Arena Transformation

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Hawks Alumni Impressed With Progress of Arena Transformation

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Hawks Plan For Exciting 2018-19 Season

ATLANTA –- Philips Arena announced plans today to implement Fan-Friendly Concessions Pricing when doors open after it completes the 2nd-largest renovation in NBA history in October. Utilizing technology and new design features, fans will be able to enjoy fresh and affordable menu items and faster service throughout the arena. The fan-friendly pricing will be featured during each of the nearly-200 Atlanta Hawks games, concerts, and shows hosted at Philips Arena, with reach of almost two million fans annually.

Eleven of the arena’s most popular food and beverage items will be drastically reduced with an average price reduction of 50%. A $5 beer has been added to the menu, offering guests an adult beverage at a significantly reduced cost.

“At the core of the transformation of Philips Arena has always been creating a state-of-the-art venue that allows us to listen to and serve our fans with an amazing experience tailored to their lifestyle and means. The undeniable success of Fan First pricing at Mercedes-Benz Stadium and the incredible experience of The Masters set terrific precedents and built demand from our fans to add value menu pricing that complements the wide assortment of premium food options introduced by our Executive Chef Joe Schafer. We are thrilled to respond to our fans in this way and will continue listening to the fans to enhance their experience,” Atlanta Hawks Basketball Club and Philips Arena CEO Steve Koonin said.                                                 

In addition to fan-friendly pricing, the Arena collaborated with Levy, the official food and beverage partner of Philips Arena, and E15, Levy’s tech and analytics subsidiary, to redesign the guest experience, enhance speed of service and ensure the highest food quality. Critical additions include increased cooking capacity, a 71% increase in points of sale, nearly 40% more beer taps and new line designs and self-serve stations aimed at decreasing wait times.

In addition to the new fan-friendly menu, Philips Arena will also roll out new concessions menu items ranging from exclusive creations from Executive Chef Joe Schafer and local partners to fan favorites.

“We’re looking forward to not only rolling out a whole new elevated dining experience here at Philips Arena, but also being able to make that experience available to every single fan who walks into the Arena,” said Schafer. “Everyone will be able to enjoy fresh, hot dishes using the best ingredients at a great value, and we’re excited for fans to come see what we’ll be serving up in 2018.

For more information about the arena transformation or to book an appointment at the sales preview center, visit www.philipsarena.com/ffp.   

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Philips Arena Becomes First NBA Venue To Offer Fan-Friendly Concessions

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SEATTLE and ATLANTA –- Seattle-based design firm Hornall Anderson partnered with the Atlanta Hawks to bring the future of Atlanta to life in “The Preview,” an unprecedented sales center experience that opens this week to give potential suite and seat buyers a preview of the Philips Arena transformation. 

Beyond a simple renovation, the transformation promises to make the new Philips Arena Atlanta’s new hub for downtown nightlife, a place where “the lights never go out.” The Preview experience brings the vision to life in a big way, offering a multi-media journey into what a great night out in Atlanta will look and feel like once the world-class arena opens its doors this coming fall.

Full of interactive features and engaging, self-guided activities, the sales center offers a deep dive into how the new arena transcends the role of host for basketball games, concerts and events. Billed as the best sports and live entertainment venue in Atlanta with approximately 160 events and over 1.6 guests visiting annually, the arena and its transformation with the City of Atlanta recently won Rehab/Renovation Deal of the Year in the Atlanta Business Chronicle’s 2018 Best in Atlanta Real Estate Awards.  

The Preview experience flows like an unforgettable night out, beginning in an inviting “green room”-like welcome area with a club lounge feel and curated wall full of iconic sports and music memorabilia to spark interest and conversation. A series of technology-powered main events follow—all choreographed and tailored to each visitor’s interests. From an inspiring video projected onto a curved theater wall that responds to guests’ movements, to a scale model inviting interaction and exploration of the new arena, there are many twists and turns to discover. The experience culminates in a relaxed conversation area inspired by the features and feel of the new arena suites, and the entertainment vibe, unique spirit and Southern charm of Atlanta itself.      

“Our objective was to create an experience with the Hawks that brought together cutting-edge technology, storytelling and physical space to excite, inspire and persuade visitors,” said Jeff Alpen, Hornall Anderson Managing Director. “The space is a beautiful combination of innovation, exploration and function and celebrates the uniqueness and vibrancy of Atlanta and its people.”  

Designed to build anticipation and reward curiosity, the sales center puts visitors in control of their experience, while empowering the Hawks’ salespeople with the tools needed to be responsive to their guests. 

