SBJ/Jan. 17-23, 2011/Facilities

Mixing Coors and tequila: Camarena titles new bar at Rockies’ home

Bullpen BarPOPULOUS
A computer rendering shows the new bar that will open midlevel in right-center field at Coors Field, sponsored by Familia Camarena Tequila.
The Colorado Rockies have signed a three-year deal with Familia Camarena Tequila tied to a new branded destination at Coors Field, one of several upgrades to the 16-year-old ballpark for the 2011 season.

Camarena, a maker of high-end tequilas distributed domestically by E.&J. Gallo Winery, will put its name on a new midlevel bar above the bullpen sign in right-center field, spanning sections 201 and 202. It will be enclosed by glass on three sides and open in front with a view to the field.

The Rockies have yet to officially name the bar, but it will have Camarena’s name in the title, said Greg Feasel, the team’s COO and executive vice president of business operations.

The team, in conjunction with Aramark, its food provider, converted a concession stand and 120 permanent seats into a 4,000-square-foot lounge setup with a central bar, 10 large televisions and table seating in front for 106 people. Those seats will be sold as individual game tickets, Feasel said.

The lounge has standing room for an additional 50 fans that do not have to hold tickets for that specific area. The Rockies also plan to reserve the entire space for group sales for certain games.

Officials are now setting ticket prices for the season, Feasel said.

“We had an area on the mezzanine level where there wasn’t enough energy out there,” he said. “It is accessible from the main concourse and has a view looking back to home plate.”

Camarena has deals with the Angels, Cowboys, Giants, Suns and Chivas USA, and new agreements starting in 2011 with the Braves, Magic and White Sox, in addition to the Rockies.

“In-stadium exposure provides a great way to build awareness and, more importantly, Camarena trial … when customers are able to experience the quality and taste of our product,” said Gerard Thoukis, Gallo’s marketing director.

In San Francisco, Camarena, entering year two of a three-year deal with the Giants, brands a “cable car” bar in the upper deck behind home plate. Centerplate, the Giants’ concessionaire, serves a signature Camarena cocktail from that stand and other locations, said Jason Pearl, the team’s managing vice president of corporate sponsorship and new business development.

The Rockies developed the new bar after touring several MLB parks and Cowboys Stadium. In working with Coors Field architect Populous to revamp the outfield space, Rockies executives took note of the NFL facility’s SRO platforms in the end zones that bring together large groups of people to watch the game. It’s all about creating that go-to place to hang out, Feasel said.

The Rockies and Aramark are also rebranding a deli stand on the main concourse and adding a nacho stand next to the Camarena bar, and Aramark is making other improvements, Feasel said. All told, the upgrades cost more than $1 million, shared by the Rockies and Aramark.

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Related Topics:

Colorado Rockies, Aramark, MLB, Facilities

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