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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Kelvin Sampson has the Cougars rolling. Bob Levey/Getty Images

The final regular season game for the Houston Cougars men's basketball team took place Sunday, March 7th in the Fertitta Center.

There was some controversy as the game was initially scheduled to take place in Memphis, but was moved to Houston due to a COVID-19 related issues. The contest was originally supposed to happen on Feb. 14 in Houston but was postponed due to the aforementioned COVID issues in the Memphis program.

The American Athletic Conference stated that if a game had to be postponed it would be played at the venue of the team that did not have the COVID-19 issues.

Memphis was not happy about the relocation.

"In a year full of challenges, we are greatly disappointed for our players and fans that our final home game of the season could not remain in Memphis," Memphis Director of Athletics Laird Veatch said. "This is especially sad for our senior managers and students in band, cheer and pom, who will not be able to celebrate their last experience in FedExForum.

Although unfortunate for Memphis and their fans, it did give Houston one extra home game, and a chance to have their true senior day.

Seniors Dejon Jarreau, Justin Gorham and Brison Gresham were honored during a pregame ceremony in front of a socially distanced crowd at the Fertitta Center.

There were few dry eyes on the court including head coach Kelvin Sampson who was emotional during the ceremony.

Those emotions quickly changed from bittersweet to confusion as Memphis jumped out to an early lead in the first half.

Head coach Penny Hardaway had his Tigers play trap style defense which lead to many double teams on Quentin Grimes and Jarreau, forcing other players to step up.

This strategy worked as Memphis was able to force the Cougars to make multiple turnovers early on.

Houston had a four point lead at halftime, and the game continued to be a back and forth contest until the end.

Houston was up 64-61 with nine seconds left to go in the game, and Memphis had one shot to tie the game.

Sophomore guard Lester Quinones missed a 3-pointer, but Houston couldn't secure the rebound to put the game away.

Instead, the ball bounced out to Boogie Ellis who hit his lone 3-pointer of the game with 1.7 seconds left to tie it at 64.

Coach Sampson was able to call a final timeout with 1.7 seconds left in the game.

For the final play, he drew up an inbounds play that had been tried in practice, but has never been performed in a game.

"I don't think it's ever worked," UH forward Justin Gorham said.

From the opposite side of the court, Marcus Sasser inbounded the ball via a bounce pass to Tramon Mark near center court.

Mark was double-teamed by the Houston logo and threw up a prayer.

That prayer resulted in a bank shot off of the backboard to win the game 67-64 as time expired.

"To do that on senior day for those guys, that just makes it even better," Mark said after the game on Twitter.

It was a tremendous way to end the regular season for the Cougars as they gear up and head to the AAC tournament in Fort Worth.

Before Houston headed to the locker room to celebrate, Sampson had some final words for Cougars fans.

"Never give up on your Coogs!"

MOVING UP: With this victory, Houston has moved up to the 7th ranked team in the country and are looking to secure a No. 2 seed in the NCAA Tournament.

UP NEXT: March is in full swing, and the Cougars will be the No. 2 seed in the AAC tournament. They will face the winner of Tulsa and Tulane on Friday, March 12th at 6 p.m CT

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