American Marketer


Four Seasons St. Louis gears up for football season

August 29, 2014

Four Seasons St. Louis Sky Terrace Four Seasons St. Louis Sky Terrace


Four Seasons Hotel St. Louis is offering football fans a special package for the Rams' home games this season.

Throughout the 2014 season, St. Louis Rams’ enthusiasts will have the opportunity to stay at the hotel with the football suite package for every home game this year. The package will likely place the Four Seasons as a top choice for fans and may create continued awareness of the hotel through the entire season.

“This package is creating new business for us from the visiting team cities that are looking to experience a luxury weekend football experience,” Tim Powers, director of sales and marketing at Four Seasons Hotel St. Louis.


This season, the Rams will have eight home games in their regular season and the Four Seasons will host the Football Suite package for each of the eight games.

The package includes round-trip limousine transportation from the guest’s home or the Lambert St. Louis International Airport. Also, a two-night stay in a one-bedroom Arch Suite is included.

Four Seasons St Louis Lobby

Four Seasons St. Louis Lobby

Guests will be treated to a dinner for two at Cielo Restaurant & Bar that includes all-you-can-eat food and non-alcoholic beverages. Finally, guests will be given two all-inclusive tickets to the largest suite at the Edward Jones Dome to see the game.

Four Seasons' Arch Suite has a view of the Gateway Arch and includes one full marble bathroom with a glass enclosed rain shower, a guest powder room and a king size bed. Additional sleeping arrangements are possible within the suite.

Four Seasons St LouisArch Suite Bedroom

Arch Suite

For home games there will be 10 packages available. The package will cost $1,400 per night and will begin Sept. 7 with the first home game where the Rams will take on the Minnesota Vikings.

Sport enthusiasts

Joining with an NFL team will bring attention to a brand for an elongated period of time. The lengthy season will allow the brand to establish a relationship with the team and the fans.

For instance, Swiss watchmaker Hublot is the first luxury watch brand to embrace American football through the creation of themed timepieces.

Hublot is creating themed timepieces for its partnership with the Dallas Cowboys and will likely attract serious fans of the team. The partnership will add to Hublolt’s involvement in professional athletics and will likely direct a slightly different sporting audience toward the brand’s products (see story).

Other sporting events have offered similar opportunities for brands.

For example, Swiss watchmaker Longines acted as the official timekeeper of the French Open held at Roland-Garros stadium in Paris.

As a supplement to its sponsorship, Longines asked fans to guess the time of each day’s longest match. Also, alongside the professional Grand Slam event, Longines sponsored a Future Tennis Ace tournament which hosted matches for aspiring tennis players, which collectively drew the attention of a wide range of tennis fans (see story).

Brands get involved in professional sports because of the appeal of reaching consumers on a more personal level. Four Seasons St. Louis will offer a space for fans to stay and enjoy the accommodations while rooting for their favored team.

"Our goals are to increase awareness of St. Louis as an exciting leisure destination and to increase our average room rate of the hotel via this luxury suite experience," Mr. Powers said.

Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York