Rendering of new loge boxes at Philips Arena, Atlanta.
Philips Arena, home of the Atlanta Hawks, is constructing seven loge boxes in the lower bowl, adding a new premium seating option for guests. The boxes are just 20 rows from the court and occupy the last eight rows of section 107, opposite the visiting team bench. Construction began in the spring and is expected to be complete in June.
“We recognize that some companies and individuals aren’t interested in filling a suite with 16 guests, with the sheer volume of events here at Philips Arena,” said Andrew Steinberg, senior vice president and chief revenue officer at the Atlanta Hawks and Philips Arena. This new offering, however, gives guests the option for premium seating for four to six people, with four fixed seats and the ability to add two bar stools for an additional cost, per event.
The venue removed 125 seats in section 107 to install the boxes, which will be connected to a premium hospitality area which includes a bar and all-inclusive food and beverage. The contemporary design of the boxes was created by The Johnson Studio, an Atlanta-based company that also designed the venue’s Red restaurant and bar, which debuted in 2012. Construction is being overseen by New South Construction, also an Atlanta-based company.
According to Steinberg, the menus that will be available to loge box guests will be mostly tapas-type dishes, and specially tailored per each event. Spirits will be available on a pay basis.
The loge boxes are also appealing to premium guests since they give them the chance to be a part of the game in the lower bowl, while offering suite-like privacy and amenities, according to Steinberg. “The boxes offer unparalleled sightlines and the ability to interact with guests—whether it’s a business or client,” he said.
In addition to the bar and hospitality area with all-inclusive food and beverage, amenities include special parking, a dedicated concierge and two iPads available in each loge box for streaming Hawks games live, along with other interactive capabilities. “We’re still in the development stage,” said Steinberg. But he added that the venue plans to allow guests to order merchandise, food and beverage, play trivia games and use social media and more through the iPads.
With the loge boxes put on the market just a few weeks ago, Steinberg said that the response has been positive, with commitments already made on four of the seven boxes (as of May 16). Leases are available on three- to five-year terms. “With the service, technology, it’s a dynamic offering that wasn’t previously available for [groups] of this size,” Steinberg said.
Interviewed for this story: Andrew Steinberg, (913) 948-3007