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Heat soaring in off-court business moves as well
Busy? Squeeze some work in before a Heat game at the Latitude One International Business Center, which will be open 24 hours a day, seven days a week near AmericanAirlines Arena with hopes of “luring corporate ticket buyers, out-of-town executives and media” looking for places to get some business tasks completed before tip-off.
Sleepy? For $2,500 a night, high-end guests can enjoy the “Heat Suite” at The Gansevoort Hotel in Miami Beach, including a rental of a Ferrari F430, private cabana access, some of James‘ favorite snacks and an iPod with his favorite tunes. The Hotel Victor will offer its $10,000-a-night penthouse to a randomly selected Facebook fan for $163, the Heat trio jersey numbers. Downtown Miami’s Epic hotel is offering season-ticket holders discounts, while the Mandarin Oriental will have “Live Like LeBron” weekends, including basketball-shaped cookies.
And those are just a few promotions. There’s countless others.
“Our phones are ringing a little bit and our team is actually really excited to sell it,” said Brett Orlando, the Gansevoort’s general manager. “We actually have a little competition going on for our staff here. The first person who books it, they get a prize, too. But the reaction has been pretty incredible. I think we were one of the first out of the gate with something this fun and exciting for the city.”
The epicenter of Heatmania, of course, is the team’s downtown arena.
By the time James chose Miami, the entire available allotment of Heat season tickets was gone (some corporate plans remain, as do seats held back for single-game and other plans). Phone banks at the arena were overloaded by callers, the team website saw a giant surge in traffic, people stop by daily at the ticket windows asking for information on when single-game tickets will be available, and even the Summer Groove charity series of events hosted by Wade and Alonzo Mourning saw a huge spike in sales, undoubtedly because of all the Heat buzz.
“At the beginning of July, while Wimbledon is going on and the World Cup is going on and baseball season’s in full swing, the NBA is dominating headlines around the world,” Woolworth said. “And in a city like Miami, it absolutely takes over everything. The news, the business news, the local news, the front page, the back page, the lifestyles section, everything is now about the Miami Heat.”
The building was sold out every night back then as well, just as it will be this year. But the Heat will do things a bit differently this time around, Woolworth said. Through partial-season plans, single-game offerings and other initiatives, the Heat hope to attract a different crowd for each of their 41 regular-season home contests, instead of the same 19,600 faces every night.
“We know the interest is clearly out there,” Woolworth said.
In Cleveland, the Great Lakes Brewing Co. quickly went through 30 gallons of specially made “Quitness,” a dry hopped India pale ale that leaves a bitter aftertaste, perfectly describing the mood of Cavaliers fans after James‘ decision. And in Toronto, Bosh’s farewell is being marked by a champagne cocktail drummed up by Senior Sommelier William Predhomme of Canoe Restaurant and Bar which features sparkling wine, Ice wine, syrup, lemon, black cherries and a mint sprig.
“We’re keenly aware of the fact that not everybody is enjoying this as much as we are,” Woolworth said. “But here in Miami, there’s nothing but love.”
That’s what Wade wants to see and hear.
He’s had celebrity status in Miami just about from the moment he got to town in 2003, but what he’s experienced in the last two weeks, he said, doesn’t even compare to the glitz and glamour that followed the NBA title in 2006.
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