Yankees add gathering spaces to perk up fans’ spirits

Article by Coliseum, published February 17, 2020

Image: Populous

Two new social gathering spaces has been opened at New York’s famed Yankee Stadium for the 2020 season to give a thrilling experience to fans on game day. It is part of ongoing plans to transform the game-day experience for fans. Yankee Stadium is a baseball park located in Concourse, Bronx, New York City and can fit in 47,309 spectators. The opening of the spaces endorses a fast-growing trend throughout the sport favoring such standing areas.

These spaces will facilitate baseball and soccer fans to catch the action even when they are away from their seats.

The spaces will sit on the 200 Main Level of the stadium and will be available for fans of the New York Yankees Major League Baseball (MLB) team and Major League Soccer (MLS) franchise New York City Football Club (NYCFC).

The Stella Artois Landing will spread across Sections 232A and 232B in the left field, with the Michelob Ultra Clubhouse to stretch across Sections 207 and 208 in the right field. The Yankees announced that the Stella Artois Landing and the Michelob Ultra Clubhouse will be accessible to fans with game day tickets anywhere in the arena for Yankees and NYCFC home games for the upcoming season.

The creation of the spaces has given a shot in the arm to Yankees’ partnership with the Belgium-based multinational drink and brewing company Anheuser-Busch InBev. The alliance has been extended until the 2024 season and covers the brewing company’s incentive-based partnership program. The new sections both carry entitlements spinning out of the club’s larger partnership with the brewing firm.

Both locations can be sold as pre-game party spaces for groups of 20 or more people.

Marty Greenspun, the Yankees’ Senior Vice-President of Strategic Ventures, remarked, “We are excited to have fans experience these newly constructed areas, which are part of the continuing, large-scale initiative to transform the fan experience at Yankee Stadium that began prior to the 2017 season.”

“The Stella Artois Landing and Michelob Ultra Clubhouse were conceptualized and built with input from our guests, who have consistently asked us for more social locations to enjoy. Fans in attendance have clearly gravitated toward these types of settings, and we look forward to providing even more communal gathering spots for our fans to thoroughly engage with the game in a socially-focused style,” Greenspun further informed.

“We also extend our appreciation to Anheuser-Busch InBev, which has been a valued partner of the Yankees organization and a long-time provider of iconic brands for our guests to enjoy,” he added.

The Yankees already boast several other branded standing sections at Yankee Stadium, including Frank’s Red Hot Terrace and Toyota Terrace beyond center field, among others. But, to cater to baseball fans’ preference for in-stadium experiences beyond traditional rowed seating, many clubs including the Yankees are accessorizing their facilities to build new gathering spaces.

The new areas will also be in use for NYCFC, the other major tenant of the ballpark.

The two new landings join the league of a host of other fan-friendly areas at the stadium to open in recent years, including other party decks in the centerfield bleachers and upper level, a sports bar on the field level and a children’s play area in the upper level.

These new locations buttress the Yankees’ ongoing efforts to provide fans – irrespective of age and seat locations – an enriching experience, providing all stadium guests alternative vantage points, a variety of in-stadium meet-up destinations and dynamic food and beverage areas to tickle the taste buds. Prior to the 2017 season, the Yankees came up with several new areas, including the Plymouth Rock Kids Clubhouse, Mastercard Batter’s Eye Deck, and Budweiser Party Decks placing on top priority the fans’ interests and entertainment factor.

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