The stadium renovation is approved. The sales center opens. Premium seating sells out. And then what?

For most organizations, the sales center becomes an expensive relic, a beautifully designed space that served its purpose but now sits dark, accumulating dust while paying rent.

The elite organizations think differently.

Teams like FC Barcelona, the Dallas Cowboys, and the LA Rams/Chargers at SoFi Stadium understand something fundamental: a sales center designed with intentional versatility doesn’t just sell premium inventory, it becomes a perpetual revenue engine that pays for itself long after the last suite is sold.

At Advent, we’ve helped organizations generate significant revenue worldwide. A substantial portion of that revenue comes not from the initial sales push, but from the ongoing, creative use of these spaces long after opening day.

The Hidden Cost of Single-Purpose Thinking

Traditional sports sales centers follow a predictable pattern. Development teams lease significant square footage of prime real estate, invest heavily in buildout, operate intensively during the sales cycle, then… abandon it.

The math is painful:

• Ongoing lease payments
• Operational costs
• Staff allocation
• Minimal utilization after initial sales

Organizations frequently discover they’ve invested heavily in sales centers that sit completely unused for months after their premium inventory sells. The space is locked, dark, and generating zero return while costs continue.

That’s not a sales center. That’s an expensive monument to short-term thinking.

The Multi-Revenue Model: Five Profit Centers in One Space

When we design sales centers for clients, we’re not building temporary sales offices. We’re creating dynamic environments capable of generating revenue across multiple verticals simultaneously.

1. Corporate Event Hosting: The Consistent Revenue Stream

The same immersive environment that convinces a CEO to invest significantly in a suite partnership also makes an extraordinary venue for that CEO’s leadership retreat.

Smart teams leverage their sales centers as premium event spaces:

Revenue Opportunities:

• Corporate board meetings and strategy sessions
• Executive off-sites and leadership retreats
• Product launches and brand activations
• Industry conferences and networking events

Universities have transformed their sales centers into sought-after corporate venues. During off-season months, they host multiple corporate events monthly, generating substantial additional annual revenue from space that would otherwise sit empty.

The key is designing for flexibility from day one. Our sales centers incorporate:

• Modular furniture systems that reconfigure in minutes
• Presentation technology that adapts to any content
• Catering-ready infrastructure
• Acoustic design that works for both intimate meetings and larger gatherings

2. Fan Experience Days: Building Community While Building Revenue

The most successful teams understand that fans crave insider access. Your sales center offers something unique: a polished, professional environment where fans can experience the future of their team.

Revenue Models:

• “Behind the Vision” premium tours
• Season ticket holder exclusive events (retention and upsell opportunities)
• Youth program experiences and team camps
• Fan club special access events (sponsorship opportunities + ticket sales)

The Dallas Cowboys leverage their sales center at The Star in Frisco as a year-round fan destination. Fans pay for exclusive access to experience the vision of Cowboys culture through the same immersive technology that closed major sponsorships. The space has become a pilgrimage site that generates consistent revenue while deepening fan relationships.

Programs have created youth academies where families experience the vision of the program’s future through regular weekend sessions, generating annual revenue while building the next generation of season ticket holders.

3. Sponsorship Activation Hub: Year-Round Brand Integration

Here’s something most teams miss: your existing sponsors are desperate for premium spaces to activate their partnerships.

Instead of sponsorship activation being limited to game days, forward-thinking teams offer their sales centers as white-label activation venues:

Revenue Opportunities:

• Sponsor customer hospitality events
• Product launch partnerships
• B2B networking events hosted by sponsors
• Exclusive sponsor content creation space

NFL teams have built this into their sponsorship packages: top-tier sponsors receive complimentary sales center events annually, while other sponsors can rent the space at discounted rates. This creates a competitive advantage in sponsor negotiations while generating significant annual rental revenue from lower-tier sponsors.

The technology we integrate, projection mapping, RFID activations, experiential LEDs, and The Immersive Cube™, allows sponsors to completely customize the environment to their brand. A financial services sponsor can transform the space into a sophisticated wealth management environment one day, while a beverage company creates an energetic brand experience the next.

