The Denver Broncos have unveiled plans for a new premium experience at Empower Field at Mile High this season, part of $100m (£80.2m/€92.4m) worth of upgrades that are being carried out at the home of the NFL American football franchise.
Envisioned as a new way to experience gameday, the Breckenridge Bourbon Club will offer members exclusive access to the ground-level club, all-inclusive food and beverage, complimentary parking and 100-level bowl seating.
The 9,040 square-foot Club, situated on the east side of the stadium, will feature Breckenridge Bourbon-branded décor and Broncos memorabilia, representing an expansion of the relationship between the team and its sponsor.
Members of the Breckenridge Bourbon Club will experience gameday visits from Broncos alumni, cheerleaders, and Miles the Mascot. A personalised drinks locker will be available for patrons along with complimentary grab-and-go snack and drink stations.
A new season ticket member offering, members will automatically be enrolled in Broncos Plus—an additional rewards program for season ticket members that features discounts and experiences.
As the first field-level club space at Empower Field, Broncos vice-president of ticketing, sales and service, Marc Jackson, told the Denver Post that the club has been conceived as its own season-ticket package. It will initially be offered as an upgrade first to existing 100-level season ticket holders before being made available as an option more widely.
“The seats are in the lower bowl on the East sideline between sections 120 and 126, so they’re fantastic seats,” Jackson said. “Now we’ve married them with this amazing gameday experience as well. With the Breckenridge Bourbon Club being on field level and on the East side, it’s a very short trek from the club to your seats. It’s all come together really well and we’re really excited about it.”
The Broncos in December confirmed plans for more than $100m worth of upgrades for Empower Field at Mile High, with the investment marking the largest capital improvement in the stadium since it opened in 2001.
The project began following the end of the 2022 season and is due finish in time for the 2023 campaign. It is due to feature upgrades to videoboards, premium hospitality areas, technology, concessions, the team store and elevators.
The upgrades were announced after the world-record $4.65bn takeover of the Broncos was officially completed in August.
The Walton-Penner Family Ownership Group was officially approved by a unanimous vote of NFL owners at a special league meeting in Minnesota, with the future of Empower Field at Mile High an area the owners were looking to address.
