public assembly | atlanta, ga
7,500 premium seats
HOK | Atlanta
Stanley Beaman & Sears/EYP | Atlanta
Since it's opening in August of 2017, Mercedes-Benz Stadium has been receiving architectural praise due to its unparalleled skyline views, a first-of-its-kind retractable roof, a 360-degree video screen display, and a combination of windows and glass walls that can open to allow air flow and sunlight into the stadium. Designed to accommodate various events from professional football and soccer to big-name concerts and entertainment performances. The stadium has reimagined the fan experience, an innovative creation.
From a food and beverage standpoint, the team was instructed to design a program that had to focus on value, variety, and quality.
A goal to feature “Fan First Pricing” offering affordable food options for every event no matter what is running presents prices comparable to street level amounts, such as $4.50 waffle cones, $2.50 chips and salsa, and $1.50 hot dogs. This initiative played a significant role in the design, equipment selection, and ultimately staffing needs. Sticking with the reduced pricing has gained them a lot of fan and media attention since opening, most recently with Mercedes-Bens Stadium being Ranked #1 in Food and Beverage Experience based off of the Voice of the Fan Survey, raising them from the 18th spot in 2017.
Highlighting the local community by bringing in beloved brands was another goal for the foodservice team that helped satisfy the variety goal. Activating regional Atlanta brands, Antico Pizza, Farm Burger, Gamechanger Grill, Delia’s Chicken Sausage and Fox Bros Bar-B-Q along with other wide-spread favorites such as Chick-fil-a was a must. The stadium still needed to offer in-house expanded selections such as vegan fare and gluten-free options. Satisfying everyone's needs was a requirement from the start, with Ricca and the foodservice team each was customized offering new and unique experiences within the stadiums' walls.
However, all the variety in the world wouldn’t matter if you miss a touch down while waiting for your drink—which explains why the speed of service was such a critical factor with a tremendous impact on design. Selecting the correct equipment which included uncommonly seen options like self-serve soda dispensers and specialty liquor dispensing systems, while utilizing digital signage and increasing the POS areas aiding in maximizing space and minimize wait times. When compared to The Georgia Dome, Mercedes Benz Stadium boasts 1234 more taps, 20 more restaurant/bars, and 136 more points of sale!
Mercedes-Benz Stadium, Mercedes-Benz Stadium Announces Food and Beverage Additions for the 2019 Football Season, 2019
Mercedes-Benz Stadium, Arthur M. Blank and His Visionary Food & Beverage Program Take Top Honors at the 2018 Sports Business Awards, May, 2019