WWE's immersive Priority Pass program for fans is the way of the future. Credit: On Location

WWE Is Transforming Fan-Centric Events into the Ultimate Immersive Experience

Graham GSM Matthews

It's the morning of WWE WrestleMania Sunday on a windy day in Philadelphia.

You're ready to sit down and eat brunch with fellow fans to discuss the day ahead when a slew of Superstars walk in through a side door of the restaurant.

These larger-than-life personalities who you watch weekly on Monday Night Raw and Friday Night SmackDown proceed to converse with you about how you're doing and what you're excited for at WrestleMania, willing to answer any questions you may have in addition to signing autographs and posing for pictures.

A few hours later, you find yourself inside Philadelphia's 2300 Arena, famously known for being the home of Paul Heyman's Extreme Championship Wrestling in the late '90s. Whether you grew up a fan of the hardcore product or not, it's hard to not be in awe of the extensive amount of memorabilia on display, the ECW legends walking around who are readily accessible, and the perfectly-constructed set that makes it feel like you're about to walk through the curtain to compete.

By the evening, you're ringside at WrestleMania during the Kickoff show getting your picture taken. Cody Rhodes would finish his story inside that squared circle mere hours later, but only after you touched the canvas first.

This is the ultimate experience every diehard wrestling fan dreams of having, and one WWE's partnership with On Location makes possible.

They turn many bucket-list items into a reality through their premium hospitality experiences that extend far beyond the event itself.

Getting the Most Out of 'Mania Weekend

WrestleMania being the biggest show WWE produces all year makes it the ideal place for fans who travel from across the globe to not only take part in all of the festivities surrounding the Show of Shows, but also be completely immersed in them.

WWE talent spend time with fans at Superstar Brunch. Credit: On Location

Settling for WWE Fan Axxess—or WWE World as it's now called—won't suffice. Rapid-fire autograph signings, cheap carnival food, small exhibits and live panels are fun for first-timers, but aren't anything out of the ordinary compared to what's available through On Location's Priority Pass program.

From the NFL to Coachella to the upcoming Olympics, On Location captures that vibe with several organizations across sports and entertainment, but WWE in particular hits differently because of how the talent are crucial to the company's fan-first culture.

However, it's the super fans who are truly the lifeblood of WWE and are the ones present for all of the aforementioned experiences that On Location has to offer.

The Uniqueness of WWE's Connection With Fans

If you attend, you're bound to see some of the same faces from the front row of most WWE premium live events. Their unmatched energy and passion for pro wrestling has led to them creating a community among themselves, which is where the real memories are made.

"They genuinely love spending time with fans and getting to know their fans," On Location's Head of Combat Sports Rachel Nabatian told B/R. "At Superstar Brunch, the ratio of Superstars to guests is one to 10. You're legitimately sitting down breaking bread with them and having in-depth conversations, which is absolutely fantastic. WWE is always willing to help with unparalleled access."

Regardless of the demographic, fans from various walks of life congregate in one place for a wrestling-filled weekend every April to bask in their love for this pseudo-sport. WWE and On Location have capitalized on this phenomenon in grandiose fashion.

WrestleMania has always been more about the camaraderie that comes with it than any of the actual action. WrestleMania 40 will go down in the history books for one of the best editions in years, and those who witnessed it from the floor and ringside will have bragging rights for witnessing it from the angle of only a select few.

The stage setup on full display at the ECW Arena. Credit: Eric Ball

That's scratching the surface of what the weekend entailed for Priority Pass holders: tailgating with the Superstars, in-venue hospitality, countless meet-and-greet opportunities, and several other exclusive activities.

"We have brainstorming sessions where we all come to the table with ideas," Nabatian said. "We get to be creative. WWE is the best partner because they're always willing to do more."

Packages begin from $450 to $3,500 and can go higher depending on the tier and event. Each tier has something special that's unique to the area it's emanating from, meaning what WrestleMania weekend had in store will be slightly different than the Backlash experience in Lyon, France early next month.

For Philadelphia, it was a chance to run the bases at the Phillies' Citizens Bank Ballpark, and to check out the old ECW arena.

On Location doesn't slow down when it comes to getting tickets for future events on sale early, either.

Thinking of the Fans First

It's an age-old tradition for a show such as WrestleMania to be consumed and celebrated with others. Parents will take their kids, groups of friends will travel together, and new friendships are formed.

None of that can come to fruition year after year if there isn't a general level of enjoyment or interest in the WWE product from those attending. The uptick in quality during Paul Levesque's creative regime has been so significant that everything else around it—including the On Location program—benefits as well.

It goes hand-in-hand with the promotion's decision to pivot with plans for the WrestleMania 40 main-event, originally scheduled to be Roman Reigns vs. The Rock for the Undisputed WWE Universal Championship.

The overwhelming crowd support for Rhodes resulted in WWE changing the course of the road to 'Mania by inserting Rhodes in the title picture instead. That was a testament to the higher-up's willingness to listen to the audience and give what them what they wanted.

Putting the fans first has long been of utmost importance to WWE, but now more than ever, they have a part to play, too. They are being made to feel like they matter. Their loyalty is being rewarded with both a top-notch television product and unprecedented behind-the-scenes access.

The next-level fandom that WWE brings out of its audience seems to be working with WWE boasting WrestleMania 40 as the most successful ever and On Location having a whopping 60 percent increase in year-over-year ticket sales.

If everything that went down last weekend both inside and outside of the ring was any indication, assume that this only the beginning of what is shaping up to be a very prosperous fan-centric era for the company.

Graham Mirmina, aka Graham "GSM" Matthews, has specialized in sports and entertainment writing since 2010. Visit his website, WrestleRant, and subscribe to his YouTube channel for more wrestling-related content.

   

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