FANTECH

Houston-based stadium ordering app closes near $1.3 million Seed round with plans to scale

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.

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ROCKETS BEAT THUNDER

Rockets blast Thunder in home opener, 124-91

Rockets take care of business in home opener. Photo by Tim Warner/Getty Images.

The Houston Rockets had an impressive outing versus the Oklahoma City Thunder after an embarrassing loss against the Minnesota Timberwolves Wednesday night. They took care of business at home on Friday night, which was a surprising blowout. The Rockets didn't have to worry about Karl-Anthony Towns screaming at Alperen Sengun or Anthony Edwards telling Coach Silas to call a timeout. Instead, they took their frustrations out on the Thunder (another younger core).

"We responded and bounced back from that game 1," Silas said. "I wouldn't say it was taking anything out. It was just learning and applying to what you learn and that's going to be us this year. Applying to what you learn and getting better and having some games like we had the other day. Veteran teams have some games when they don't play as well they want."

Christian Wood led the way, as he controlled the paint on all aspects with rebounding and putbacks. He played an incredible game after having a poor performance versus the Timberwolves. Silas showed complete trust in allowing Wood to open sets, as he walked the ball down the court several times, and in transition too. Wood became aggressive on the perimeter with open shooting and tough shots, and long strides towards the rim. He finished the night with 31 points and 13 rebounds off 66 percent shooting from the field.

The young core for the Thunder had a tough night defending Wood from every aspect. Hopefully, he keeps this play up. Silas loved the space that was created throughout the game for Wood, which included the help from Eric Gordon, as he continued to play better. Wood continues to develop underneath the Silas umbrella. He had a great feel for off-the-dribble shooting a few times. Wood becomes more dangerous when space is created on the court.

"It allows me to show what I can do. It allows the floor to be open and I can create for other guys and create for myself," Wood said.

As Gordon continues to impress, his teammate Kevin Porter Jr was amazed with his performance.

Gordon looked marvelous inside and outside of the paint, as it looked like a time ripple. The younger guards of the Thunder had a tough time staying in front of Gordon. His size and strength gave the Thunder a huge problem. Gordon is shooting the ball better too, as he is shooting the three-ball at 70 percent this season. Although it's a small sample size, Gordon is trying to overcome his shooting struggles from last year. Gordon finished with 22 points on 66 percent shooting versus the Thunder.

"EG is the biggest part of this squad," Porter said. He comes in and just scores. We need somebody off the bench to do that. He is our guy when me and J come out, it's EG time and he knows that, and comes in aggressive. So much energy on the bench, and we need that every night from him if we want a chance to win."

As I recently mentioned Porter, his facilitation did look better versus the Thunder than the Timberwolves. Porter had nine turnovers in his first game but managed to have two Friday night. He made great slip passes and found open teammates in the open corner. Porter forced a good number of passes versus the Timberwolves but looked more relaxed Friday night. The hardest position in the NBA is the point guard position, but Silas will not allow Porter to fail. Instead of nine turnovers, Porter dished out nine assists. Silas said:

"Bounce back right, going from nine turnovers to nine assists… I think he had two turnovers tonight, which is great. He is making plays for his teammates, and he was really focused."

Porter's shiftiness and creative ability allowed his teammates to get open looks near the rim. He had 18 points because of his step-back threes and first step going towards the basket. Thankfully, Porter is a great ball handler, which confuses defenders on different spots on the court. It's almost like watching a ballerina skate on ice in the Olympics. Hopefully, his confidence continues to get better throughout the year. Porter shot the three-ball at 50 percent tonight. Efficiency is key for Porter this year.

"I'm just trying to let the game slow down," Porter said. "I had a lot of turnovers last game and I just wanted to piggyback and learn from them and learn from some of my forced passes and reads. And sometimes I still force it a little bit. My guys hate that, and sometimes I'm still passive and I'm working on that. When to pass and score and bounce it out, and tonight I felt like I did a good job of that."

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