We have a few vendor announcements to pass along: Levy Retail Group will manage all retail merchandising operations at Chase Field, while Ovations Food Services will manage food and retail at the renovated HoHoKam Park for Oakland A’s spring training.
In both cases existing relationships were extended. For the Arizona Diamondbacks, Levy is already the team’s official dining and hospitality partner at Chase Field. Levy Retail Group will begin renovations this November, in partnership with HKS Architects, Shawmut Design & Construction and 555 International.
“We have an incredible opportunity to significantly improve our fan experience, and we are thrilled to have Levy bring their level of excellence to our retail operations,” said D-backs President & CEO Derrick Hall. “They have been an invaluable partner to us and are making a significant investment in the D-backs because they share our vision for creating the best fan experience in all of sports.”
“With this expanded partnership, we are able to apply a range of guest insights and creativity,” said Andy Lansing, President and CEO of Levy Restaurants. “Our focus is on designing the ultimate, all-around game day for every fan from the very first moment they walk into the ballpark to the team brand they take home with them. This is a natural step in our approach to innovative hospitality, and we are pleased to partner with the D-backs to elevate every aspect of their fans’ experience.”
Renovations include the reimagining of the flagship store, two additional stores located on the Suite Level and Upper Concourse, and eight merchandise kiosks throughout the stadium. To create a more dynamic shopping experience for fans, Levy will re-concept each retail outlet by theme to offer a wider variety of specialty items and Chase Field exclusive merchandise, including stands focused on women and children, among others.
Digital menu boards will be added throughout the concession stands at Chase Field allowing the team to cross-promote special retail offers as well.
Outside the ballpark, Levy will drive sales with a new walk-in retail truck offering fans exclusive merchandise and memorabilia. The mobile merchandise and marketing unit will debut in early December and serve as the fans’ primary outlet to purchase D-backs merchandise during the holiday season while renovations take place on the Team Shop at Chase Field.
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The agreement to manage HoHoKam Park concessions isn’t a surprise: Ovations managed concessions when the Chicago Cubs were a tenant, and Ovations currently serves A’s fans at O.co Coliseum and announced last month the addition of retail merchandise operations as well. A subsidiary of the sports and entertainment firm Comcast-Spectacor, Ovations has provided food and beverage services at Hohokam Park since 2006.
“We are pleased to be expanding our partnership with Ovations to Hohokam Park in Mesa,” said Jim Leahey, vice president of sales and marketing for the A’s. “Ovations will be a key ingredient to making the spring training experience special for our fans.”
“Oakland Athletics fans can expect a whole new ballgame in the areas of concessions and catering,” said Jay Satenspiel, Ovations’ regional vice president. “We are going back into the ballpark with our Everything’s Fresh philosophy front-of-mind, which means new equipment, new concepts and new flavors for fans and guests.”