A sold-out stadium is the most concentrated hospitality opportunity in the world. Every single person in that building came to have a good time, and most of them brought money to spend. The gap between what guests are willing to spend and what they actually spend at a live event is one of the biggest missed revenue opportunities in the industry.

Premium hospitality — club seats, suites, VIP packages — now drives 75 to 80% of non-game revenue at modern venues. And operators who have invested in the premium experience have seen revenue lifts as high as 50%. That's not from selling more hot dogs. That's from designing an experience worth paying for.

The stadium isn't just a place to watch a game. For the guests in the premium sections, it's a hospitality venue that happens to have a game going on.