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PlayMaker’s Club Ups the Ante in Premium Collegiate Hospitality

Nov 04, 2013

Across the college sports schedule, premier events draw wealthy fans, devoted alumni, and corporate sponsors. Yet, compared to the pros, colleges have been slower to offer premium hospitality services for this well-heeled audience. 

Recognizing that opportunity, IMG College tested the concept of “PlayMaker’s Club,” a new premium hospitality service, when Florida took on Georgia at the “world’s largest outdoor cocktail party” at EverBank Field.

PMC drew over 200 guests and rave reviews from fans and corporate sponsors who enjoyed the three-story Club featuring multiple bars, great food, live radio, streaming web, a jumbo-tron, a battery of LED TVs, and a stream of special guests.

“There’s plenty of hospitality in college sports – but not at this level,” said Kelli Hilliard, SVP of Events, Entertainment and Development, IMG College.

Sports blogger Joe Miller, who’s been feted at major sporting events around the world, agreed.

“We have never seen anything so beautiful and sophisticated at any hospitality venues, pre-fab suites or skyboxes,” Miller said. “I can’t imagine PlayMaker’s Club won’t be the new gold standard in hospitality.  You’ve raised the bar for other exclusive game-day party venues.”

The Club is constructed by Charlotte-based Boxman Studios with decommissioned shipping containers, lending it a hip, retro-industrial, eco-conscious feel. Guests enjoyed casual fine dining and a Todd Sansom concert. Instead of golf carts, they were shuttled in climate-controlled executive coaches. Several former college football stars along with the Florida and Georgia cheerleaders and mascots popped into the venue, adding extra allure. 

“Live bands, radio and webcasts, chalk talks, great food and camaraderie differentiate this offering in today’s hospitality market,” said Roger VanDerSnick, Chief Sales & Marketing Officer for IMG College. “Our goal is to be the most sought after game-day destination.”

The plan is for PlayMaker’s Club to expand to more big games coast to coast. Package options include hospitality entrance only, and hospitality with a game ticket. In addition to fans and alumni, corporations are an area of opportunity as PlayMaker’s Club is offered in IMG College sponsorship deals.

After a debut Miller called “a Chamber of Commerce moment for Jacksonville,” PlayMaker’s Club next moves to the Rose Bowl, celebrating its 100th anniversary, as well as the BCS Championship at that storied venue.  For more information, please visit