FANTECH

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

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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The Astros beat the Padres, 6-4. Photo by Alex Slitz/Getty Images.

Rookie Cam Smith homered on his first two at-bats and had a career-best four RBIs to power the Houston Astros to a 6-4 win over the San Diego Padres on Friday night.

Smith connected off Kyle Hart (2-1) on a three-run homer in the second inning to put the Astros on top and added a solo shot off the lefty in the fourth that made it 5-2.

San Diego's Luis Arraez, who had three hits, sent a high fastball from Bryan King into the first row in right field for a two-run homer that cut the lead to 5-4 in the seventh.

Jake Meyers tied a season high with three hits for the Astros, capped by a run-scoring single in the eighth to give them some insurance.

Houston starter Ryan Gusto (2-1) gave up nine hits and two runs in five innings. Josh Hader pitched a perfect ninth for his fifth save.

The Padres went 2 for 10 with runners in scoring position.

The Astros trailed by 1 with two on and two outs in the second inning when Smith sent his first home run into the seats in left field to make it 3-1.

An RBI single by Yainer Diaz extended the lead to 4-1 in the third.

Oscar Gonzalez cut the lead to 4-2 with an RBI single on a ground ball with one out in the fourth.

Smith’s second home run came on a full count in the fourth inning to extend the lead to 5-2.

Hart yielded 10 hits and five runs in five innings for his first loss this season after the team won each of his first three starts.

Key Moment

Smith's first home run that put the Astros on top for good.

Key Stat

Smith was 1 for 10 in Houston’s three-game series against St. Louis this week before breaking out Friday night.

Up Next

Houston RHP Hayden Wesneski (1-1, 4.00 ERA) opposes RHP Michael King (3-0, 2.42) when the series continues Saturday night.

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