The Cleveland Cavaliers NBA basketball team has partnered with celebrity chef Rocco Whalen, owner of the Fahrenheit restaurant, to introduce the Fahrenheit Mobile Locker Room ordering experience at Rocket Mortgage FieldHouse.
The initiative will enable fans to order food from Fahrenheit while at the arena via the SeatGeek app. Orders can then be picked up contact-free at a unique designated heated locker inside the arena.
Fans can either order ahead of the game or when inside the FieldHouse, with a 5% promo code to be offered to mark the signing of the partnership. The FieldHouse will become the first NBA venue to use a heated locker room as part of its mobile ordering experience.
The deal has been signed after the Cavaliers partnered with SeatGeek last November. The agreement saw SeatGeek take over as ticketing provider for all events at the FieldHouse, its first major arena partner in the US.
The mobile ordering experience, which will utilise SeatGeek’s food and mobile feature Rally, will be overseen by the Cavaliers’ food and beverage partner Aramark.
“We’re excited to be working with the Cavaliers and SeatGeek to pilot this unique food and beverage experience,” Alison Birdwell, president and chief executive of Aramark’s sports and entertainment division, said, according to News 5 Cleveland.
“As fans’ expectations for safety have changed, Aramark continues to be on the forefront of introducing innovative offerings to improve the guest experience. By launching a fully integrated mobile food and beverage ordering platform, we’re able to provide fans with the food they love, delivered in a frictionless way.”
Mike Conley, senior vice-president and chief information officer at the Cavaliers and the FieldHouse, added: “The Fahrenheit Mobile Locker Room within SeatGeek Rally is an innovative and practical solution to mobile ordering.
“Fan adoption to mobile ordering in stadiums and arenas has historically been low primarily because of the need to download a separate mobile app. The integration with SeatGeek not only eliminates this barrier, but does so with a seamless and intuitive platform that fans will enjoy using just as much as they enjoy the delicious food they pick up from their heated locker. We’re excited to partner with SeatGeek and Aramark on this pilot program and look forward to its evolution into the future.”
The Cavaliers have been staging games at limited capacity this season due to ongoing COVID-19 restrictions. The team partnered with crowd intelligence software company Armored Things in January to ensure the safe return of fans to the FieldHouse.
Image: Rocket Mortgage FieldHouse