FOODSERVICE DESIGN AT MAJOR EVENTS COVER STORY
Interest in all-inclusive packages for guests is increasing within the sector
but people won’t arrive early just to stand around and be bored. If you want to increase dwell time and spend per head, you need to activate the concourse,” says Potter. Children’s events, in particular, offer
untapped revenue potential. “Traditionally, venues haven’t generated much from kids, but that’s changing. We call it the ‘I want it factor’: a child sees something they like and starts pleading, ‘I want it, I want it.’ Parents usually give in. Te challenge is creating more offers that grab kids’ attention,” he adds. Technology also plays a role in maximizing revenue, especially at high- traffic events. “At concerts, the bulk of sales comes from drinks, so speed is essential,” says Rongo. “We’ve seen real progress in POS systems and payment methods. RFID wristbands and contactless devices let guests tap or wave to pay, which speeds things up and improves the overall experience.”
TIERED EXPERIENCES As venues strive to elevate the overall guest experience, many are embracing premiumization. “We’ve seen operators reclaiming underused spaces and converting them into clubs. What used to be a simple
THAT COVERS EVERYTHING, SO THEY CAN RELAX. IT’S NOT JUST A SHOW ANYMORE; IT’S A FULL EXPERIENCE AND FOOD AND DRINK ARE A PART OF IT”
GUESTS WANT A TICKET
low-end and high-end model has become much more stratified – you can now have up to six different tiers. Te idea is to encourage guests to upgrade, unlocking more value from a broader range of visitors,” says Landgraf. Tis trend also extends to classic menu
items: “People want to know where the meat in their burger comes from, or prefer a brioche bun instead of a standard roll,” says Johnson, who adds that interest in all-inclusive packages is also increasing. “Guests want a ticket that covers everything – food, drink, the whole day – so they can relax and enjoy the experience without thinking about every individual purchase. It’s not just a show anymore, it’s a full experience, and food and beverage are part of it.”
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DENVER ARTS & VENUES/ THE RUSSELL PARTNERSHIP: SHUTTERSTOCK / ISTOCK
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