FORBES: How Live Nation's $2M Funding In Block Party Suites Changes How You'll See Sports And Concerts

One of the little reported on changes in how you enjoy sports and concert experiences has been the expansion of “pop-up experiences”. Gone are the days of just going to an event and having to pre-party or, at best, hang in a suite. For concerts, you used to have to know somebody to get back stage or do a meet and greet.

So to has been point-to-point booking of events. For sports, nearly all pro clubs own their facilties. What’s key is booking events on non-game days for those clubs, and with large sports and entertainment companies, it creates partnerships that no longer require having to go to a myriad of booking partners.

Stepping into this is Block Party Suites, a company that provides pop-up fan communities inside and outside venues. Think of it as being able to purchase a VIP party experience. Live Nation has made a $2 million funding investment in Block Party Suites, thus growing footprint in collegiate and professional sports.

As part of the investment, Live Nation executives Mark Campana, Co-President - North American Concerts, and Tom See, Chief Revenue Officer - North American Concerts, will be joining Block Party Suites’ board.

This type of partnership creates a symbiodic relationship in which the entertainment giant has a partner for the pop-up experiences.

This summer Block Party Suites will be opening a tailgate and cabana club at PNC Bank Arts Center in Holmdel, NJ on June 4th, a deck lounge at BB&T Pavilion in Camden, NJ on June 17th, a cabana club at Ascend Amphitheater in Nashville, TN on June 23rd, and another tailgate club at Klipsch Music Center in Indianapolis, IN on June 23rd.

According to Block Party Suites, in each of the venues, early-arriving fans can expect premium service from the time they arrive on-site through their pre-event activities. Amenities will include access to fully furnished tailgate tents - which will be equipped with satellite TV and premium lounge furniture - as well as entertainment from live bands, popular tailgating games, food, and BYOB options.

“This round, funded entirely by Live Nation, will provide us with access to a diverse network of entertainment venues, talented industry professionals, and the financial resources needed to build our vision of creating a national event hospitality brand,” said Adam Ward, Co-Founder and CEO of Block Party Suites. “Closing this round is a key indicator that sport and entertainment venue operators understand the hospitality experience must extend beyond the venue walls and that our focus on customer service exceeds that expectation.”

To place this all in perspective, Live Nation promoted nearly 26,300 events in 2016, alone.