Executive Summary
At Mercedes-Benz Stadium, innovation and evolution are at the core of our premium experience. Since opening, we’ve reimagined underutilized spaces throughout the building, transforming them into high-end, revenue-generating premium destinations—all while enhancing the guest experience.
In 2022, we converted small portions of club patios into the Maybach and Delta Terraces—eight ultra-modern, field-level luxury spaces directly behind the team benches. In 2023, we applied that same philosophy to the 200-level endzone, transforming a bar rail into The AT&T Lofts, five rentable semi-private lofts offering a vibrant social experience.
Most recently, we created what is now the paramount premium club in the stadium by activating an untouched area at the base of our premier restaurant, Molly B’s. The result: the Gallagher Lounge at Molly B’s—a stunning new club space that blends sophistication, exclusivity, and unmatched service. This concept introduced a new tier of premium hospitality at Mercedes-Benz Stadium, with elevated food and beverage offerings and a design that complements the building’s architectural excellence.
Together, these projects have generated millions in new revenue, added highly desirable premium inventory, and raised the bar for what fans can expect from a world-class venue. Mercedes-Benz Stadium continues to lead the industry by turning creative concepts into unforgettable, best-in-class experiences.
Submitting Organization: AMB Sports & Entertainment / Mercedes-Benz Stadium
Detailed Nomination
When Mercedes-Benz Stadium opened in 2017, Molly B’s Cookhouse—named in honor of our chairman Arthur Blank’s late mother—was envisioned as a flexible, multi-purpose dining destination. Operated in partnership with a local Atlanta restaurant group, the venue offered weekday lunch service to the public and transformed into an all-inclusive club during Atlanta Falcons and Atlanta United home games. However, in the years following the pandemic, weekday traffic diminished significantly, making the standalone restaurant model unsustainable.
At the same time, demand for high-end seating continued to surge. The Falcons’ most premium club inventory was sold out, and our leadership team saw an opportunity: to reimagine the underutilized vertical space above Molly B’s by extending our lower suite level and creating a bold, new premium concept. This vision led to the birth of The Gallagher Lounge at Molly B’s, now the most exclusive and luxurious club at Mercedes-Benz Stadium.
Working with our design partner Gensler and naming rights partner Gallagher, we redefined what a premium experience could be. The original restaurant was reimagined with a speakeasy-style design as The Gallagher Club at Molly B’s, while the vaulted ceiling space above – previously just open air – was transformed into a sophisticated new club that sets a new standard for hospitality within live sports and entertainment.
Launched in August 2024, The Gallagher Lounge at Molly B’s immediately resonated with fans. All 156 seats sold out ahead of the first Falcons game and Atlanta United match. Sold as three-year agreements, the Lounge generated millions of dollars in new revenue—a remarkable return from a space that had not previously existed. This success is a testament to the stadium’s continual innovation and our commitment to delivering differentiated experiences for our guests.
Every detail of the Gallagher Lounge was designed with elegance, exclusivity, and comfort in mind. From plush leather seating to a four-sided, center bar featuring crafted cocktails and premium wine selections, the space invites members to linger, socialize, and savor the experience.
We also saw an opportunity to elevate the culinary offering across the entire stadium. In collaboration with our food and beverage partner, Levy Restaurants, the Lounge delivers the most refined dining experience at Mercedes-Benz Stadium. Guests enjoy seated dining surrounding a live chef action station, and the space regularly hosts James Beard Award-nominated chefs from Atlanta’s top culinary establishments who prepare signature dishes on site.
Adding to the prestige, personalized in-seat beverage service was introduced—making The Gallagher Lounge at Molly B’s the first seating area in the stadium to offer this level of convenience and hospitality.
Beyond its financial impact, the Gallagher Lounge reflects our organization’s forward-thinking approach to design, guest experience, and reinvention. By repurposing an underutilized space and integrating luxury, culinary innovation, and operational excellence, Mercedes-Benz Stadium once again raised the bar for premium offerings in live sports.
As we prepare to host eight matches of the FIFA World Cup 2026™, followed by Super Bowl LXII in 2028, The Gallagher Lounge at Molly B’s will serve as a showcase of Atlanta’s hospitality excellence and a highlight of the stadium’s award-winning infrastructure. It is a space that represents our mission: to redefine the guest experience through innovation, passion, and purpose.
