Read about Centerplate at the Olympics in the Feb 23rd edition of Street & Smith's Sport Business Journal
Centerplate Takes On Olympian Task In Vancouver
Centerplate, fresh off its Super Bowl food operation in Miami, has shifted its focus to another huge sports event, feeding fans, athletes and media at the Vancouver Olympics.
The food provider expects to serve 900,000 meals at the Games, said Bob Pascal, the firm’s senior vice president of marketing. It has existing contracts at Olympic Stadium, Vancouver Convention Centre and the Telus Whistler Conference Center.
That number also includes serving meals for the U.S. ski and snowboarding teams, which includes providing hospitality services for the teams’ social events during the Games. Centerplate is also responsible for feeding 13,000 members of the media.
Centerplate officials could not provide sales figures, based on its agreement with the Vancouver Olympic Committee, Pascal said.
The Olympic contracts, unlike Super Bowl deals, prohibit Centerplate from raising prices, said John Erickson, the vendor’s Seattle-based vice president of operations for the Olympics.
In greater Vancouver, the biggest challenge is mobilizing Centerplate’s 5,000-member work force to cover all the venues and events, and coordinating transportation on a daily basis is key, Erickson said. To supervise efforts, Centerplate brought in managers from its sports and convention center accounts in Winnipeg, Toronto, Indianapolis and Southern California, Erickson said.
Olympic Stadium, known as BC Place the rest of the year, by itself is a tremendous undertaking, he said. The 60,000-seat facility plays host to the sold-out opening and closing ceremonies and the nightly medal presentations, a 90-minute event including short concerts following the medals distribution.
Feeding the Olympics work force is also part of the equation and it’s a 24/7 effort, Erickson said. Internally, Centerplate is preparing 64,000 meals for volunteers, local support and the concessionaire’s 5,000 part-time employees in a building next to Olympic Stadium.
Centerplate is one of three major league food providers working the Winter Games. Aramark is feeding fans attending events at Canada Hockey Place (renamed from General Motors Place for the Games), where it has the NHL Canucks’ food contract. Sodexo is providing meals at the athlete villages.
OLYMPIC STADIUM FOOD PRICES, A SAMPLING:
(All U.S. dollar figures)
CONCESSIONS:
Belgian waffle and coffee — $8.20
Dome dog — $5.30
Grilled smokie — $6.70
Teriyaki salmon on Portuguese roll — $8.70
Spicy wedge potatoes — $5.80
Caesar salad — $6.70
Molson draft beer — $7.20
Powerade — $4.30
Personal pizza — $6.70
Shanghai noodles – $8.70
Belgian waffle and coffee — $8.20
Dome dog — $5.30
Grilled smokie — $6.70
Teriyaki salmon on Portuguese roll — $8.70
Spicy wedge potatoes — $5.80
Caesar salad — $6.70
Molson draft beer — $7.20
Powerade — $4.30
Personal pizza — $6.70
Shanghai noodles – $8.70
SUITES:
Opening and closing ceremonies menu, $3,728 (serves 12, about $310 a person)
Opening and closing ceremonies menu, $3,728 (serves 12, about $310 a person)
Among the items available:
Snacks — Chocolate-drizzled peanut butter pretzel pralines, maple syrup roasted Agassiz hazelnuts with sea salt, red pepper hummus with toasted pita chips and fresh vegetables
Pre-event reception — Canadian maple margarita shrimp lollipopettes, Okanagan Cabernet braised beef short ribs with pan-fried Yukon potatoes topped with goat’s cheese, fire-roasted Fanny Bay oysters, Cabernet roast Okanagan pear salad
Entrees — Baked Pacific Winter King salmon cured with pastrami seasoning and baked in a puff pastry, BC oyster roast stew, vegetarian tacos, roast “First Nations” venison loin, “Peace Country” braised lamb
Dessert — Canadian maple snow candy, Canadian hazelnut tuile taco with white chocolate mousse, chocolate truffles skewered with chocolate liqueur pipette
Nightly victory ceremonies menu:
Packaged meals with snacks, appetizers, entrees and desserts, priced at $2,310 (Gold Medal), $1,730 (Silver Medal) and $1,154 (Bronze Medal)
Packaged meals with snacks, appetizers, entrees and desserts, priced at $2,310 (Gold Medal), $1,730 (Silver Medal) and $1,154 (Bronze Medal)
Source: Centerplate
Northeast Advertising Manager
SportsBusiness Journal
212-500-0702