Jacksonville Jaguars to Install Poolside Cabanas

Jacksonville Jaguars fans can watch their team at EverBank Field in style — in the stadium’s new poolside cabanas.

Vito Stellino of The Florida Times-Union offers more details in his June 5 blog:  

“The Jaguars have finalized the plans for the two new pools in the upper deck of the north end zone that will give EverBank Field a signature look along with the two largest video boards in the world. 

“Team president Mark Lamping told the Times-Union the pools will be 25 feet long, 12 feet wide and 3 1/2 feet deep. 

“The pools will also be exclusive. Lamping said only fans that buy Cabana pool seats at $350/seat will have access to them.

“There will be four pool cabanas with 50 seats each near the two pools so access to the pools will be limited to 200 fans who buy the Cabana seats.

“Lamping said the Jaguars are concentrating on selling the Cabana seats to groups. ‘One group might buy all 200, another group might buy 50,’ he said. ‘We’ve had companies buy the entire pool for several games.’ Lamping isn’t worried about rowdy behavior at the pools. 

“‘We’re not expecting any problems,’ he said. ‘They’re paying a lot of money and if somebody in your group does something stupid, everybody is asked to leave. I think people are going to be policing it pretty well.’ 

“If they sell all the cabana seats for the regular season, it will be an increase in total revenue of $490,000 a season, which is important for a low-revenue team. 

“Lamping also said the pools will be covered for the Florida-Georgia game because they have to have 80,000 seats available for that game although he said the athletic directors at the schools would have the option of using the pools if they wanted them for big donors. 

“Lamping said the entire project is on schedule to be finished by the middle of next month. The renovations will be unveiled on July 26 after owner Shad Kahn’s Fulham soccer team plays a friendly match. Carrie Underwood will also perform a concert.”

ESPN’s Darren Rovell breaks down the new project even further. He also says the entire renovation of EverBank Field will cost $63 million: 

“Jacksonville Jaguars fans will be able to watch a game this season while sitting in a pool inside the stadium. 

“The team has taken out 9,500 seats in the north end zone and is replacing them with a two-level party deck that includes two pools and 16 cabanas complete with plush furniture. 

“Companies or fans can rent one of the four poolside cabanas on the first level for $12,500 a game, or $250 per person. The package includes 50 tickets and is all-you-can-eat and drink. Wine and beer will be served through the third quarter, as in the case with the rest of the stadium. 

“A similar package of 20 tickets on the upper level of the party deck, which does not include pool access, costs $3,000 a game, or $150 per person. 

“Chad Johnson, the team’s senior vice president of sales, said the team has sold 65 percent of the in-stadium cabanas for the 2014 season. 

“‘We’re targeting businesses who want to entertain some of their clients or even their own employees,’ Johnson said. ‘What we’ve built here you can’t get anywhere else.’

“The party deck is part of a $63 million renovation to the Jaguars’ EverBank Field that will include the world’s largest HD LED video screens, new seats on the field and tables in the club sections. 

“‘We wanted to take areas in our stadium that were underperforming and get creative,’ Johnson said. ‘It’s no secret that we’ve had tarps on seats, so we wanted to turn that around around and build premium areas.’

“Aside from having just 11 wins in the past three seasons, Johnson said the team is challenged by the fact that Jacksonville has the second-highest population turnover of an NFL city after Washington, D.C. 

“That means doing things no other NFL team does. Starting this season, the Jaguars will be showing a constant stream of the NFL Red Zone feed in the four displays in the end zones so fans can watch the Jaguars while keeping up with the rest of the league or tracking their fantasy team.”

Don Muret of Sports Business Daily discusses some of the new seats in the Jaguars’ home stadium:

“Elsewhere in the stadium, the Jaguars are installing 38 four-seat tables between the 30-yard lines on both sides of the stadium. It’s the same 4Topps prodcut that MLB teams have installed as retrofits in their parks. In Jacksonville, the tables sit at the top of the lower bowl on walkways separating two club levels. To date, the Jaguars have sold 22 of the 38 tables. The price is $13,500 as a season-ticket package. 

“Another new product is the 180 new field-level seats, split equally in the northeast and southeast corners of the field, on the visitors’ side. As a season ticket (holder), those individual seats cost $375 a game, the same price as a single seat among the four-seat tables.

“The four-seat tables and field seats also cover the cost to buy food and drink through loaded tickets scanned at concession stands on the club levels. Hard liquor is a separate fee, Johnson said.”  

Everbank Field was formerly known as Jacksonville Municipal Stadium. It first opened in Aug. 1995 at a cost of $121 million and assumed its current name 15 years later. It has 11,200 club seats, 88 luxury suites and one super suite. 

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