Fantech

Exclusive: 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

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.

At this point, the growing company has contracts in Houston with NRG Stadium, UH's TDECU Stadium and Fertitta Center, Rice Stadium, and Constellation Field. SEATz also worked 71 games of the Corpus Cristi Hooks and recently had its first out-of-state expansion to the University of Southern Mississippi. In its first game on campus, sEATz saw over 700 downloads for just the first game.

"Now that we're there, Mississippi State and Ole Miss want it too," Knape says. "Our expansion is really coming on."

The team has big ideas for sEATz and Rivalry Technologies. SEATz has applications in all types of venues — music or entertainment and even resorts.

sEATz Concession food to your seat? That's what sEATz makes possible. Courtesy of sEATz

Trending News

Building Houston

 
 

This week's innovators to know include Steve Jennis of Founder's Compass, Denise Hamilton of WatchHerWork, and Chris DuPont of Galen Data. Courtesy photos

Houston's innovation ecosystem continues to grow. Last week, a group of startup mentors formed a new program that's a masterclass for aspiring entrepreneurs. Plus, a Houston innovator is writing the book on inclusion while another has a new partnership with a medical device company.

Steve Jennis, co-founder of Founder's Compass

Steve Jennis, along with three other Houston entrepreneurs, have teamed up to create a program based on each of their expertise that provides a launch pad for aspiring startup founders. Photo courtesy of Steve Jennis

Steve Jennis, a founder and mentor within the Houston innovation ecosystem, was thinking about opportunities for aspiring entrepreneurs. While there are several accelerators within the ecosystem, they tend to be months-long programs that might require equity.

"A few months ago it struck me that maybe there was a gap in the market between the aspiring entrepreneur," says Jennis, "and the accelerator or incubator program."

Jennis tapped a few of his fellow founder-mentors to create Founder's Compass, an online masterclass for people who have a business idea but don't know what to do next. Read more about the new program.

Denise Hamilton, founder and CEO of WatchHerWork

Denise Hamilton is publishing a book that helps guide Black Lives Matter allies to make changes that will help them change the world. Photo courtesy of WatchHerWork

After developing a long career as a corporate executive, Denise Hamilton was fielding tons of requests to lunch or coffee to "pick her brain." While she loved helping to mentor young businesswomen, it was starting to become exhausting. "Frankly, there weren't enough hours in the day," she says on this week's episode of the Houston Innovators Podcast.

So, five years ago, she turned the cameras on and started a library of advice from female executives like herself and created WatchHerWork. The company evolved to more, and now she's focused on diversity and inclusion consulting and leadership — and, amid COVID-19 and the resurgence of the Black Lives Matter movement, she's particularly busy now. Stream the episode and read more.

Chris DuPont, CEO of Galen Data

Houston-based Galen Data, led by Chris Dupont, is collaborating with an Austin health device company on a cloud-based platform that monitors vital signs. Photo via galendata.com

Houston-based Galen Data Inc., which has developed a cloud platform for medical devices, and Austin-based Advanced TeleSensors Inc., the creator of the Cardi/o touchless monitor. Together, the two health tech companies are collaborating to take ATS's device and adding Galen Data's cloud technology.

Chris DuPont, co-founder and CEO, has led the company to meet compliance standards set by the U.S. Food and Drug Administration (FDA), the Health Insurance Portability and Accountability Act of 1996 (HIPPA), cybersecurity organizations, and others.

"We knew that our platform would be a great fit for Cardi/o," Chris DuPont, CEO of Galen Data, says. "Speed was critical, accentuated by the COVID-19 crisis. We were well positioned to address ATS' needs, and help those at-risk in the process." Read more about the innovative Texas partnership.

Trending News