Facing stagnating seating capacity, attendance challenges, and a difficult ticket pricing environment, the U.S. sports and entertainment industry has sought to increase per capita guest spending by enhancing amenities and improving suite and club seat programs. In both cases, foodservice plays a central role, according to Packaged Facts’ Sports & Entertainment Venue Foodservice Trends in the U.S.
Borrowing from the restaurant industry—and with significant input from foodservice contractors—venue operators, managers and promoters are aggressively improving food selection, food quality food, menu flexibility, and better customer service to enhance the fan experience. Our analysis shows that improved concessions and higher-end suite and club seat foodservice programs are transforming the guest experience—and transforming many major venues into food destinations.
To fully leverage sports and entertainment foodservice operations, industry participants should understand how generational shifts in venue attendance shape the kinds of food and drink they provide patrons, keep abreast of restaurant trends that are quickly reshaping consumers’ expectations about sports and entertainment venue foodservice, and monitor the competitive landscape to help keep on trend. Sports & Entertainment Venue Foodservice Trends provides the guidance industry participants need to navigate these issues, and much more. Key content includes:
A market size and forecast for the U.S. sports and entertainment foodservice market, as well as supporting analysis on foodservice contractor sales and venue revenue estimates.
Analysis of macroeconomic trends shaping sports and entertainment foodservice growth, including an economic forecast through 2014; consumer confidence and unemployment trends; consumer recreation spending trends; travel and leisure spending trends; sports and entertainment attendance trends; major league cost of attendance analysis; and suite and club seat analysis.
Assessment of trends affecting food service in the sports and entertainment industry, with an emphasis on sports stadiums and arenas, including menu additions, enhancements, and upscaling; health trends; and mobile technology.
Sports event usage, mean usage & foodservice usage (food, non-alcoholic beverage, and alcoholic beverage) trends for MLB, the NFL, the NBA, the NHL, NASCAR and college football.
Entertainment event usage & foodservice usage trends for music performances and theatrical performances, as well as attendance trends (with generational analysis) for rock/pop, country, classic, and R&B/hip-hop/rap music.
Analysis of a cross-section of major foodservice operations at major U.S. sports and entertainment venues, including Cowboy Stadium, Daytona International Speedway, the L.A. Live complex, Madison Square Garden, and Oriole Park.
This report also includes in-depth owner, operator & contractor sports and entertainment foodservice analyses for ARAMARK, Compass Group, PLC/Levy Restaurants, Delaware North Companies/Sportservice, International Speedway Corporation, Live Nation Entertainment, Inc., and Madison Square Garden, Inc.
- Chapter 1: Executive Summary
- Scope and Methodology
- Scope of coverage
- Methodology
- Consumer survey methodology
- Market size and forecast
- Other sources
- Industries & markets covered in this report
- Restaurant categories
- Limited-service restaurant definitions
- Full-service restaurant definitions
- Other definitions
- Sports & Entertainment Foodservice Market Size and Forecast
- Sports & Entertainment Foodservice Revenue Drivers
- Menu, Health and & Mobile Technology Trends
- Sports Event Usage & Foodservice Usage Trends
- Entertainment Event Usage & Foodservice Usage Trends
- Chapter 8: Venue Foodservice Case Studies
- Cowboys Stadium
- Daytona International Speedway
- L.A. LIVE and associated venues
- Madison Square Garden Arena
- Oriole Park
- Owner, Operator & Contractor Foodservice Analyses
- Chapter 2: Foodservice Market Size and Forecast
- Market size and forecast
- You’re in the business of entertaining people
- Wouldn't people want wonderful food in an arena?