4. Content Creation Studio: The Media Revenue Play

Elite organizations recognize their sales center as a premium content creation facility.

The same technology that creates immersive experiences for VIP prospects also produces broadcast-quality content:

Revenue Applications:

• Sponsor commercial production
• Team content creation (reducing external production costs significantly)
• Rental to external production companies
• Virtual event hosting and streaming (new revenue vertical)

The Immersive Cube™ and projection mapping systems showcase stadium vision and also serve as dynamic backdrops for sponsor content, team media, and external productions.

Conference programs have calculated they save substantial amounts annually in external production costs by shooting recruiting content, donor communications, and digital marketing materials in their sales centers. They also generate rental revenue from external clients who want access to the technology and polished environment.

5. Recruitment and Development: The Indirect Revenue Driver

While not direct revenue, strategic use of sales centers for recruitment creates measurable financial impact:

Strategic Applications:

• Elite recruit visits and family experiences
• Coaching staff recruitment and presentations
• Staff development and training programs
• Donor cultivation and major gift solicitation

The return on investment here is exponential. Programs attribute top-tier recruits directly to experiences in their sales centers. The lifetime value of those recruiting decisions—through ticket sales, merchandise, donations, and program success—reaches far beyond the initial investment.

Similarly, development teams use sales centers for major donor cultivation. The same emotional storytelling that sells suites also inspires transformational gifts. Athletic programs have closed major naming rights deals with donors who initially visited the sales center for casual conversations about renovations.

The Technology That Enables Multi-Use Revenue

Here’s the critical distinction: generating revenue across multiple verticals requires technology designed for adaptability, not just spectacle.

When we design sales centers, every technology integration serves multiple purposes:

The Immersive Cube™: Originally designed to showcase stadium vision for premium buyers, it also functions as a corporate presentation environment, fan experience centerpiece, content production backdrop, and sponsor activation platform. One installation, infinite applications.

RFID Activation Systems: Personalize VIP sales journeys, create gamified fan experiences, enable sophisticated sponsor activations, and provide data analytics for corporate clients.

Experiential LED: Dynamic LED environments that adapt to any audience or purpose. From floor to ceiling walls to wraparound ceilings, these displays create immersive storytelling experiences that can shift instantly, showcasing premium seating, highlighting sponsor messaging, or transforming into interactive fan engagement zones. 

Projection Mapping: Transform environments for different audiences instantly. The space that showcased luxury suites in the morning becomes a team history museum in the afternoon, then a sponsor brand environment in the evening—all through dynamic projection.

Modular Physical Design: Walls that move. Furniture that reconfigures. Technology that adapts. The physical infrastructure must be as flexible as the digital systems.

This is why the “miniature stadium in the middle of the room” approach fails. It’s static. It’s single-purpose. It’s expensive set decoration that can’t adapt to generate revenue beyond its initial use.

The Financial Reality: Understanding Multi-Revenue Impact

Let’s examine how multi-revenue sales centers transform the financial equation:

Initial Investment:

• Sales center design and installation
• Annual operational costs

Revenue Generation:

Year 1 (Heavy Sales Period):

• Premium seating and sponsorship sales
• Corporate event hosting
• Sponsor activations

Year 2 (Maintenance Sales):

• Premium inventory resales and new sponsors
• Corporate event hosting
• Fan experience programs
• Sponsor activations
• Content production (cost savings)

Year 3 (Post-Opening):

• Suite renewals and secondary market
• Corporate event hosting
• Fan experience programs
• Sponsor activations
• Content production
• External production rentals

The sales center becomes self-sustaining through operational revenue even after the primary sales mission is complete. Organizations consistently find that designing for multi-use functionality delivers returns that far exceed the incremental investment required.

Design Principles for Multi-Revenue Success

Based on our work with over 100 teams across professional and collegiate sports, these design principles separate revenue-generating sales centers from expensive showrooms:

1. Plan for Adaptability Before You Plan for Aesthetics

Beautiful is important. Flexible is essential. Every design decision should answer: “How does this serve multiple revenue functions?”

