The Arizona Diamondbacks announced a new partnership with Levy Restaurants Retail Group to manage all retail merchandising operations at Chase Field, including an off-season renovation of on-site retail facilities. Already the D-backs' official dining and hospitality partner, Levy began renovations of the venue's retail spaces in November in partnership with HKS Architects, Shawmut Design & Construction and the 555 International design, development and fabrication firm.
"We have an incredible opportunity to significantly improve our fan experience, and we are thrilled to have Levy bring their level of excellence to our retail operations," says D-backs President/CEO Derrick Hall. "They have been an invaluable partner to us and are making a significant investment in the D-backs because they share our vision for creating the best fan experience in all of sports."
"With this expanded partnership, we are able to apply a range of guest insights and creativity," adds Levy Restaurants President/CEO Andy Lansing. "Our focus is on designing the ultimate, all-around game day for every fan from the very first moment they walk into the ballpark to the team brand they take home with them. This is a natural step in our approach to innovative hospitality, and we are pleased to partner with the D-backs to elevate every aspect of their fans' experience."
Renovations include the reimagining of the flagship store, two stores located on the Suite Level and Upper Concourse and eight merchandise kiosks located throughout the stadium. Levy will re-concept each retail outlet by theme to offer a wider variety of specialty items and Chase Field exclusive merchandise, including stands focused on women and children.
Customization is also a theme for redesigned retail elements with a new expanded line of Authentic Collection, featuring gear worn by the players on the field, where fans can select items celebrating their favorite players and moments. They will also be able to choose from an expanded array of customizable jerseys, caps, bats, novelties and so forth.Digital menu boards will be added throughout the concession stands to allow the team to cross-promote special retail offers.
Outside the ballpark, Levy will operate a new walk-in retail truck offering exclusive merchandise and memorabilia. It will debut in early December and serve as the fans' primary outlet to purchase D-backs merchandise during the holiday season while renovations take place on the Team Shop at Chase Field. Upon completion of the renovation, the mobile unit will accompany the D-backs to many of their community events around the Phoenix metropolitan area.