![]() ![]() Minnesota United fans enjoy the interior of Allianz Field, but it was a new material on the outside. Whether fan-friendly pricing or including concessions as part of regular packages, the push to a better concession experience has taken fresh forms in 2019 and will only expand moving forward. Becoming the first sports team to include general concessions as part of a season ticket, the continued move toward improving concessions - one of the most important factors in creating a positive fan experience - has a new vehicle. ![]() The San Francisco 49ers announced a plan to, in 2020, include more than 15 of the most popular food and non-alcoholic beverage items as a benefit for its season ticket membership. Whether the strategy creates a new style of design moving forward or simply a one-of-a-kind soccer-football option in London, architects are continually exploring ways to improve stadium use without sport-specific design. The new technology of the Populous-designed stadium offers the first multi-purpose outdoor stadium designed specifically for two sports. But more than a retractable pitch, the area around the field also transforms to raise and lower, ensuring the proper sightlines for fans of both sports. Purpose built to host both English Premier Soccer and the NFL, the grass field used for soccer retracts and reveals an artificial turf below. When London’s new Tottenham Stadium finally opened in 2019 it did so with a first-ever transformational pitch. (Photo by Martin Leitch/Icon Sportswire via Getty Images) Icon Sportswire via Getty Images The changes also come with sightline changes for fans. Typically the home of Tottenham soccer, a transformational pitch moves natural grass away and brings. So, our ability to time things, temp the food and manage multiple fryers at once very safely was very appealing.”Other teams have taken note and expect that as technology in concessions continues to make inroads - self-serve kiosks and walk-through stations have started taking hold - that robots like Flippy will become the norm. “At Dodger Stadium it is raw chicken, fried to cook. “When we are frying, it is fresh food,” she says. But 2019 saw Flippy - the name for the robot - turn into a mainstay in Los Angeles as the Chicago-based concession company turns to technology to help speed the process and create new efficiencies inside stadiums. The use of robotics, Jaime Faulkner, CEO of Levy’s E15 analytics arm, says “is here to stay,” and with Levy proving it can use AI and robotics to prepare food has led to exploring how to scale robotics into other tasks. Levy debuted a robot to help with World Series demand at Dodger Stadium in 2018. “How do we really build this with the objective of this being a really healthy neighborhood? “The real focus now is density and full-time density,” Feigin says. While we’ve seen similar districts sprout up across the country, the Milwaukee model puts ownness on the team owners and offers a blueprint for how to merge uses, whether the arena, training center, medical office building, Entertainment Block retail and dining and residential. Already with just a few new additions to the neighborhood, the Bucks find that more fans arrive an hour earlier to the district, a “dramatic change” from past behavior, especially during the cold winter months. With a still-growing Entertainment Block, led by the Bucks, the team’s footprint has really expanded in a new way. “It is all part of the strategy of how do we make it welcoming and more of a living room to the city so you can program your day and extend it,” says Peter Feigin, president of the Bucks. We saw one of the best modern examples of this effort take shape in 2019 as the Milwaukee Bucks celebrated the continued development of the 30 acres surrounding the 2018-opened Fiserv Forum. As team owners look for a larger footprint than just a new stadium or arena, the idea of creating mixed-use districts surrounding their venues only grows.
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