Packers Fans Take Lambeau Leap into Inclusive Seats in New End Zone Addition

Lambeau Field has added new seating to the stadium.

(from Sports Business Journal, September 2, 2013) Green Bay Packers fans can expect new things at their stadium this season. Lambeau Field adapted a new inclusive ticket concept that created a $143 million addition to the stadium.

The construction added 7,000 seats on five levels. It includes four indoor lounges that offer complementary food and drinks. This is something used by many other NFL stadiums, but it is new to Lambeau Field. Although these seats cover the cost of food and drinks, it does not cover the cost of alcoholic beverages. That is why their ticket concept is called “inclusive tickets.”

The new seats in Lambeau are selling quickly. A week before the season started, the Festival Foods MVP Deck and the Champions Club, two of the new lounges, are already sold out. Seventeen of the twenty new terrace suits are already reserved for an extensive period of time. The three terrace suits that are not yet reserved are being rented game by game without having to have a long-term rental agreement.

The pricing for the new additions vary depending on where you want to sit. To obtain one of the 1,400 seats in the Festival Foods MVP Deck, it would cost $89 per game. Getting an indoor club seat in the Champions Club would be between $310 and $325. In order to purchase a long-term suit with a three or five-year contract you would have to spend $52,500 a season. If you just wanted a single-game suit it would cost you between $3,000 and $9,600 depending on where you wanted to sit. Single seats that are not inclusive cost $82 for each game.

Each section you sit in offers different things. In the Miller Party Lounge and the Festival Foods Deck, ticket holders get two drink tickets each game to buy beers. The Champions Club offers a coat check, small lockers for personal items, and Packers memorabilia decorating the walls.

With the season beginning, the team’s premium seating sales manager Jason McDonough said, “The feedback [on the new seating] has been overwhelmingly positive.” With the construction finished, Lambeau has 80,750 seats which makes it NFL’s third largest stadium.