When the Phoenix Suns and its foodservice contractor, Chicago-based Levy, decided to overhaul Talking Stick Resort Arena’s foodservice program three years ago, the goals were to develop unique concepts that reflected the city’s fare, while still appealing to consumer flavor trends.
“We looked at anything that could drive revenue and also create a fan experience,” said chef Jon Clancy.
With the local light rail built over the last decade connecting Tempe and Arizona State University to the arena, offerings were included for the college student set, as well.
“We have an analytics group at Levy that looks at our demographics and sees what people are eating,” said Clancy. “That’s how we start our season every year.”
For this project, Levy and the Suns developed signature concepts, while also bringing in restaurant partners from the area.
“We all consider hot dogs and nachos as game-day staples, and that won’t ever go away, but we really wanted to change that environment and dining experience to include fun, trendy concepts that have a ‘wow’ factor,” said Clancy.
The concessions area, which was generic in nature and had the feel of a food court, was rebranded with names relating to the area, such as 201 Eat Street (reflecting the arena’s address at 201 E. Jefferson), and Copper Kitchen (the venue’s Phoenix neighborhood is Copper Square).
Local artwork also was turned into wraps for the back walls to simulate downtown Phoenix, and the Suns’ colors, purple and orange, were highlighted.
“We did this with the general concession stands to create a cool, new look,” said Clancy.
An example of one new concept is Downtown Chicken, which added wings, a larger variety of sauces, such as chili and sriracha, and gourmet fries to the traditional chicken tender and French fry menu.
Popular local restaurants, such as Las Cervezas out of Tucson and Phoenix’s Nocawish sandwiches, Pomo wood-fired pizzas and Pork on a Fork barbecue were brought on. Craft beers were added, along with a sushi concept.
Clancy and his staff learned each concept, its recipes and techniques, even going so far as getting uniforms from each one to immerse themselves in the brands.
“The restaurants get a small percentage of sales, but it’s more about getting their name out there,” says Clancy. “And in the process, we’ve created more relationships around the valley.”
A new club environment, Feeder Box, also was created in a space that formerly held six suites. The opera box-like setting includes four seats, a private table and a bar. A chef prepares small plates in action stations with farm-to-fork ingredients.
Currently, Clancy and his team are exploring venturing into Asian foods, such as ramen, and are incorporating a gastro pub concession stand as well as including different flavors for brat burgers. There also has been an increased focus on locally-sourced ingredients.
“We continue to think outside the box,” he said.
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PROVIDING FOOD PHOENIX WANTS
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