An hour and a half before the sold-out “Soul2Soul II” concert, the doors open and large crowds push into Wells Fargo Arena. Concession stands lift their windows and begin to sell hot pizza, nachos and $6 beers in large plastic cups to the growing lines of patrons.

Above the commotion, sporadic groups ascend the stairs to the suite level from a private entrance and look for their company’s name, printed on one of the 36 nameplates next to each suite door. Within the rooms, buckets of popcorn and chips, bite-size sandwiches, plates of cookies or silver buffet containers filled with lasagna are already set out on tables, and the refrigerators are stocked with cold beer. As the show approaches, co-workers, clients, spouses and their children begin to fill the suites. They talk around a tall bar table, socialize with friends down the hall or claim one of 12 theater-style seats overlooking the empty stage.

At 10 minutes to 8, the lights dim. An orange glow highlights the suites between the lower stand and upper decks. The crowd below starts the wave as suite occupants watch or join in the excitement.

Music blares. Faith Hill rises through one end of the stage singing followed by Tim McGraw on the opposite side. Cheering fills the expansive space and people stand to enjoy the show. Those in the suite watch over the balcony or dance in the background as the song progresses.

This scene in the suites, said Holly Kjeldgaard, assistant general manager and director of marketing for Global Spectrum-Iowa Events Center, has become known as the new golf course in Des Moines. Marketing directors or salespeople whose businesses rent an Iowa Events Center suite use the luxury rooms to court top clients or reward employees. The venue allows clients and co-workers to socialize outside the office, which strengthens their business relationships.

But for Tom Holtz, marketing director of McAninch Corp., who helps give away 10 tickets to a different client every event, the suites offer something more than the golf course: Whereas the golf course is typically for businessmen, he said, the suites provide the opportunity for entire families to attend.

“It is important to us to get together with our clients on a social level,” said Holtz. “This gives us another level of awareness when you’re not just in the business attitude all the time. It’s nice to meet spouses and friends.”

Some of Des Moines’ biggest companies, including Hy-Vee Inc., Wellmark Blue Cross and Blue Shield, Weitz Corp. and Wells Fargo & Co. (which has two suites) and a few big names such as Bill Knapp and Jim Cownie have signed five- to seven-year leases for suites, and depending on their package, pay anywhere from $40,500 to $60,000 annually to rent them.

“Using the suites, we can interact with our clients in a more casual setting than the office,” said Scott Johnson, regional president of Wells Fargo Bank in Iowa. “From a business perspective, it’s been a good investment.”

John Pettit, president of the Iowa Stars hockey team, agrees and said that he often invites top sponsors and other companies the team works with to enjoy the perks.

“It’s an opportunity to take care of the clients that do business with you,” he said.

The benefits are many. Whereas the public has to stand in line for tickets to big shows, suite leasers are guaranteed a set number of tickets. They also have access to three private entrances, reserved parking and an attendant (one for three suites unless a private attendant is requested) to handle any extra needs during the show.

Nearly any kind of food, said Erin Jenkins, director of premium seating for Global Spectrum-Iowa Events Center, can be provided if ordered at least three days ahead of an event. The list includes everything from hot dogs and snack-type foods to pulled pork sandwiches and a filet mignon dinner, a popular option when CEOs are present. On the day of the event, there’s a set menu. For a big night like the McGraw/Hill concert, said Jenkins, “there’s an unreal amount of food.”

These perks, said Pettit, “help solidify why we [our clients and us] do business.”

When people first heard discussions about having suites in Wells Fargo Arena in 2000, said Jenkins, about 20 businesses signed letters of intent to rent one. Once businesses could tour the suites, said Jenkins, the pace of lease signing picked up.

Yet those who signed up early did not have a say in the design of their suite, said Jenkins, to avoid renovation costs when leases are up. All suites have a basic layout of 12 theater-style seats, a bar with five stools, four chairs around a coffee table in a lounge section near the entrance, and a buffet counter and refrigerator off to one side. To personalize the space, however, many companies put their logo on the wall or pictures related to their organization.

The suites in the middle west and east sides of the building filled up first, but people grabbed the suites on the north as well, especially once they heard that the suites were a little larger on that end and they would only be blocked by a concert 10 percent of the time. When they are blocked by a stage, they receive main-stand tickets and can use their suite beforehand to entertain.

Since the arena opened a year ago, only two suites remain open.

“They’re one of our best marketing tools,” said Holtz who mentioned that his company also rents a suite in the Kansas City’s Arrowhead Stadium and has agreed to rent one at the Iowa Speedway in Newton. “We were one of the first to buy. It’s a great venue in Des Moines and was badly needed.”

Global Spectrum also rents two suites by event to those interested in having them for a one-time experience.

As if the perks weren’t enough, those people whose businesses have a lease on a suite and attend events often have gotten to know the people occupying neighboring suites, helping extend their businesses further.

“It’s been a very unique atmosphere for the fact that suites right by each other didn’t know each other before,” said Kjeldgaard, “and now they’re best friends and referring friends and clients to each other’s businesses. It’s huge for networking.”