Grizzlies Debuting New Fly Lounge In Effort To Get Fans To Arrive Earlier, Stay Later
The Grizzlies on Wednesday at FedExForum will open the Fly Lounge "in a space just off the Forum’s grand lobby previously occupied by the team’s merchandise shop, the Grizz Den," according to Kyle Veazey of the Memphis COMMERCIAL APPEAL. The Grizz Den has "moved into a larger, more visible area in the lobby, making way for the trendy, upscale lounge with crafted cocktails, food by renowned chef Kelly English, a DJ booth and a VIP area." Grizzlies COO Jason Wexler said, "We want people in here early and staying late and taking advantage of it for larger periods of time." It is a concept "spearheaded by club developer Steve Adelman, who has built nightspots" in Boston, N.Y., Hollywood and Singapore. He "compared his venture in Memphis, of which he and English are partners, to similar lounges" at Staples Center and AmericanAirlines Arena. Wexler said that the team had "long wanted to do something in that space and make the team store more visible, but Adelman came up with this concept in early September." The Grizz Den now has a street-front space that the team "hopes will gain more day-to-day foot traffic." The challenge for Fly Lounge "might lie in distinguishing itself from readily available pre- and postgame venues within walking distance" of the arena (Memphis COMMERCIAL APPEAL, 11/11).