Houston in-seat ordering app gets rodeo ready, prepares for busy XFL season
A Houston startup isn't afraid to take on the 21-day Houston Livestock Show and Rodeo with its in-seat ordering technology.
Houston-based sEATz, through its partnership with Aramark and NRG Stadium, will be serving up stadium food to rodeo goers this year every single night of the show. Rather than be intimidated the size and scale of Rodeo Houston, sEATz, equipped with a recently upgraded app, is ready for the challenge.
"Twenty-one nights in a row for us is great — that just shows the flexibility and scalability of our model," says CEO and co-founder Aaron Knape.
For those headed out to the rodeo with tickets in the 100s — the lower section — sEATz will have in-seat delivery and pickup lanes. Users can download the app, plug in their seat information, order, pay, and hang tight for a delivery. SEATz will be available every night of the rodeo — from the start of the show to the concert.
The sEATz app has been freshly updated and is ready to rodeo. Photo courtesy of sEATz
Knape and co-founder and COO Marshall Law founded sEATz in 2018 after an idea Law had when he missed a key play at an Astros 2017 World Series game. Now, SEATz is active in 10 different venues and plans to roll out in 15 more this year, Knape says. The app has served fans at football and soccer games — and even delivered during the Rolling Stones concert at NRG Stadium last year.
"It's really great to be able to be a part of the rodeo as far as a provider to help enhance that experience in the stadium," Knape says. "It goes back to our model of we want to serve a venue and the fans in that venue — not necessarily a specific sport or concert."
SEATz had a busy football season, servicing the likes of The Texans, the University of Houston Cougars, and more, but turns out, football is not over. Through its partnership with Delaware North, the food and beverage provider for UH's TDECU Stadium, sEATz has added the XFL's Houston Roughnecks fans to its roster of users.
The team's first game on February 8 had over 17,000 in attendance, according to news reports. The team won 37 to 17 against the Los Angeles Wildcats. The second game for the Roughnecks is on Sunday, February 16, and the league recently announced the final championship game will be hosted in Houston.
"I think those fans came to have a really good time," Knape says of last weekend's game. "We're actually going to be quadrupling staff for Sunday's game."
SEATz, which closed is seed round last fall with $1.3 million raised, plans to raise another round early this year. The company is also actively recruiting teams and venues ahead of the baseball season, Knape says.