BRC’s Work on Stadium and Arena Tours Featured in Sports Business Journal

With new investment and tech, stadium and arena tours like Climate Pledge are legit businesses on their own.

The Climate Pledge tour, designed by renowned experiential design and production company BRC Imagination Arts, which also designed the tour at Allegiant Stadium, lasts 75 minutes and costs $49 for adults. Its hosts learned a 25-page script over the course of three weeks and wear custom tech on their wrists that control the tour’s various multimedia aspects. Forro said it would be “a home run” if the tour business hit a six-figure ticket sales number. For context, 300,000 fans toured Fenway Park last year.

“There is sort of a recipe for a good tour program, and you have to have the right ingredients, and the story part of it is really important,” said Doll, who heads his consultancy, Sports & Entertainment Advisors. “The location and the market is important and the building itself has to be spectacular, and this had all three, just like Allegiant had all three.”