Executive Summary
The Sports Illustrated 300 Level Club redefines premium hospitality at Mercedes-Benz Stadium by introducing a model where experience, brand, and food & beverage work as one to drive both engagement and revenue. Rather than elevating existing offerings, this creates an entirely new category of premium experience with an exclusive private elevator bringing guests to unmatched views of the action and all-inclusive concessions. The Sports Illustrated 300 Level Club turns the upper bowl into a high-energy social destination, expanding premium access through immersive brand integration and a food & beverage-forward environment that encourages movement and interaction. The 6,000-square-foot lounge is designed for both seated and standing viewing, supporting a wide range of events from Falcons and Atlanta United games to college football and the 2026 FIFA World Cup. As global audiences travel to Atlanta, the space presents a significant opportunity to expand premium ticket sales beyond typical game-day demand, reinforcing its role as a high-capacity, revenue-generating destination. This transformation sets a new benchmark for premium hospitality by proving that operationally driven design can transform overlooked space into high-value destinations. At Mercedes-Benz Stadium, expectations are not simply elevated. They are redefined.
Submitting Organization: Ricca Design Studios – Foodservice Design
Detailed Nomination
Overview
The Sports Illustrated 300 Level Club represents a bold reinvention of premium hospitality at Mercedes-Benz Stadium. Rather than simply upgrading an existing offering, it redefines how premium is created, experienced, and monetized within a live event environment.
As part of the Stadium 2.0 initiative, underutilized upper-level space has been reimagined into a purpose-built premium destination designed to engage a broader audience. The club transforms what was once pass-through circulation into a high-energy social hub, anchored in sports media, culture, and interaction. Premium is no longer tied to proximity to the field. It is driven by atmosphere, flexibility, and engagement.
With panoramic views and an open, movement-oriented layout, the space establishes a new relationship between fan, venue, and event. It introduces a premium experience that is both elevated and accessible, expanding the overall reach and relevance of premium hospitality within the stadium.
Innovation & Impact
A clear shift in premium hospitality emerges through a model where foodservice is no longer a supporting function, but the foundation of the experience. From the outset, foodservice strategy informed layout, circulation, and guest interaction. Every decision was guided by real operating conditions, ensuring that the environment performs at scale while maintaining a premium standard. Back-of-house efficiency is intentionally aligned with the front-of-house experience, allowing service speed, consistency, and quality to operate in sync. A new premium tier is established by activating underutilized space and converting it into high-value inventory. The upper level is repositioned as a destination, expanding access while increasing engagement. Flexible infrastructure supports seamless operation across NFL and MLS games, college football, concerts, and global events such as the 2026
FIFA World Cup.
Within the Sports Illustrated 300 Level Club, innovation is driven by activation. A F&B-forward, movement-oriented environment encourages guests to circulate, engage, and return throughout the event. High-performance bar systems, optimized adjacencies, and integrated point-of-sale strategies support high-volume demand while preserving the quality of the guest experience.
The integration of the Sports Illustrated brand further enhances the environment, connecting guests to the broader culture of sport through curated media and storytelling elements. The result is a hospitality model where experience and execution are fully aligned.
Results & Success Metrics
The impact is immediate and measurable. Premium inventory has been expanded without increasing the building footprint, unlocking new revenue potential from previously underutilized space. This approach generates millions in incremental revenue while broadening the premium audience to include both traditional buyers and experience-driven guests.
Operational performance reinforces these outcomes. Transaction speeds increase, and service throughput improves, enabling the space to accommodate high guest volumes efficiently. Per-cap spending rises through improved bar access, visibility, and service flow. Staff efficiency also improves through optimized layouts and workflows that reduce friction and support consistency. The 6,000-square-foot lounge supports both seated and standing guests, allowing for flexible capacity and programming across a wide range of events. This adaptability enhances utilization and positions the space as a year-round premium destination.
Together, these results demonstrate a model where premium hospitality delivers both elevated guest experience and strong financial performance.
Industry Influence
A new framework for premium hospitality is established through this approach. Premium is no longer defined by location. It is defined by experience. Underutilized space is no longer a constraint. It is a revenue opportunity. Foodservice is no longer support, but a primary driver of value. By aligning culinary experience, operational infrastructure, and brand identity, a fully integrated model emerges that can be applied across venues of varying scale and type. This approach provides a clear blueprint for the future of premium hospitality, one that prioritizes flexibility, performance, and engagement. At Mercedes-Benz Stadium, expectations are not simply elevated. They are redefined.
