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Global Spectrum Response Winter 2012_Web

Global Spectrum Response Winter 2012_Web

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Published by Timothy Gibbons
Winter 2012 Issue 56



Chris Lencheski Named To Head Front Row Marketing
hris Lencheski has joined Front Row Marketing Services, the Comcast-Spectacor company that specializes in incremental revenue for sports facilities worldwide, as the company’s new President. He joins Front Row Marketing Services from Phoenicia Sport and Entertainment, a specialized sports and entertainment management, brandstrategist, activation marketing, and content company that he founded.
Winter 2012 Issue 56



Chris Lencheski Named To Head Front Row Marketing
hris Lencheski has joined Front Row Marketing Services, the Comcast-Spectacor company that specializes in incremental revenue for sports facilities worldwide, as the company’s new President. He joins Front Row Marketing Services from Phoenicia Sport and Entertainment, a specialized sports and entertainment management, brandstrategist, activation marketing, and content company that he founded.

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Published by: Timothy Gibbons on Jul 02, 2012
Copyright:Attribution Non-commercial


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Around the Globe…
Welcome ToBangor, MEP. 3Mountain WineryNamed “Best”P. 5Borchard Exceeds$1 MillionP. 7Sandler Center’s90th Sellout P. 12Lexie BooneTo Gen. Mgr.P. 16
Winter 2012Issue 56
Chris LencheskiNamed To HeadFront Row Marketing
hris Lencheski has joined FrontRow Marketing Services, theComcast-Spectacor company thatspecializes in incremental revenue forsports facilities worldwide, as the com-
pany’s new President. He joins Front RowMarketing Services from Phoenicia Sport
and Entertainment, a specialized sportsand entertainment management, brand-strategist, activation marketing, and
content company that he founded.
As President of Front Row Marketing
Services, Lencheski will oversee the day-to-day operations of the company, whichgenerates incremental revenue for public
assembly venues, sports teams, and
municipalities through the marketing andsales of naming rights, advertising/spon-
sorships, exclusive product and vendor
rights agreements, premium seating, and
hospitality features.Front Row generates over $38 million inannual gross sales for its clients, and has
recently become the commercial rights
holder for the Colonial Athletic Associa-
tion, Indiana University of Pennsylvania,Saint Cloud State University, and DrexelUniversity (CAA); Greenville Road War-riors and Trenton Titans (ECHL); and
Philadelphia Soul (AFL). Its sponsorshipevaluation division, Front Row Analytics,
The Miami Beach (FL) Board of Commissioners vot-ed unanimously to approve a two-year extensionwith Global Spectrum to continue providing innova-tive management, sales, marketing, and operationsof the Miami Beach Convention Center(MBCC) and Colony Theatre in MiamiBeach, FL.“This is a testament to the hard workand dedication of our staff, led byGeneral Manager Bob Balsam, at theMiami Beach Convention Center,” said John Page,Global Spectrum Chief Operating Officer. “We aregrateful to the City of Miami Beach for selectingus and recognizing the improvements we havemade to the facility. We remain committed toproviding the ultimate experience for our guestseach and every time they visit the Miami BeachConvention Center.”Global Spectrum was awarded theoriginal contract in October 2008 andwithin the first fiscal year reducedits operating loss by over $600,000,boasted an electrical savings of nearly$200,000, decreased overall expenses by over $1million and contracted over $600,000 of new busi-ness in its first year.
Global Spectrum Gets Contract ExtensionFor Venues In City Of Miami Beach
Sold-out crowd o 46,967 ills Citizens Bank Park in Philadelphia, PA, or 2012 NHL Bridgestone Winter Classic. Seestory on page 13.
Winter Classic Fills Citizens Bank Park
(Continued on page 22)
(Continued on page 19)
By Mike AhearnVice President, OperationsGlobal Spectrum
Fan Experience Prime Focus For PublicAssembly Venue Managers
3601 S. Broad StreetPhiladelphia, PA 19148Phone: 215.389.9530global-spectrum.comDesign:Editorial: Ike Richman & Larry Rubin
he human factor has replaced bricksand mortar as the primary concern foroperators and designers of new arenasand stadiums throughout the world.I have found through my experience travelingthe world on behalf of Global Spectrum’s con-sulting group that the fan experience in today’svenue world has nudged aside what had beena focus on the venue’s particular sport(s) andhow the building was utilized. The older facili-ties tried to be everything to everyone. Theyseldom met the needs of the users, includingtenants, operators, and guests.In today’s world, the focus has shifted to provid-ing a comfortable, highly engaging, and interac-tive experiences for the ticket buyer. Architectsare now designing larger concourses for bettercirculation and an overall better customer ex-perience. There are by far more points of saleand a wider variety of food options than everoffered previously, giving greater choice to theguest and providing a better overall customerexperience. This in turn also helps to increasespending at the venue.More and more, video screens and TV monitorsare replacing the way we communicate with ourcustomer. The old design approach was to havestatic message/advertising boards anywherepossible. This was an afterthought in the designprocess that was typically left to the end of thedesign, close to the facility opening when some-one realized that they needed signage.The new approach to communicate to ourguests is through