Sports concessionaire Centerplate reported a $91.45 per cap for food and beverage during Sunday’s Super Bowl at the Mercedes-Benz Superdome. Gross sales were about $6.5M based on official game attendance of 71,024. The per cap is a record for Super Bowl spending on concessions and premium dining, according to Centerplate officials. Super Bowl XLVI last year at Lucas Oil Stadium, also served by Centerplate, generated a per cap of $88.44. Two years ago, Legends Hospitality Management reported the average spend was about $89 for Super Bowl XLV at Cowboys Stadium. In New Orleans, Centerplate officials said food storage, refrigeration and preparation equipment were not affected by the stadium’s 34-minute power outage, and all food stands remained open while play was stopped on the field. The vendor partnered with New Orleans chef Donald Link to serve native dishes such as alligator chili, BBQ shrimp and grits and crawfish pies. Centerplate’s community outreach efforts tied to the game included partnering with social enterprise firm Juma to provide jobs to 50 low-income college-age students from New Orleans. Under the agreement, through special saving accounts established with Juma, those students can save their Super Bowl wages for college education with Juma matching those dollars 2 to 1.
