The Rose Quarter Complex consists of the Rose Garden at the Memorial Coliseum. The Rose Garden is a 21,000 seat multi-purpose arena that is home to the NBA’s Portland Trailblazers. The arena also features 70 luxury suites, 8 skyloft mini boxes, various full-service restaurants, clubs, 4 meeting rooms and an executive apartment. The Memorial Coliseum is made up of 11 banquet rooms ranging from 1,000 to 40,000 square feet. Between the two facilities there are 31 permanent concession stands, 13 portable carts and 19 portable bars. The Rose Quarter and the Ovations team have been working together since January of 2005.
Upon award, it was immediately noted that the level of amenities and facilities for both the Courtside and Club levels were severely lacking in upscale food and beverage delivery. Ovations began surveying and holding focus groups for season ticket holders and other stakeholders to determine what they felt was lacking about the facility.
At that time, the only Courtside amenity was a 30’x30’ wrought-iron gated enclosure with seating for 40 people. The food and beverage options consisted of hot dogs, popcorn and two portable beer units and two tiers of spirits. Service was provided in this area by two bartenders. The area was limited in size and selection for servicing the 750 courtside clients. Per capita in this area was less than $4.00 for Trail Blazer games.
The Club level had similar issues as the Courtside Level. Designed to accommodate the 1,400 Club members, its amenities consisted of a worn 150 seat buffet style restaurant with integrated bar, a 200 seat lounge with hot holding kitchen and two poorly merchandised concession stands. Per capita spending on the Club level ran less than $9.00 for Blazer games. Total point-of-sales for food and beverage amounted to nine, which, five were designated for the services of alcohol only, while the other four serviced the food and beverage needs of the club level guests.
Ovations Food Services partnered with Portland Arena Management to design new Courtside and Club level spaces that were completed in early October of 2006. The culmination of 20 months of design, coordination and construction brought about new, exceptional facilities for both levels.
For the Courtside season ticket holders, the facility was replaced with a full-service restaurant featuring a 4,000 square foot dining room, an 1,800 square foot kitchen and full bar. Also, nestled into the frame work of the new full battery kitchen, was a 2 ton pizza oven. The restaurant has a mixture of Bistro, banquet and table seating available. The bar features pub-style ceramic beer towers, plasma TV’s, sports ticker and an exceptional wine menu reflecting the region’s reputation for outstanding cellars.
Courtside operations open two hours prior to every home game and stay open approximately 1.5 hours after the game. Reservations may be made for the Courtside Club and the area is already completely booked for holiday parties and other non-event day functions. The Courtside Club is currently experiencing regular season per caps of $15.00+.
As attested by our Club level guests, the food service as an amenity to their Club level seats was sorely lacking. Survey results and current industry trends confirmed that traditional concession stands, a linear buffet restaurant and dated lounge was not what guests were looking for. Collaborating with facility management and the design team, Ovations prepared plans for a program to provide a level of service as yet unachieved in the NBA, an all-inclusive service plan for all 1,400 seats on the Club level.
The final design provides every season ticket holder on the Club Level a wide variety of menu options. To support the selection and service, two 600 square foot production kitchens were constructed on the Club Level. To further augment the Everything’s Fresh™ concept, 12 granite-topped mobile food carts were built. The 12 carts are grouped into four service modules of three carts each. Each group of three carts features a carving cart, a grill action station cart and sauté cart. All carts have floor outlets that drive the induction cooking, refrigeration and onboard alto shams necessary to keep pace with the demands of our 1,400 guests.
These action stations are distributed evenly around the Club Level in close proximity to seating areas. Four new permanent food locations were also added. Two locations feature the same fresh pizza concepts integrated into the Courtside Club restaurant, while the other two feature upgraded versions of freshly prepared, traditional concession items.
The number of beverage points-of-sale from the previous configuration has doubled with the addition of two new upscale full service bars. The value of this food and beverage package is $35. This allows guests to dine from 1.5 hours prior to the game until the end of the third quarter. The per capita for this level averages $22.15 including any food and beverage sold as a result of the comp tickets distributed for the Club level. Consumer response for this Club Level concept has been overwhelmingly positive.
Both of the renovations of the Courtside Club and Club Level added value to the guest experience and significantly increased revenues. Most recently, the Portland Area Management Board of Directors authorized a phase two renovation converting an old 125 seat linear buffet style restaurant into a 250 seat full service Ale House concept restaurant with a full battery kitchen. This new restaurant will service the needs of 100 level and 300 level guests.
After two complete years of Ovations operating the foodservice at the Rose Quarter, the overall sales have increased by approximately 20%.