- A note on our market size and forecast
- Graph 2-1: Sports & Entertainment Industry Foodservice Revenue, 2007-2014
- Major league sports; major league revenue
- Eye popping foodservice revenue generation
- Table 2-1: Major League Sports Revenue, by League, 2011
- The business of bowl games
- BCS National Championship Game: $2.6 million in foodservice spend
- Fiesta Bowl: 30% of foodservice spend from club seats and executive seats
- Table 2-2: Fiesta Bowl Foodservice Revenue, 2007 and 2008
- 2011 World Series: Game 6 per capita spend hits $50
- Call a contractor
- Table 2-3: U.S. Sports & Entertainment Foodservice Revenue:
- Big Four Foodservice Contractors, 2011
- Going your own way
- At major league facilities, foodservice contractor share at almost 90%
- Chapter 3: Sports & Entertainment Foodservice Revenue Drivers
- Economic forecast through 2014
- GDP: A long time getting back, but finally passes pre-recession levels
- Forecast factors
- On a positive note
- On a negative note
- The projections
- Graph 3-1: Unemployment, GDP & Inflation Forecast, 2012, 2013, 2014 & Longer Term
- Consumer confidence showing signs of mending
- Graph 3-2: Unemployment Rate, Savings Rate & Consumer Confidence, 2007-2012
- Unemployment remains high but is tapering downward
- As consumer discretionary spending goes, so goes attendance-related revenue
- Personal consumption expenditures
- Graph 3-3: Personal Income and Spending Trends, 2007-2011
- Spending on recreational services outpaces overall consumer spending
- Graph 3-4: Personal Spending on Recreational Services, 2007-2011
- Travel and tourism spending
- Tourism spending
- Travel spending and volume to moderate in 2012 and beyond
- Table 3-1: U.S. Travel Forecast, 2007-2014
- Attendance trends
- Declining major league sports guest counts underscore need for other revenue options
- Table 3-2: Major League Attendance: MLB, NFL, NBA & NHL, 2007-2011
- Table 3-3: Major League Attendance: MLB, NFL, NBA & NHL, Percent Change, 2007-2011
- College sports attendance faring better
- Table 3-4: NCAA Attendance MLB, NFL, NBA & NHL, Percent Change, 2007 vs. 2011
- Entertainment attendance holding steady
- Table 3-5: Major Entertainment Attendance Trends, 2007-2011
- Ticket and ancillary revenue cost trends
- An expensive endeavor
- MLB ticket prices trending downward
- NFL ticket prices trending upward
- NBA ticket prices trending downward
- Table 3-6: Cost to Attend MLB, NFL, NBA and NHL Games, by Type of Purchase, 2010
- Premium seating continues to boom
- Suites boost per capita revenue
- Table 3-7: Major Sports League Venues: Seats, Suites and Club Seats
- How suite it is!
- Legends Hospitality Group moves suites quickly
- Corporations fueling growth
- New marketing initiatives provide growth pillar—and foodservice is part of foundation
- JPMorgan weaves its brand into the venue—and beyond
- Up in the air with Chase Bridges
- A casual, luxurious 1879 CLUB
- Delta Air Lines: custom-branded presence
- DELTA SKY360o Club
- Chapter 4: Menu, Health and & Mobile Technology Trends
- Overview
- Traditional fare still reigns
- Hot dog is king of the hill
- Tale of the tape
- But parks also positioned as food destinations
- Safeco Field’s premium quick-service concepts
- Meeting evolving consumer expectations
- Fans as foodies
- Going upscale: examples
- ARAMARK
- Sportservice
- Centerplate
- Levy Restaurants
- Wrigley Field and Tropicana Field
- The Minnesota Viking’s premium conversion
- Upscale picnicking
- To your health
- Gluten-free availability becoming the norm, not the exceptions
- All-natural sausages
- Super-size me
- Concessions health violations an issue
- Local, local, local
- Orioles Park weaves local into the mix
- Catering with local flair
- Cultural tie-ins
- Tying foods and brands to local community
- Investments/upgrades
- Foodservice renovations
- University of Michigan
- Notre Dame
- Mobile technology integration
- MLB iPhone ordering
- NFL mobile food platform
- Promotional activity
- Chapter 5: Sports Event Usage & Foodservice Usage Trends
- Demographic analysis: sports usage trends
- Table 5-1: Major Sports and Entertainment Attendance, Mean Visits & Visit Share, by Type of Sport/Entertainment , 2011
- Major League Baseball attendance trends underscore high cost of attendance
- Table 5-2: Major League Baseball Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- MLB consumer food and drink analysis: food purchases lead beverages
- Table 5-3: Major League Baseball Visitors: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- National Football League skewed by HH income
- Table 5-4: National Football League Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- NFL consumer food and drink analysis: food front and center
- Table 5-5: National Football League Visitors: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- National Basketball Association
