Sports betting app BetMGM is entering the concert arena by selling tickets for its inaugural Super Bowl Weekend West Fest on February 11 in the Phoenix area’s Westgate entertainment district. Located across the street from State Farm Stadium, the outdoor concert will feature Tim McGraw and Bailey. Zimmerman, moved within walking distance the night before the big game. The $57 pre-sale for these West Fest tickets is only available on the BetMGM app from Wednesday, January 11 at 8am MT through Thursday, January 12 at 8am MT. After that, tickets go on sale to the public for $99
BetMGM spokeswoman Elisa Richardson said: “This is the first time this has been done — and the thought process behind it is how we can offer our customers a unique experience. “We are exclusively allowing 24-hour presales and this can only be accessed within the app in Arizona.”
Musical attractions like West Fest, with major sporting events as well as accompanying concerts, have grown in popularity over the past decade as savvy marketers look to expand their brands. Thoughts for BetMGM: There are tons of tickets to watch the Super Bowl, but why leave out those who want to revel in the energy of the sporting event — or enjoy the thrill of betting? Creating “music and entertainment attractions” on sporting-event weekends bolsters profits and casts a wider net over an audience no longer comprised solely of team enthusiasts. It’s not enough to watch your favorite rivalry on the field, you also want to see your favorite band the night before or discover a new restaurant for brunch on game day — and why not book a hotel and make it a staycation?
“Whether they have tickets or not [the Super Bowl], people want to be part of the entertainment,” said Jessica Kubicki, director of marketing at YAM Properties, owner of Westgate Entertainment. “With the sheer amount of people in the area, business for Westgate tenants will double if not triple that of a typical weekend.”
With sports betting now considered its own form of entertainment, BetMGM will make history at State Farm Stadium with the first retail sportsbook on the Super Bowl home stadium campus. Nationals Park in Washington, DC and Great American Ball Park in Cincinnati, OH also have BetMGM in their sports arenas.
Richardson says the growth of mobile sports betting has been explosive, representing a huge tax revenue benefit. “Rarely do you have an industry that’s being legislated by states individually,” she says. “We just launched on New Year’s Eve in Ohio, and we’ve seen a record amount of signups — nearly 800,000 pre-registered across all different operators. We view sports betting as entertainment; It’s an extension of your enjoyment of the game. We also look at partnerships with various teams and leagues. These partnerships allow customers access to VIP opportunities, such as meet and greets. It is a complete package of entertainment and fun.”
And the trend isn’t just around Super Bowl-sized events. At Dolby Live at T-Mobile Arena and Park MGM in Las Vegas, on any given night you can watch the city’s NHL team, the Vegas Golden Knights, play Bruno Mars’ pre- and post-watch. Fenway’s MGM Music Hall offers the same “musical attractions” experience alongside sporting events at legendary Fenway Park.
Currently, BetMGM has a presence in 25 markets, some with only retail betting windows, some with only mobile capabilities — and others with both. Since launching in 2019, the enterprise has landed major celebrity and athlete endorsement deals such as Jamie Foxx, Vanessa Hudgens, Jalen Rose, Marshawn Lynch, Jerry Ferrara, softball legend AJ Andrews and Wayne Gretzky. BetMGM is betting on these deals with celebrity names, adding an additional $250 million in expenses on top of the $200 million in startup funding.
But those big music names are proven entities themselves. Kubicki said: “When Garth Brooks was in town he played at State Farm Stadium and we were able to create a pre-concert atmosphere. After the New Year’s Eve Fiesta Bowl, we hosted a ticketed concert featuring emerging country artists and a DJ. … The goal is to maximize the customer experience while they’re here, so if they’re coming to a sporting event or they’re coming to a concert, how can we make it a one-stop shop for fun before and after? We’re not just a retail space, we’re an experience space.”
And if you never thought you’d see McGraw perform next to your neighborhood Buffalo Wild Wings, Dutch Bros. Coffee or Wetzel’s Pretzels, it’s all-bet-on while the Super Bowl is in town. “Music attractions” are popping up across the Phoenix area, produced by a new crop of companies that specialize in connecting sports and live entertainment.
The fourth annual Bud Light Super Bowl LVII Music Fest takes over the Footprint Arena Feb. 9-11 with Paramore, Dave Matthews Band, DJ Pee Wee, Imagine Dragons and Ken Brown. Produced by On Location, a company specializing in creating musical and entertainment attractions around major sporting events, Bud Light Music Fest aims to give fans an extended halftime show.
Much like On Location, Medium Rare creates and creates entertainment around sporting events and personalities, who are more than happy to cash in on their intellectual property for culturally relevant experiences.
Gronk Beach, a day-long party hosted by four-time Super Bowl champion Rob Gronkowski at Phoenix’s Talking Stick Resort, promises a curated music festival with acts like Diplo, 21 Savage and Lil Jon. It’s the third iteration of the “musical attraction” that took place in 2020 in Miami during Super Bowl weekend — 3,000 tickets were sold in 10 minutes — and in Vegas during the 2022 NFL Draft. Wynn Nightlife moves geographically off the Strip to host the event’s VIP tables, which range in price from $5,000 to $50,000. According to data from Medium Rare, Las Vegas’ Gronk Beach event with the Chainsmokers at Encore Beach Club sold 5,000 tickets and 150 VIP tables and was the most popular Friday event at the resort. Attended by Travis Kelce, Russell Westbrook, Julian Edelman, Debo Samuel, Martin Garrix and more, the event received billions of impressions.
Also from Medium Rare, on February 11, Shaq’s Fun House — presented by now-defunct crypto exchange FTX in Los Angeles during the 2022 Super Bowl — will set up a carnival-style party at Talking Stick Resort with performances from Snoop Dogg, Diplo and DJ Diesel. .