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Seahawks Set the Standard for Concession Ingenuity at CenturyLink Field

After taking their concessions in-house, the Seahawks have found success with a more local and sustainable approach.

Adam White

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If you hadn’t noticed, your favorite sports team probably has a few more local flavors on their main concourse.

In a shift that has happened over the course of the past few years, teams are turning to local vendors to bring a new flavor to their fans.

The most prominent of the venues doing this might just be CenturyLink Field. Home to the Seattle Seahawks and the Seattle Sounders, CenturyLink Field has become home to one of the more diverse food offerings in the country.

The change from standard stadium thoroughfare to unique options that may only be found in the city came after the Seahawks became one of only four NFL teams to take their concessions in-house, meaning instead of relying on the Aramark’s and Delaware North’s of the world, they built their own food and beverage company.

First and Goal Hospitality was born in March of 2017 and currently operates all general and premium concessions for CenturyLink Field, CenturyLink Field Event Center, and WaMu Theater.  

Zach Hensley, VP of venue operations and guest experience for the Seahawks, points to the flexibility that comes with operating their own company that allowed the Seahawks to be more open to trying different things.

“As opposed to using a traditional concessioner model, it really gives us ultimate flexibility to be able to source products and partner with local partners. We are then able to tailor our business to what our fans are expecting when they come to CenturyLink Field.”

And what they expect is vibrant food offerings that the Pacific Northwest has become known for, and that can be found right outside the gates to the venue.

To further enhance its local offerings, the club built out the aptly named “Stadium Street Market,” an area where it rotates in and out four different chefs, restaurants, or food trucks. The team provides whoever is cooking that week with all the equipment they need, with the idea of using the space as a way to give back.

“They come in and produce their own cuisine in that area,” mentioned Hensley. “We rotate partners in for both Sounders and Seahawks games with the goal of providing an opportunity to give back to the community, give the partners the chance to market their product, and ultimately allow people get to know their brand a bit better and drive more traffic to their location.”

SEE MORE: How the Seattle Storm Social Team Pulled at Community Heartstrings

Taking the local approach even further, the team has also created what they call the “Night Market,” a similar idea to the “Stadium Street Market,” but only focusing on business surrounding the stadium. This “hyper-local” approach is done in part because Hensley knows that while they could get inspiration for food items they could create on their own, they would rather have purveyors and the experts come in and “do it themselves.”

Their local efforts continue beyond just the gates of the venue, as sustainability is a major part of their efforts. This includes being the only stadium that is Smart Catch certified, with 93 percent of the fish used at the stadium caught using sustainable methods as well as sourcing most of their meat from local farms and ranches that practice humane and sustainable farming in the region.

The part that Hensley is particularly proud of is the fact that the Seahawks have taken it one step further by creating a “closed loop” system in which their waste is turned into compost, which is turned into fertilizer, which is then used on a farm where the Seahawks buy a good portion of their vegetables.

“We did a sustainability game last November where we served over 6,000 pounds of potatoes from that farm. We have another one coming up in November of this year where every french fry, every potato in the potato salad and anything else in the venue made with potatoes will come from that farm. It’s a really great opportunity for us to give back, reduce our emissions, and provide a great quality product as well.”

Known for the Legion of Boom for the past years, the Seahawks and First and Goal Hospitality are proving that it only takes a look outside your venue to find creative, engaging, and sustainable ways to provide the fans with a culinary experience that is second to none.  

Adam is the Founder and CEO of Front Office Sports. A University of Miami Alum, Adam has worked for opendorse, the Fiesta Bowl, and the University of Miami Athletic Department. He can be reached at adam@frntofficesport.com.

Innovation

St. Louis Blues Stanley Cup victory breaks Fanatics sales record in 12 hours

It took only 12 hours for Blues fans celebrating the first Cup in the franchise’s 52-year history to shatter the previous sales record set by the Washington Capitals in 2018.

Michael McCarthy

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Photo Credit: Winslow Townson-USA TODAY Sports

There’s nothing like the first taste of a championship. After winning their maiden Stanley Cup title, the St. Louis Blues are generating record sales for merchandising giant Fanatics. With the Toronto Raptors poised to possibly win Canada’s first NBA Championship tonight, Fanatics could be in for two record-setting days in a row.

