Highmark Stadium

The home of the Pittsburgh Riverhounds professional and Under-23 development teams boasts a seating capacity of 3,500, with additional standing space raising its capacity to about 4,000 for soccer games. Highmark Stadium is located at Station Square on Pittsburgh’s South Side, overlooking the city’s downtown skyline from across the Monongahela River. Its breathtaking views provide a stunning backdrop to any athletic event, concert, festival or private function.

The Challenge

Home to the Steelers, Penguins, and Pirates, Pittsburgh certainly doesn’t lack exceptional sporting venues. But yet the city’s soon to be newest state-of-the-art facility, Highmark Stadium, would need to rock with a killer view of the city, a restaurant, and tons of space. To compete with the local powerhouses, it needed to enter the competitive landscape not only kicking but screaming– as a premiere setting for professional and youth sports, corporate and charity events, parties, and more. And we wanted that reputation to stick.

The Solution

C-leveled became the expert business partner. To establish a brand and drive demand for Highmark Stadium, C-leveled developed an integrated business and marketing plan – complete with operational, promotional, and an advertising strategy focused on year-round traffic to the venue. Marketing and sales opportunities were maximized to promote private seat licenses and highlight opportunities for sponsors, even before construction was completed.

  • Serving as an extension of the stadium’s new, young management team, C-leveled’s marketing executives developed and executed an integrated marketing plan, which was a roadmap for attracting partners, attendees, and charities.
  • A grand opening ribbon cutting ceremony generated buzz for the new stadium, which was also marketed as an off-season ice arena — the first season attracted 40,000 visitors during the winter months of 2013. With the opening of the season, additional promotional events that were coordinated included the first White-Out Games, Fireworks Nights, and fundraisers on Mother’s Day and family days out — a full year of promotional value for the first year.
  • Over $100,000 was added in advertising value with strategic paid media buys, including outdoor, print, and broadcast which leveraged their reach and visibility. A trade value of more than $200,000 was secured in stadium signage.
  • A new website was launched for Highmark Stadium, with a bolder, sleeker brand, strong SEO, and an integrated social-media presence — taking Facebook to 1,000 likes in three short months, and 6,000 new/unique visitors in this short time.

The Results

1,000+

Facebook likes in first 3 months

40,000

Visitors to the first off-season ice rink

6,000+

New & unique visitors after launch