As stadium seating continues to evolve, more UK football clubs are upgrading sections of their stadia to offer enhanced comfort and luxury beyond the executive boxes. Deeply cushioned, high backed stadium seats can now be found at most top level clubs and even the lower leagues are starting to introduce areas of premium seating. For those accustomed to sitting in executive boxes this type of comfortable stadium seating is expected as standard, however when it comes to executive stadium seats the UK still has a long way to go to catch up with its counterparts in the US in terms of luxury. Back in 2008 the University of Kansas Memorial Stadium introduced luxury reclining stadium seating as a way to raise revenues whilst adding excitement to the open end zone of the stadium. At the time the plush seating was seven times more expensive than what had previously been the most expensive non-suite season tickets. At $2,500 for a season ticket, free food and drinks along with flat screen TVs were included in the price. More recently, the billionaire owner of the Jacksonville Jaguars took premium seating to the next level when he added swimming pools to new private cabanas suspended above the stadium, introduced as part of a $63 million stadium renovation in 2015. For $3,000 guests can rent one of these private cabanas and relax in the pool whilst watching the game. Back to a more conventional style of seating, at The Miami Dolphins’ Hard Rock Stadium wealthy fans can book four seats in The Living Room suite at a cost of $75,000. This exclusive VIP suite includes 32 luxury reclining armchairs with iPads, and TVs. Time will tell if UK stadiums eventually adopt this level of luxury but the weather in this country certainly has a bearing on what can be exposed to the elements. Heated seat and back pads within stadium seats are a welcome luxury on cold UK match days so the idea of watching the match from a roof top swimming pool may not be so popular over here!
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