- Table 5-6: National Basketball Association Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- NBA consumer food and drink analysis: food front and center
- Table 5-7: National Basketball Association Visitors: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- National Hockey League
- Table 5-8: National Hockey League Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- NHL consumer food and drink analysis
- Table 5-9: National Hockey League Visitors: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- NASCAR
- Table 5-10: NASCAR Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- NASCAR consumer food and drink analysis
- Table 5-11: NASCAR Visitors: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- College football
- Table 5-12: College Football Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- College football consumer food and drink analysis
- Table 5-13: College Football League Visitors: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- Chapter 6: Entertainment Event Usage & Foodservice Usage Trends
- Entertainment event attendance trends
- Table 6-1: Major Entertainment Attendance Trends, 2007-2011
- Rock/pop music event attendance
- Table 6-2: Rock/Pop Music Event Attendance: Demographic Analysis, 2011
- Generational analysis
- Table 6-3: Rock/Pop Music Event Attendance:
- Demographic Analysis by Generation, 2011
- Country music event attendance
- Table 6-4: Country Music Event Attendance: Demographic Analysis, 2011
- Generational analysis
- Table 6-5: Country Music Event Attendance:
- Demographic Analysis by Generation, 2011
- Classic music event attendance
- Table 6-6: Classic Music Event Attendance: Demographic Analysis, 2011
- Generational analysis
- Table 6-7: Classic Music Event Attendance:
- Demographic Analysis by Generation, 2011
- R&B/hip-hop/rap music event attendance
- Table 6-8: R&B/Hip-Hop/Rap Music Event Attendance:
- Demographic Analysis, 2011
- Generational analysis
- Table 6-9: R&B/Hip-Hop/Rap Music Event Attendance:
- Demographic Analysis by Generation, 2011
- Comedy club attendance
- Table 6-10: Comedy Club Attendance: Demographic Analysis, 2011
- Generational analysis
- Table 6-11: Comedy Club Event Attendance:
- Demographic Analysis by Generation, 2011
- Musical performance demographic analysis
- Table 6-12: Musical Performance Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- Musical performance consumer food and drink analysis: food front and center
- Table 6-13: Musical Performance Attendees: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- Theatrical production demographic analysis
- Table 6-14: Theatrical Production Attendance & Mean Annual Visits,
- Selected Demographics, 2011
- Theatrical production consumer food and drink analysis: alcohol takes a back seat
- Table 6-15: Theatrical Production Attendees: Food, Non-Alcoholic Beverage & Alcoholic Beverage Use, Selected Demographics, 2011
- Chapter 7: Venue Foodservice Case Studies
- Cowboys Stadium
- 800 concession points of sale
- Event space highlights
- Technologically advanced
- And very expensive
- An operation that generates $300 million a year
- And $30 million in foodservice revenue
- Table 7-1: Cowboys Stadium Revenue Estimates, 2010
- Legends Hospitality Management ups the foodservice ante
- More upscale offerings = higher average spend per capita
- Food service culture
- Concessions standouts: Vaqueros, Kobe burgers & buttermilk fried-turkey sandwich
- Regional and local flare
- Table 7-2: Cowboys Stadium, Selected Menu Items and Prices, 2011
- Powering up suites
- Field Level Suites
- Hall of Fame Suites
- Silver Suites
- Ring of Honor Suites & Star Suites
- Clubs & club seats
- Catering
- Program initiatives
- On the menu
- Hosting the Super Bowl XLV
- Reducing food waste
- Fly in the ointment: initial health violations
- Outside the stadium
- Fast food options lurk
- Tailgating
- Daytona International Speedway
- Sprint Fanzone: an interactive entertainment, food & drink experience
- King of Beers is King of Daytona
- Budweiser Party Porch: entertainment, food & drink with a view
- The Budweiser Bistro
- BYO food and beverage: bring it in
- Guest incentives
- Concessions specials and menu items
- And new menu items
- Graph 7-1: Daytona International Speedway Concessions Map, 2011
- Suite development
- Frontstretch Suites
- Superstretch Suites
- Executive Suites
- NASCAR HALL of Fame Suite
- On the suite menu
- L.A. LIVE and associated venues
- Dining galore, with upscale flair
- Farmers Field
- Nokia Theatre
- Concessions
- Food and drink promotional activity
- STAPLES Center
- STAPLES Center concessions: a three-tiered system
- Main Concourse
- Upper Level
- Suite Level
- STAPLES Center Luxury Suites
- Sold out!
- Online ordering
- Unique menu offerings
- Table 7-3: STAPLES Center Luxury Suites, Selected Menu Items, 2011
- Luxury Suite Packages: Silver, Gold or Platinum?
