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Toshiba Unit in Irvine All Over New Arena in Vegas

Toshiba America Business Solutions Inc.’s sponsorship of AEG and MGM Resorts International’s $375-million Las Vegas Arena comes with the sort of perks that are in the spotlight lately.

Toshiba will have access to one of the 50 luxury suites at the 20,000-seat arena, as well as use of the facility and an adjoining plaza for sponsored public or private events on a select basis once it opens next year.

Not a bad deal for Vegas, considering tickets for the upcoming championship prize fight between Floyd Mayweather Jr. and Manny Pacquiao—to be held at smaller arena attached to the MGM Grand Hotel & Casino—start at $5,000 and are running as high as $47,000 for the floor seats on the secondary market.

Irvine-based Toshiba signed on with Coca-Cola Co. as a “founding partner” of the new arena, and will serve as the exclusive supplier for digital signage and displays as well as multifunction printers and copiers, Toshiba confirmed last week.

Public Plaza

The unit of Japan-based Toshiba Corp. also acquired naming rights for a 2-acre outdoor public plaza outside the arena—Toshiba Plaza. The open space will feature a stage and a variety of video screens and other interactive displays. It will also serve as a gathering spot for community events, holiday celebrations, convention-related activities, concerts and music festivals, among others.

“The combination of Toshiba Plaza and the Las Vegas Arena represent a unique opportunity to showcase Toshiba technology and innovation in one of the world’s most technologically advanced destinations,” said Bill Melo, Toshiba’s chief marketing executive. “We are looking forward to creating a one-of-a-kind fan experience together with our partners AEG and MGM.”

The arena is set for completion by next spring, according to AEG and MGM Resorts, which have joined forces on the development. The project is located west of the Las Vegas Strip between New York-New York Hotel & Casino and Monte Carlo Resort and Casino. It’s expected to host more than 100 events annually, including boxing matches and other sporting events.

Toshiba got on AEG’s radar a couple of years ago when the subsidiary of Denver-based Anschutz Corp.—whose roster of more than 100 venues includes Staples Center in Los Angeles, StubHub Center in Carson and Best Buy Theater in New York—was “looking to refresh” some of its facilities, said Scott Maccabe, Toshiba’s president and chief executive, in an earlier interview.

The talks resulted in a deal to supply digital displays for LA Interactive, a new section of the Staples Center that opened in November. Toshiba also became the “official electronics provider and founding partner of Staples Center,” a sponsorship that provides ongoing opportunities for product placement and signs throughout the venue.

The Toshiba name will be prominent throughout Las Vegas Arena—the sponsorship includes permanent and digital signage within the arena, as well as on the exterior façade and interactive concourse displays. It also will have a place on the arena’s website and social media accounts.

Toshiba recently reported $1 billion in annual sales, but it does not release revenue figures by operations. Its digital display division has grown 230% since the company entered the sector in the last quarter of 2012 through the end of 2014.

Toshiba has provided digital displays for the San Diego Chargers’ Qualcomm Stadium, the Houston Astros’ Minute Maid Park, and the ballpark of the Charlotte Knights, home of the minor league baseball team that’s affiliated with the Chicago White Sox.

Prices for a ballpark scoreboard usually range from $10 million to $15 million.

Toshiba also counts several grocery store chains as clients. The company’s digital offering revolves around “Ellumina Digital Signage Services,” that includes indoor and outdoor digital displays, video walls, interactive touch panels, menu boards for fast food restaurants and custom-designed interactive customer experiences. It also offers various support services to customers.

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