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Facilities

White Sox Debut Remodeled Miller Lite Extra Base Club For Home Opener

The White Sox are “opening up an oversized suite down the left-field line to the masses” for Friday’s home opener at U.S. Cellular Field against the Twins, according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. New this season is “open access to the Miller Lite Extra Base club on nights when it is not rented by a group.” The 250-person club “got a makeover this offseason” and “will be marketed as a new indoor gathering spot for fans 21 and over to take in games.” White Sox Senior VP/Sales & Marketing Brooks Boyer said of the suite space, "It was going unused for nights and it's a great space. We wanted to create a bar. We wanted a place where people could hang out." Boyer said that the space “was rented by groups” for about 60% of all games last season, but it was “just unused space the rest of the time.” Ecker reports the White Sox “added bar stools, a drink counter and six TVs to the club's outdoor patio space.” The team and MillerCoors “added an outdoor flight of stairs and more windows in hopes of driving more beer business and creating a mini ‘neighborhood’ spot down the left-field line.” Miller also “transformed the inside of the bar area with its throwback-style Miller Lite packaging decor, which it is also using on the stadium scoreboard and down the right-field line at the Miller Lite Bullpen Sports Bar.” Meanwhile, after dropping its previous partnership with Boingo Wireless, the team “added 550 new wireless access points" with Cisco Systems that it "hopes will give fans the bandwidth to more easily interact.” Also new in the main concourse this year is a “rebranded merchandise store behind home plate featuring apparel” from Majestic (CHICAGOBUSINESS.com, 4/9).

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