Comcast-Spectacor, a Philadelphia-based sports and entertainment company, announced April 27 that effective June 2, 2015, three of its business units, Global Spectrum, Ovations Food Services and Paciolan, as well as its newest business, Digital Services, will operate under a singular, unified brand: Spectra.
The purpose is to align the company’s industry-leading services in venue management, food service and hospitality, ticketing and fan engagement, and digital services to be more integrated and accessible to clients seeking live event management. As one brand, the several business units will serve over 300 clients at more than 500 properties around the world.
“Individually, Global Spectrum, Ovations and Paciolan have very strong recognition. However, as one brand, we can leverage our expertise in a way that truly redefines the driveway-to-driveway fan experience,” said Dave Scott, president and chief operating officer, Comcast-Spectacor.
The leaders of Global Spectrum, Ovations Food Services and Paciolan will continue to head up their respective lines of business, seeking pathways and opportunities to work together on behalf of their clients. These industry veterans include John Page, president, Venue Management; Ken Young, president, Food Services and Hospitality; Dave Butler, president, Ticketing and Fan Engagement; and now Mike Sheehey, executive vice president, Digital Services.
Explaining the rebranding, Scott stated that combining businesses under one name echoed the integration of services.
“Spectra moves us from a ‘house of brands’ to a ‘branded house’ and allows us to present our proven expertise in all aspects of event management in a clear and simple way,” Scott added. “Working together with each other and leveraging the innovative power we harness as part of Comcast, Spectra can singularly transform our clients’ event experiences and drive revenue.”
The name Spectra is also a nod to Comcast-Spectacor’s roots. When Comcast-Spectacor Chairman Ed Snider founded the Philadelphia Flyers in 1966, he built the Spectrum in South Philadelphia.
Scott introduced a One Comcast-Spectacor strategy in early 2014 that is anchored by an integrated go-to-market approach. Comcast-Spectacor then engaged 160over90, a Philadelphia-based brand agency, to facilitate an inclusive process for the rebranding. Central to the theme is that clients and customers want more technology, innovation and data.
“Comcast-Spectacor pioneered the event industry 50 years ago. Spectra is fueled by that entrepreneurial spirit. It’s a very progressive, forward-thinking name,” said Darryl Cilli, chief creative officer and founding principal, 160over90. “It’s also a name that can absorb more technology, more services and more innovation as the company adds other lines of business and services in the future.”
Scott added that it is this integrated approach to venue management that has driven the company’s recent growth through “bundled” relationships with clients like the University of Miami’s Bank United Center; the Crown Complex in Fayetteville, N.C.; the Cross Insurance Center in Portland, Maine; and Florida State University’s Tucker Center.
By combining Comcast’s expertise in Xfinity Wi-Fi with Spectra’s expertise in venue management, Digital Services will deliver cutting-edge, venue-based Wi-Fi, and will focus on data analytics and mobility in order to provide venues, teams, advertisers and sponsors with faster-than-ever connectivity and real-time information about fan behavior. Digital Services will offer Spectra clients turn-key solutions ranging from network design and installation to app development, content management and powerful proximity marketing capabilities.