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.

The Houston Dynamo roster ended with unexpected departures from the one that started the season.

It is incredible to think that, just ten months ago, flocks of Dynamo jerseys roamed to Latin America with the enthusiasm and invigoration that accompanied the start of a new season. By the start of October, the season finale arrived as a merciful end to the fatigue and frustration of what is, now, the worst season in club history.

The club has failed to make the MLS Cup Playoffs in five of the last six seasons. Over half of the teams qualified for the playoffs in each of those years, despite the expansion of Major League Soccer over that span.

The Dynamo now prepare for the start of the offseason next month. In the meantime, let's recall how they got here.

Not enough offseason fuel

Because of the way the Dynamo are built, the root of the team's success depends on the additions, or lack thereof, during the offseason. General Manager Matt Jordan and his staff replaced 12 outgoing players with eight incoming signings, of which only four were significant contributors.

Defensive additions Matias Vera, arguably the team's season MVP, and Aljaz Struna were home runs with both coming first and second in minutes played. Defender Maynor Figueroa and midfielder Thomas McNamara also made the top ten in that category.

The problem for the club comes from there being only two major offseason signings. With a lack of first team contributors coming through the Academy and the college draft, the transfer windows are the major source of improvement for the roster. The Dynamo needed to be more aggressive with incoming talent and, several months later, it's proven true.

The Manotas, Elis conundrum

To sell or not to sell. For one of the league's lowest spending teams, an influx of cash from the sale of one of their young prospects could have helped to improve the team.

The Dynamo had offers for 23-year-old Alberth Elis and 24-year-old Mauro Manotas but did not part ways with either. Elis, who has made it public on numerous occasion that his dream is to play in Europe, lobbied his case on Honduran television in an effort to force the club to sell him. Manotas was given a raise to become the team's highest earner at the beginning of the year but was almost sold in the summer, kept in Houston by an inability to sell him by the transfer deadline.

Manotas scored 13 goals (team leader) and provided 8 assists (team 2nd) while Elis scored nine (team 2nd) and was credited with 10 assists (team leader). They could be a huge part of the blueprint for the future of the club but the question remains if their role will be as contributors on the field or off it as the sacrificial lambs, and the Dynamo don't seem to have a firm posture on either stance.

Favorable home schedule early, lack of road results

The team began the year with a five-game unbeaten streak and won seven of their first eight. Supporters were right to feel good about their team's success but perhaps the results painted a much favorable picture.

By June 2nd, the team had played half of it's home schedule. The rest of the season was heavy on road games, a particular challenge for the club in recent years, and the team would only win six and draw one of the remaining 21 matches - a total of 19 points and barely half of their season total.

Even with the downward spiral, which was a carbon copy of the 2018 season but without the makeup of a U.S. Open Cup title, the Dynamo missed the playoffs by a difference of eight points. The road has been a key to their absence from the playoffs.

Dating back to the 2014 season, the Dynamo have won only 12 away matches from 102 played. Their recent playoff season (2017) was made possible by offsetting a one-win road record with a near perfect 12-1-4 (W-L-T) home record.

By the way, the Dynamo won the 2018 Open Cup title by playing every match at home.

Uncertainty at head coach

Wilmer Cabrera guided the Dynamo back to the playoffs in 2017, taking the team as far as the Western Conference finals. His shortcomings - among them, inconsistency with team lineups, a lack of improving players despite tabbed a "teacher of the game" and self-victimization when phased with poor results - were covered up by his good early results, a blanket of protection that faded in the next two seasons.

The Dynamo were handicapped by his premature extension in early 2018 but ultimately made the decision to let him go in August. Assistant Davy Arnaud was named the Interim but failed to salvage the situation with nine matches remaining in the season. Even so, his ability to reinvigorate the team may be enough to convince the club of removing the interim tag.

The reality is the Dynamo are back to where they were in 2016 - reflecting on their current situation as they prepare to hire the club's next head coach. The last two hires did not turn out as well as the club would've liked and the gap between them and the rest of the league only continues to increase.

The departure of DaMarcus Beasley

The best memory of the 2019 season for many will be the retirement of U.S. National Team Legend DaMarcus Beasley. The country's only participant in four FIFA World Cup tournaments earned a cup title but was hardly ever in reach of winning an MLS Cup in the Bayou City.

Despite his club form, his stature in the game is one that will be hard to match any other American player. Beasley played at historic clubs like PSV Eindhoven and Rangers F.C. and was part of the U.S. Men's best outing in the modern World Cup setup.

His farewell match was a bright spot in an otherwise low season and his goals at Guastatoya in the Concacaf Champions League and against Club American in the inaugural League's Cup stand among the best moments of the year.

The arrival of Christian Ramirez

In the long run, the acquisition of Christian Ramirez may be one of the more significant transfers in recent league history. The U.S. born striker has all the makings of a big time goalscorer and has made the best of playing time with the team.

"Superman" has picked up 5 goals and 1 assist in his 10 matches with the Houston Dynamo. As with any other promising player, he will flourish if accompanied by the proper team around him.

James Harden joins ownership team

In the bigger picture, Harden's involvement may just be as simple as a financial investment for the future. With a five percent ownership stake, it's hard to see the Houston Rockets star having any significant input in the comings and goings of the club.

Still, it's a significant event for many Dynamo fans as they got to see one of Houston's icons sporting an orange jersey.

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