VENUE MANAGEMENT
FOOD SERVICES & HOSPITALITY
TICKETING & FAN ENGAGEMENT
MULLINS CENTER
AMHERST, MA
Challenge
The Mullins Center at the University of Massachusetts opened in 1993 under private management
and operated at a loss every year. Looking to turn a profit at the Mullins Center, UMass hired Spectra
in 2004.
Solution
• Improved promoter relationships and created booking deals that include sharing food and beverage,
merchandise, and convenience fees
• Enticed new business such as family shows and comedy events that had not previously booked the
Mullins Center previously by establishing a marketing fund to absorb potential risk to promoters
• Cultivated relationships within the university and athletic department to encourage additional events
and opportunities
• Utilized expansive network within the industry and local community to generate additional booking
opportunities
• Planned capital improvements to modernize the venue’s infrastructure and customer experience
• Established aggressive marketing strategies such as creating exclusive opportunities for UMass
faculty/staff/student, developing cyber club promotions, expanding social media, and collaborating
with the UMass Marketing Club
Result
• Exceeded budget expectations in six of the last seven years
• Generated over $14 million in gross sales over the last five years
• Completed capital improvement projects including LED lighting upgrades, seat renovations, new main
entrance signs, HD televisions throughout the concourse, and replacing the ice deck flooring
• Booked Major tour stops including Kevin Hart, Carrie Underwood, Jay-Z, Eric Church, Keith Urban,
Skrillex, and Dave Mathews Band
• Created a mobile-friendly website that has generated over one million page views
SpectraExperiences.com