Page 16 - Elliott US Report_Neat

Lambeau Field– Observations

• Stadium was closed when we visited but had hosted a sell out NFL game the day before.
• A beautiful stadium and very well looked after an maintained, a lot of history. The team were very
proud to work there.

• Stadium and team is owned by the fans and you can sense this when you walk around.
• Huge variety of offerings to concessions customers.
• Fantastic use of technology in concessions, self serve units for cans of beer and snacks.
• Kiosks were being transformed into self service stations which in some cases had seen an
increase in sales of 120%.
• Food were all set up to give theatre and live cooking feel to them.
• Clubs and suites very well presented and a lot of thought had gone into customer flow and
experience whilst ensuring that the team brand and identity was present.

• Packages do not include alcohol and only food element.
• Big focus on Green Bay Packers branding and local suppliers and dishes, lots of local suppliers
used for concessions and hospitality.
• Local beer served in all areas which proved to be very popular.
• High reliance on not for profit groups to run concessions stands, staff being shipped in from other
cities. City population is only 100,000 so 80% of population go the game on matchdays.
• Massive tailgate culture, with fans arriving 8-9 hours before the game to tailgate.
• Every space utilised and taken for catering units or mobile operations.
• Huge Hawking operation with stand alone servery areas.

16