Seregh acquires ROAR in SmartDaaS move
Originally published by The Stadium Business
By Rob Ridley
Seregh, a US organisation which specialises in investing in and developing large-scale mixed-use real estate around sports and entertainment venues, has acquired data analytics firm Revenue Over And Above Replacement (ROAR).
As a result of the takeover, ROAR will now operate as ROAR, A Seregh Company, with a strategic focus on developing Smart Districts as a Service (SmartDaaS).
SmartDaaS will harness artificial intelligence (AI), machine learning, and data-driven solutions to deliver actionable insights that seek to empower sports franchises, owner representatives, real estate developers, venue operators, architectural design firms, capital partners, event producers, and municipalities to more effectively conceive, develop, and commercialise Sports and Entertainment-Anchored Districts (SEADs).
This service includes building a customer data platform (CDP) integrating multiple data sources with a focus on leveraging deterministic, behavioural data. ROAR’s CDP will help shape the most important strategic decisions across capital investment, development, and commercialisation.
Use cases include analysing rental and lease expenditures, identifying fan purchasing behaviour, understanding target audience content consumption patterns, mapping digital and social media behaviours, and forecasting potential foot traffic by location.
As part of the transaction, ROAR founder and managing director, Adam Grossman, will join Seregh as chief analytics officer while continuing to serve as president of ROAR. Grossman was previously founder and CEO of partnership valuation firm Block Six Analytics, which was acquired by Excel Sports Management in 2021.
SmartDaaS will also enhance ROAR’s existing audience, analytics, and insights capabilities, helping sports properties, rights holders, agencies, and partners optimise multiple revenue streams.
ROAR currently collaborates with a wide range of partners and providers – including those working directly with sports entities – to deliver data-driven solutions that impact partnerships, fan engagement, ticketing, merchandise, hospitality, and event operations.
“SmartDaaS is the embodiment of ideas I’ve explored for years,” said Grossman. “Combining Seregh’s expertise with ROAR’s offerings and the ability to collaborate across the sports ecosystem is a no-brainer for any team, league, event, or university considering building a SEAD.”
The acquisition of ROAR comes after Seregh in April announced Delaware North and LionTree as new strategic investors.
“Seregh and ROAR are now uniquely positioned to help stakeholders maximise the value of their sports assets before, during, and after the construction of mixed-use sports and entertainment districts,” said Jonathan Fascitelli, founder and chairman of Seregh.
“Adam is a sports industry heavyweight and recognised leader in his field. Seregh and I targeted him because he is exactly the right person to lead the build of the SmartDaaS platform.”