Aramark Sports + Entertainment, the award-winning food and beverage partner at premier stadiums, arenas, convention centers, cultural attractions, and unique entertainment destinations across North America, is formally introducing IMMERSE, a consulting services division within the Aramark Sports + Entertainment brand.
IMMERSE provides boutique services, backed by Fortune 500 insights, with a team of industry-leading experts including data scientists, experienced operators, and savvy marketers who are focused on delivering the tools clients need to re-engineer the fan experience, operate efficiently, and grow revenue.
“We are thrilled to officially expand our offerings with the introduction of IMMERSE,” said Alison Birdwell, President and CEO of Aramark Sports + Entertainment. “Though the IMMERSE name is new, providing venue-planning support to our partners is not. Our team of subject-matter experts has a deep history of advising our clients as they navigate strategic transformations within their venues, with everything from equipment and infrastructure updates to speed of service studies. We look forward to working with new clients to achieve their goals in creating world-class hospitality experiences.”
Offering a full spectrum of venue-planning support, IMMERSE clients will have access to a suite of services that range from research and data insights to full-scale, master-planning projects.
IMMERSE’s team will rely on collaboration with clients to tie together data, trends, goals, and opportunities to create a playbook that is customized to each venue, all to achieve success and meaningful returns. With a fan-first mentality, IMMERSE leans into key experiential categories like service styles and menu variety and strategically infuses technology and innovation to bring those experiences to life.
Examples of how Aramark’s expertise influenced the next era of the fan experience can be found throughout the Sports + Entertainment portfolio, including major-league venues like PNC Park, home of the Pittsburgh Pirates; PPG Paints Arena, home of the Pittsburgh Penguins; and Paycor Stadium, home of the Cincinnati Bengals. The following case study dives into the large-scale renovation at Paycor Stadium.
PAYCOR STADIUM RENOVATIONS
In 2021, the Bengals tapped into their partnership with Aramark, operating as Jungle Hospitality, to assist in a renovation project that would elevate the fan offerings at Paycor Stadium and create a best-in-class gameday experience that ranks as one of the top atmospheres in the NFL.
Leveraging Aramark’s expertise in data research and master planning, the Bengals set out to revamp the food and beverage experience at their venue through increased speed of service and a wider variety of culinary options from desirable brands and local favorites.
“The most valuable part of our partnership with Aramark has been the resources and knowledge they’ve brought to the table over the last 25 years,” said Caroline Blackburn, Senior Manager of Digital Strategy, Cincinnati Bengals. “They have such deep knowledge in areas that are outside of our wheelhouse, including aspects like effective service style technology, projected ROI’s, having the right menu mix, and that has been invaluable. We share the same goal of ensuring the fan experience is at its highest level.”
Ahead of the 2023-24 season, the Bengals and Aramark unveiled a fresh look and feel across all concession stands, with a focus on gameday favorites such as chicken, burger, chili, and BBQ concepts. These new options included Donatos Pizza and Skyline Chili concession stands throughout the stadium; two additional Tenders, Love and Chicken (TLC) locations – an Aramark brand – with additional chicken tender and burger options exclusively available on the club level; and Smoke and Sizzle, an all-new BBQ concept with authentic smokehouse flavors.
To drive speed of service and reduce lines at concession stands, 78 new self-order and self-checkout kiosks, including up to ten at some The Go Route locations, were strategically placed through the venue to get fans back to the game as quickly as possible. And for fans looking to socialize outside of their seats and in an elevated atmosphere, two new destination bars were added.
Results following the 2023-24 NFL season yielded a 35% increase in transactions at renovated stands and a 25% per cap growth at renovated stands. The Bengals also saw strong NFL Voice of Fan rankings including #6 in “proximity of desired options from seat” and #8 in “beverage variety”.
Full results of the master renovation project can be found in the Paycor Stadium case study, here.
About Aramark Sports + Entertainment
Aramark Sports + Entertainment serves more than 150 award-winning food and beverage, retail, and facility service programs in premier stadiums, arenas, convention centers, cultural attractions, performance venues, and unique entertainment destinations across North America. The company has received accolades for industry innovations including autonomous markets, dining concepts powered by artificial intelligence, and high-profile events like the MLB World Series, MLB at Field of Dreams, and NBA All-Star. In 2021, Aramark entered into a strategic collaboration with the Philadelphia-based Starr Restaurant Organization, led by entrepreneur and James Beard Award-winning restaurateur, Stephen Starr, which will bring the renowned culinary visionary’s highly sought-after concepts to clients throughout Aramark Sports + Entertainment’s portfolio. Aramark has been recognized on FORTUNE’s list of “World’s Most Admired Companies,” Fair360’s “Top 50 Companies for Diversity” and “Top Companies for Supplier Diversity,” Newsweek’s list of “America’s Most Responsible Companies 2024,” the HRC’s “Best Places to Work for LGBTQ Equality,” and earned a score of 100 on the Disability Equality Index. Learn more at www.aramark.com and connect with us on LinkedIn, Facebook, X, and Instagram.
Contacts:
Hannah Blank
blank-hannah@aramark.com
