On November 17, all eyes were on Vancouver for the Grey Cup, Canada's biggest annual sporting event. Despite no home team playing, the focus was on delivering an unforgettable experience for fans with local flavors, game-day strategies, and an electrifying atmosphere. BC Place was the perfect space to celebrate as the country's top teams faced off in a thrilling showdown.
The 2024 Grey Cup fan experience stood out thanks to innovative elements from food and beverage provider Sodexo Live!. "We challenged our team to think differently about this event and treat it as the marquee event that it is for our client," said Dan Johnston, Sodexo Live! General Manager at BC Place. Making sure everyone could indulge in the festivities was a priority. "Our $5 menu offers fans delicious and budget-friendly choices, featuring beer, nachos, hot dogs, popcorn, and more," explained Johnston. "Our goal was to make sure that everyone enjoyed their time at BC Place, and we believe that options should be available to enhance that experience at various price points." The $5 menu was just the beginning; Sodexo Live! took a creative approach to the food offerings, introducing items that packed a punch with flavor and presentation.
The Sodexo Live! culinary team crafted a memorable menu that captured the excitement of the Grey Cup. Featuring gigantic pizza box nachos, massive turkey legs, and a unique donut burger, the offerings celebrated creativity and fun, enhancing the atmosphere for fans and making the experience as unforgettable as the game.
The upsized options were about more than just being creative. With the fast-paced environment of an event like this, Sodexo Live! understands that people increasingly prefer to purchase big-ticket items that can be shared. This not only minimizes the frequent trips to the concession stand but also encourages higher spending overall. "We've transitioned from traditional chicken strips to a more appealing chicken bucket, which saw a huge increase in sales."
Upsizing options for beer and introducing these super-sized offerings are part of this strategy, as they cater to family-oriented experiences while providing a fun twist that's rare in this industry.
This year, Sodexo Live! and BC Place launched a new activation space in a transformed parking lot next to the Plaza of Nations. This lively, festival-like setting featured a bar menu and local Canadian bands, enhancing the festive atmosphere for fans before the game.
The enthusiasm from fans set a new benchmark in food and beverage revenue at BC Place, achieving a remarkable per capita spending of $42.69—over 61% higher than the 2024 season average. In contrast, the Lions vs. Calgary match had a lower per capita revenue of $27.69 with similar attendance. Notably, 67% of total sales came from alcohol, showcasing its significant impact on concession revenue.
With the introduction of creatively designed food options, a budget-friendly menu, and engaging fan experiences, Sodexo Live! successfully elevated the atmosphere at BC Place. The rise in per capita spending demonstrates the effectiveness of these strategies, showcasing the potential for events to drive significant revenue while offering memorable experiences.
