Ballpark Renovation Ideas that Get Fans in the Seats
"If you build it, they will come."
– FIELD OF DREAMS
How to adapt business to drive sustainable revenue growth while keeping nostalgia alive.
To keep their facilities competitive, many baseball stadiums across the nation have already undergone major renovations while others are slated for a makeover in the coming years or just starting discussions. Early in the planning phase, we are seeing more consideration around the fan experience as teams are seeing the benefit of more fan-centric designs.
Modern baseball stadiums are looking for ways to offer more food and beverage variety, dynamic pricing that reflects value, in-suite party experiences, and social destinations with attractive amenities throughout the stadium.
As the nation’s beloved pastime, we realize that there are certain traditions fans can’t live without; the songs, the 7th inning-stretch, peanuts, etc. The challenge lies within keeping traditions alive in a more creative and engaging way, especially if the goal is to boost gameday attendance. That’s why much of what goes into the new ballpark experience revolves around enhancing the art of making memories with the support of food, beverage, and entertainment.
When we work with teams on renovation concepts, the goal is to create an approachable business all season long. With more than eighty home games, there is plenty of opportunity for fans to enjoy the ballpark on a more frequent basis.
So how we do get them in the seats more often?
First, elevate the hot dog.
If you want to boost attendance, use food to draw them in.
With respect to ketchup and mustard, a lot has changed since baseball became a national pastime. Yes, going to a game brings out the inner child but our pallets have grown up. Involving food in sports has evolved and baseball stadiums are no exception to the hospitality experience.
If we want fans to be eating and drinking their way through nine long innings, variety is key.
Hot dogs, for example, are a gameday staple, and an ordinary hot dog should still live on the menu. But there’s also room for hot dogs topped with poutine or roasted red peppers and sharp provolone. Or perhaps if you’re in Arizona, the idea of a corn dog stuffed with cheddar, jalapenos, and bacon better suits the appetite.
The point?
Food adds to the fun! Fans who love food certainly appreciate a new take on an old pastime. Adding a little cultural flair with locally inspired foods takes it to the next level and give fans something unique to look forward to.
Giving fans more menu options will also open the door for additional price points while safeguarding nostalgia.
For example, fans can still partake in the tradition of getting a Dodger Dog for a $1 at Dodger Field but giving them the choice to try a gourmet item at a premium price point elevates the experience and drives revenue.
This model satisfies the affordability factor for fans, while also appealing to those fans who want to experience something new.
The truth is concession menus have evolved and we’re not just seeing hot dogs and peanuts; we’re seeing hot dogs and peanuts with a whole new look! Beyond staples, forward thinking stadiums are prioritizing a more eclectic food experience including everything from Cuban sandwiches, ceviche, nachos on a tick, build your own tacos, and gourmet burgers, to name a few.
The same is also true for beverage.
An ice-cold beer is the perfect gameday complement, especially if you’re playing the Rays in Tampa Bay in the middle of July.
The consensus around beer at the ballpark, however, is that it is generally going to be overpriced. To combat this, we can keep price points more affordable on traditional brews but offer a selection of popular local craft brews to satisfy those fans with more sophisticated taste who are willing to pay more for a quality IPA.
When we pair more creative food with premium beer, it’s a food and beverage home run!
Next, activate underutilized spaces.
“If you build it, they will come.”
The famous quote from the 1989 movie, Fields of Dreams, still holds its weight in gold.
Creating destinations for stadiums upgrades the social experience for fans and provides additional sponsorship opportunities. Transforming underutilized spaces into kid-friendly areas, family zones, or social gathering destinations not only encourages people to come out to the games more often, but it also opens doors for additional revenue-generating opportunities by giving sponsors more creative access to fans.
There’s a lot of potential to use these spaces for planning special events, promotions, and themed days that can also help drive mid-week attendance. Things like private parties during batting practice, party decks, or beer gardens that host pre-game specials are enticing ways to not only sell tickets, but to further engage fans.
Motivating fans to choose the stadium as a destination involves getting them excited about the experience. We love the idea of giving fans a reason to spend family dinners at the stadium, especially when it costs nearly the same for a family of four to enjoy an afternoon ballgame and eat good food as it would to go out to dinner.
The goal is to boost interest and build fan loyalty by creating a fun, social atmosphere. We want fans to think of going to the stadium first when they are looking for a mid-week activity or a fun night out.
Go above and beyond with luxury.
Providing incentives for individuals and local businesses to take advantage of luxurious in-suite experiences, lounges, and clubs encourages season-ticket sales and supports the stadium’s premium business. By elevating premium food and beverage and service, we can make luxury amenities more attractive and a top choice beyond game day by becoming a preferred destination for parties, team building events, special meeting spaces to entertain clients, and special events.
The key to optimizing premium spaces is to provide a one-of-a-kind setting with elite hospitality at the core of that mission.
Uphold tradition and elevate the experience.
It is important to keep in mind that baseball fans generally have deep rooted generational history. For instance, if your grandfather was a lifelong Yankees fan, there’s a strong likelihood that your great grandfather and your father would be, too, and so on. Family memories have been made watching games together for decades and every ballpark has traditions that are unique.
We keep fans happy by supporting their traditions and delivering an elevated experience. Conversations around delighting fans with better food and next-level amenities should be on the table for every stadium looking to build a sustainable business. We still want fans to experience the nostalgia of going to the stadium in ways that have meaning to their memories, but we must also stay relevant to their evolving desires to earn their repeat business.
Above all, the best path forward for a successful renovation comes from knowing your audience well, delivering on their expectations, and keeping them engaged and invested in the stadium experience in more creative and fun ways.
Contact us today to schedule a complimentary site visit to receive a comprehensive evaluation of your current food and beverage program.
We are here as your partner to help with concept development, sponsorship activations, optimizing venue operations, and enhancing the fan experience.
To your success,
Luis Rivera, Founder, First Star Solutions
