PRODUCTS & SERVICES FOOD & BEVERAGE
Tasty profit: Food and beverage kiosks
should not be overlooked as they play a key
role in generating gameday revenue
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IOWA ROTOCAST PLASTICS
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www.stadia-magazine.com June 2019
61
Whether refurbishing a venue
or building a brand-new
facility, it is a substantial
financial investment
involving the collaborative
efforts of dozens of firms. With some new
stadia costing billions of dollars, budget
allocated for line items such as concession
equipment and portables may be but a small
fraction of that. However, portable and
semi-permanent concession equipment
should not be an afterthought for a number
of reasons, with revenue generation being
the most important. Ancillary revenue from
concessions are a vital component of the
business model in professional sports and
it is imperative that stadia and arenas pay
particular attention to the purchasing
patterns of its consumers.
Research indicates that spectator
attendance increases for a period of time
when a team moves into a new or renovated
venue. In addition to the expected ticket
sales from the team’s already loyal fan base,
a new facility has the potential to entice
casual fans that attend for the novelty of the
experience rather than a particular passion
for the sport or support of the home team.
The ability to attract and retain these new
fans will be heavily influenced by the overall
experience and first impression.
Purchasing power
Positive fan engagement is crucial for
increasing per-capita spending within a
venue. The food and beverage concessions
are a core component of the experience,
and the pricing of concessions has a
direct impact on fans’ perceptions of
ticket value. The use of amenities, services,
and concessions can greatly increase the
likelihood that the fan will have a positive
experience to encourage them to return
season after season. Factors such as pricing,
menu variety, favored regional food items,
and on-trend fare can play a contributing role
in overall spectator satisfaction.
Portable equipment allows for flexibility of
specialty food and drink offerings that can be
changed seasonally as well as alleviating long
lines found at the permanent concession
counters. Alcoholic beverages preferred
in one region of the country may have less
demand in another, and consumption may
even vary within the season. Regional cuisine
is another offering frequently highlighted
with novelty portable carts and kiosks.
Snap happy
Patrons today are interested in capturing the
moment, especially for social media, so carts
or kiosks that are unique to a venue provide
ample opportunity for a photo opportunity.
Novelty carts and kiosks can increase fan
engagement while also increasing food
and beverage revenue. An added bonus
is the online exposure created for a venue
or team with every picture posted and
hashtag used. Iowa Rotocast Plastics (IRP)
specializes in fabrication projects within
the portable equipment industry that draw
spectator attention and create buzz without
sacrificing functionality. Recent examples
include a draught pedal-trike design in
collaboration with Aramark; a New Orleans
street car placed in the Ernest N. Morial
Convention Center; a Chicago L train car
placed in Guaranteed Rate Field; a Kona
Brewing Company retro van; Busch race cars;
and even a portable boat designed for Blue
Point Brewing Company. Whether it’s one
novelty cart or an entire stadium RFQ, asking
the right questions during the procurement
process and placing emphasis on suppliers
who prioritize design and manufacturing
integrity, cost, and durability will ensure
a venue returns the investment into
sustainable profits and ultimately the best
fan experience. n
Novelty carts and kiosks can
increase fan engagement
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