Case Study: American Airlines Center


Market Feasibility, Merchandising


The Dallas Mavericks retained CSL to assess the viability of various locations for a new arena in the Dallas Metroplex.

CSL also served as the Mavericks’ primary arena development advisor throughout the negotiations with the City of Dallas. As part of the project, CSL evaluated the market demand for potential premium seating options in the new arena.

The results of this study were incorporated into a comprehensive arena business plan developed by CSL in conjunction with the Mavericks and Dallas Stars. CSL has continued to serve as a trusted advisor to Center Operating Company regarding any renovation or marketing efforts at the arena.

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