Atlanta Falcons fans might encounter sticker shock when they attend their first game in Mercedes-Benz Stadium next year. That's because the team announced Monday that it will offer what will amount to the lowest concession prices at the major-sports-team level.
- $2 Non-alcoholic beverage products with unlimited free refills (at freestanding refill stations)
- $2 Dasani bottled water; hot dogs; pretzels; popcorn
- $3 Peanuts; pizza; nachos; waffle fries
- $5 12 oz. domestic beer
The menu and pricing model which will allow a family of four to consume the typical game-day purchases for $28 or less will be in effect for Atlanta Falcons (NFL) and Atlanta United (MLS) games, as well as major events at Mercedes-Benz Stadium including the Chick-fil-A Peach Bowl, SEC Championship Game, the College Football National Championship (2018) and the NCAA Mens Final Four slated for 2020. The pricing and product offerings will be the same for concerts, conventions and other special events booked at the stadium.
"We'll be able to feed a family of four at our games for $28," said Steve Cannon, CEO of the AMB Group, the family of businesses owned by Arthur Blank that includes the Falcons, Atlanta United and the new stadium that will open in 2017. "That's 60 to 70 percent cheaper than our competitors."
The Falcons hope to make up some of the money lost on typical margins by doing volume. There will be 670 concession points in the new stadium, which is 65 percent more availability than the team has in the Georgia Dome. Soda refill stations will be separate from lines for those ordering for the first time. Prices, including tax, are right on the dollar, meaning there's no change to be made, thus speeding up the transaction time.
The prices also could serve as an incentive for fans to buy tickets. While Cannon said the concession prices aren't to achieve a greater goal, the Falcons have had a harder time selling seats in the upper bowl for its new stadium. The most expensive seats, $45,000 PSLs on the 50-yard line, are sold out.
Unlike most teams, selling concession rights in exchange for guaranteed cash, Blank -- who had often talked about making concession prices match those offered to patrons at Augusta National for the Masters -- didn't make that deal. Instead, his company forged an operator relationship with Levy Restaurants that comes with a flat management fee. That allowed the team creativity to make the drastic change.