It’s not certain yet whether the Lakers or the Magic will be the NBA’s champions, but the foodservice operators at their home arenas are already winners, according to observers.
With the Los Angeles Lakers leading the best-of-seven-series 2-1, LA’s Staples Center has already benefited from fan spending during two championship games. Meanwhile, the Orlando Magic’s home, Amway Arena in Orlando, Fla., has housed one showdown and will host the next two games on June 11 and 14. The series will go back to Los Angeles for two more games, if necessary.
Making it into the finals is a huge deal for teams and contractors alike, as those two to four extra games can mean a big boost to sales.
“It’s going to depend on how many games they get,” said Chris Bigelow, president of The Bigelow Cos., a Kansas City, Mo.-based consulting firm specializing in sports, entertainment and convention foodservice. “But probably in the playoffs they’re averaging about $15 per person, times whatever the stadium holds. If you multiply that out, that’s probably about what they’re doing per game times however many games they get in the playoffs.”
The Staples Center has a capacity of more than 19,000 for basketball events, according to its website, so according to Bigelow’s formula a reasonable estimate would be $285,000 in additional revenue for a single championship game at that stadium. The Amway Arena can seat more than 17,000 for basketball games, putting its estimated sales during a championship game at $255,000.
According to Bigelow, the recession is not likely to temper spending at the NBA Finals events.
“If you win, the recession issues don’t mean a lot,” Bigelow said. “So, obviously, if your team has made it to the playoffs, you’re there to celebrate and have fun. ...For the average fan who is going to the game, if they can get a hold of tickets, then they are going to spend money when they’re in the building.”
Last year’s NBA Finals ended in Game 6 with the Boston Celtics defeating the Lakers at the Delaware North-owned and –operated TD Banknorth Garden in Boston. That game set a record for total food, beverage and retail sales at the stadium, where attendance was recorded at 18,624, said Mike Zielinski, general manager of TD Banknorth Sportservice.
“With folks arriving early to savor the moment and then the blowout, fans really had an opportunity to add their favorite foods and beverages and commemorative merchandise to the experience and celebration,” Zielinski said.
For the 2009 NBA Finals, Chicago-based Levy Restaurants, which operates the foodservice at the Lakers’ home Staples Center, said it was prepared to serve 800 pounds of beef tenderloin, more than 4,000 pounds of chicken wings and 55,000 hot dogs.
Officials at the Amway Arena in Orlando could not be reached for comment by press time.
Contact Elizabeth Licata at [email protected].