Sun Life Stadium Sees Food/Drink Per Cap Up 40% From Last Year's BCS Title Game
Last night’s BCS Championship Game produced a combined food and retail per cap of $62 at Sun Life Stadium, a 40% increase over last year’s title game, according to sales numbers provided by Centerplate, the facility’s concessionaire. Centerplate CMO Bob Pascal said that the food and drink per cap alone was $46, with merchandise $16 per head. Those figures cover all food concessions, premium dining and retail stands at the home of the Dolphins. All told, total spending for food, beverage and merchandise was about $5M based on attendance of 80,120. Last year's BCS Championship at the Centerplate-run Mercedes-Benz Superdome produced a $33 food/drink per cap with gross sales of $2.6M, a record number for the 37-year-old facility. In a further comparison, the last two Super Bowls at Lucas Oil Stadium and Cowboys Stadium resulted in food per caps in the range of $89. At Cowboys Stadium, where Legends Hospitality Management runs food and retail, the food/retail per cap was $37.76 for last Friday’s AT&T Cotton Bowl. Legends officials said that this was a record for the game since it moved to Cowboys Stadium in '10. Fans spent an average of $30 on food alone. Total spending was about $3.3M from a sold-out crowd of 87,025 attending Texas A&M’s win over Oklahoma.