Life At Levy

College Football season is underway, and our venues are taking it as an opportunity to keep meeting fans where they are — upgrading everything from the quality and uniqueness of what they eat to the ways they control their own experience. We caught up with five of our college football locations to learn about the exciting ways our teams are elevating every element of hospitality on game days in 2023!

The Ohio State University

According to Chris North, Levy’s Director of Operations at Ohio State athletic venues, the idea of technology is to enhance, especially when it comes to improving event experiences. Last year, the team introduced automated self-checkout units throughout the stadium and opened a checkout-free market to boost efficiency during a string of four concerts in one week. The market will be new for football fans this year, and it is expected to bring fast and convenient experiences for the Buckeye faithful all season long. North says that mobile ordering will also be a key technological addition at “The Shoe” this season, and serves as a great example of how innovation can elevate experiences when done right. The team is also continuing to build their culinary program, with a “Taste of the Competition” program serving burgers inspired by the opposing team, a new Smash Chorizo Burrito, and a special grilled cheese cart serving up classic and eclectic flavors. “The important thing about adding new technology is making sure it works the way you want it to,” he says. “If someone tries mobile ordering and doesn’t have a good experience, their takeaway from that is going to be that they’re never going to do it again. If you do it right, there is no way that doesn’t change how they operate on a game day.” Standout Addition: The Amazin’ Blazin’ Grilled Cheese with Ghost Pepper Bacon Jam

University of Notre Dame

Our team at Notre Dame, led by Director of Operations Ed Olson and Senior Executive Chef Travis Johnson, has carried their culture of innovation from technology through to culinary. This year, they are introducing some next-level stadium eats. At home games, chefs from six minority- or locally-owned businesses will be featured in club areas throughout the stadium. Another new addition in premium areas will be a rotating dessert station, which will include a S’mores Bar, Rootbeer Floats, Strawberry Shortcakes, and more. They’re leveling up beverage too: Premium guests can participate in a tasting program — yes, a tasting program — to try local and national wines and brews. The team is also combining delicious eats with donations. With each purchase of their new Rockne Brat, a grilled brat with jalapeño mustard and grilled onions, a portion of the sales will be allocated to the Rockne Foundation for student-athlete scholarship funds. “We are inspired by culinary innovation and creating exceptional game day experiences,” says Senior Executive Chef Travis Johnson. “We get to know our fans, execute on a high level, and tell our story. The best part of introducing a new item is seeing the look on a guest’s face when they try it for the first time.” Standout Addition: The Bacon Jam Smash Brisket Burger

Oregon State University

Following major renovations to Reser Stadium, our team collaborated with Oregon State University to unveil a new identity for gameday hospitality service: Beaver Street Food Co. In the 2023-2024 season, Beaver fans will experience game day eats at an entirely new level, with 24 new concessions items, 16 of which can be found on “Beaver Street,” the rebranded main concourse. This year’s food story will also be heavily focused on highlighting the flavors of Corvallis and the surrounding areas, debuting multiple local restaurant partners with new signature items from buffalo cilantro lime wings to four different varieties of colossal loaded hot dogs. “We are always looking at how we can enhance the guest experience and a big part of that is food and beverage programming,” says Levy’s Director of Operations at Oregon State Michele van der Werff. “With Beaver Street, we wanted to give the concessions experience its own identity to make it feel more authentic to the fan base and the community we serve.” Standout Addition: New Beaver Street main concourse

University of Arkansas

Director of Operations Chris Cann characterizes his team’s approach to game day as “The Madonna Effect.” They are always looking for new ways to reinvent themselves and adapt to what their guests want and need. This year, not only is the team rolling out new souvenir items and a beer garden activation, they are using automated self-checkout markets to increase speed of service and get fans back to the action quickly. “After running a pilot last season, we saw our speed of service increase exponentially,” Cann says. “Our guests can get back to what they came for, cheering on their favorite team. We’re always looking out for fresh new tech and ideas that can deliver a better experience for our fans.” Standout Addition: Beer Garden in the Gate 14 Plaza

University of Missouri

While technology presents a unique opportunity to evolve the gameday experience, there are still plenty of other ways to keep things fresh and exciting for college football fans. In his role as Director of Operations at Mizzou, Steve Covey is always looking for creative ways to meet guests where they are. This year, his team is introducing a fan friendly pricing model that caters to a wide range of spending preferences, especially those of college students. Stadium staples like hot dogs, popcorn, and soda will be priced as low as $2 and $3, and two locations will feature an all-inclusive experience with the purchase of a ticket. In addition, the team is cutting down wait times by converting six concession stands to grab-and-go markets for a total of nine around the stadium. “I think it’s going to improve fan experience greatly,” Covey says. “Our fans may now have the opportunity to save money on food and then buy a T-shirt or a souvenir. You have to be tapped into what the guest wants.” Standout Addition: New all-inclusive food and beverage ticket options