If you allow branding within your suites:
- What are the guidelines?
- Does the client have to return the suite to its original state if/when the contract ends?
- Does the team or the client pay for the branding?
- Do you use it as a renewal tool?
- Can you send samples of branded suites in your building?
- We ask them what they plan to do and then we approve or suggest changes. If they are a sponsor, then there are almost no limits. If they are not a sponsor, then we ask our sponsorship department to approve. Basically, sponsorship approves so long as it does not compete with another sponsor or is so obvious to the outside seats that they are effectively advertising (think neon flashing lights of their logo visible for all to see).
- Yes, the client has to return the suite to its original state.
- The client pays for the branding.
- We did use as a renewal tool. Even though we did not pay for it, we encouraged renewals to brand their suites. This was a change from when they first purchased their suites, and we were more strict on what they could do.
In our private Infield Suites, our clients who have licensed the suite for all 20 performances during our season are permitted to add custom murals on one wall. The logo portion of the mural must be added separately on top in case we need to remove it for an offseason event where specific companies would be in conflict (rarely occurs).
The client pays the cost of the mural and the associated internal electrical and carpentry costs, since there is baseboard, trim, and fixtures/outlets that need to be removed and reinstalled. We manage the project for the client, but they pay all costs. If they do not renew their contract or drop below 20 performances, we pay the cost of re-branding the suite to a neutral state.
Yes, we have an extensive branding program that we began a year ago. The program is in conjunction with 3M and a local graphics company, Vomela. We offered each suite holder a $5,000 bank to brand their suite. No strings attached. We are planning on building-out a new design suite this year to use as a renewal tool. Timetable is still up in the air.
We allow this for full season leases only. Some minor decorating can be done whenever the client is interested in doing it. However, if something is being done that physically changes the structure of the suite, in any way, then we will likely only allow it if the client is in a long-term deal (probably at least three or four seasons). Nothing can be done in the areas that face the playing field or even suite level walkway. This is to protect the sponsorship deals that are in place.
No, I don't think we've ever required them to return it to it's original state, but I do think companies have generally taken personal purchases with them when they leave (new couches/furniture, pictures, paintings, etc.). If any permanent alterations were made to the suite, we have generally assumed the burden of restoring it, if need be. That is why we generally require a long-term deal for something like that.
The client would pay for anything that is done, outside of our full-scale remodels (last done after the 2012 season).
We have not used it as a "renewal tool", but we do mention that a full-season commitment allows for this type of flexibility.