It took only 12 hours for Blues fans celebrating the first Cup in the franchise’s 52-year history to shatter Fanatics’  previous sales record for Stanley Cup championship merchandise, set by the Washington Capitals in 2018. Within 14 hours, sales of licensed Blues t-shirts and jerseys were pacing 10% ahead of last year, according to Jack Boyle, co-president of direct-to-consumer retail for Fanatics.

“I think it’s a great way for fans to be part of the team and part of the championship,” says Boyle. “They can’t hoist the Cup in the air…but they can buy items.”

These moments of victory are glorious — but fleeting. Sports fans are willing to shell out big bucks within seconds or minutes of winning a championship. But as the urge passes quickly, it’s vital for leagues, teams and online retailers such as Fanatics to have the right product ready to go.

Within minutes of the Blues beating the Boston Bruins 4-1 in the Cup-clinching Game 7, fans went directly to their smartphones to order merchandise. Around 80% of Fanatics’ Blues sales volume, according to Boyle, came via mobile devices.

The most popular items? Try the championship caps and t-shirts – retail price $34.99 – that we’re worn by Blues players and coaches celebrating on the ice, says Boyle.

If fans shop the Blues’ “Winning Never Felt So Good” Cup Collection” at Fanatics, they can also purchase miniature Cups with the Blues logo ($69.99) and framed pictures of players hoisting the most iconic trophy in sports ($189.99).

Fanatics was not the only corporate winner Wednesday night. NBC Sports says Blues-Bruins Game 7 was the most-watched NHL game in 25 years. The game drew a total audience delivery of 8.914 million viewers, according to Nielsen and Adobe Analytics. St. Louis popped a 41.8 local TV rating — making it the highest-rated Blues game ever in that market.

It was also the most-streamed NHL game ever, delivering an average minute audience of 191,5000. NBC’s seven-time Emmy Award-winning play-by-play announcer Mike “Doc” Emrick rose to the occasion.

“It is the last chapter in an incomparable storybook finish for the St. Louis Blues, and an incredibly disappointing finish for the Boston Bruins,” Emrick said as the Blues celebrated on the Bruins’ home ice.

Meanwhile, Boyle and Fanatics are ready to roll tonight if the Raptors win the NBA championship.

Fanatics both manufactures and sells licensed sports gear for the major U.S. sports leagues. Similar to the Blues, Fanatics’ factories will instantly churn out Raptors championship gear if Kawhi Leonard and teammates can get by Steph Curry and the powerful Golden State Warriors.

The Blues and Raptors have one thing in common: Neither club had ever won a championship.

The “high” of finally winning after years of playoff heartbreak and near-misses is intoxicating to their fans, says Dr. Norman Wyloge, a New York-based psychoanalyst who treats athletes and celebrities.

At the moment of victory, money’s no object. But it’s a temporary state that wears off quickly. If consumers aren’t careful, they can end up with a financial hangover, warns Wyloge.

It used to be fan demand for team/player gear would come and go before retailers could capitalize. Exhibit A was the “Lin-sanity” craze in 2012, according to the New York Times.

When New York Knicks guard Jeremy Lin became an instant star, fans searched for his t-shirt or jersey to no avail. By the time retailers stocked up, Lin-sanity was already waning.

Those days are over. Fanatics has changed the game by making fan merchandise available when and how customers want it.

Social media companies such as Instagram are getting in on the action too.

The NBA, Instagram and New Era caps are teaming up to offer a “Shoppable Moment” the instant the NBA Finals are decided in either Game 6 or 7. The minute the buzzer sounds anointing the 2019 champion, Instagram will offer a $50 hat/T-shirt bundle to the 37.7 million followers of its NBA account.

The “tap to shop” promotion will be exclusive to Instagram for 24 hours after the game and will give Raptors or Warriors fans the opportunity to complete the purchase without ever leaving the app.

UPDATE: After the Raptors beat the Warriors for their first title, Fanatics boss Michael Rubin said he expected the company’s second-best day of NBA sales.

