Mercedes-Benz Stadium lifts lid on new premium seating option

Images: AMB Sports + Entertainment

Mercedes-Benz Stadium (MBS), home of NFL franchise the Atlanta Falcons and Major League Soccer (MLS) team Atlanta United, has announced the launch of a new premium seating option.

Set to debut in August, ahead of the new NFL season, the AT&T Lofts will be located in the AT&T Perch on the stadium’s 200 level. 

Building off last year’s successful introduction of the Maybach Terraces and Delta SKY360 Terraces, the AT&T Lofts will seek to create additional premium, yet intimate, seating options for fans complementing existing premium areas including clubs, suites, loge boxes, and terrace spaces in Mercedes-Benz Stadium.

The new AT&T Lofts, located in the west end zone, consist of five private or shared areas accommodating between 18-40 people and will be equipped with flexible lounge seating, an all-inclusive menu, and a personal attendant for all Mercedes-Benz Stadium events.

“Since opening the stadium, it’s been part of our culture to ask our fans for feedback on ways we can enhance their experience,” said Doug Roberts, vice-president of stadium events and premium sales for AMB Sports + Entertainment, parent company of MBS and its two teams. 

“We’ve discovered that many fans are looking for options with maximum flexibility. As part of our listen and respond philosophy, we want to continue to provide spaces beyond traditional clubs and suite seating that can be nimble and change as our guests’ needs change. This product is designed to be flexible to meet the desires of our fans.”

For the remaining 2023 calendar year, the AT&T Lofts will be sold on an event-by-event basis at a rate comparable to suites on a per ticket basis, and will vary depending on set up and the event in question. 

Roberts added: “Our plan is to be flexible to market demand and be able to sell on an annual basis for Falcons and United, as well as offer on an event-by-event basis. We will continue to evaluate how the spaces are being used and adjust as needed.”

Mercedes-Benz Stadium in January claimed a world first for a sports stadium after it was awarded with the Total Resource Use and Efficiency (TRUE) Platinum certification for its zero-waste efforts.

The certification is administered by Green Business Certification Inc. and recognises buildings and projects which have implemented the foundational programmes and policies of sustainable waste management and reduction practices.

Mercedes-Benz Stadium, which hosts more than 50 events and welcomes three million visitors annually, created a “zero-waste playbook” for other stadiums to use worldwide. The venue is providing materials and counsel to other organisations to help them achieve the same designation.