SBJ/Sept. 2-8, 2013/Facilities

Packers fans take Lambeau Leap into inclusive seats in new end zone addition

Green Bay Packers fans have embraced the team’s new inclusive ticket concept for Lambeau Field’s south end zone expansion.

The $143 million addition, which opened this season, covers about 7,000 total seats distributed among five levels of new construction atop the now eight-level south end. Four indoor lounges in the expansion are tied to ticket prices covering the cost of food and drink, something common in the NFL but new at Lambeau.

The new Champions Club on the top level of the south end zone expansion has sold out.
Photo by: GREEN BAY PACKERS
One week before the regular season starts, season-ticket sales for two new lounges — the Festival Foods MVP Deck on level six and the Champions Club on the eighth floor — are sold out, according to Packers spokesman Aaron Popkey.

Tickets cost $89 a game for the Festival Foods space, an area encompassing about 1,400 seats. Champions Club tickets cost $310 to $325 game for an indoor club seat.

“It took a little education on the front end for everybody to understand what’s included, but the feedback has been overwhelmingly positive,” said Jason McDonough, the team’s manager of premium seating sales and service.

The Packers call their ticket model “inclusive” because in general it does not cover the cost of beer, wine and hard liquor.

Those holding tickets for the Miller Lite Party Lounge and Party Deck, two group spaces on level four, and Festival Foods MVP Deck receive two drink tickets a game that they can use to buy beer, said Charlie Millerwise, general manager for Delaware North Sportservice, the Packers’ food provider.

The Packers last week had sold all 17 of 20 new terrace suites on reserve for long-term deals, McDonough said.

The three terrace suites reserved for single-game rentals are all sold with the exception of one unit available for two regular-season games, he said. All 20 units are on level five, the second floor of the new addition.

The long-term suites sell for $52,500 a season tied to three- and five-year commitments, McDonough said. The single-game suites range from $3,000 to $9,600 a game depending on location. All 20 terrace suites have 10 outdoor seats plus two standing-room tickets, and several bar stools inside a private interior space.

Those patrons, as well as fans holding tickets for the lounges, eat and drink in communal spaces connected to their respective seats.

In that respect, the setups are similar to some premium spaces at MetLife Stadium and Sporting Park, Millerwise said. Delaware North Sportservice is the food provider for those two facilities as well as Lambeau Field.

The Champions Club tickets are sold in two- and three-year deals, and the amenities include coat check and small lockers to store binoculars and radios.

“It’s like watching the game from a mini-Hall of Fame with the retired numbers and other Packers memorabilia,” McDonough said.

About 4,000 new fixed seats on the seventh level, priced at $82 a game as a season ticket, are not inclusive and served by general concession stands. There are a total of 18 new stands on that level, Millerwise said.

With 80,750 seats, Lambeau now stands as the NFL’s third-largest facility while serving the league’s smallest market.

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