Conference rooms should accommodate corporate events and family fan experiences. Display technology should support both suite sales presentations and sponsor brand activations. The entry sequence that impresses VIPs should also welcome youth camp participants.

2. Invest in Technology Platforms, Not Technology Showpieces

The Immersive Cube™ isn’t impressive because it’s large and expensive. It’s valuable because it’s infinitely reprogrammable. The content changes for every use case, every audience, every revenue opportunity.

Ask: “What else can this technology do?” If the answer is “nothing,” you’re buying decoration, not infrastructure.

3. Design Operations for Turnover Speed

If it takes hours to reset the space between a morning corporate event and an afternoon fan experience, you’ve limited your revenue potential.

Our most successful installations can completely transform quickly:

• Projection content changes instantly
• Modular furniture reconfigures efficiently
• Technology requires minimal reset
• Staff can operate independently without specialized technicians

4. Build Catering and Hospitality Infrastructure From Day One

Nothing kills corporate event revenue faster than “sorry, we don’t have kitchen access.”

Premium sales centers should include:

• Catering prep areas or commercial kitchen access
• Proper refrigeration and warming capabilities
• Bar service infrastructure
• Appropriate permitting for alcohol service

Organizations that initially skip kitchen infrastructure to save money often discover it costs them significant lost corporate event revenue before they retrofit the space.

5. Create Separate Revenue and Operations Teams

The sales professionals closing premium inventory are not the same people maximizing corporate event revenue. Trying to make one team do both results in neither being done well.

Successful programs assign:

• Premium sales team: Focused exclusively on suite, club seat, and sponsorship sales
• Venue operations team: Dedicated to corporate events, fan experiences, and alternative revenue
• Shared technology team: Supporting both functions

This separation allows premium sales to maintain focus during critical selling periods while ensuring the space generates revenue year-round.

The Competitive Advantage: What Elite Teams Understand

FC Barcelona, the Dallas Cowboys, Miami FC, and the LA Rams at SoFi Stadium didn’t invest in world-class sales centers just to sell premium inventory. They built strategic assets that:

Generate perpetual revenue through multiple channels simultaneously

Create competitive advantages in sponsor negotiations by offering unique activation venues

Deepen fan relationships through exclusive access and experiences

Reduce operational costs by bringing content production in-house

Strengthen recruiting through immersive storytelling environments

Cultivate major donors in sophisticated spaces designed to inspire investment

The sales center isn’t a cost center with a temporary purpose. It’s a revenue engine with permanent value.

Can You Afford This? Can You Afford Not To?

Development directors face enormous pressure. Renovations and new stadiums carry massive price tags. Expectations are sky-high. The timeline is aggressive. And you’re selling something that doesn’t exist yet to people who are naturally skeptical.

In that environment, some organizations see a sales center as an expensive luxury, a nice-to-have if the budget allows.

Elite organizations see it differently. They understand that the sales center isn’t an expense to be minimized. It’s an investment that fundamentally changes the financial equation.

The difference between a single-purpose sales office and a multi-revenue sales center isn’t just about upfront cost. It’s about substantial incremental revenue over multiple years.

That’s not a cost increase. That’s a strategic investment with significant returns.

Moving Forward: The Advent Approach

We’ve designed sales centers that have generated substantial revenue because we think beyond the initial sale. Every space we create is intentionally designed to serve multiple functions, support diverse revenue streams, and provide value long after the last premium seat is sold.

We don’t design temporary sales offices. We create permanent revenue infrastructure.

The intentional storytelling that moves VIPs to invest also moves fans to engage, sponsors to activate, and donors to give. The technology that showcases future possibilities also produces content, hosts events, and creates experiences. The space that closes deals also builds community.

That’s not just good design. That’s good business.

Ready to explore how a multi-revenue sales center can transform your organization’s financial picture? Contact Advent to discuss how our experience with FC Barcelona, the Dallas Cowboys, Miami FC, SoFi Stadium, and over 100 other elite programs can help you create a space that generates revenue far beyond premium seating.

Because the teams that win don’t just build sales centers. They build revenue engines that keep producing long after the seats are sold.

Will Roberson

Director of Client Engagement | “Client Champion”