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Bon Jovi, NFL See Profit in an Intimate Fan Experience

  • Rocker brings 'Jovication' sideline to On Location Experiences
  • Venture also runs the NFL's event-and-hospitality business

Jon Bon Jovi was bored. Rock legends get a lot of days off between shows and studio sessions, and the icon of the 80s got to thinking: He’d play an acoustic set at a smaller venue and see if that didn’t create a more satisfying connection with his audience.

It worked. So well, in fact, that the 53-year-old rocker still known for big hair and even bigger spectacle turned it into a stand-alone business. Runaway Tours launched five years ago selling "Jovications" -- travel packages that included lodging, concert tickets and after-parties, along with Bon Jovi photo ops, autographs, and other swag. Its motto: "We super-serve the superfan."