THE STORY
Beam Suntory’s regional field team often strikes brand partnerships with professional sports teams and franchises that are mutually beneficial both to the brands involved and franchise revenue. Within the larger partnerships, most often there is an opportunity to create a branded footprint inside stadiums and airports and buildout brand experiences in the form of bars and concession areas.
THE OBJECTIVE
Build and design brand experiences within stadium concourses, suites, and outfield areas that connect the brands with consumers. Offer quality cocktails, and a positive memorable experience for fans to enjoy before, during and after sports events. Create smart and attractive seating areas, using bar materials and attractive displays that communicate the brand’s personalities. Consider speed of service in design, convenience for fans, and thoughtful cocktail programming modified for a sporting environment and crowd. Create desirable “stadium destinations” for fans to visit and meet at on a regular basis.
THE RESULT
Between 2015 and 2018 I designed over 10 in-stadium experiences across multiple brands for several teams in the NBA, NFL and MLB. Often starting with a blank canvas, these bars and experiences were designed to connect fans with the brands and enhance the stadiums premium offerings in the spirits category. To this day, many of the structures are running under continuous contract, and have become popular destinations that are celebrated additions to each stadiums amenities.
Pictured:
THE JIM BEAM BLACK CLUB at PPG PAINTS ARENA
THE JIM BEAM BOURBON BAR at NEW ERA FIELD
EFFEN VODKA BAR at at SUNTRUST PARK
THE JIM BEAM HIGHBALL BAR at CITI FIELD
THE STILLHOUSE SOUTH at BMO HARRIS BRADLEY CENTER
HORNITOS HACIENDA at CITI FIELD
THE JIM BEAM BOURBON BAR at CITI FIELD
JIM BEAM APPLE BAR CONCEPT at CITI FIELD
RUMTIKI CONCEPT at LAX AIRPORT
JIM BEAM POP-UP EXPERIENCE at the BROOKLYN BOARDWALK
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