- Annual licenses
- Event Suites
- Madison Square Garden Arena
- The Madison Square Garden Arena Transformation
- Benefits
- Additions
- Corporate offerings
- More suites; better suites; new clubs
- Foodservice analysis
- Concessions
- MSG Signature Collection
- Concepts on the horizon
- The Ainsworth Prime
- New marketing initiatives provide growth pillar—and foodservice is part of foundation
- JPMorgan weaves its brand into the venue—and beyond
- Up in the air with Chase Bridges
- A casual, luxurious 1879 CLUB
- Delta Air Lines: custom-branded presence
- DELTA SKY360o Club
- World renowned chefs at the helm
- Coca-Cola locks down distribution rights
- Oriole Park
- A look back
- Table 7-4: Oriole Park Opening Day Foodservice Volume, by Menu Item, 2007
- Changing of the guard: from ARAMARK to Delaware North Companies Sportservice
- Today
- Food and beverage enhancements
- Going local
- The payoff: 10% sales increase
- Retail enhancements
- Concession and restaurant options
- All-Star Café
- Bistro Tables
- Boog's BBQ
- Bud Light Warehouse Bar
- Eutaw Street
- Miller Lite Flite Deck
- Natty Boh Bar
- Private Suites
- New food items
- All-inclusive ticket, food and beverage option
- Year-round picnicking
- Upcoming restaurant concessions and retail
- ARAMARK
- Foodservice operations
- Chapter 8: Owner, Operator & Contractor Foodservice Analyses
- North America Business and Industry
- North America Education
- North America Health Care
- North American Sports and Entertainment
- Sports
- Convention centers and civic centers
- Performing arts centers and amphitheaters
- Venue analysis
- Table 8-1: ARAMARK Sports and Entertainment Accounts,
- by Sport, Venue/Purpose & Team, 2012
- Short-term contract gains mask longer-term losses
- Table 8-2: ARAMARK Sports and Entertainment Contract Trends, 2005-2011
- Sales analysis: 2009-12
- Steep Sports & Entertainment revenue dip followed by moderating losses
- Table 8-3: ARAMARK Sports & Entertainment by the Numbers, 2008-2011
- Compass Group, PLC/Levy Restaurants
- Compass Group North America (CGNA)
- Sales summary
- Foodservice strategy
- Room for growth
- It Takes You - Eat Local
- Leveraging role of single-source provider
- North America Business & Industry Sector
- North America Education Sector
- North America Health Care Sector
- Sports & Recreation: Levy Restaurants
- AEG Facilities gives Levy global wings
- Cross pollination
- L.A. Live
- Levy Restaurants sales performance: very positive
- 2011
- 2010
- 2009
- Table 8-4: Compass Group by the Numbers, British Pounds Sterling: 2009-11
- Table 8-5: Compass Group by the Numbers, U.S. Dollars: 2009-11
- Table 8-6: Compass Group North American Subsidiaries, 2012
- Delaware North Companies
- Segments
- Gaming
- Recent activity
- Travel Hospitality Services
- Recent activity
- Parks & Resorts
- Recent activity
- Delaware North Companies Boston
- Sportservice
- Table 8-7: Major Delaware North Sportservice Accounts, by Sport, Venue & Team, 2012
- Recent contract activity
- Menu rule: be flexible
- At Sportservice parks across the nation, “local” is the word
- Food Network partnership flowering
- First stop: Major League Baseball
- From suites to concessions
- Next stop: NFL, NHL and NBA
- New NFL concessions staple: beef brisket
- Five stadiums
- Five local variants
- Sales performance
- Sportservice revenue tops $600 million
- Table 8-7: Delaware North Companies, Key Metrics, 2011
- International Speedway Corporation
- Table 8-8: International Speedway Corporation, Racetrack Metrics, 2011
- Growth strategy
- Initiatives to grow the core business
- Improving the guest experience
- Ticketing and admissions
- Adjusting sellable seating capacity
- Integrated foodservice operations
- Concessions
- Significant price reductions
- New items featuring local appeal
- Now credit card ready
- Sales performance
- A steep falloff; no turnaround yet
- Table 8-9: International Speedway Corporation, Key Metrics, 2007-11
- Live Nation Entertainment, Inc.
- Strategy
- Promoting more concerts in more markets
- Growing advertising and sponsorship
- Selling more tickets and capturing more of gross ticket revenue
- Segment sales analysis
- Ticketing
- Artist Nation
- eCommerce
- Sponsorship
- Concert segment
- Venues
- Table 8-10: Live Nation Entertainment, Inc. Music Venues by Type & Ownership/Management Status, 2011
- Table 8-11: Live Nation Entertainment, Inc. Event Analysis: Events Held, Attendance, Revenue and Tickets Sold, 2009-2011
- Sales performance
- 2011
- 2010
- Table 8-12: Live Nation Entertainment, Inc. Revenue, by Geography, 2009-2011
- Madison Square Garden, Inc.
- MSG Sports
- MSG Media
- MSG Entertainment
- Venues
- Madison Square Garden Arena
- The Theater at Madison Square Garden
- Radio City Music Hall
- The Beacon Theatre
- The Chicago Theatre
- The Wang Theatre
- Sales performance
- Foodservice making positive contributions
- Table 8-13: Madison Square Garden, Key Metrics, 2008-11
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