FEA TURE — C A TERING ,
C ONCESSIONS & HOSPIT ALIT Y
Above: Arena One’s self-designed AO Lounge at Allianz Arena offers upscale dining overlooking
the arena floor. IMAGE: ARENA ONE
FEEDING FAN EXPECTATIONS Part I
goes into making outstanding special events by working with Great Performances, our partner at the iconic Plaza Hotel in New York. We’ve taken what we’ve learned and implemented those techniques at our venues across the country, as well as in the UK and Australia.” “For Centerplate, the most important shift in our busi-
ness is from the concession model to what we call event hospitality,” explained Bob Pascal, Corporate Vice Presi- dent of Marketing for Centerplate. “While many in our industry are still in the mindset of concessionaires, what sets us apart is our commitment to being ‘fan-centric’ in our total hospitality approach. No one spends more time talking to and surveying fans than we do, and our fan- centric approach means that we tailor everything, event by event, venue by venue, from the menu to the ambi- ance. For fans who want to eat healthier, the trend is for options that fit their needs. For fans who want to indulge, we incorporate that city’s special local flavours and flair, so that fans get a sense of place and a feeling of local pride from what they’re eating and enjoying.” Steve Gregosky, Senior Vice President of Business
Development at Ovations Food Services, commented: “The major trend is to enhance the customer (fan) expe- rience. Concessions, catering, and hospitality services must focus on integrating their services with the game- day/event experience in a seamless manner to make it easier for each fan to experience the difference of the live sports or entertainment event.”
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2 Mark Watkins, Vice President of Operations at Sodexo
Sports & Leisure Services, observed: “The two most important trends we’re seeing right now focus on whole- some, freshly prepared, authentic offers, and food and beverage options that reflect regional preferences, including seasonal and allergen-sensitive foods, like glu- ten-free. When customers can see what is being prepared and make their choices visually, we see increases in pur- chasing behaviour. We’re also seeing technology and mobile solutions trend upward, as well as comprehensive purchase solutions — food, beverages, merchandise all in one spot.”
European Trends In relation to European trends, Jonathan Davies, The Lindley Group’s Head of Sales & Marketing, reported: “Getting more people to purchase their food and drink at the stadia on matchdays, increasing their dwell time at the venue, and increasing matchday spend per head continue to be the main challenges facing stadia cater- ers in the UK. Two fundamental issues that need to be addressed are: improving the quality of the food offer- ing; and increasing the speed and efficiency of service. Finding solutions to these key issues will be the key driv- ing forces in stadia catering over the next five to ten years.” (FYI: For further information on The Lindley Group, please read the ‘On the Fast Track’ article, which appears on p140 of this edition.)
P AN S T AD I A 94
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