The first-ever experiential Hershey Bar has opened as part of a partnership with the Barclays Center in Brooklyn, N.Y., Barclays Center food and beverage partner Levy and the Brooklyn Nets of the NBA that plays its home games at the arena. The unit serves non-alcoholic beverages and spiked cocktails such as milkshakes made with Hershey’s and Reese’s products, a Hershey’s brand hot chocolate, Jolly Rancher branded mixed drinks and a Hershey’s Kisses branded signature chocolate martini.
“Our goal at Levy is to provide memorable food and beverage experiences that complement the exciting event that fans are attending,” says Pawel Brzezinski, area vice president of hospitality strategy at Levy, about the partnership. “The Hershey Bar has been very popular among guests at Barclays Center, and has been instrumental in helping us enhance our customer experience.”
Barclays Center is home to not only the Nets but also the New York Islanders of the National Hockey League. The Hershey Bar is located on the venue’s main concourse and is open during Nets home games and select concerts and events at the venue. In addition to opening the Hershey Bar, The Hershey Co.will be the presenting sponsor for the Nets Halloween-themed game during the 2020-2021 NBA season.
The Reeses chocolate peanut butter milkshakes available at the Hershey’s Bar in the Barclay Center. (Photo: Levy)
“We are excited to partner with the Barclays Center and Levy to test these new confectionary and snacking concepts,” says Allen Dark, director of disruptive growth at Hershey. “Working with both teams in the heart of Brooklyn has been an exceptional experience, and we are looking forward to bringing successful ideas to live sports and entertainment venues worldwide.”
“Since Barclays Center opened it has not only become one of the world’s busiest sports and entertainment venues, but also a premier food and beverage destination, widely known for the uniqueness of its concessions offerings,” ads Bryan Calka, senior vice president of global partnerships at BSE Global, which operates Barclays Center. “We’re thrilled to elevate our concession options even further by partnering with one of the world’s top snack companies, Hershey, to create this one-of-a-kind space for our guests to enjoy.”