Fans at the World Athletics Championships Oregon22 have an opportunity to purchase blocks of seats on the otherwise sold-out home straight at Hayward Field with two different tiers of hospitality through the Cadence Club.
"It sounds like a big thing to boast, but we genuinely believe that the Cadence Club at the World Athletics Championships Oregon22 is going to amaze," said Max Mueller, the CEO of official VIP Hospitality Experiences event partner DAIMANI, “not just for people who know track and field, but across the business of commercial sports hospitality.”
The Cadence Club name has an interesting backstory, having been created for the first time by DAIMANI for this event. For track and field fans, the term cadence needs no introduction.
“For us, it’s a beautiful and evocative word that unites almost all of the disciplines in athletics and is unique to the sport,” Mueller said.
Mueller said the cadence inspiration came from reading an online journal, in which now World Athletics president Lord Sebastian Coe detailed his training regime in the crucial days between arriving in Los Angeles for the 1984 Summer Olympics on July 10 of that year, and his part in the celebrated three-way, all-British 1,500-meter run-off against world record holder Steve Ovett and Steve Cram.
"Tue 17 July: The first cadence session: AM 5 miles easy; PM after warm-up, 10 × 100m steady acceleration to 60m, maximum speed to 80m, then float to 100m, walk back to start position and repeat.” Coe won the silver in the 800 meters on August 6. His final entry, published online reads:
"Sat 11 August: AM easy jogging as desired; race 1,500m final (1st in 3:32:53).”
The key to the attractiveness of the Cadence Club offer is the quality and location of the seats. The top-end Cadence Club Finish Line product, which starts at $ 1,770 per package, is literally on the finish line with a popular advertising tag: “Any Closer, You’d Be Given a Lane.”
"There is not another sports hospitality product that I am aware of anywhere in the world that has you sitting as close to the action as our Cadence Club,” Mueller said. “It will be an extraordinary experience.”
For all but two of the 10 days of WCH Oregon 22, the Cadence Club will open at 2 p.m. with lunch served from 2:30 to 4:30 p.m. On those eight days, the evening session runs from 5 to 8 p.m. after which guests are invited to return to the air-conditioned comfort of the club for one hour of post-event drinks and dinner. On Wednesday, July 20, the club will open at noon to accommodate the longer 3 to 8 p.m. session. On Saturday, July 23, the Cadence Club will open at 1 p.m., with lunch running from 1:30 to 3:30 p.m. with the evening session scheduled for 4 to 8 p.m. On both days, the Cadence Club will remain open until 9 p.m.
Mueller leads a team of 30 employees at Zurich-based DAIMANI, which has been appointed by World Athletics and Dentsu to develop a premium seat experience for WCH Oregon22, the first time the World Championships will be on U.S. soil.
"We’re very conscious of the responsibility that we have and equally excited by the opportunity to be part of this great Championship,” Mueller said.
WCH Oregon22 will be taking place July 15–24, 2022. General event information can be found here.
