Blog
Game Day Concessions at Ryan Field
The fall football season at Northwestern University brought forth an exciting opportunity for me to take the concessions experience to the next level. Tasked by Northwestern University’s Athletic sector, specifically the dining team in collaboration with Levy, a renowned partner for prominent venues and events, such as Dodger Stadium, Superbowl, The Grammys, and NHL All-Star Games, I was thrilled to work alongside such esteemed professionals. The goal was clear: to create a distinctive and captivating look that would attract more customers to the concessions.
Uniting a Neutral Aesthetic
To kick off the project, I walked through the football stadium’s perimeter and on each level. Armed with a camera and notebook, I documented each stand and identified areas of opportunity. Each concession had its unique characteristics, whether it was a cart, a truck, or a booth behind bleachers. Finding a cohesive theme that would tie them all together became the primary challenge. I went for a neutral theme that would harmonize with the overall stadium aesthetic while providing a fresh and inviting look.
The Power of Renderings
After a theme was decided I start to draft graphics that would appeal to the stadium. The Nortwestern Dining team was thrilled with my initiative to incorporate renderings into past projects and asked me to create them again. It became clear how much value a realistic visual representations holds as it allows everyone to envision transformations.
Collaboration + Refinement
The presentation of the drafts opened up an exciting opportunity for collaboration and refinement. The valuable feedback received from the team allowed for further enhancements and adjustments to the concepts. This iterative process ensured that the final designs truly captured the desired transformation and met expecations.
On the Path to Game Day
Witnessing the implementation of signage in the concessions after my assistance was truly gratifying. I was astonished to discover that the previous food management account had neglected any marketing efforts for their stands. Now, guests can enjoy a more streamlined dining experience, thanks to the improved visibility and branding of the concessions.
