By Andrea Palmer
Major music and entertainment venues these days must come up with creative ways to meet their annual budgets, stay afloat and remain a vibrant segment of the community.
They investigate many funding sources, and among them is working with corporations, offering them ticket, benefit and advertising packages that are a boon for both the companies involved and venues like Saratoga Performing Arts Center and in Saratoga Springs and Cool Insuring Arena.
Another major company, Live Nation, also uses corporate packages. VIP packages are a popular sponsorship choice for corporate partners, said Chris Perez, marketer of venue sales at Live Nation, who works out of the Saratoga office.
Live Nation is an events promoter based in California, but with an office in Saratoga Springs. They book many of the major touring rock and country acts, from classic legend bands to newer popular groups. With SPAC being one of the largest local venues, they have an ongoing relationship.
For many companies in the region, sponsoring an event at SPAC gives them the exposure to the community at large.
“A lot of businesses are using us for client entertainment and employee entertainment. They buy box seats, and our box seats come with VIP parking and VIP access. There are many extra perks with the box seats,” said Perez.





