Packers to offer fans epicurean experience


Lambeau Field renovation Image: Green Bay Packers

Massive refurbishments have been undertaken for the concession space of Lambeau Field in Wisconsin, US – the legendary home stadium of the Green Bay Packers – in time for National Football League (NFL) fans returning to the facility. The expenditure stands at $9m.

The Green Bay Packers are a professional American football team based in Green Bay, Wisconsin, US. The Packers compete in the National Football League (NFL) as a member club of the National Football Conference North division.

Lambeau Field is an outdoor athletic stadium and is the home field of the Green Bay Packers of the NFL. It opened in 1957.

The team and developer Rossetti have created five new grab-and-go markets centered on barbecue, bratwurst, pizza, beer, and cheese curds in tandem with concessions partner Delaware North Sportservice.

Each of the markets, measuring 1,200 square feet, will employ a self-checkout system using the Appetize point-of-sale platform as the team wants to go in more for cashless transactions at their 81,000-capacity home venue. Four are situated in the corners of the end zones on the main concourse, with the fifth in the upper deck at the 50-yard-line.

Charlie Millerwise, the Packers’ Director of Development and Hospitality, told mediapersons, “We took away the front counters and you enter on one side, which is lined with dry snacks and beverages. There’s a walk-in cooler, like a convenience store, and then you go to the ‘hot (food) line’ with two pick-up points. Everything has bar codes on it, including the packaging for concessions food. You swipe your card and off you go.”

The areas will be in place once fans return to the Lambeau Field fold, which is most likely to happen in November, with Packers having ruled out spectators being present for the first two games of the upcoming NFL season.

Packers began working on the project with Rossetti in 2018 in a bid to provide more enriching experience to fans at their home facility. The temporary grab-and-go stands were tested by Delaware North Sportservice last season.

Meanwhile, Packers are now offering abbreviated field viewing tours to enable visitors to take a dekko at the inside of the Lambeau Field bowl while social distancing rules remain in place in Wisconsin.

The 15-minute guided tours will begin in the Lambeau Field Atrium before going to the bowl for photo opportunities. Each tour is capped at 10 participants and masks have been made mandatory.

Lambeau Field Stadium Tours have been suspended since March due to the COVID-19 pandemic which is still holding the United States to siege.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at and make use of the 365Coliseum Business Center including the ‘Get in touch’ business development support tool and the global ‘new projects’ database.

Watch 250 member-exclusive videos with valuable tips for your venue

« Previous News:
» Next News:

Advertisement Coliseum Summit News Banner - SGL System
Advertisement Coliseum Summit news banner - NEXO