Dallas’ American Airlines Center is a testament to what is happening in venues’ premium areas these days.
Undergoing two renovations in the last four years, the arena overhauled its suites to create theater boxes in 2013.
“We started with 22 boxes and added 12, because these sold so well,” said Andrew Silverman, the venue’s chief revenue officer. “Now we have 32 boxes with a four-person capacity and four with an eight-person capacity.”
In 2016,...
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