Premium experiences, proven returns: The New revenue playbook for sports venues - by Terry McIntyre

Investing in the Fan Experience as a Revenue Strategy

The sports and entertainment venues that bet on premium experiences years ago are now seeing those investments pay off in packed seats, increased revenue, and industry recognition.

At Shawmut, we’re proud to work alongside some of the most forward-thinking sports and venue organizations: Brooklyn Sports & Entertainment, the San Diego Padres, and the New York Mets — who just reported record ticket sale revenue at Citi Field.

What sets these organizations apart is visionary thinking. They saw where the market was heading and acted on it — quickly.

Reimagining What “Premium” Means

Working with world-class design firms like Gensler and Populous, organizations have fundamentally re-envisioned what premium spaces look and feel like: environments that fans genuinely want to be in and that sponsors and partners want to be associated with. At Shawmut, we’ve seen firsthand how this comes to fruition: Gallagher Terrace at Barclays Center offers in-seat dining with a full view of the game; the Blue Shield Home Plate Club at Petco Park was recognized with an ALSD Spotlight Award for creating a VIP experience; the field-level Cadillac Club at Payson’s sold out with multi-year leases when it first opened at Citi Field.

Organizations aren’t stopping there — they’re also restructuring how they sell access. Membership models are replacing traditional ticketing in premium tiers, creating recurring revenue, deeper fan loyalty, and a more predictable financial foundation. It’s a strategy that is proving to pay off.

Making It Happen

Building these premium spaces doesn’t come without challenges. Project teams are working on fast-track, off-season timelines with a non-negotiable deadline: opening day. That’s why preconstruction and upfront planning with all the key stakeholders is critical — and why the right construction partner makes all the difference.

We’re grateful to partner with organizations that continue to raise the bar for their fans, teams, and venues, and are excited for what’s next.

Terry McIntyre is the director of sports venues, Shawmut Design and Construction, Los Angeles, CA.