketing, told Paradise News. “Each weekday has a ticket promotion with different appeals and when combined with our weekend lineup full of promotional giveaways, you have 81 games full of attractive promotions, among the most aggressive in MLB.”
“Additionally, we aimed to add value to our season ticket-holder base with two new and exciting benefits. First, The Draft Room, an exclusive club area for season ticket holders, will feature enhanced concession offerings, local craft beers and themed items based on visiting teams. Second, the new Rays Rewards program takes season ticket benefits to a new level, with points that earn them access to merchandise, can’t-buy experiences and more.”
The last major Trop renovation for the 2014 season was very well received. The biggest change was the new 360 degree pedestrian circulation created around the lower seating bowl. This provides easier access to and from ballpark gates, concessions and activity areas through out the facility. Also created was a more dynamic experience in the area just above the center field wall previously occupied by the
Everglades BBQ Smokehouse. Working with concessionaire Centerplate, it was transformed into “The Porch in Center Field,” a unique patio with open views of the playing field and new food and beverage areas easily accessible to all ballpark patrons. A new deck overlooking the Rays Touch Tank connects the patio to the new walkway at its right field entrance. In addition, a more traditional Batter’s Eye structure, meeting all MLB specifications was installed.
As a result of this project, visitors are now able to access the entire lower seating bowl directly from escalators at the main rotunda entrance of Tropicana Field. The project cost well over $1 million and builds on the more than $20 million the Rays have invested in the Trop since 2006 (see Paradise News, May 2014 issue).
Pre-season kicked off with the annual Rays Fan Fest, February 27 at the Trop. Several thousand enthusiastic fans were on hand to meet and get autographs from some of their favorite players, take photos with Raymond and DJ Kitty and enjoy the surroundings. Overall, there was a lot of optimism for the new season.
Lightning Lexus at Amalie Arena
After spending more than $87 million the past five years in fan upgrades at the then St. Pete Times Forum and now Amalie Arena, the Lightning is planning some nice interior upgrades to the VIP Lexus Lounge for the new 2016-17 season, according to Bill Wickett, Executive VP of Communications. Full season and 21-pack customers get valet parking and a private entrance for hockey games, concerts, family shows, AFL Storm football and other events; unlimited upscale dining and beverage options; and all-inclusive beer, wine, mixed drinks and sodas. . The Lexus Lounge is adjacent to thelocker rooms, with seats 10 feet from the ice with a great rink-level view of warm-ups and game action.
When Lightning and arena owner Jeff Vinik announced the $40 million in most recent renovations a few years ago, he vowed to make the 15-year-old arena one of the nation’s best and dug deep in his own pockets to make it happen without any burden on the taxpayer. Significant modifications started with a new main entrance with one large staircase (rather than the previous two) with access to the box office, VIP guest services and a new 4,000-square-foot team store and cafe. All 19,000-plus seats were replaced with thick-cushioned chairs, all with cup-holders, and all suites were completely renovated and upgraded.
The old Icons and Medallions restaurants gave way to a new outdoor 10,000-square-foot upper-level,Bud Light Party Deck, with five concession stands and drink bars, and stunning photo-taking views of downtown Tampa. About 600 seats from the third level gave way to new Pipe Organ, fan viewing area and bar. The digital organ has five keyboards, a 300-speaker sound system and a rotating base. The 63 pipes are displayed with a huge Tampa Bay Lightning sign that lights up red, white and blue during the national anthem.
Aimed at families, the Lightning had a variety of offers and promotions throughout the 2015-16 hockey season at Amalie Arena. Included were Little Caesars Family Packs, pre-game Corona Tailgates, monthly Coca-Cola ticket specials, Bolts BBQ offers and an all new Bud Light “Up For Whatever” package. All were very well received, according to Wickett.
With a positive approach to the Lightning again making the Stanley Cup Playoffs, every effort again will be made by the team to limit access to Amalie Arena season tickets by visiting team fans who try to take advantage of illegal online offerings by season ticket holders. With prices reaching as high as $5,000 a ticket last year when the team came within two wins for the Stanley Cup, the Lightning had the most stringent requirements for playoff tickets.
Tampa Bay sports fans are very fortunate to have a trio of major league teams offering exciting playand upscale amenities, and owners who really care about giving their patrons a real return for theirloyalty and support.
Story by Steve Traiman
Editor’s Note: Special thanks to Nelson Luis, Tampa Bay Buccaneers; Dave Haller andRafaela Amador, Tampa Bay Rays; and Bill Wickett, Tampa Bay Lightning.]
[Steve Traiman is President of Creative Copy by Steve Traiman in St. Pete Beach, offeringfreelance business writing services. He can be reached via email at traimancreativecopy@gmail.com]