Unlike the situation with the Blues, Fanatics doesn’t sell the on-court championship gear worn by the new NBA champs. The Raptors’ NBA on-court championship t-shirts and caps are sold respectively by Nike and New Era. As of 8:30 a.m., New Era was already sold out of several Raptors championship caps.

“Fanatics is having a second straight monster day of champ gear sales,” tweeted Rubin. “This will be the second-best NBA Championship ever for merchandise (only behind Cavs in 2016).”

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Innovation

MiLB’s FIELD Program Aims To Diversify Baseball Leadership

In its fourth year, Minor League Baseball’s FIELD Program welcomes 32 participants to its immersive week of professional development.

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Photo Courtesy MiLB

Vince Pierson stepped on a plane for the first time in 2010 as he journeyed to Colorado Springs for the U.S. Olympic Committee’s Finding Leaders Among Minorities Everywhere program. That trip changed his life, propelling him into a career in sports business.

Now, in his role as Minor League Baseball’s director of diversity and inclusion, Pierson is overseeing a program that aims to foster in the next generation of sports business leaders, as well as introduce the idea of working in baseball to more minorities. This week, MiLB will host the fourth annual Fostering Inclusion through Education and Leadership Development, or FIELD, at the Jackie Robinson Training Complex in Vero Beach, Florida.

The week-long, full-immersion program for college students and recent graduates is a direct result of Pierson’s experiences in Colorado nine years ago.

READ MORE: Minor League Baseball Connects Women to Help ‘Lift’ Careers

“I spent that week in Colorado Springs and my eyes were opened up, so when we started thinking about how we can engage that same age group, something similar was in line,” Pierson said. “It’s the type of thing we wish was around when we were going through this. Last year, there were hugs and tears when we left and the biggest thing for me is that’s 32 new people I get to connect with when they begin their careers. That’s fun and fulfilling for me.”

There were 25 people in the first FIELD class, and Pierson said 20 of them had never been to a baseball game prior to their participation in the program. This year’s class has 32 participants, and Pierson hopes to achieve the 60% placement rate from last year. He considers placement as anywhere in the baseball industry, whether it’s working for MiLB — there are two alumni at the league office — or ticket operations with the New York Yankees.

“There’s an awareness gap. There’s thousands of sports management majors and many aren’t engaging with baseball,” Pierson said. “These are the future leaders of our industry, these are people taking out tons of student loan debts to prepare for their careers and this segment of sports wasn’t on their radar. This program addresses that.”

Pierson said the participants will be running through a schedule simulating their first homestand, from early morning to late nights, and they’ll leave knowing whether they are fit for a career in baseball. Each day starts with a short diversity workshop, leading participants through a series of “bite-sized” exercises addressing topics like stereotypes and microaggressions.

FIELD also welcomes women and minority leaders from across the baseball industry, including Katie Davison, MiLB senior vice president of digital and business development, and Paris Freeman, Oakland Athletics group sales executive.

There’s also a group project throughout the week, a women in baseball panel and a resume and interview workshop with human resource representatives from the Kansas City Royals, Atlanta Braves and Washington Nationals.

On Tuesday, Jacksonville Jumbo Shrimp General Manager Harold Craw spoke to the group about the duties and rigors of being a general manager. Craw was the first African-American to win MiLB’s Executive of the Year Award, and hopes to have a near future with multiple African-American general managers.

“For me, ever since this program began, I want to help because it’s one of the things that will help Minor League Baseball continue to diversify from a front office standpoint,” Craw said. “It’s bringing the youngest and brightest talent together to have a full week to share experiences and learn and engage and for them to form relationships.”

Craw hopes to forge enough contacts and stay connected with alumni with potential position openings in mind. He couldn’t stick around beyond Tuesday and was disappointed he’d miss the alumni panel to hear about their experiences and where they’ve ended up.

The program is hosted at the Jackie Robinson Training Complex, a fitting setting for a program developing a diverse set of future leaders.  

READ MORE: NASCAR Diversity Program and Rev Racing Team Up to Shape Next Generation

“It’s cool to be here with the history that lives here,” Pierson said. “It’s the same place Jackie trained.”

