Arizona Cardinals adding luxury 'casitas' to State Farm Stadium – Sports Business Journal

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The Arizona Cardinals planned to go to market March 18 with an array of 538 premium seats, 10 “casita”-style suites and two clubs, all on the underutilized field level at State Farm Stadium. The changes are expected to be ready for the 2024 season.
The $15 million project grew out of the team’s research showing unmet demand for premium seating in the rapidly growing Phoenix market — the 18-year-old venue has just 88 traditional suites — and owner Michael Bidwill’s imperative to modernize the business, said Chief Operating Officer Jeremy Walls.
“What we realized pretty quickly is we had some great real estate at State Farm Stadium at the field level,” Walls said. “We wanted to create a couple of never-been-seen experiences in a stadium, and that’s what we’ve tried to do here.”
The centerpiece of the overhaul is the south end zone’s casita suites, which the team believes are new to stadiums. They will replace roughly 1,200 general-purpose seats, though the stadium’s overall capacity will not change materially, Walls said. 
The casitas are private, two-floor enclosed suites (casita means “cottage” in Spanish) with “front yards” facing the field, rooftop patios and access to the new Casita Garden Club behind it. Like the prior seats, the 20-person casitas will need to be removed to operate the field tray that shifts the playing surface indoors for games from its outdoor growing space. Everywhere Co., a custom home planner, designed the suites.
“It took a lot of work and planning to pull that off, but the end result, it’s going to be such a unique experience — where else can you have your own front porch and rooftop for the NFL stadium?” Walls said. “The high-end nature of it is important for us.”
Also new on the south side, the team is building four- and six-person sideline field boxes. Ticket holders in those boxes will have access to the Casita Garden Club, which will have views of the Cardinals players’ tunnel. 
On the north side of the field, the team has built 12-guest field suites, tunnel suites and sideline/end zone field seats, all of which have access to the other new premium club, the Morgan Athletic Club, which has views into the visiting club’s tunnel. 

arizona cardinals

The price point for the new seating options will range from $1,000 to $17,500 per game. (Every seat includes all food and beverage, VIP parking and a dedicated entrance.) DreamSeat’s 30-inch leather Monaco design will be deployed for the first time in a stadium, Walls said.
Populous, Hunt Construction and Hale Collective assisted the Cardinals. The new sections will be available for sponsors.
Opened in 2006, State Farm Stadium still is considered a top-tier facility, having hosted three Super Bowls (most recently in 2023), one College Football Playoff national championship game (2016) and a men’s Final Four (2017), the latter of which it will also host next month. 
Still, the venue has to compete with the newer venues in the region, such as SoFi Stadium and Allegiant Stadium in nearby Los Angeles and Las Vegas, respectively, as well as AT&T Stadium just outside of in Dallas, among other venues across the country that can host several major sporting events. Addressing those shortcomings by leveraging available on-field space and modern premium construction technology is a “no-brainer,” for both the Cardinals’ business and the premium events business, according to Brandon Doll, principal of Sports & Entertainment Advisors.
“If you want to stay relevant and in the rotation, you need to keep up with the Joneses, literally and figuratively,” Doll said.
Takeaways from NCAA; Philly’s bold sports ambitions and putting a bow on “The Dynasty.”
On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women’s NCAA basketball tournaments.

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