Luxury Defined at the Venues of ALSD 2020

It’s time to start making plans to visit three of the industry’s preeminent facilities at the 30th Annual ALSD Conference and Tradeshow.

I’ve seen hundreds, if not thousands, of suites across the global sports and entertainment venue marketplace. Few compare to what I saw at Texas Christian University last month. I say this without an ounce of hyperbole: Amon G. Carter Stadium’s six Founders suites, located 21 rows from the field, are the best I’ve seen, save maybe the similar Founders suites at Texas A&M’s Kyle Field. Maybe.

With custom furniture, finishing, 24 fixed seats, and 22 bar stools inside each suite, and with a floor-to-ceiling fireplace structure, tufted leather furniture, and other lavish appointments around every corner, including ornate steel doors and stone surrounds from the original Amon G. Carter Stadium in 1930 as well as a massive print of Frederic Remington’s “A Dash for the Timber” overlooking the entire space, the grandeur is luxury defined.

I’ve seen hundreds, if not thousands, of suites across the global sports and entertainment venue marketplace. Few compare to what I saw at Texas Christian University last month.

I cannot possibly describe it adequately with words. You have to unearth this gem for yourself to truly appreciate its shine. Which ALSD Conference attendees will have access to do at the 30th Annual ALSD Conference and Tradeshow.

On Amon G. Carter Stadium’s east side now sits its new Legends Club and Suites, which consists of 22 suites, 48 loge boxes, and 1,050 club seats, all supported by the Legends Club, which drips TCU brand and heritage down to the purple wood and tiles that mimic the scales of the horned frog. The club also features glass walls and an outdoor terrace to enjoy the best views in all of Fort Worth with clear sightlines back to campus and downtown.

And not only does the visual splendor provide one of the highest sensory impacts in the DFW Metroplex, its sales and fundraising success is equally as important to ALSD attendees. There is much to learn from this story.

The new Legends Club and Suites at TCU’s Amon G. Carter Stadium sits atop the venue’s east side and features 22 suites, 48 loge boxes, 1,050 club seats, and the expansive Legends Club. Photo courtesy of TCU.

Our First Rodeo

A mile up the road sits Dickies Arena, which opened its doors last November 1. In short order, it has become a must-stop location for many touring acts and family shows. It was built to support a full event calendar, and it is projected to host 155 to 160 events in its first 12 months, but its primary tenant is the Fort Worth Stock Show & Rodeo. Although not our first conference, this will be the ALSD’s first rodeo.

The dust had barely settled on Dickies Arena’s first Fort Worth Stock Show & Rodeo. Just days before over 750 trunk loads of dirt had been hauled out. But you’d never know it. It sparkled like new.

When I visited Dickies Arena with the rest of the ALSD crew last month, the dust had barely settled on the arena’s first Fort Worth Stock Show & Rodeo – 25 rodeo performances over 23 consecutive days. Just days before, over 750 trunk loads of dirt had been hauled out. But you’d never know it, as it sparkled like new, ready to host Alan Jackson for a Saturday night performance.

Dickies Arena opened its doors as the result of a unique public-private partnership with the city of Fort Worth. It contains a full premium menu of 40 suites, 32 loge boxes, 2,400 club seats, and 214 industry-unique rodeo boxes. It’s full of surprises for ALSD attendees inside the venue and out.

The north entrance of Dickies Arena, home of the Fort Worth Stock Show & Rodeo, pays tribute to the architecture and spirit of the Will Rogers Memorial Center. Photo courtesy of Dickies Arena.

Countdown to Showtime

Breaking news, ALSD members… we can confirm all the toilets work at Globe Life Field. While the ALSD visited with the Texas Rangers last month, their new $1.2 billion ballpark celebrated an important milestone – Flush Day. And good news, 860 water closets, 260 urinals, and 2,600 total fixtures across the 1.8-million-square-foot ballpark all passed the plumbing stress test. So whether it’s the 7th Inning Stretch on Opening Day or two hours into the Globe Life Field tour and reception at the ALSD Conference, the ballpark is ready for thirsty capacity crowds.

Globe Life Field, the construction project, is nearing its conclusion. After over 5.5 million man hours, Globe Life Field is 94% complete (as of February 18). Decking and roofing work, including installation of all translucent ETFE panels, is 100% complete over the 5.5-acre retractable roof structure, whose steel weighs in at an awe-inspiring 19,000 tons.

Globe Life Field, the new home for the Texas Rangers, will hold capacity for 40,300 seats, including a volume and variety of suite and premium seat products. Image courtesy of the Texas Rangers.


Work on the stadium’s interior finishes is ongoing throughout the building. Concessionaire provider Delaware North has started testing equipment in the lower concourse kitchen and concession areas. Health inspections are in process throughout the site. Almost all suites are sold, aided in part by a generous F&B per-game credit. In sum, the lower concourse is 97% complete, including all clubs, suites, and concession areas.

Seat installation is 100% complete on the main concourse and 85% complete on the upper seating bowl. Over 34,000 seats have been installed up to this point. Upon completion, Globe Life Field will hold the capacity for 40,300 seats.

These are the venues of ALSD 2020 – all first-rate in their premium products, overall designs, and sales success. Stay tuned for additional ALSD 2020 venue announcements leading up to the event. As the ALSD has always done with our conference programming, we aim to lead, and not follow, our industry in 2020, our entire industry, from colleges to major leagues, from stadiums to arenas, from esports to rodeos, and everything in between.

There’s something for everyone at ALSD 2020. And everyone can parse something from each of these leading venues.


Sign Up Today for the 2020 ALSD Conference and Tradeshow, Sports Venue Design & Build Forum, and Sports Sales Training Forum.

Continue to watch, our YouTube channel, SEAT Magazine, and all ALSD social media outlets over the coming weeks and months for in-depth reports and other content showcasing each ALSD 2020 venue.