The Miami Heat plan on opening a nightclub, Hyde, in American Airlines Arena, according to Bloomberg Businessweek.
“In one respect, Hyde will be a new amenity for our best customers,” said Eric Woolworth, president of business operations for the Miami Heat. “It adds a hip quotient and panache, and it’s also another space we can market for parties and private events.”
“Arenas want to bring in the next level of experience, such as a nightlife component,” Sam Nazarian, founder and CEO of the group building the club for the Heat. “Old arenas like Madison Square Garden or Dodger Stadium are trying to reinvent themselves. People are looking for more than just hot dogs and pizzas.”
The Miami Heat have undergone a resurgence in popularity over the past two seasons, largely due to the additions of LeBron James and Chris Bosh. The Heat are currently 44-17 this season, which puts them in second place in the Eastern Conference.