H.B. Stubbs Loge Seating is Big Hit for Phoenix Coyotes

In a
marketing move that greatly improved both the fan experience as well as its
bottom line, The Phoenix Coyotes, with the help of H.B. Stubbs Companies,
designed and installed eight semi-private mini luxury suites called Loge Suites
in place of traditional standard seating at their home at Jobing.com Arena in
Glendale, Ariz.

The team
approached H.B. Stubbs Companies, who had made design improvements to their
existing Rinkside Club, with the idea to create proprietary seating that was
less expensive than current luxury suites as an alternative to regular seating.
Fans are able to have the same excitement and marketing benefits as a luxury
suite at a more affordable price.

The
response from fans was so great that the Loge Suites were sold out while still
under construction.

“We
are very pleased the Coyotes have gotten such a great response from fans,”
said Scott Stubbs, president and CEO, H.B. Stubbs Companies. “It really
was a stroke of brilliance on their part. They were able to serve their diverse
fan base with more affordable proprietary seating while creating additional
revenue simply by upgrading existing space.”

The Loge
Suites, which sold for $40,000 apiece for the 2006-2007 NHL hockey season,
created a revenue generator above and beyond regular seating. The cost of the
design and installation per suite was fully realized by the Coyotes in the
first year, not taking into account any additional revenue on ancillary
services such as food, beverage, parking and souvenirs. The Suites are located
throughout the top of the lower bowl of the arena.

Specifications

The eight
Loge Suites are semi-private personalized suites with excellent sightlines and
state-of-the-art audio and video components. With frosted glass perimeters and
a locking door, the box seats up to six people. H.B. Stubbs Companies worked
with the existing look and feel of the arena, including the upgrades they had
made to the Rinkside Club, and used those same finishes and materials.
“The boxes blend so well with the arena they look like they have always
been there,” says Susan Fisher, senior account director, H.B. Stubbs
Companies. The space is comprised of a personal seating area with standard
seating and drink rail with a view of the arena as well as a built-in 13-inch
LCD TV in the countertop and 30-inch screen in each box.

Features include:

Executive style seats with Corian counter
tabletop

Hardwood floors and spacious room for
client entertaining

A fully-furnished lounge area complete with
bar stools for additional seating

Two flat screen televisions

Loge Suite nameplate

Designated
Loge Suite concierge

Four tickets to all Professional Sporting
Events, Concerts and Family Shows

VIP Parking Passes

Membership in exclusive Rinkside Club

All-inclusive food and beverage for all
Coyotes home games

Complimentary Game Programs and Game Notes
for every Coyotes home game

Monthly calendar detailing upcoming events

Loge Tables

In addition to the loge boxes, H.B. Stubbs
Companies also designed and installed an even more cost-effective alternative:
Loge Tables. These eight semi-private reserved mini-boxes are comprised of a
half round executive table enclosed by a screen. With seating for four, the
tables face the arena and include two flat screen televisions, dedicated
service staff and company nameplate on stool backs and wall of fame. The cost
per table was $28,000 for the 2006-07 NHL season.

All Loge
Boxes are currently under contract. Only one two-seat Loge Table is currently
available. Contracts renew Aug. 31.

The
project took approximately three months from design to finish. H. B. Stubbs
Companies worked closely with Mike Bucek, executive vice president and chief
marketing officer, Phoenix Coyotes. “The Loge Tables were a late addition
to our premium seating offerings and H.B. Stubbs Companies helped us to quickly
turn our concept into reality.”

The
alternative seating options have been so successful that the team is now
looking for additional space to add more boxes and tables.

H.B.
Stubbs Companies are headquartered in

Warren,

Mich., with additional design and production facilities
in

Salt Lake City,

Utah. The company also maintains sales and
marketing locations in

Chicago;

Secaucus,

N.J.;

San Francisco;

Cleveland;

Scottsdale
and

London,

U.K. For over 60 years clients have
come to expect “People You Can Count On” with an unmatched level of
personalized service and creativity. H.B. Stubbs Companies create event
solutions that help clients build brand awareness, brand preference and
increase sales.