Under an idea being explored by the Texas Rangers, the upcoming Globe Life Field could follow the sports-facilities trend of reduced pricing on select menu items.
When Atlanta’s Mercedes-Benz Stadium opened for the NFL’s Falcons and MLS’s United in 2017, it implemented a concept that offered low prices on select food and beverage items, such as $2 hot dogs and sodas. The concept caught on and has since not only been expanded at Mercedes-Benz Stadium, but similar ideas have been implemented in various ways at other major sports facilities–including Marlins Park and its 3-o-5 Menu starting this year, Atlanta’s State Farm Arena (formerly Philips Arena), Baltimore’s M&T Bank Stadium, and more.
Globe Life Field could follow that trend when it opens next spring. While the team emphasizes that discussions are preliminary at this point and that no final decision has been made, the Rangers and concessionaire Delaware North-Sportservice have reportedly explored the idea of implementing a price point plan similar to what has been utilized at Mercedes-Benz Stadium and other facilities. More from the Fort Worth Star-Telegram:
When the Falcons opened Mercedes-Benz Stadium in Aug. 2017, team owner Arthur Blank announced a “fan friendly” menu that included reduced prices for concessions items. For instance, hot dogs, pop corn and soft drinks were sold for $2. Peanuts, waffle fries and nachos were sold for $3; soda also came with free refills.
“We’ve had preliminary discussions with (concessions provider) Delaware North-Sportservice on the Atlanta concept, but we’re very early in those talks,” said Rangers executive of business operations, Rob Matwick. “No decisions have been made yet, but we are looking at it as an option.”
For operators, the idea behind this concept is that lower-priced concessions will lead to more purchases. In other words, selling an inexpensive hot dog, soda or chicken sandwich results in additional purchases of said inexpensive hot dogs, sodas or chicken sandwiches. Sister site Soccer Stadium Digest explored this model in a story early last year that included insight from Mercedes-Benz Stadium officials.
The Rangers will open the retractable-roof Globe Life Field in 2020, with the 2019 season slated to be their last at the adjacent Globe Life Park. Once it debuts, Globe Life Field will be the first new ballpark in Major League Baseball since Atlanta’s SunTrust Park opened in 2017.
Rendering courtesy Texas Rangers.
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