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Branding options up for grabs at $1b stadium and MetroCentre.

AEG, one of the leading sports and entertainment presenters in the world, and Advance Realty Group, the master developer of Harrison MetroCentre, have launched a unique integrated marketing program, "From the Streets to the Seats," offering potential corporate partners branding exclusivity in both the stadium and in the adjacent Harrison MetroCentre retail space leading directly to the stadium.

"From the Streets to the Seats" offers prime first floor retail space in MetroCentre's office and residential buildings, leading up to Red Bull Park; brand exclusivity within the stadium, plus branding in MetroCentre and; sponsorship of sports and entertainment events at the stadium.

"From the Streets to the Seats" is an exclusive offer available until June 30, 2007, providing pre-construction pricing, plus design and development elements in both Red Bull Park and Harrison MetroCentre. Sponsors will be able to select from 160,000 s/f of prime retail space on a two-block boulevard leading to Red Bull Park, where there will be approximately 40 restaurants and retail stores, multiple hospitality components, and abundant parking in the immediate area. Further, there are 44,000 college and postgraduate students within a five-mile radius.

"This is an incredibly effective way for corporate sponsors to reach millions of individuals from different target markets. It's a marketer's dream," said AEG New York president Nick Sakiewicz.

Brian Banaszynski, vice president of Advance Realty Group, added, "Through the program, retailers have multiple sales opportunities before, during and after stadium events to a captive audience coming through and departing from Harrison MetroCentre and Red Bull Park. Very few locations offer such marketability."

Dave Mosca, senior vice president of AEG New York, continued, "Our sports and entertainment events will appeal to a diverse group of patrons, from the growing international community living in the metropolitan area with soccer, to a broad range of A-list musical concerts. There really is no other outdoor venue of this size in the metropolitan area that can provide this type of targeted reach for corporate partners."

Red Bull Park, being developed by AEG and Red Bull GmbH, is a 25,000-seat state-of-the-art stadium that will serve as the official home to the New York Red Bulls of Major League Soccer. Scheduled to open in 2008, it also will host 8-12 national concert tours promoted by AEG Live, international soccer matches, professional men's lacrosse, international rugby, collegiate and high school championship games and other entertainment events.

The $200 million Red Bull Park project is the centerpiece to the $1 billion Harrison MetroCentre development, which when completely built-out will include 300,000 s/f of retail space, wide, pedestrian-friendly boulevards landscaped with lush green trees, and three million square feet of class A offices and 3,500 residential units. MetroCentre's retail space will be ready for occupancy in conjunction with the stadium's completion in 2008.

The developments are adjacent to the Harrison PATH station, which is a 30-minute ride from Midtown Manhattan.

On behalf of Advance Realty Group, Cushman & Wakefield is the exclusive retail leasing agent of Harrison MetroCentre.
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Publication:Real Estate Weekly
Date:Nov 29, 2006
Words:501
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