Combined with CID Entertainment, the new company is now one of the world's largest hospitality companies.
On Location Experiences has acquired PrimeSport, continuing to grow its sports and entertainment VIP portfolio with 500 employees in nine offices, covering the Super Bowl and the National Football League as well as events for 150 rights holders, including the Professional Golfers' Association, the NCAA and U.S. Tennis Association.
The deal includes music and festival VIP company CID Entertainment, which provides high-end hospitality offerings for Coachella, Bonnaroo and Stagecoach, as well as tours by Metallica, Luke Bryan, Phish, Blake Shelton and The Lumineers. CID has produced a number of destination events including Phish's Riviera Maya, Luke Bryan’s Crash My Playa and Dead and Company's Playing in the Sand.
"As a part of On Location Experiences, all of us at CID have access to some of the best minds in sports and hospitality," CID Entertainment founder and CEO Dan Berkowitz tells Billboard. "John Collins [On Location's CEO] is a visionary and proven leader and both he and I share the view that the most passionate sports and music fans want more than just a ticket. I founded CID a decade ago with a mission to bring people closer to the music they love and this transaction only enhances our ability to do so. I’m very excited to see where this will take our incredible team at CID as we continue to provide guests with the best possible experience.”