by Max Marbut
Staff Writer
“Every time I’ve been here for an event, people have been 20-deep at the bar with $5 bills on their foreheads. It was obviously a case of pent-up demand,” said Ron Barton, executive director of the Jacksonville Economic Development Commission, at Thursday’s ceremony for the expansion of the EverBank Arena Club, a private lounge and dining area off the Main Concourse at the Veterans Memorial Arena.
The venue within a venue has been a popular amenity for people who wanted the VIP experience in addition to a live entertainment or sports event, but the demand for memberships was far greater than the space could accommodate, said management company SMG General Manager Bob Downey.
“The renovation was driven by the success of the club,” said Downey. “Currently we have 1,100 members with more than 400 on the waiting list. Having almost four times as much floor space will also allow us to provide better service.”
The $450,000 improvement project added more than 10,000 square-feet to the floor plan and was paid for by funds remaining in the original $130 million budget for the Arena, which was built as part of the Better Jacksonville Plan. Barton pointed out with several hundred more $400 per year memberships now available the expansion project will deliver a rapid return on the investment.
“This was a no-brainer because the project will pay for itself. Add in the enhancement this club provides the community and it’s good all the way around,” he said.
The club also features a new art gallery with paintings by Heather Blanton. Her subjects were entertainers who have performed at the Arena.
Sponsorships at City entertainment venues are part of EverBank’s marketing plan, said Ben Neal, assistant vice president for brand and corporate communications. EverBank also extended its naming-rights agreement with SMG until 2012.
“The Arena Club is our flagship sponsorship,” said Neal.
The new EverBank Arena Club will debut June 14 when Hank Williams Jr. and Lynyrd Skynyrd bring the “Rowdy Frynds Tour” to the Arena.
Photos by Max Marbut