Nowadays, nearly any time you purchase a ticket to a live performance, sporting occasion or perhaps a comedy present, there’s an additional possibility made obtainable for VIP entry to the occasion
For Taylor Swift followers, VIP means unique seating, early entry to the venue and a swag bag stuffed with unique merch from the artist. Different artists, supply backstage alternatives and a meet and greet with the artist … for the suitable worth.
VIP packages for some NFL groups just like the San Francisco 49ers can embrace prime seating for the sport and on-field entry earlier than the motion begins, amongst different perks. The NBA, Main League Baseball and the NHL all supply some sort of VIP packages to followers with various levels of eye-popping perks.
However on the UFC, followers are dispensing a number of hundreds of {dollars} for a weekend lengthy expertise that has grown into an enormous enterprise for the group ever since Endeavor paid over $4 billion to buy the corporate.
Again in 2020, Endeavor expanded its rising portfolio with a $660 million deal to amass On Location — a premium hospitality service beforehand owned by the NFL that ran occasions just like the Tremendous Bowl Music Fest and provided VIP experiences for followers. The deal not solely introduced Endeavor nearer to the NFL however On Location allowed the expertise company turned leisure and sports activities conglomerate to make use of the corporate to construct out related VIP experiences for followers within the UFC and ultimately WWE after getting within the skilled wrestling enterprise as properly.
Rachel Nabatian, the pinnacle of fight sports activities at On Location, leads the staff that builds out these VIP packages for the UFC, that are stuffed with quite a few perks obtainable to followers that go far past only a ticket to the occasion and early entry to the sector. Actually, Nabatian advised MMA Preventing that a part of her job is consistently upping the ante to make sure the UFC stays one step forward of each potential competitor in relation to the most important and finest fan experiences obtainable within the sports activities and leisure trade.
“Before everything, we’re all followers and we simply suppose what can be your dream weekend for a priceless expertise?” Nabatian stated. “We all the time sit down along with the UFC and that’s type of how we construct out the product for our packages. The product has grown tremendously.
“All we attempt to consider is the best way to deepen fan engagement and actually give you one thing priceless and distinctive that may by no means be replicated once more.”
Now VIP packages to any occasion, sport or live performance don’t come low cost however that’s additionally why On Location consistently makes tweaks and modifications to obtainable choices to not solely keep forward of the competitors however to present new followers and repeat consumers a singular expertise each time.
A fast have a look at the UFC VIP web site reveals a number of occasions the place VIP packages can be found. At UFC 304 in Manchester, England as an example there are offers obtainable that begin $1,750 per individual and go up from there with every bundle providing totally different perks. Pricing varies per occasion with probably the most unique packages that includes “message us” language for extra data, which any savvy purchaser acknowledges as the very best worth level attainable.
However these prices additionally clarify why the staff behind the UFC VIP packages consistently work to go above and past for patrons eager about attending these unique occasions.
In fact, the absolute best seating, a separate precedence entrance to the occasion and hospitality (reminiscent of meals and drinks) on struggle nights can be found however Nabatian says what the UFC has constructed with its VIP program goes far past that.
“I view us as being on the forefront of fan engagement,” Nabatian stated. “In fact, that comes with premium seating with a spectacular view. We be sure that each single ticket in our bundle has that whether or not it’s our highest bundle or not. It begins with that however we go method past that. It’s a full weekend of as soon as in a lifetime experiences. You’re going behind the scenes, you’re getting unparalleled entry. That’s actually what we drive right here.
“Along with that, what’s the opposite factor that we do? We take all stress out of the equation and I feel these two issues have to go hand in hand. If you recognize there’s an expert photographer there, if you recognize there’s non-public transportation, there’s on sight concierge there for you, you’ll be able to simply actually let go and be within the second and that’s type of the purpose.”
Nabatian revealed a few of the perks obtainable within the varied VIP packages together with the very best tier, which probably entails strolling to the octagon with a fighter throughout an occasion. That really simply occurred at UFC 300 the place some VIP consumers had been in a position to be part of gentle heavyweight champion Alex Pereira’s entourage as he marched to the octagon to defend his belt in the principle occasion.
“When it comes to the walkout, you’re there even earlier than the tunnel seeing the whole lot, feeling the whole lot,” Nabatian stated about that perk.
However the weekend lengthy VIP packages also can embrace:
Entry and an look on the UFC weigh-in present on Friday mornings with analysts like Daniel Cormier, Laura Sanko and Chris Weidman
Reserved seating on the ceremonial weigh-ins
A put up weigh-in reception with meals, drinks and UFC athletes
Highest tiered packages can embrace standing on stage with UFC CEO Dana White, Joe Rogan and others on the ceremonial weigh-ins
A meet and greet after the weigh-ins with Dana White
Attending a manufacturing rehearsal hours earlier than an occasion takes place
Sitting on the promoter’s desk throughout preliminary fights (mainly sitting in the identical seats had been executives like Dana White sit throughout the occasion)
In octagon entry for images after the occasion ends
Unique meet and greets with UFC athletes
In fact, each bundle is totally different and the extra perks, the extra followers can pay however that’s additionally why the staff at On Location constantly makes tweaks and modifications so nothing ever feels generic or dated.
Actually, Nabatian says there are quite a few repeat consumers for the UFC VIP packages.
The demand has gotten so excessive that On Location successfully has a ready checklist the place consumers will put down a deposit simply to have the primary likelihood on the VIP packages when gross sales start earlier than every occasion.
“We have now pre-sale signups and issues of that nature,” Nabatian stated. “In some circumstances, we even have people put down deposits prematurely to present them the suitable to purchase first. These all the time do rather well as properly.”
Whereas On Location clearly leads the cost for these VIP packages for the UFC and WWE, Nabatian says each corporations are very invested in working alongside them to ensure they’re all the time arising with new concepts to maintain the product recent.
On Location sits down UFC brass regularly to debate potential choices for future VIP packages with UFC CEO Dana White personally recognized for his voracious angle to all the time do higher than all people else competing alongside him.
“It’s type of construct into the tradition, which makes my job simpler as a result of now we have such a collaborative accomplice,” Nabatian stated about working with the UFC. “We even have bi-weekly conferences with them and each single time, we put aside time for technique to ideate collectively ‘what’s the cool new factor we are able to do?”
There’s no precise metric to point out the total success of the UFC VIP program however an total have a look at the promotion’s funds show that ticket gross sales and reside occasion revenues are skyrocketing.
On the shut of 2023, the UFC’s section for reside occasion income was up a file 34 % to $168 million over 43 occasions. That determine encompasses ticket gross sales in addition to website charges for occasions, which is one other rising a part of the UFC’s marketing strategy.
“There’s clear demand for what we do,” Nabatian stated. “It reveals on the numbers. Our income and bundle gross sales improve each, single 12 months.
“Folks now are actually craving as soon as in a lifetime, distinctive experiences. I don’t know if it’s popping out of the pandemic or if it’s a thoughts shift however there’s deep demand for what we’re doing nowadays.”