“As a renovation of an existing building, we wanted the sales center to be a reflection of our approach to the building – and that’s to use new technologies to create immersive social experiences for our fan,” said Thad Sheely, Atlanta Hawks Chief Operating Officer. “That’s exactly what the Preview is – it feels more like a Disney ride than a sales center and is a true emotional and physical expression of what we strive to create in the reimagined Arena.” 

A further look into the design of the Atlanta Hawks Sales Center experience is available in Hornall Anderson’s case study.

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Hawks, Hornall Anderson Launch Preview Experience For Philips Arena Transformation

ATLANTA -- Preparing for the “Big Game” takes on a whole new meaning when Atlanta Hawks’ Executive Chef Joe Schafer debuts three unique menu items for the the March 8 Blake Shelton concert. Never before seen on the Philips Arena menu, Schafer has created a smoked deer brisket, braised elk osso bucco and roasted kangaroo loin for one night only. The renowned chef, who helmed the kitchen at Bacchanalia before joining the NBA team, has already garnered headlines for his daring spin on arena fare with cricket tacos.

A Coffee BBQ Smoked Red Cervena Deer Brisket Sandwich with Caramelized Onions and BBQ Mayo will be available throughout the arena at the following concession stands:  Burgers and Birds on the Upper Level, Chops in the Georgia’s Own Credit Union Club Level and Buds and Burgers on Hawk Walk. Served in a tongue-in-cheek camouflage wrap and selling for $13, there will be a limited number of sandwiches offered that night.

“Inspired by Shelton’s love of hunting, we decided to play around with some really interesting recipes for game meats—elk, venison, kangaroo—and we can’t wait for guests to taste what we’ve created,” said Schafer. “One of my goals as executive chef is to not only bring amazing quality and taste to our food, but to keep our in-house dining experience fresh and unpredictable. That’s all a part of having a great night out. Expect to see more themed menu options for future events.”

Those enjoying the show from the suite level will have the opportunity to order the full “Big Game Experience” from the catering menu.  The package includes:

o    Chips and Dipso    Chilled Asparagus Salado    Elk Osso Buccoo    Slow Smoked Cervena Red Deer Smoked Brisketo    Roasted Kangaroo Loin o    Root Vegetable Gratino    Parmesan Truffle Home Frieso    Pimento Cheese Spoon rolls

Schafer joined the Hawks’ organization just prior to the start of the 2017 -2018 season to lead the overall development of the dining experience, as part of its $192.5MM arena transformation.  In October he launched the exclusive Courtside Club, with his specially curated menus that are infused with his self-described style of “rustic Southern, refined with European techniques.”

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Hawks Executive Chef To Put Wild Game On Menu For Blake Shelton Concert

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Watch All 124 Days of Philips Arena Construction in 97 Seconds

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LOOK: The New Hawks Bar and Courtside Club Are Stunning

ATLANTA -- The Atlanta Hawks Basketball Club has hired award-winning chef Joe Schafer as Executive Chef for Philips Arena. As Executive Chef, Schafer will use his vast culinary experience to impact all aspects of the food, dining and hospitality experience inside Philips Arena, including curating special event-specific menus for Hawks games and concerts in the soon-to-debut Courtside Club and signature Hawks Bar. 

The Georgia native previously served as executive chef at Bacchanalia, one of Atlanta’s Forbes Travel Guide 4-star restaurants, and Little Bacch, where he established himself as one of Atlanta’s premier chefs and redefined the culinary landscape in the city with his thoughtfully elegant menus. Prior to his work at Bacchanalia and Little Bacch, Schafer worked alongside Ford Fry at King + Duke, during which time he was named “ATL’s Hottest Chef” by Jezebel Magazine in July of 2013.

“I am beyond excited to bring my passion for food and Southern hospitality to Philips Arena,” Schafer said. “The opportunity to work for my hometown team and create an amazing culinary experience for the thousands of people that visit each week is a unique challenge that I am looking forward to tackling.”

With 22 years of culinary experience, Schafer has built a strong following with his self-described style of “rustic Southern, refined with European techniques.” His love of organic, locally-sourced foods and Southern cuisine is evident in his offerings.

“As our arena undergoes a transformation, it was vital to the fan experience that we also look to improve our food offerings. Fans want a complete experience when they buy a ticket to a game or a show and food is a significant complement to the entertainment,” Hawks CEO Steve Koonin said. “Joe’s world-class experience, attention to detail and ability to make simple dishes memorable will put dining at Philips Arena on-par with dining anywhere in Atlanta.”

Born in Griffin, Schafer trained at the Art Institute of Atlanta, where he graduated with honors in 2001.

Go here for more information about the Philips Arena transformation.