The Los Angeles Rams will face the New England Patriots in the Super Bowl LIII will pay thousands for the game tickets, but at least they can fill up on $ 2 hot dogs and some $ 5 beers once in the Atlanta's Mercedes-Benz Stadium.
Rich McKay President and CEO of Atlanta Falcons reiterated the stadium would have his "Fan First Menu Pricing" for the 75,000 spectators expected to attend the Super Bowl on Feb. 3. Just like at a Falcons game at the Mercedes-Benz Stadium , concessions will feature 12 popular food and beverage items – including $ 5 cheeseburgers, $ 3 nachos with cheese, and $ 2 refillable soft drinks – at lower prices than any other major American sports venue.
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A glance at last year's Super Bowl at US Bank Stadium in Minneapolis shows a hot dog is $ 4 less expensive at Mercedes-Benz Stadium, and beer is $ 1.10 less per 20 ounces.
McKay said, 19659002] "We said this in our negotiations with SEC, the college football championship, the Super Bowl, and the Final Four … what we basically said is every customer that comes through that door is our customer," McKay said in and telephone interview. "So we want to treat all those customers the same and give them the same experience in food and beverage.
" What was interesting with the SEC negotiations, [late] Commissioner Michael Slive kept telling me, 'Hey , I want a provision in this contract that talks about pricing and prohibits you from being able to raise prices for our game. ' And I said, 'Commissioner, we want the same provision.' It was interesting that we had a common goal yet two different mindsets. So we put that in the bids for all major events, including the World Cup. ' ''
Officials introduced the "Fan First Menu Pricing" when the $ 1.5 billion Mercedes-Benz Stadium opened in August 2017. It was a vision brought by the billionaire Falcons owner Arthur Blank, McKay said that from the last year of the Georgia Dome through the first year at Mercedes-Benz Stadium, spending per customer went up 16 percent despite a 55 percent drop in prices
"So that just shows you the amount of volume that took place, McKay said.
A meeting took place two weeks ago with concessionaire Levy to make the final preparations for the Super Bowl. One last-minute change was to add another walk-in cooler. There are 12 walk-in food coolers and 29 for keg storage. Fans will have more time to spend, so the stadium can not afford to run out of items. To illustrate, the stadium will have 75,000 bottled waters and 55,000 hot dogs stocked for the Super Bowl.
"Traditionally, we open the door two hours before, but for that, we'll open four hours before," McKay said "So there's no question, from a food standpoint on hot dogs, chicken tenders, whatever it may be, we're going to be well-stocked, because we know that we're going to have a high-volume event just, "
As for any congestion at concession stands, McKay is confident of the 680 points of sale that include at least one of the items from the fan-first menu
"McKay said it's like comparing" apples to oranges "in
" It does not matter if it takes a time to get it, "McKay said. trying to break down how each item size up with other stadiums. Comparing with Hard Rock Stadium in Miami Gardens, Florida – the site of the next year's Super Bowl – a hot dog at Mercedes-Benz Stadium is $ 4.75 less, and beer is $ 2.80 less per 20 ounces.
McKay was hopeful that other franchises would introduce the lower-priced model, and they slowly have. Thirteen professional and college sports teams followed the Falcons / Mercedes-Benz Stadium in announcing lowering of concession prices, including Atlanta Hawks, Baltimore Ravens and Detroit Lions
"The one in the NFL that really adopted a program similar to ours is the Baltimore Ravens, "McKay said." And what we like is at the end of the year, in the NFL fan ratings, we finished No. 1 in all food-and-beverage categories. And from what I understand it, the Baltimore Ravens are now No.
"What I Like It Is [the Super Bowl] gives us a chance to tell the story nationwide. We still have people who come to our venue for their first event, and they're surprised It would be nice to have a lot of fans coming from all over the country, whether it's the two teams' fan base or it's just fans coming to a Super Bowl. "They are going to have a great experience, and No. 2, they'll take the story back and continue to push the story."
More NFL franchises certainly seem open to following the Falcons / Mercedes- Benz Stadium Lead.
"Everybody has to study what the Falcons did," said Kevin Demoff, CEO and executive vice president of the Rams, told ESPN. "I think it goes beyond just cutting the prices." It's how they managed to increase volume, increase service, and their fans responded. "It's a great credit to the organization and everything they did around the concession program, the hospitality, the game-day experience. The concession piece is important. And clearly, the headline element is the prices. But nobody would be talking about the prices if the food was not good and the service was not good. ''