L.A. Galaxy's Hornitos' sponsored tailgate party open for business. (Photo Credit: L.A. Galaxy)
Pregaming just got way more intense at L.A.Galaxy games, thanks to a partnership with Jim Beam/Hornitos that has brought in-stadium tailgate parties to StubHub Center, Carson, Calif., for the majority of the Galaxy’s home games in the 2017 season.
Fans interested in starting things off early are now able to enter the venue three hours before game time, where they’ll find live music from California pop band Will Maker and the Red Line, enjoy snacks from food trucks and drink specials during the “LA Galaxy x Jim Beam” and “LA Galaxy x Hornitos” tailgate events.
“The partnership [with Jim Beam] was originally executed mid-way through last year and the tailgate idea was originally part of a loose concept that we developed with Jim Beam/Hornitos that had mutually beneficial objectives,” said Robert Vartan, senior director of partnership sales for the Galaxy and StubHub Center, about the deal brokered by AEG Global Partnerships. “We have an area called the [Jim Beam] Champions Lounge near the locker rooms that are typically a hospitality area for higher priced tickets that are close to the players and that was our priority last year with onboarding Jim Beam.”
With the Champions Lounge activated in 2016, the next pillar of the partnership with Jim Beam was a deal that encompassed the Galaxy and StubHub Center.
The events kicked off Sunday, April 23, at the team’s home match vs. the Seattle Sounders FC. Incentive to arrive early — gates open one hour before general gates on game days — came in the form of $5 Hornitos margaritas and $5 Jim Beam cocktails up until halftime at StubHub Center’s Pitch & Pale, which is in the southeast corner of the stadium.
“For any sporting event or team, the stadium wants fans to come as early as possible and enjoy the property, beat traffic and this is a way for us to work with a partner and provide content and excitement to promote fans coming early, through a specific gate,” said Vartan. “When you walk in there will be Hornitos or Jim Beam depending on the game — sometimes we’ll mix brands — and they’ll provide a drink special and some content.” The best part is that Jim Beam/Hornitos has incorporated the Galaxy brand and look into their style for the lounge.
Vartan said that while the Galaxy aren’t “reinventing the wheel” with the concept — a spokesperson for Major League Soccer (MLS) said they were not aware offhand of any other teams that are doing similar promotions — this pre-party could not have happened without the right partner to provide a fun hospitality event with custom food and drink. “They’ve invested in making the lounge look and feel like a hybrid of them and us,” he said.
Fans do not need to purchase a ticket to enter the tailgate area, which the Galaxy is promoting through its social feeds as well as StubHub’s channels, media releases and on both entities’ websites.
“We’ll keep promoting periodically throughout the year if there’s a food or drink special they want to showcase, and once we see the on-boarding this year, maybe we can do some stuff with retail and their on-premise partnership,” said Vartan, pointing at potential opportunities to get the word out through Jim Beam’s prime accounts at area grocery and liquor stores.
Through three home games the lounge — open to patrons 21-plus through kickoff — has drawn an average of 100 fans. Vartan said the team will need a full season to figure out if it is a break-even proposition, a revenue generator or loss leader. “With the game schedule, game times and matchups, it’s hard to base [potential revenue] off of a few games,” he said. “Our focus is not about the number but about the added fan experience and we’d love to get to a place where you have to line up to get in.”
Though initial numbers are modest, there is plenty of space to expand in the 100 x 150 sq.-ft. outdoor area and Jim Beam — signed on through the end of 2018 — has not set any requirements about the amount of product they expect to move or sales benchmarks. Vartan was not at liberty to discuss the amount of sponsorship dollars being offered by Jim Beam, though he said it was “significant,” and definitely fair market in the category for a deal between a spirits maker and a sports team/venue, “if not slightly above.” As for why the promotion is happening now, Vartan said it comes down to the investment from Jim Beam. “The financial support and having the right brand to tie in food and beverage is the cleanest way to do it and make the content relevant,” he said.
And, not for nothing, though the concept is not totally new, Vartan was also not aware of any other MLS teams with similar promotions. “I’d like to think we’re blazing a trail,” he said.