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 Phillies, 2-1. Photo by Logan Riely/Getty Images.

Cam Smith hit an RBI single in the eighth inning to give the Houston Astros a 2-1 win over the Philadelphia Phillies on Thursday.

The rookie's second hit of the game came off Orion Kerkering (5-3) and gave the Astros their fourth straight win.

Brandon Marsh tied the game on a sacrifice fly in the top of the inning to end the Phillies' 26-inning scoreless streak.

The Astros took a 1-0 lead on Yainer Diaz’s RBI single in the second inning. They only managed three more hits off Phillies starter Christopher Sanchez, who struck out 11 with zero walks over six innings. Sanchez has not issued a walk in three straight starts.

Hunter Brown lowered his league best ERA to 1.74 by scattering three singles over seven shutout innings, with nine strikeouts. He did not allow a runner to reach second base.

Bryan Abreu (3-3) struck out Trea Turner to end the eighth, and then struck out Kyle Schwarber, Alec Bohm, and Nick Castellanos in the ninth.

Abreu joined Julia Morales after the game and talked about his impressive performance!

Rafael Marchán had two of the Phillies' four hits. Bryson Stott reached base twice and scored the Phillies' lone run.

Key moment

Smith’s RBI.

Key stat

Brown’s 1.74 ERA is the fourth best in Astros history through 16 starts and the best since Justin Verlander posted a 1.60 ERA through 16 starts in 2018.

Up next

The Astros open a three-game series against the Cubs on Friday with LHP Brandon Walter (0-1 3.80 ERA) on the mound.

The Phillies open a three-game series at the Braves on Friday with RHP Mick Abel (2-1 3.47 ERA) against Atlanta RHP Bryce Elder (2-4 4.77).

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