Visitors at the Philips Arena in Atlanta, Georgia, are set to benefit from cheaper concessions after the venue revealed plans to implement ‘fan-friendly’ pricing when the venue completes a major renovation later this year.

The facility, home to NBA basketball franchise the Atlanta Hawks, is currently undergoing the second-largest makeover in NBA history, with a number of key improvements due for completion by October.

New technology and design features that will come as a result of the work will enable the venue to offer cheaper menu items at all concessions stands.

After the reopening, 11 of the arena’s most popular food and beverage items will be drastically reduced, with an average price drop of 50 per cent. A $5 beer will also be added to the menu.

In addition, Philips Arena will roll out new menu items ranging from exclusive creations by executive chef Joe Schafer and local partners, to fan favourites.

Steve Koonin, chief executive of the Philips Arena and the Atlanta Hawks, said: “At the core of the transformation of Philips Arena has always been creating a state-of-the-art venue that allows us to listen to and serve our fans with an amazing experience tailored to their lifestyle and means.”

Working in partnership with Levy, the official food and beverage partner of the venue, and E15, Levy’s tech and analytics subsidiary, improvements will be made to boost guest experience, speed of service and food quality

The Philips Arena intends to increase points of sale by 71 per cent and expand its beer tap portfolio by almost 40 per cent.

Koonin added: “The undeniable success of fan-first pricing at Mercedes-Benz Stadium and the incredible experience of The Masters set terrific precedents and built demand from our fans to add value menu pricing that complements the wide assortment of premium food options introduced by our executive chef Joe Schafer.”

Image: Mike Gonzalez