Seat Unique doubles down on premium fan experiences with leadership promotions

Seat Unique has established two new roles within its leadership team as part of an increased focus on delivering premium fan experiences at scale across live music, sport and cultural events.

Formerly Head of Creative, Victoria Oakley will now drive the fan-first agenda in the new position of Director of Fan Experiences. Simeon Klein, previously General Manager, has been promoted to Chief Business Officer to oversee commercial growth as Seat Unique expands these experiences into new international markets. 

“The fan experience is long overdue for reinvention,” Oakley said. “We’ve spent years improving how fans access events. Now it’s time to rethink the experience once they step through the door.”

The appointments come amid soaring demand for premium live experiences, which can include exclusive access to artist soundchecks, VIP lounges, fine dining and curated afterparties.

A recent PwC report found that 60 per cent of high-income fans are willing to spend more than $250 on sports events they consider special, while one in four would pay over $500 if extras like autographs or player meet-and-greets are included.

“Premium fans expect more than a seat,” the report said, “they’re seeking a curated experience.”

A similar trend is emerging at concerts. Goldman Sachs forecasts 10 per cent growth in live music revenues next year, with “superfan monetisation” representing a $4.3 billion (£3.2 billion) opportunity by 2026.

“The overall market opportunity is huge and Seat Unique is seizing this,” said Klein. “Seat Unique has seen demand for VIP experiences skyrocket over the last few years. Fans clearly want premium, immersive moments made just for them and Seat Unique is now equipped to deliver that at scale.”

The company recently signed a deal with KMJ Entertainment, a group that collectively sells around four million tickets per year for its live music and cultural events. This will allow Seat Unique to more closely collaborate with promoters and artists and deliver VIP experiences tailored to specific fan groups.

Seat Unique has also expanded its portfolio of branded hospitality spaces — known as Seat Unique Clubs — which are now live at more than 10 venues including Co-op Live, the F1 circuit in Monza and Lord’s Cricket Ground. These spaces are fully curated and managed by the Seat Unique team. 

“With the Seat Unique Clubs, we control every detail, from the menu to the atmosphere to the flow of the night,” explained Oakley, who led the creative for a string of afterparties at Co-op Live, including Drake, Mary J. Blige and Chris Brown. “It’s now about orchestrating the whole energy of the experience, as well as facilitating it. That’s a big leap in our thinking.”

It also helps that legacy assumptions about hospitality being reserved for corporate guests are starting to shift.

“There’s growing demand across the board for premium experiences, and not just from high-net-worth fans,” Klein explained. “We’re responding to that by building a team that understands both the complexity of live events and the exclusivity today’s fans are craving.”