interactive and programma-ble video signage. The video boards give theadvertiser more options and flexibility to cus-tomize their message directly to the consumerin our facility. In addition, it allows the facilityoperator to also manage and change menus,pricing, and communications to our customers.The placement and design of the signage nowhappens much earlier in the design process be-cause of the infrastructure requirements andthe need to coordinate these boards with otherdesign needs.Another area that is seeing a change is theapproach to premium seating. People arelooking for a more communal and interactiveexperience. They no longer want to arrive andgo directly to a private box, never to see orinteract with anyone else in the facility. Manynew facilities are being designed to provideopen bar and lounge space outside or aroundthe suites in response to the need for a socialexperience before slipping away to a suite toview the game.Loge boxes are also being incorporated intothe design of many new facilities. These semi-private boxes provide an upgrade to the typi-cal “club” experience at a more affordable pricethan a suite. These boxes typically seat betweenfour to six guests and provide private videomonitors, loose seating, and counter space forfood and beverage.In addition to addressing the needs of the pre-mium customer, today’s new facilities also try toprovide added amenities to the general publicby providing entertainment and lounge spacethat does not require special memberships orcontracts. Gathering spaces both inside thebowl and on the concourse where people cangather to watch live action and other televisedsports in a lounge/bar experience is one of thenewest trends.Moving forward, we can expect the use of tech-nology within our facilities to increase by pro-viding a more personal and interactive way tocommunicate directly with our customers.
I have found through my experience traveling theworld on behalf of Global Spectrum’s consulting group
that the fan experience in today’s venue world has nudged
aside what had been a focus on the venue’s particular
sport(s) and how the building was utilized.
Newest member o U.S. Hockey Hall o Fame isComcast-Spectacor Chairman Ed Snider who was
inducted at ceremonies on December 12.
Attendees take photo break at Global Spectrum’s 2011 General Managers and OperationsAnnual Meetings at Global Spectrum-managed Palm Beach County Convention Center inWest Palm Beach, FL.
Sales, Marketing Hit StreetsDuring National Meetings
Global Spectrum’s marketers attending the company’s National
Marketing Conference (October 4-6) at the Century Center in
South Bend, IN, took to the streets of the city and created anApprentice-like challenge, generating more than 20 new leadsfor the convention center.
The conference was attended by 35 sales and marketingprofessionals, including John Page, Global Spectrum’s COO;five General Mangers; two Regional Vice Presidents; and Bob
Schwartz, the company’s Vice President of Marketing. Attend-ees traveled from as far away as Provo, UT, and included sales
and marketing professionals from convention centers, primarily
located in mid-tier cities.
The three-day conference featured multiple results-orientedsales and marketing topics and included presentations from
the University of Notre Dame’s Joe Urbany Department of Mar-keting professor and trade show executive Michael Seymour of 3D Exhibits.“The energy and creativity that took place over the three days
was absolutely incredible. More importantly, we generated
ideas, concepts, and leads for the Century Center that are being
applied immediately,” said Shura Garnett, Global SpectrumRegional Vice President. “While the meetings were beneficial
for all of our marketers, the real winner was the Century Centerbecause it will reap the benefits of the terrific ideas that werecreated.”The Global Spectrum team took to the streets and visited morethan 70 offices throughout South Bend and Mishawaka, result-ing in 23 new business leads for Century Center.
Bangor, Maine, Picks Global SpectrumFor New Arena/Convention Complex
Global Spectrum has been selected by the City of Bangor, ME, to provide
pre-opening and management services for the city’s new Bangor Arena andConvention Center complex, scheduled to open in the fall of 2013.Todd Glickman, Global Spectrum’s Vice President of Business Development
and Client Relations, said Bangor’s new $65-million downtown facilities proj-
ect will provide area residents with an 8,000-seat arena for concerts, sports,
and other special events, and an adjacent convention center with a large
ballroom, pre-function space, and meeting rooms.“The new Bangor Arena and Convention Center complex fits perfectly withGlobal Spectrum’s expertise in managing arenas and convention venues in
smaller markets throughout North America,” Glickman said. “We look for-
ward to preparing the Arena and Convention Center for opening day, then
guiding its management to a very successful and thriving meeting, entertain-
ment, and convention venue.”
Appearing on panel at Intern Career Fair at University o Massachusetts at Amherst are(rom let) Tim Murphy, Global Spectrum Regional Vice President; Bob Schwartz, GlobalSpectrum Vice President o Marketing and UMass alum; Lisa Masteralexis, Associate Pro-essor o the Mark H. McCormack Department o Sport Management; UMass student Nick
DeChristopher, career air organizer; Tifany Hartord, career air ounder; UMass student
Malcolm Run, president o Association o Diversity in Sport; Peter Luukko, Comcast-Spectacor President, Global Spectrum Chairman, and UMass alum; and Cindy Stutman,
Philadelphia Flyers Vice President o Customer Service and UMass alum.

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