One of Cleveland's hottest new members-only clubs isn't located on a cool street corner or in a trendy neighborhood. It is located at Rocket Arena, home of the NBA's Cavaliers with nearly 20,000 seats.
The space opened last month with help from h.Wood Group, a hotel company known for its exclusive nightlife. At 3,000 square feet, it features a custom bar made from marble flown in from Italy; tables set with leather-bound menus and embroidered napkins; and custom art on the walls that pays homage to Cleveland's history. Two mixologists serve cocktails while a DJ spins music for the members, who joined after spending six figures with the Cavaliers.
“The space was previously used as a workshop and pumping station,” Cavs general manager Nic Barlage said. “Now it’s a high-end supper club where you don’t feel like you’re in the bowels of an NBA arena.”
Sports stadiums and arenas across the country are opening expensive – and exclusive – clubs. The rooms, some of which are invite-only and cost members six figures annually, have hidden entrances; fine furnishings; selfie-friendly bathrooms; and the selection of food and drinks far exceeds what is available in the hall.
These clubs are not intended for watching sporting events. Many don't even have an opinion on the campaign. This is intentional: the spaces are intended to feel hidden, suitable for partying, networking and displaying wealth, a place for wealthy fans to combine business and pleasure.
“It's really about how you can continue to increase the value of the fan experience,” Mr. Barlage said.
These clubs are part of an effort to monetize and activate previously unused in-venue real estate, said Katie Haas, executive vice president of ballpark operations for the New York Mets. “It’s a journey to really look around this building and think about how we can transform spaces into something completely new.”
For example, next Mets season, fans will be able to purchase tickets to the Cadillac Club, a room along right field that seats 150 people and whose seats have personal flat screens. Entry to the club is through a hidden door that looks like an old ticket booth. It's not only open to members, but access doesn't come cheap: a season ticket costs $25,000.
In October, Capital One Arena in Washington, D.C. opened six high-end speakeasy-style suites that cost more than $1 million a year to rent. (Those with a multi-year lease will receive a $150,000 art and decor budget to bring custom art into their space. The arena is currently working on a loan program with the Smithsonian.)
HIPP, the club in the Cleveland Arena, charges its members an annual fee in the five-figure range and is only open on game days. Membership is extended to those who have already spent at least $100,000 with the Cavaliers – guests are not permitted. The price does not include seats to watch the games, which must be purchased separately. However, members receive a card that allows them to get free concessions anywhere in the arena (if they get bored of the fancy food, they can grab nachos at a concession stand).
Mr Barlage said the space had already reached capacity and there was a waiting list for membership.
The NHL is also involved. At Amerant Bank Arena, home of the Florida Panthers, a members-only club called Panther Bar was inspired by the Monkey Bar, one of the team owner's favorite restaurants in New York City.
The room was created by combining two suites. It features a speakeasy-style phone booth outside the front door, hand-painted panther murals by local artist Grant Gruenhaupt, and red leather booths with retro red-and-white checkered tablecloths.
The purpose is too lofty; The space is so exclusive that hockey great Wayne Gretzky comes by a few times a season. (He even signed one of the murals.)
The Crown Club at Barclays Center in Brooklyn, home of the NBA's Nets and the WNBA's Liberty, is only accessible courtside to season ticket holders. Members have access to 6,500 bottles of wine and food from the people behind Carbone and Torrisi.
“We know these spaces cost a certain amount of money, so you know who is there,” said JP Pennyfeather, chief executive of Pennyfeather 360, a company that provides the club with security, cleaning, transportation and hospitality services.
“You’re with the masters of the industry, people who can take you to the next level or who you can help get to the next level,” he said. “It’s a much more exciting night than just watching the game.”
Casa Tua, a members-only club with locations in Miami; New York City; Aspen, Colo.; and Paris, popping up in unexpected places at select sporting events. For last year's Miami Open tennis tournament, a 3,000-square-foot space beneath Hard Rock Stadium was transformed into a jungle with hundreds of leafy plants; A loudspeaker played bird songs.
“When you're on the tennis court you can't speak, you have to be silent,” said Miky Grendene, who founded Casa Tua with his wife Leticia Herrera. “But people want to socialize, meet other people and show that they are part of the club, so they come to me.”
Elijah Harlow, 24, owner of a brand strategy and communications consulting firm, visited Casa Tua during the Miami Open and was impressed by how the club attracted people who didn't watch tennis.
“They were there because they wanted to be in this hotspot and part of the social calendar,” he said. “Nobody had any idea what was happening at the tennis tournament.”