FEA TURE — C A TERING ,
C ONCESSIONS & HOSPIT ALIT Y
FEEDING FAN EXPECTATIONS Part I
Above: Colorado Rockies feature ARAMARK dessert Smore Nachos with M&Ms, mini
marshmallows and chocolate sauce at
Coors Field. IMAGE: ARAMARK
Inset: User-friendly POS units, installed by The Bigelow Companies, speed fan service at Quest Center in Omaha,
NE, USA. IMAGE; BIGELOW
Haymarket Arena, University of Nebraska, Lincoln; and Safeco Field, home of the NFL Seattle (WA) Seahawks.”
Food Trucks & ‘Grab and Go’ For ARAMARK, Shipe noted: “Our Quicken Loans Arena trial with the iPad in suites includes apps for All Events Tickets, food, merchandise and concierge service. Other new technology ventures in the general concessions area include a smartphone food ordering app for in-seat delivery or pick-up, where we’re working with third par- ties like FanGo and the MLB. We’ve seen added POS with the food truck trend, bringing in local vendors to add to the ambience of outdoor pre-game festivities, initially at Coors Field for the MLB Colorado Rockies. We launched our new Taste of Fenway food truck at the new Fenway South at Jet Blue spring training facility in Fort Myers, FL, which was received extremely well, and it's now a fixture for home games at the MLB Boston Red Sox Fenway Park. We also brought in a Guapos Tacos food truck in Phila- delphia for both the MLB Phillies’ Citizens Bank Park and the NFL Eagles’ Lincoln Financial Field.” Delaware North Sportservice’s Abramson commented:
“Convenience stores are part of Americana, which is why we created our ‘Grab and Go’ convenience-store-style locations within our stadiums and arenas to offer a wide variety of familiar food. What each location offers may vary, but fresh fruit is a staple because it allows us to pro- vide additional healthy options to fans. Another advan- tage is that it allows us to try new products, such as vegetarian and gluten-free items, providing a full spec- trum of food alternatives not generally found in conces- sions. We introduced this first at the Bank of America Stadium in Charlotte, NC; Progressive Field in Cleveland; and Boston’s TD Garden; and the concept went down so well that we’ve expanded it to other venues, including Great American Ball Park in Cincinnati, Target Field in Min- neapolis, and Rangers Ballpark in Arlington.
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2 “We’ve also seen a lot of success with demonstration
cooking, moving food preparation closer to the fan as part of the overall guest experience. We’re increasingly preparing fresh food in front of customers through the use of action-cooking stations and finishing grills. Exhi- bition cooking in premium and concessions areas offers a tremendous opportunity to entice fans with unique food offerings. Who would have thought an Asian cart in Nashville, for example, would have a longer line than a stand offering barbeque? In our suites, we’re gearing our menus to be much more flexible in terms of quanti- ty minimums and reducing in-advance deadlines to bet- ter accommodate our fans. We have also increased our day-of-game menus to better accommodate rental suites and those who forgot to order. In addition, we have seen a big increase in all-inclusive clubs, where everything is included in the original ticket price. Last November, we opened Chicago Sports Depot, a one- stop shopping experience for all of Chicago’s sports fans, adjacent to U.S. Cellular Field, where we provide concessions and retail.”
‘Fan-centric’ & ‘Fan vs. Food’ Centerplate’s Bob Pascal said: “By focusing on fan-centric hospitality, we’re constantly breaking new ground because we’re taking cues from fans, not from how we’ve done things in the past. In San Francisco’s AT&T Park, we built fans a replica of the tap room from the city’s legen- dary Anchor Steam Brewery. For fans in San Francisco who wanted fresh, local produce, we installed a fresh farmer’s market at the stadium, while still serving iconic local dish- es like steamed crabs and garlic fries. In Seattle, where we know fans are very interested in their city’s cuisine, our Chief Design Officer, John Sergi, enlisted one of the city’s most famous chefs to prepare a menu incorporating local seafood and locally-produced meats — and fans have been thrilled. We know that some fans are looking for
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