FANTECH
Houston-based stadium ordering app closes near $1.3 million Seed round with plans to scale
Sep 6, 2019, 1:28 pm
Houston-based sEATz has closed a funding round and plans to reach more fans than ever this football season. Courtesy of sEATz
This article originally appeared on InnovationMap.
Fans across the country are headed to football stadiums this weekend to cheer on their teams, but only a few will have the luxury of ordering food, beer, and even merchandise from the comfort of their seats.
Houston-based sEATz has created a platform where fans can order just about anything their stadium has from an app. Much like any other ordering app, once the order is placed, a runner will pick up the food and deliver it to the customer for a small fee and a tip.
The startup is now preparing to scale up from seven venues to 10 before the year is over as well as launching a new version of the app thanks to an oversubscribed near $1.3 million Seed round led by Houston-based Valedor Partners. Houston-based Starboard Star Venture Capital also contributed to the round. SEATz has plans to launch its Series A round before the new year.
"We're building enterprise-level, scalable in-seat ordering, delivery, and pick-up software. We'll have all the data and validation we need this fall to really start to push that out," says CEO and co-founder Aaron Knape.
SEATz got its start when co-founder and COO Marshall Law missed a particularly amazing play by the Astros during a World Series gameduring a World Series game because he was waiting in line to get food for his family. In a world of Uber and Favor, it was time for stadiums to step up their convenience. Law and Knape had been friends for a while — they met through their wives — and they regularly bounced business ideas off each other.
"We would meet every couple weeks in the Heights for coffee and throw spaghetti at the wall. We knew we'd eventually find an idea together," Law says. "After I left that Astros game, I texted him from the parking lot and told him, 'I found it.'"
The duo teamed up with another friend, Craig Ceccanti —CEO and founder of Houston-based Pinot's Palette, which has locations across the United States — and created sEATz's parent company, Rivalry Technologies. The name's an homage to the fact that the men are from rivalry schools — Law went to the University of Texas, Knape went to Texas A&M University, and Ceccanti went to Louisiana State University.
Part of sEATz ability to grow so rapidly has been a series of key partnerships. A Rice University business master's grad, Knape got them a foot in the door at his alma mater, and sEATz's first game was at Rice last year. Then, the startup was connected to Jamey Rootes, president at the Houston Texans, at an event at The Cannon Houston. That partnership lead to an introduction with Philadelphia-based Aramark Corp., a global food service and staffing company. SEATz is a member of Cannon Ventures, as well as being a member company of Capital Factory, which has its Houston outpost at The Cannon.
"At this point, we know that fans want food in their seats," Knape says. "That concerns the concessionaires because they don't want an app that just helps them sell food, because they already have long lines. What we have on the back end actually helps them divert that traffic and reduce those lines."
Aramark got sEATz into the University of Houston's basketball games, but the university then switched their food service company to Delaware North. However, sEATz had proven itself to the athletic department at UH, and wrote it in Delaware North's contract that they will work with sEATz.
Continue on InnovationMap to learn about out all the stadiums sEATz has contracts with in Houston.
Most Popular
SportsMap Emails
Are Awesome
Listen Live
With the Astros now officially ten games under .500 for the season, manager Joe Espada is taking a lot of heat from the fanbase for the team's struggles.
While we don't agree with the sentiment, we even hear fans clamoring for the return of Dusty Baker and Martin Maldonado, thinking the Astros wouldn't be in this mess if they were still here.
Which is ridiculous. First of all, Maldonado has been awful for the White Sox, hitting .048 (even worse than Jose Abreu's .065). And for those of you that think his work with the pitching staff justifies his pathetic offense. Let me say this: Where was Maldy's game calling genius for Hunter Brown, Cristian Javier, and Framber Valdez last year? All of them regressed significantly.
And as far as Baker is concerned, we have no idea how much a difference he would make, we can only speculate. Baker would also be dealing with a pitching staff ravaged with injuries. And let's not forget, Baker was the guy that refused to move Jose Abreu down in the batting order, even though he would finish the regular season with the ninth-worst OPS in baseball.
The reality of the situation is managers can only do so much in baseball. Which leads us to something else that needs to be considered. Is Espada being handcuffed by the front office? Espada and GM Dana Brown both said recently that Jon Singleton was going to get more at-bats while they give Abreu time off to try to figure things out. Yet, there Abreu was in the lineup again in the opening game of the Cubs series.
It makes us wonder how much power does Espada truly have? The Astros have some other options at first base. Yainer Diaz may only have eight games played at the position, but how much worse could he be than Abreu defensively? Abreu already has four errors, and Diaz is obviously a way better hitter. Victor Caratini isn't considered a plus offensive player, but his .276 batting average makes him look like Babe Ruth compared to Abreu. Let him catch more often and play Diaz at first. Starting Diaz at first more often could also lengthen his career long-term.
Maybe that's too wild of a move. Okay, fine. How about playing Mauricio Dubon at first base? I understand he doesn't have much experience at that position, but what's the downside of trying him there? If he can play shortstop, he can play first base. He's driving in runs at a higher rate (11 RBIs) than everyone on the team outside of Kyle Tucker and Yordan Alvarez. And he's producing like that as part-time player right now.
The other criticism we see of Espada is his use of Jon Singleton to pinch hit late in games. Let's be real, though, who else does Espada have on the roster to go to? Batting Abreu late in games in which you're trailing should be considered malpractice. Espada can only use who he has to work with. This all really stems from the Astros poor farm system.
They don't have anyone else to turn to. The draft picks the club lost from the sign-stealing scandal are really hurting them right now. First and second rounders from 2020 and 2021 should be helping you in 2024 at the big league level.
Maybe they go to Astros prospect Joey Loperfido soon, but after a hot start he has only two hits in his last six games.
Finally, we have to talk about what seems like a committee making baseball decisions. Lost in a committee is accountability. Who gets the blame for making poor decisions?
As time continues to pass it looks like moving on from former GM James Click was a massive mistake. He's the guy that didn't sign Abreu, but did trade Myles Straw (recently DFA'd) for Yainer Diaz and Phil Maton. He also built an elite bullpen without breaking the bank, and helped the club win a World Series in 2022.
The reality of the situation is Dusty Baker and James Click are not walking back through that door. And all good runs come to an end at some point. Is this what we're witnessing?
Don't miss the video above as we hit on all the points discussed and much more!
Catch Stone Cold 'Stros (an Astros podcast) with Charlie Pallilo, Brandon Strange, and Josh Jordan. We drop two episodes every week on SportsMapHouston's YouTube channel. You can also listen on Apple Podcast, Spotifyor wherever you get your podcasts.