Executive Summary
Churchill Container, in partnership with DraftServ Technologies, is redefining what it means to create an immersive venue experience by seamlessly blending design, technology, and creative installation into a single, integrated system.
At the core is a simple but powerful idea: transform a traditional concession moment into an interactive, elevated experience. Churchill Container’s custom-branded, collectible cups and buckets become more than packaging. It serves as the visual and tactile foundation of the fan journey. Paired with DraftServ’s Scan & Pour technology, each cup becomes a gateway to a faster, more engaging, and more connected service experience. Within the venue, this partnership creates an environment where form and function work together to enhance every touchpoint. Fans engage directly with the technology through their cup, unlocking a streamlined pour experience that reduces friction, shortens wait times, and increases throughput. Meanwhile, operators gain real-time efficiency benefits, including improved service flow and reduced waste, all without disrupting the guest-facing experience.
Submitting Organization: Churchill Container
Detailed Nomination
Churchill Container, in partnership with DraftServ and Monumental Sports & Entertainment, supported the rollout of a new self-serve beverage ecosystem at Capital One Arena designed to improve sustainability, increase operational efficiency, and elevate the fan experience. As part of the 2025–26 season enhancements, the arena introduced a new “loaded cup” program, where fans purchase a souvenir Churchill cup and receive unlimited refills at DraftServ-powered self-serve soda stations located throughout the first, second, and fourth floors. This system was implemented to directly address key venue challenges, including long concession lines that reduce sales potential and negatively impact guest satisfaction, as well as rising concerns around labor efficiency, waste reduction, and single-use plastic consumption. By combining Churchill’s recyclable, collectible drinkware with DraftServ’s Scan & Pour technology, Capital One Arena created a frictionless beverage model that speeds up service, reduces bottlenecks, and shifts the fan experience from transactional to interactive. The result is a scalable solution that improves throughput, supports sustainability goals through reduced plastic bottle usage, and increases overall beverage engagement—turning a traditional concession category into a high-value, tech-enabled revenue driver.
From an operational standpoint, the system has delivered measurable impact. Prior to the 2025–26 season, 12 DraftServ dispenser scanners were installed, with an additional 4 added by November 2025 and 4 more in January 2026, bringing the total to 20 active self-serve points across the arena. Between October 1, 2025 and January 6, 2026, fans poured over 1.8 million ounces of soda through the system, equivalent to more than 115,000 16oz bottles, while maintaining an average refill rate of 1.76—demonstrating that “unlimited” access is balanced with responsible usage patterns. This shift also reduced per-serve beverage costs and supported a 50% reduction in plastic bottle usage, reinforcing the arena’s sustainability objectives while simultaneously increasing guest convenience and overall concession efficiency.
Through this partnership, Churchill Container and DraftServ are creating more than a service solution. They’re helping venues deliver a modern, immersive experience where every pour, every interaction, and every design detail contributes to a more memorable event for fans and a more efficient operation for partners.
