Eventellect

This consulting engagement was conducted in partnership with Eventellect, a live event analytics company that helps sports organizations optimize premium revenue. The project focused on SEC basketball: mapping the current premium seating landscape across the conference, categorizing how programs structured their pricing, and identifying where Eventellect could add the most value to their clients. The backdrop made the work urgent: the House v. NCAA settlement mandating $20.5M in annual athlete revenue sharing created structural pressure on athletic departments to grow high-margin revenue streams, and premium seating was the highest-leverage lever available.

The primary goal was to benchmark premium seating pricing and experience architecture across SEC basketball programs, identify who led the conference and who lagged, and explain why. We aimed to produce a program maturity scorecard, define the pricing models in use across the conference, surface the most actionable opportunities for Eventellect's clients, and deliver two concrete recommendations: one near-term and executable and one longer-range reach idea.

I mapped the SEC premium seating landscape across programs including Texas (Moody Center), Auburn (Neville Arena), Ole Miss, Missouri, Mississippi State, Alabama, LSU, and others. I categorized three pricing architectures in use across the conference: Model A (Donation-Linked Access, used by Ole Miss, Kentucky, and Auburn), Model B (All-Inclusive Hospitality, used by Alabama's Club Room and Florida's Courtside Club), and Model C (Per-Game Experiential, exemplified by Auburn's VIP add-on menu). I contributed to building a program maturity scorecard rating each school across inventory depth, pricing sophistication, renovation trajectory, fan segmentation, and revenue upside.

A key decision was selecting Alabama as the primary "Make It Happen" case study despite it scoring lowest on current inventory and pricing maturity in the conference. The rationale: Alabama had the highest upside rating in the SEC and an existing facility (the Coleman Coliseum Club Room) that proved the operational model was already viable. The tradeoff was leading with a program whose current state looked weak, betting that the upside framing would be more persuasive to Eventellect than highlighting already-mature programs. The reach idea, "Drafted for a Day," was a raffle-based fan experience concept designed to generate incremental revenue and social content without any construction or infrastructure investment.

The final recommendations gave Eventellect a clear, structured view of the SEC premium seating landscape and two actionable paths forward. The near-term recommendation identified a $500K–$1M+ annual revenue opportunity available to any SEC school within a single season by deploying Auburn-style per-game experiential add-ons at $50–$125 per experience. The transparent pricing recommendation addressed a structural opacity problem across most SEC programs, where bundled donation and ticket costs obscured the true price of premium access, a problem Eventellect was directly positioned to help solve.

This project developed my ability to map a competitive landscape within a specific market segment, apply structured frameworks to messy real-world data, and translate analysis into client-ready recommendations under time constraints. Working within college athletics revenue at a moment of structural change reinforced how macroeconomic shifts like the House settlement create new product opportunities for analytics companies positioned at the right moment.