Great guest experiences don’t happen by accident. They are shaped by teams that continuously look for opportunities to improve service, streamline operations, and better understand what matters most to guests. So, how did guest data help reimagine the concessions experience at Great American Ball Park? The answer lies in a data-driven approach that highlighted ways to reduce queues, expand access to popular menu items, and make purchasing easier for fans, leading to faster service, and a better game-day experience.
Finding opportunities in the data
Every game generates a wealth of information, from sales trends and transaction volumes to purchasing habits. By analyzing this data, Delaware North’s Analytics team identified two concessions locations with untapped potential. Instead of focusing solely on sales figures, the team took a deeper look at how guests interacted with these spaces and where opportunities existed to improve the overall experience. The goal wasn’t simply to increase revenue, it was to make game day more enjoyable for guests.
Reimagining the concessions experience
Using those insights, the team reimagined two concessions locations as open marketplace concepts designed around how guests shop and move throughout the ballpark. The redesigned spaces brought together multiple food offerings, self-checkout kiosks, a bar, and exhibition cooking stations where food could be prepared throughout the game. Rather than visiting several different concessions stands, guests could access a variety of food and beverage options in one convenient location. The result gave guests more food and beverage choice while helping them spend less time waiting in line.
Delivering results on game day
Average transaction times dropped from around 90 seconds to approximately 38 seconds, helping reduce queues during busy periods and allowing guests to get back to the action faster. One of the renovated locations also delivered impressive year-over-year results:
- 25% growth in per-capita spending
- 30% more transactions
- 30% more items sold
- 40% higher revenue
The improvements extended beyond operational performance. Guest feedback also reflected the success of the changes, with the Cincinnati Reds improving their standing in Major League Baseball’s concessions rankings through the league’s “Voice of the Consumer” survey.
Using real-time insights to stay ahead
Onsite teams continue to use an analytics platform to monitor food and beverage performance in real time, allowing leaders to track sales activity throughout games, helping them identify trends, forecast demand, and make informed decisions as events unfold. The platform also uses heat maps to visualize activity across different areas of the ballpark, giving teams greater visibility into demand. These insights help operators respond quickly to potential staffing or inventory challenges while improving overall efficiency.
Turning insights into action
The transformation at Great American Ball Park demonstrates what’s possible when data, technology, and operational expertise come together. What began as an effort to better understand performance evolved into an opportunity to improve service, increase convenience, and create a better guest experience. It is a powerful example of how data can do more than measure results.
Across Delaware North, teams continue to find innovative ways to enhance operations and create memorable experiences for guests at some of the world’s most iconic sports, entertainment, and hospitality destinations. Explore job opportunities with Delaware North and discover where your next career move could take you.
