In an era when stadium snacks can drain wallets, the Atlanta Falcons’ home, Mercedes-Benz Stadium, reversed the trend by slashing concession prices to street-level rates. The result? Fans are happier and spending more than ever.
- Stadium matches food and drink prices to street-level rates
- Fans increased spending by 60% on concessions
- Model now influences other stadiums and events
What happened
Since opening in 2017, Mercedes-Benz Stadium in Atlanta introduced a 'fan first' pricing model, which brings the cost of key concessions like hot dogs and beer down to what fans would pay off-site. For example, hot dogs are priced at two dollars and beer at five dollars. This strategy aimed to make concessions more affordable and align with everyday consumer prices.
Stadium executives found that lowering prices did not reduce revenue as might be expected. Instead, fans bought more — the total number of transactions increased by 30%, overall spending on food and beverages rose by 20%, and spending per fan increased by 60%. This approach has extended beyond Falcons games to concerts, soccer matches, and other events held at the venue.
Why it feels good
Fans gain a stronger sense of value and satisfaction knowing they’re paying fair prices for quality concessions. This approach removes sticker shock from the experience and encourages attendees to indulge more comfortably, boosting their overall enjoyment.
From the stadium’s perspective, offering affordable food and drinks supports other revenue streams like merchandise sales. When fans feel valued and fulfilled, they are more likely to buy additional items like hats or jerseys, helping the stadium create a positive, engaging environment that benefits everyone.
What to enjoy or watch next
Given its success, the 'fan first' pricing model is catching on at other major sports venues and event spaces. Groups are exploring versions of this approach, from full-scale price adjustments to offering fan-friendly meal packs that balance affordability with quality.
Atlanta fans and visitors can look forward to enjoying reasonably priced concessions not only at Falcons games but also at diverse events hosted at Mercedes-Benz Stadium. This trend invites a broader rethinking of stadium pricing nationwide, making live experiences more accessible and fun for families and fans everywhere.