Fans who can’t land a seat for a Buffalo Bills home game at the new stadium will still have a shot to get inside and see it up close.
The Bills are rolling out behind-the-scenes stadium tours at their new $2.2 billion home, with tickets starting at $30. The club is using the tours to turn the buzz around the building into another revenue stream while giving fans a look at what’s ahead of the team’s inaugural season in the new venue.
The first tours are set for Aug. 12, and then they’ll continue on a regular schedule beginning Aug. 20. In the opening stretch, tours will be offered every 15 minutes and run through around 3 p.m., with up to 120 people able to go at once.
Each tour carries the chance to generate more than $2,000, a boost for the local revenue engine as the team looks to keep pace with larger markets and offset some of the stadium’s overall cost. The stadium price would balloon by around 30% from its original estimate.
That push to broaden revenue is part of why the Bills are expanding what they sell and market around the new building. It’s also another way for people to get inside the stadium, which will be tough for some this season with most seats already taken by personal seat license owners and seats on the ticket resale market coming at a significant cost.
The Bills are also holding a practice open to the public on Aug. 16.
Season ticket members who have already paid for a personal seat license also have to pay for the tours, but they are being offered a 13% discount on tours from Tuesday through Thursday.
The team will also host Mafia Tours for 40 minutes and Bills Mafia Elevated Tours for 70 minutes, which include a look inside the Gallagher Founders Club and the national broadcast booth. The 70-minute tours cost closer to $50.
Rally Day Tours, which cost $35, will also be available the day before a game and include a self-guided behind-the-scenes look as the stadium gets ready for kickoff. Those will be available on Sept.
26, Oct. 3 and 31, and Nov. 21.
The tours are handled by Legends Global, which is heavily involved in the Bills’ new stadium sales and marketing efforts, as well as construction and the food and beverage program. Requests for the tours must be made online through Legends Global.
The team is also offering educational tours for schools and youth organizations interested in seeing how a professional sports stadium operates. During those visits, each group receives a Science, Technology, Engineering, Arts and Mathematics activity packet that supports classroom discussion.
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