Grupo Modelo, Torreon, Mexico
Grupo Modelo engaged CSL International to evaluate the feasibility of a new soccer stadium in Torreon, Mexico that would become the new home of Club Santos Laguna of the Mexican First Division. As part of the study, CSL worked with Grupo Modelo to engage a local market research firm to assist in the evaluation stadium demand. The primary components of CSL’s services included the following: developed a market assessment regarding potential suite and club inventories based on comprehensive corporate season ticket holder telephone surveys; assisted in the resulting pricing of the suites and club seats and evaluate the financial implications on the stadium operating income; assisted in the development of strategy and marketing considerations; and developed a stadium program consisting of the suggested facility size and inventory or premium seating.
The $100 million, 30,000-seat Estadio Corona opened in 2009.