Columbus Crew SC today announced that it has reached an agreement with Levy Restaurants and Retail Group to oversee all dining, hospitality and merchandise operations at MAPFRE Stadium, effective immediately. Through the partnership with Levy, Crew SC is set to continue its focus on supporter experiences by incorporating local food and beverage offerings, delivering a more authentically Columbus experience, beginning with the club’s Opening Match at MAPFRE Stadium on Saturday, March 14.
Through this partnership, additional investments are being made in MAPFRE Stadium to help refresh the supporter experience and to upgrade dining and hospitality amenities and infrastructure. Levy Restaurants will bring their restaurant expertise, creating locally relevant food programs to provide Crew SC’s supporters a genuine experience on matchday from hometown brews to essential Columbus tastes.
MAPFRE Stadium will now feature Columbus favorites such as Schmidt’s Sausage Haus, Jeni’s Ice Cream and Hot Chicken Takeover. Additionally, beer will be served from familiar craft breweries, including Columbus Brewery, Four String Brewery, Land-Grant Brewing, Elevator Brewery and more local varieties. Food trucks are set to be available in the plaza as well.
In addition to the multi-million dollar improvements made last offseason, upgrades to MAPFRE Stadium for this season include the conversion of a southwest concession stand near Gate 6 into a 200-square-foot “Drink Local” area highlighting Columbus and Ohio beers, the addition of food offerings in the Heineken Star Lounge, a newly renovated Crew SC Shop through a partnership with adidas and an enhanced suite menu.
Levy’s portfolio contains more than 100 of the top sporting facilities in North America, including deals in Major League Soccer venues such as Houston’s BBVA Compass Stadium, Sandy, Utah’s Rio Tinto Stadium and Carson, California’s StubHub Center. Levy’s experience also extends to the NBA, NFL, NHL, MLB and many of the nation’s convention centers. The addition of Crew SC expands Levy’s MLS presence, bringing new food, beverage and retail management personnel to the country’s first soccer-specific stadium.
“Columbus Crew SC is committed to improving the in-stadium experience and the addition of Levy as MAPFRE Stadium’s food, beverage and retail partner is an important step forward as we evolve to meet the needs of our supporters,” said Crew SC President of Business Operations Andy Loughnane. “Levy’s successful operational track record in sports and entertainment venues, including all athletic venues at The Ohio State University and other MLS stadiums, will allow us to build a stronger stadium experience and leverage the strengths of a partner who understands our community and our sport.”
“The soccer club environment is about passion – for the game and the club, and you feel that in MAPFRE Stadium,” said Levy Restaurants President and CEO Andy Lansing. “We have that same passion for food and beverage. We are excited to have been tapped by Crew SC and look forward to amplifying that great fan experience with a local food story representing the best of Columbus and the spirit of the team.”
The season will also kick-off new club merchandise, operated by Levy Retail, from new jerseys to expanded offerings including a wider variety in women’s and children’s apparel to meet the expectations of the Crew SC supporter community. Historically, Crew SC has managed its retail business on an in-house basis.
“Our rebrand has offered us a great opportunity to evaluate how we run our day-to-day business affairs,” added Loughnane. “Our rebrand work is not done and Crew SC will continue to make strategic enhancements. It made sense for us to bring in an expert with the breadth and depth of retail and merchandise experience that Levy holds. The fact that they share our commitment to great customer service made this decision easier.”
The Black & Gold return home to MAPFRE Stadium for the Opening Match on Saturday, March 14 against Toronto FC at 7:30 p.m. ET. Tickets are available at ColumbusCrewSC.com. For a limited time, fans can purchase a $26 Upper Level ticket to the Opening Match and only pay $18 courtesy of MAPFRE Insurance. To take advantage of this limited-time offer, fans should visit ColumbusCrewSC.com/AllofColumbus.
Fans can also enter to win an all-access pass to MAPFRE Stadium in the form of a pair of tickets to every public event held at the venue during the 2015 calendar year, such as Crew SC home matches, Rock on the Range 2015 and more. Fans can enter at ColumbusCrewSC.com/MAPFRE, with the sweepstakes ending on March 31.
