The Brewers yesterday announced plans for a "significant upgrade of Miller Park's food and beverage experience, calling it the 'single largest upgrade'" to the ballpark since it opened in '01, according to Mark Kass of the MILWAUKEE BUSINESS JOURNAL. The project, which will "start immediately, will be funded entirely by Brewers ownership and Delaware North, which handles the concessions at Miller Park." The project is estimated to cost about $20M. It will "feature a significant overhaul of Miller Park’s food and beverage infrastructure." The initiative will include an "architectural redesign throughout the ballpark, including a total of 11 concession stands in a new 'First Base Ward' and 'Third Base Ward' on the field level and two new field level full-service bars with views of the field." Brewers COO Rick Schlesinger said that the "construction and rebranding of new stands, which will span all seating levels of the ballpark, will leverage the rich architectural history of Milwaukee." The project will "install state-of-the-art equipment in the permanent concession stands and portable locations to enhance the quality of the offerings," as well as offer 33% more "points of sale for faster service." The team also will "overhaul the menu at Miller Park" (
BIZJOURNALS.com, 10/5). In Milwaukee, Thomas Content notes the upgrades will "debut by opening day" of '17. The project has been in the planning stages since '15, when the Brewers hired fan experience firm Howard & Sergi co-Founders
Dave Howard and John Sergi, who have "overseen the remodeling of concessions at a number of sports venues," including recently at Citi Field and MSG. The redesign will "feature a 'local brews' bar on the right field side of the Loge level, with 30 taps serving craft beers from across Wisconsin" (
MILWAUKEE JOURNAL SENTINEL, 10/6).