The entire FIELD Program costs a participant a $250 registration fee and the travel to Vero Beach. The rest is covered by MiLB, including registration to the Baseball Winter Meetings. Pierson said he hopes to keep the placement rate at more than 60% before expanding the program, but that there’s space as currently set up for upwards of 50 participants. He said it’d be tough to program another minute into the week, but hopes to keep thinking creatively and outside-the-box to curate a better experience.

“This is a money where your mouth is program,” Pierson said. “It’s an opportunity for Minor League Baseball to take the bull by the horns in how we’re addressing diversity. It’s one thing to have great conversations, but it’s another to intentionally create the hiring process for 32 young professionals.”

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Innovation

World Armwrestling League Hopes To Cash In On Everyman Approach

Whether it’s an investment banker against a plumber or a priest, Steve Kaplan believes the World Armwrestling League has global appeal.

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Photo Courtesy: World Armwrestling League

Steve Kaplan was drawn to the commitment of the athletes in the arm wrestling circuit. He’s convinced the rest of the world will be too.

“You have this preconceived notion of what it was, but I was blown away – I couldn’t believe it,” said Kaplan, an entrepreneur and former advertising executive. “I expected out of shape dudes, but [instead I saw] NFL tight end-caliber athletes – fully committed athletes.”

Kaplan launched the World Armwrestling League in 2014 with an aim to grow the sport globally.

READ MORE: Brutal Business: How WLC is Selling Lethwei to the World

Now, with a streaming deal with B/R Live, as well as media partnerships with Anthem Sports and Fanseat, he thinks the time for the niche sport is now.

“It’s perfect for today’s market,” Kaplan said. “The ability to build a sport from scratch, that was exciting for me. The cross-section of the world of people who compete, it brings people together, it’s a cool culture and got me hooked.”

When the league launched, Kaplan found a willing partner in ESPN for broadcasts, which he said recognized the competition as more World Series of Poker, less UFC.

But similar to other niche sports – with a passionate yet small core audience willing to consume that content on mobile platforms  – doing a deal with over-the-top provider became more appealing for the league as it looks to lean into that digital-first fanbase.

Last year, the World Armwrestling League signed a deal with B/R Live to broadcast its events, which has continued through 2019. It costs $2.99 to stream one of the live matches.

Recently announced broadcast partners Anthem Sports & Entertainment and Fanseat will further help to reach that goal, Kaplan believes. With Anthem, World Armwrestling League events will air on the Fight Network and Game+, while Fanseat will stream all the league’s events in more than 140 countries — the league has welcome wrestlers from more than 40 countries.

“[World Armwrestling League] has many competitors from Europe, where the sport is highly evolved, as well as around the globe. This partnership will allow our company to continue exploring new and relevant content for our subscribers while providing sports fans around the globe with a never-seen-before level of live WAL coverage,” Fanseat Managing Director Jean-Maël Gineste said.

The league’s YouTube channel has generated more than 185 million impressions and 100 million viewed minutes the past year, according to a release.

Right now, B/R Live broadcasts 20 events a year, with six being elite major events for a total of 50 hours. Kaplan said he hopes to have a formal announcement with substantial sponsors for a qualifier tour and likewise hopes to broadcast two elite events from Europe and one from Asia next year.

READ MORE: Gauntlet of Polo Aims to Add Relevance to Niche Sport

Kaplan, who first encountered the idea on a tour around Afghanistan with the U.S. Army seeing how many troops were arm wrestling in their limited space across the country, was intrigued by the fact that these committed athletes can come from every walk of life – to have a plumber go against an investment banker or priest against a guy who makes tires, all creating unique storyline lines. Kaplan believes the sport can be a draw for participatory athletes, those same people who helped grow organizations like Tough Mudder and Spartan Race.

Conveying that everyman aspect and concentrating on making sure visuals were there to bottle the energy and excitement of the community that shows up to events is a key part of these new media deals, things that Kaplan believes are crucial to the property’s success.

“For us, it’s all about exposing this to more and more people,” Kaplan said. “Not everything we do is purely economic, some of it is about getting the best partners for where we want to go tomorrow, not just today. We are a global sport, so we’re trying to build the brand in a global context.”

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