BC Place has announced a new menu of groceries priced at $5.
Stadium fare such as beer, hot dogs, nachos, and popcorn are sold at the Dawson’s Hot Dogs booths in sections 201 and 227 for $5. The stadium says there is potential to sell changing items at the same price throughout the year.
In a statement, BC Place general manager Chris May says the food on the $5 menu complements more premium items on offer.
“We know that buying tickets to a game or a concert can be a huge financial commitment for some, and we want to make sure everyone has the opportunity to enjoy a meal at our stadium,” May said.
A spokesman for BC Place, which serves as home to the CFL’s BC Lions and MLS’s Vancouver Whitecaps, said the items on the $5 menu are new — with different brands and formats being offered. Hot dogs are “standard size” and beer is 12 ounces.
Beer prices at neighboring Rogers Arena, home of the Vancouver Canucks, start at around $10.
Stadium officials say the new menu will go into effect at Wednesday’s Red Hot Chili Peppers concert.
Vijay Setlur, an associate professor of sports marketing at York University’s Schulich School of Business in Toronto, says other venues have tried similar pricing structures, notably Mercedes-Benz Stadium, home of the NFL’s Atlanta Falcons.
‘Goodwill gesture
In 2017, Falcons owner Arthur Blank announced “Fan First” pricing prior to the stadium’s grand opening, with hot dogs, pop and water at $2, a 12 oz beer at $5, and fries and nachos at $3 -Dollar.
“We took the traditional food and drink model and threw it out the window,” Blank told reporters at the time.
“And I think what you’re going to see is variety, value and prices that make it easy for a family of two, four or six to get to the stadium, have a great day and actually eat here. And don’t have to plan anything to eat before or after because everything is so expensive.”
According to Setlur, Blank’s strategy was seen as bold in an industry that has historically sought to maximize revenue from a “captive audience.”
The gamble, he says, appears to have paid off for the Falcons, delivering “results that were more positive than expected.”
He says the approach could boost ticket sales and other revenue streams like merchandise and clothing sales.
“So while you’re experiencing a sales slump in one area, you could actually be increasing your revenue generation in other areas,” he said.
Setlur said the Falcons’ lower prices made good business sense. They can also be something of a goodwill gesture for the fans.
“People who attend sporting events know how expensive concessions are, and they know teams have high prices because it’s a captive audience… By lowering the price of something that’s known to be high, it will definitely create a good will amongst their fanbase.”
