Stone Cold Steve Austin makes a surprise appearance at WrestleMania 41.
Imagine a world where walking disco balls patrol the grounds of a WrestleMania kickoff party, casually waving at guests despite having no eyes. A world with malleable acrobats and dancing roller skaters moving in concert to popular wrestling theme songs. A pro wrestling paradise fully equipped with self-serve meals from local vendors, design-a-sign stations and a special guest appearance from former WWE champion Cody Rhodes.
This worlds exists. All thanks to WWE’s budding partnership with On Location.
On Location curates unique live event experiences for some of the biggest sporting events in the world. The company provides luxury hospitality, VIP service and never-before-seen access for bucket-list events such as the Super Bowl, the NCAA Final Four and WrestleMania.
Past experiences include access to the field, post-Super Bowl, to celebrate in the confetti as the winning team hoists the Lombardi trophy. Guests have also walked out with UFC champions and their entourage as they enter the cage before a high-stakes fight.
A fan dressed as “Macho Man Randy Savage” poses in the ring ahead of WrestleMania 41, Night 2.
Through On Location’s WWE hospitality package, WrestleMania 41 was the first time in history that fans were allowed to take photos inside a WWE ring before the event. Doubling down on that history, this was the same WWE ring where John Cena broke Ric Flair’s 25-year record to become a 17-time world champion by defeating Cody Rhodes in a polarizing main event.
“We have fully transformed what we’re offering [to guests],” said Rachel Nabatian, On Location’s Head of Combat Sports.
“No one has been allowed past those sacred ropes, and I got to physically watch our guests do it [at WrestleMania 41]. The anticipation and the sheer joy was unlike anything I’ve ever seen before. And them looking at each other and saying ‘we were the first people to ever get to do this!’ it really brings them together. Ringing the bell to start the match, like, they were a literal part of the match operation. I don’t think any fan has been a part of the event in such a meaningful way like this before.”
The enviable amount of access provided to guests included brunch with WWE Superstars during WrestleMania weekend, Topgolf with former WWE champion the Miz and a simulated ring entrance alongside WWE Hall of Famer Stone Cold Steve Austin, where guests shared a beer with the Attitude Era legend.
During a WrestleMania Saturday kickoff event inside Vegas’ Grand Prix Plaza, fans watched a live interview with Cody Rhodes in one of his final appearances as WWE champion. The man who dethroned Rhodes, John Cena, took photos with guests during a kickoff party on WrestleMania Sunday just hours before Cena became WWE’s last real champion.
WWE is still riding the high of a record-breaking WrestleMania 41, one touted as “the most successful event in WWE history.” WWE’s list of unprecedented feats during a busy week in Las Vegas include:
- The largest gate in WrestleMania history with a reported 124,693 fans across two nights in Las Vegas’ Allegiant Stadium.
- A 45% increase in sales from WrestleMania 40 in 2024, which held the previous record.
- A record 28 total partners setting an all-time record for revenue.
- The most-attended WWE World in WrestleMania history with 50,000 total attendees, a 21% increase from 2024.
- $4.2 million in film tax credits for WWE.
- A 75% increase in hospitality sales for On Location compared to 2024.
John Cena poses with fans during a WrestleMania pre-party hosted by On Location.
On Location’s sales increased 140% from 2023 as the demand for its guest experience continues to mirror the same fervor that led to WrestleMania 41’s increasing ticket prices. Top seats for WWE’s biggest event of the year went for well over $16,000 according to Gametime, but Las Vegas’ premiere stadium remained full.
In addition to private parties and exclusive access, On Location looks to bring the flavor of the host city to every event. All experiences featured food vendors, dance teams, acrobats and a litany of performers who were local to Las Vegas. It felt like the best of the Las Vegas strip was selected to an All-Star game. Next year, WrestleMania will emanate from New Orleans, La. for WrestleMania 42, another city with so much culture it’s a genre unto itself.
WWE meets weekly with On Location to brainstorm ideas bigger than the event before. As the official hospitality partner of WWE, future collaborations include On Location ticket packages for WWE Backlash in St. Louis, Mo., Saturday Night’s Main Event (Tampa, Fla.), World’s Collide and Money in the Bank (both in Los Angeles, Calif.) Given the increase in sales, it’s safe to say that the brain trusts between WWE and On Location know exactly what they’re doing. And if Las Vegas’ record-breaking happening is any indication, WWE may be planning to fit an entire parade into an On Location event next WrestleMania season.
All quotes were received firsthand unless otherwise noted.