Beyond the Bowl: Creating Premium Experiences Around the Venue (VenuesNow Conference Panel Recap) 

Beyond the Bowl: Creating Premium Experiences Around the Venue Sponsored by Xerox 

MODERATOR 
Ken Gaber, President, OVG Hospitality, Oak View Group

SPEAKER
Dan Berkowitz, CEO & Co-Founder, 100x Hospitality
Ashley Goodhue-White, President & COO, RISE Festival
Mike Kress, Co-Founder, Generator Studio
Qiava Martinez, SVP, Chief Sales Officer, Las Vegas Raiders

For many fans, live entertainment is about experiencing a lifestyle moment – and going home with the proof on social media that they really lived it up. Ken Gaber, President of OVG Hospitality at Oak View Group (Pollstar’s parent company), who served as moderator for the “Beyond The Bowl” panel commented that we’re in a time where there needs to be a focus on expanding the fan experience, either outside the fall walls or within the walls such as turning a closet into a speakeasy.

“If fans are going to spend their money, they want to make sure they’re all in. And if they’re going to spend their money, we’re going to want to make sure they’re spending their money with us,” Gaber added. 

Ashley Goodhue-White, President & COO of RISE Festival, noted that the key to evolving in a market is making sure that you’re connecting with the fan in an emotional way. 

She explained, “You have to find something they actually connect to, rather than just leveling up. They can go anywhere to get the next best experience. Retaining that is next to impossible if you don’t connect with them and give them an experience that they don’t have at one of the other 30 things they go to that year.” 

Dan Berkowitz, CEO & Co-Founder of 100x Hospitality, reflected on how the VIP experience has changed over the last few decades compared to 2005 or 2006 when he was calling up venues and trying to explain what a VIP package was. 

Berkowitz launched 100x in 2022 after previously forming CID Entertainment and CID Presents, which evolved into Playa Luna Presents. One of the first artist-themed destination events he put on was Luke Bryan’s “Crash My Playa.” 

“Everyone on earth craves community,” Berkowitz commented and added that real community can develop when you’re at a destination event and seeing your fellow fans at breakfast, lunch, and at the pool.

“People just want to feel appreciated. And acknowledged,” Mike Kress, co-founder of Generator Studio chimed in. “We can learn a lot from these festivals and temporary installations because that’s what people are drawn to … It’s about location and it’s not necessarily about plying people with heavy food and beverage to justify the ticket price, but creating an experience where people feel welcome. … People want that connection. … I think it’s really about breaking down the barriers and making people feel special. There’s ways for people to feel comfortable and then the experience organically happens.”

Gaber noted that while it may seem like everyone wants to do bigger and bolder events, sometimes it’s better to go with a more intimate option. 

And sometimes it’s about doing something that may be a little old school – but appreciated. Qiava Martinez, SVP, Chief Sales Officer of Las Vegas Raiders talked about how the Raiders is the only NFL team that still gives out hard tickets, earning applause from the VenuesNow Conference audience. 

“I’ve been with the team for 18 seasons. Coming from Oakland to Las Vegas we really had to come to the area, and listen to the community. We do have a fanbase that’s emotional but we also have a high percentage of visiting teams and we want to make sure they have a great experience as well. No 1, Raider fans of course, but anyone who comes into that building. You have to listen to the base. We can come up with lots of great ideas but if you don’t listen to what they want – we’re going to fall flat on our face.”