Green Bay Packers have undertaken a $9m revamp of stadium concession areas in time for NFL fans returning to Lambeau Field.
The team and developer Rossetti have created five new grab-and-go markets focussed on barbecue, bratwurst, pizza, beer and cheese curds in association with concessions partner Delaware North Sportservice.
The markets, each measuring 1,200 square feet, will utilise a self-checkout system using the Appetize point-of-sale platform as the team seeks to expand cashless transactions at their 81,000-capacity home. Four are situated in the corners of the end zones on the main concourse, with the fifth in the upper deck at the 50-yard-line.
Speaking to VenuesNow, Charlie Millerwise, the Packers’ director of development and hospitality, said: “We took away the front counters and you enter on one side, which is lined with dry snacks and beverages.
We continue to help stadiums across the U.S. modernize commerce platforms, allowing them to add new fan experiences—like new self-service markets the #Packers introduced at #LambeauField. We are happy to be part of bringing convenience to #GreenBay fans!https://t.co/IuMTd2G45A
— Appetize (@AppetizePOS) August 20, 2020
“There’s a walk-in cooler, like a convenience store, and then you go to the ‘hot (food) line’ with two pickup points. Everything has bar codes on it, including the packaging for concessions food. You swipe your card and off you go.”
The areas will be in place when fans return to Lambeau Field, most likely in November, with Packers having ruled out spectators being present for the first two games of the upcoming NFL season.
Packers began working on the project with Rossetti in 2018 in a bid to redefine the fan experience at Lambeau. The temporary grab-and-go stands were tested by Delaware North Sportservice last season.
Meanwhile, Packers are now offering abbreviated field viewing tours to allow visitors the opportunity to see the inside of the Lambeau Field bowl while social distancing rules remain in place in Wisconsin.
The 15-minute guided tours will begin in the Lambeau Field Atrium before going to the bowl for photo opportunities. Each tour is capped at 10 participants and masks will be required.
Lambeau Field Stadium Tours have been suspended since March due to the COVID-19 pandemic.
Image: Green Bay Packers