Top-Ranked Stadiums Have This In Common…
What does it take to rank as the country’s top stadium for game-day satisfaction?
The roar of 80,000 fans cheering for the next big play rumbles through the stadium in thunderous excitement.
A sea of team colors washes over the seats, glistening under the bright lights.
The play flashes across a monumental size high-definition screen, making you feel as though you are on the field with the team.
The clash of bodies colliding makes you cringe as you wait for your favorite player to bounce back to his feet unscathed, ready for the next down. You anticipate the crack of a bat sending a baseball over the left field wall.
Fans are back in stadiums from coast to coast, partaking in our nation’s treasured in-person sports fandom. But they are there for more than what’s happening on the field. Fans are now enjoying an increasingly dynamic food service environment, increasing the allure of the in-stadium experience. Stadium concessionaires have shifted from the once mundane task of simply feeding the masses with the basics (ie: hotdogs, popcorn, cotton candy, etc.) to having food and beverage come into focus as a key component to creating a great fan experience.
So, what does it take for a stadium to rank as the top in the country for gameday satisfaction?
The best in the industry have prioritized a more diverse and daring total fan experience. The goal is to make it better to be at the game than the alternative – watching the game from the comfort and convenience of being at home.
Stadiums are now employing more creative executive chefs, talented mixologists, and pastry artisans; leaning on new technologies to provide in-seat delivery and to power kitchens; creating environments that drive convenience and social interaction; and serving inventive, locally inspired cuisine more often associated with upscale restaurants than bleachers.
There’s so much more available now that gives fans a special experience that reflects today’s intensified foodie culture, and that makes fans feel like they have been transported to a the in-stadium experience more like an all-inclusive entertainment destination.
BRAND NAMES, LOCALLY SOURCED, AND UNIQUE OFFERINGS
The marriage of celebrity chefs with the quick-service model has become a popular trend among restaurants and unavoidably flowed into stadiums and arenas.
Seattle’s Safeco Field, for instance, features culinary concoctions from award-winning chef Ethan Stowell, while Michael Mina–crafted dishes are available at Levi’s Stadium, home of the San Francisco 49ers.
Stadiums have also partnered with local concepts to represent their city’s unique culinary culture. Both Chicago baseball stadiums, for instance, serve Italian beef sandwiches from Buona, an established Windy City staple, while Citizens Bank Park in Philadelphia serves Philly cheesesteaks from Campo’s and Tony Luke’s.
The key is to stand out among the sameness out there. Yes, there will always be core items on the menu, but also more unique options that you won’t find anyplace else across the country. For example, you won’t find the same food vibe in Miami that you would in Denver or New York.
Incorporating offerings characteristic of the local scene applies to beverage as well. Partnering with local brewers gives any beer menu an upgrade.
MORE ROBUST CONCESSIONS — AND MORE OF THEM
Infrastructure has been reimagined to combat past barriers that inhibited culinary creativity and operational capacity. New stadiums and renovated stadiums alike have incorporated high-powered kitchens with hoods, grills, and fryers, while older stadiums have incorporated ventless hoods to bring cooking capabilities to once-ignored stadium corners.
With the evolution of supporting more robust concession spaces, and with the use of mobile innovations and technologies, stadiums have been able to increase points of service to boost convenience and speed for fans, while often capturing higher sales, as well.
TECH LEADS THE WAY
Venues are nurturing their relationships with their guests by removing friction and personalizing the fan experience with the use of new technology and innovations. With apps like FanFood, Fans can now enjoy mobile ordering and in-seat delivery, giving them what they really: more time in their seat to watch the game. Among other fan conveniences are cashless transactions and designated express pick-up areas.
Tech also allows us to connect with fans before, during, and after the game. Special promotions, alerts, and food and drink specials can be sent straight to mobile devices, enticing fans to enter the stadium and pregame or tailgate inside, rather than in the parking lot.
SOCIAL SPACES AND COMMUNITY
More and more stadiums are finding that their fans with forego sitting in a normal seat for the entirety of a game when they have access to social spaces like party decks and clubs. For many fans, going to a game is a social event, an escape from stress and reality, and they simply want more unique, fun places to hang-out with friends and family.
For example, The ’Pen, a reimagined space next to the Seattle Mariners bullpen at Safeco Field, features happy-hour specials, a fire pit, and cocktail lounge. At Coors Field in Denver, The Rooftop harbors an expansive beer and food selection complete with cabanas.
Hard Rock Stadium, home of the NFL’s Miami Dolphins, hosts an assortment of luxury for fans that is characteristic of Miami’s lavish hospitality. From private clubs and field-level spaces, fans can find all-inclusive menus, grilled-to-order filets, and fresh seafood bars. Taking it up a notch, fans can also enjoy the event while eating, drinking, and dancing as LIV brings the South Beach party to the stadium.
Each stadium or arena will harbor its own distinctive program that reflects the demographics and culture of the local community.
SOURCING, SUSTAINABILITY, AND TRANSPARENCY
Just as sustainability and transparent supply chain sourcing impacts the broader restaurant landscape, it has flowed into stadiums as well. Things like sustainable seafood offerings, grass-fed beef, organic food choices, and cage-free eggs, are becoming more mainstream in stadiums.
Even Earth-friendly items like commodity sustainable containers and utensils made with bamboo from our preferred vendor Edward Don & Company, are making waves in stadium foodservice. Not only do they make a great impression on fans, but they also make a more positive environmental impact.
THE RIGHT EQUIPMENT MAKES ALL THE DIFFERENCE
What does the premium experience look like for the future? Equipment plays a huge role in the overall experience as your fans first eat with their eyes, which means the equipment needs to uphold the integrality of the food.
Equipment like combi-ovens gives the ability to smoke, roast, fry, bake, steam, all in one, providing greater flexibility in kitchens, and more flavorful options for fans.
Battery operated chef tables support putting food in locations where power is nonexistent or limited, a common problem in older stadiums.
Each league may have different needs and working with an expert consulting group, like First Star Solutions, can help determine the specifics that would benefit each venue.
Bottom line, to deliver an exceptional experience, the fan satisfaction must be viewed as an all-components working together endeavor. It requires digital transformation, comfort, convenience, cleanliness, safety, and great food and beverage offerings.
And your vendors need to be held accountable to make it all work. Working with other teams and stadiums across the country, the consultants at First Star Solutions stay up to speed on best practices and current trends, making it easy for teams to benefit from fully optimized operational efficiency and revenue-multiplying bottom-line results.
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
