GO Indoor

QUALITY A concession stand, no matter how small, requires research, implementation and maintenance. It is not an afterthought but a business in and of itself. Jeff Welsh of Chitown Futbol in Chicago, Illinois, whose overwhelmingly successful taqueria did not start out that way, agrees. "Even with no cooking equipment, it is a piece of the business. Unfortunately, most of us go into this business focused on everything but concessions. We pay a great price for our hubris, or whatever you want to call it, because it costs a lot of money to retrofit and redo the layout or the menu or the policies regarding staffing and sanitation." In the beginning, the concession stand at Chitown Futbol was simple and included the items typically sold at indoor sports facilities–popcorn, pretzels, pizza and sodas. "As we went along, and our clientele changed more and more to the Hispanic community, it became evident that what we were offering wasn't appealing to our customer base." Jeff was approached by a restaurateur, who wanted to open a taqueria. The restaurateur offered to pay for all the modifications–a range and hood, stoves– everything that would be needed. Jeff would no longer be involved with product or labor; he would merely collect rent. "I thought that was a great idea!" They entered into a three-year contract. "He came in and modified–tore out everything. We helped him. He brought in his equipment, and we helped make changes to the building in order for him to install it." Eventually, however, everyone realized that Chitown did not have enough business during the summer to warrant a full taqueria. "In the wintertime, it was fine, but, for five months out of the year, it was not, and we had to renegotiate the contract, which became less favorable." Toward the end of the three years, Chitown Futbol sought a liquor license in order to boost concession sales. The relationship between the facility and the taqueria had been suffering. Since turning the The Odeum, Chicago, IL WINTER2012 benefits from a liquor license over to the restaurateur was not in the best interest of Chitown Futbol, his contract was not renewed. New equipment was installed. A new staff was hired. "We began to learn how to be in the restaurant business–to manage staff, product flow, maintenance and sanitation at a whole other level." Quality, as Jeff learned, begins with freshness, which is related to food safety and sanitation. Employees need to be guided through the processes of handling food, rotating stock to maintain freshness, monitoring temperatures, and operating and cleaning equipment. (These processes, as you can see, have nothing to do with games or tournaments or leagues.) Before guests can determine the quality of a menu item, such as a chicken wrap or a slice of pizza or a cheese enchilada, they will first determine the quality of the food and beverage operation. Their reasons for eating there are largely subconscious and typically based on appearance. According to Cline, "If you have a badly-dressed teenager serving food, and the place is dirty, forget it; you're out of business." No one will want to eat there. "They may not be able to list the ten reasons why they don't, but they do exist. A Coca-Cola menu board with little black press-in letters from the 1930s, for example, doesn't make the food appetizing." SERVICE Once, when a friend of mine saw my kids and me eating at the Field House, she asked, "How's the food? Should we eat here, or should I stop at a drive-thru on the way home?" It is the job of facility operators to provide an excellent experience for their guests in order to increase competitive advantage, even at smaller venues where a simple drink or snack from the concession stand can lead to longer guest stays. When they don't need to leave to eat, guests may play another game of laser tag, stay for a pick-up game of basketball, or request information on your birthday party packages. And, the longer they stay, the more they'll eat. Andy Ballard, Director of Operations for the Virginia Beach Field House, has figured out the importance of guest retention. He knows how long a customer needs to be in the facility before the customer buys a beer or a slice of pizza. The Field House has a social atmosphere. There are plenty of clean tables with comfortable chairs where families, like mine, can dine. A lounge with couches and wide screen TVs creates an environment that is part sports bar, part living room and completely conducive to eating and drinking. "Identify how long you need to

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