You had to forgive some of the concert attendees in the lower bowl of the BB&T Center for seeing Red at the Who concert in early November. No, it had nothing to do with guitarist Pete Townshend’s rock tantrum—and unexpected exit, stage left—during the encore.

Instead, it had everything to do with the latest innovation from the team at Sunrise Sports & Entertainment, led by president (and Boca resident) Michael Yormark. In its never-ending quest to deliver an experience within the event, SSE has launched Club Red, an exclusive and all-inclusive membership that features everything from lower-level seating for hockey games and concerts/shows to VIP valet parking and a private arena entrance with early access privileges. That’s just for starters.

Members of Club Red also gain entrance to a posh, 12,000-square-foot lounge that makes the “upscale” food/drink mezzanines at other arenas look like glorified pretzel stands. This place has everything: countless flat-screen TVs, über-chic decor, VIP concierge service, an all-inclusive bar (for everything except premium spirits), and people-watching opportunities that rival a red-carpet premiere.

Best of all, the lounge has all-you-can-eat cuisine, courtesy of chef Orlando Morales, that spans the globe—as well as an entire wing of the room. On the night of the Who concert, offerings included grilled chicken tandoori, shrimp and grits, four-cheese lobster ravioli, clams with Spanish chorizo, mushroom risotto, a carving station with marinated beef tenderloin, a cheese/cold cuts/olive station—and a dessert table that had to be seen to be believed.

“It was over the top, and exactly what we expected from the finest club in South Florida,” said Michael Ralby, managing director of investments at Oppenheimer & Co. in Boca Raton, after attending an opening-night celebration. “From the first moment we entered Club Red we knew our choice was a right one for entertaining and experiencing both sporting and concert events with our clients and prospective clients.

“We will be renewing old friendships and beginning many new client relationships at Club Red.”

Memberships have been selling at a brisk pace. For those individuals or companies interested in Club Red, call 954/835-7277.