KeyArena Touts 2010 Success and Big Changes in 2011

2010 was a very successful year for KeyArena at Seattle Center. Despite challenging economic times, KeyArena increased bookings and revenues and established new vendor and sponsorship relationships and programming for 2011, enabling it to meet its strategic objectives of diversifying venue operations. It also will pursue a new naming rights partner in 2011.

KeyArena earned the top spot on a 2010 year-end industry list (Venues Today) of the best concert venues in the northwest. It also made it to Pollstar's worldwide top 50 venues and stadiums list, ranked on ticket sales, for the first time ever. The number of events at KeyArena also saw a significant bump from 2009 - a 26% increase in events and a 40% increase in concerts. By year's end, gross ticket sales exceeded $17.5 million (not including WNBA Storm and Seattle University Men's Basketball games).

"An improved management structure, great events and dynamic promoters such as Live Nation and AEG Live have all contributed to KeyArena"s success in 2010," said Seattle Center Director, Robert Nellams.

New relationships were also forged in 2010. Late in the year KeyArena awardEd Levy Restaurants the food and beverage concession contract resulting in better choices, faster service and increased revenues. New partnerships with Coca-Cola (official non-alcoholic beverage partner) and other potential beverage sponsors also aim to enhance the KeyArena experience.

The highest profile partnership at KeyArena is changing soon. Seattle Center is seeking a new naming rights partner for KeyArena following the expiration of KeyBank's contract on December 31, 2010. Seattle Center staff are discussing naming opportunities with interested parties but are not ready to announce a successor. The facility will remain known as KeyArena until a new naming rights partner is selected.

"KeyBank has been a wonderful partner over the past 15 years, and we hope to continue to explore opportunities with them in the future," said Nellams. "There's very strong interest by local and national companies that recognize this kind of title sponsorship opportunity doesn't come around often. The 2011 event line-up, capital improvements and the upcoming 50th anniversary of the 1962 Seattle World's Fair, The Next Fifty, make this naming opportunity very appealing."

KeyArena activities for 2011 are already out pacing the 2010 schedule and include brand new events. Seattle University Men's basketball will continue to play at the arena in 2011; 2010 WNBA Champions, the Seattle Storm, will open their season on June 4, and the Rat City Rollergirls will play an expanded number of bouts in 2011.

Events debuting at KeyArena this year include the Professional Bull Riders, UFC Fight Night 24, and Street League Pro Skateboarding. New touring shows in 2011 include Eric Clapton, Katy Perry, Keith Urban, and the Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil. In 2013, KeyArena will host the NCAA Volleyball Final Four tournament.

KeyArena at Seattle Center is Seattle's premier venue for sports, concerts and family entertainment. The venue is located at and managed by Seattle Center, 74-acre green campus and home to more than 30 cultural, educational, sports and entertainment organizations. The 12 million visitors to Seattle Center each year generate $1.15 billion in business activity and $387 million in labor income for King County.

KeyArena at Seattle Center
Fact Sheet

· Ranked the number one venue in the Pacific Northwest based on ticket sales in 2010 in a year-end report by Venues Today, a leading industry publication.
· Ranked in the Top 50 Venues in the World based on ticket sales in 2010 by Pollstar, a leading industry publication, the highest ranking for KeyArena ever.
· Hosted ten of Pollstar's Top 50 Worldwide Concert Tours in 2010, including the number one concert on the list, Bon Jovi, The Circle Tour.
· Attendance grew from 405,633 in 2009 to 578,042 in 2010, an increase of 30%.
· Number of events grew from 86 in 2009 to 109 in 2010, a 26% increase.
· Hosted 12 sold-out events in the last 12 months. Two of the sold-out shows, Bon Jovi and Usher, launched their world tour at KeyArena, where they staged, practiced and then performed.
· Held the 37th highest grossing concert in the WORLD, Elton John and Billy Joel, in Feb. 2010.
· Seattle Storm went undefeated at KeyArena during 2010 in regular and post-season play, finishing as WNBA National Champions for the year.
· Will host seven Rat City Rollergirls bouts in 2011, up from five in 2009, due to the growth in popularity of the sport.
· Will host 15,000 delegates at the Lions Club International in July of 2011. 40% from abroad, a much larger global mix than most conventions. The convention is expected to result in $46 million spending at area attractions, retailers, restaurants and hotels.
· Chosen to host the NCAA 2013 Volleyball Championships (Final Four), an economic boon for lower Queen Anne and Seattle Center area, (economic impact study of the 2007 tournament in Sacramento shows resulting tourist spending of nearly $5 million).
· Supports the greater community by hosting events such as the Fremont Fire Memorial, Seattle Center Free Skate, local high school and college graduations and science competitions.
· Partners with several outside entities through joint management, beverage and food concessions and sponsorships, including: Levy Restaurants, the leader in premium sports and entertainment dining, and AEG Facilities (event programming, sponsorship and premium seating sales, advertising and event-day operations).
· Newly a member of the Green Sports Alliance. KeyArena has played a large role in greening Seattle and Seattle Center, with sustainable features throughout the venue.
· 15,946,998 patrons have attended events and activities at Keyarena since its renovation in 1995.

Confirmed 2011 Events at KeyArena (as of Jan. 21)

Seattle University vs. Portland, Feb. 5
Seattle University vs. Utah Valley, Feb. 9
Seattle University vs. UC Davis, Feb. 15
Rat City Rollergirls, Feb. 19
Harlem Globetrotters, Feb. 20
Seattle University vs. University of Washington, Feb. 22
Smucker's Stars on Ice, Feb. 25
Eric Clapton with special guest Los Lobos, Feb. 26
Free Ice Skate At KeyArena, Mar. 1
Seattle University vs. Portland State, Mar. 10
Rat City Rollergirls, Mar. 19
UFC Fight Night Live, Mar. 26
Rat City Rollergirls, April 16
Professional Bull Riders Seattle Invitational, April 29 - April 30
Rat City Rollergirls, May 14
WWE presents OVER THE LIMIT, May 22
Rat City Rollergirls, June 18
WNBA Storm vs. Phoenix, June 4
Storm vs. Minnesota, June 9
Storm vs. Indiana, June 17
Storm vs. Minnesota, June 24
Storm vs. Los Angeles, July 9
Rat City Rollergirls, July 10
Storm vs. Washington, July 12
Katy Perry, July 20
Storm vs. San Antonio, July 21
Storm vs. San Antonio, Aug. 2
Storm vs. Connecticut, Aug. 5
Storm vs. Tulsa, Aug. 11
Storm vs. Atlanta, Aug. 13
Storm vs. New York, Aug. 20
Storm vs. San Antonio, Aug. 23
Storm vs. Tulsa, Aug. 25
Storm vs. Los Angeles, Aug. 28
Storm vs. Phoenix, Sept. 9
Storm vs. Chicago, Sept. 11
Keith Urban, Sept. 29

Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, Nov. 9