From Sports Business Journal: Tours Of Allegiant Stadium Helping Raiders Grow Revenue — And Fan Base

With local pandemic capacity restrictions a thing of the past, the pressure is on the Las Vegas Raiders to make up for lost time in monetizing their still-new home, one-year-old Allegiant Stadium.

A concert schedule kicks off in July, and the NFL’s longer regular season resulted in an extra home game this year. But some revenue is already flowing thanks to a classic Vegas hook: tourism. Since March, 20,000 fans have toured the gleaming, $1.9 billion facility, which team executives are hoping becomes the city’s next can’t-miss attraction.

Venue tours are nothing new in sports, but the Raiders and consultant BRC Imagination Arts have aimed for something different — a brand experience that both appeals to Raider Nation and creates new loyalists, through an immersive experience that uses the facility as a backdrop to share the team’s storied and peripatetic history.

“You can get people to show up, but how do you transform them?” said Brandon Doll, the team’s senior vice president of strategy and business development. “If you’re asking me, what do we hope to accomplish with this thing? It’s creating new fans.”