Store developed and operated by Delaware North Companies transforms to become exclusive space on game days for New York Giants or New York Jets
BUFFALO, N.Y (Aug. 15, 2011) – The New Meadowlands Stadium’s team store has been recognized with seven retail design awards for features that allow it to become exclusive space on game days for either the New York Jets or New York Giants.
The 9,600-square-foot Flagship Store Powered by Reebok features customized lighting and a white design finish that can be illuminated in either Giants blue or Jets green. A large LED video wall and illuminated projections of either Jets or Giants players add to the feel, while customized and revolving perimeter display panels allow for an easy switch of merchandise for game days.
The store opened in August 2010 during the stadium’s first year of operation. Delaware North Companies oversaw the design and development of the store and operates it through its Sportservice division, the exclusive food and retail services provider at the stadium for the two NFL teams and the New Meadowlands Stadium Corp.
Six of the seven awards garnered by the store are from national retail design organizations:
· Association for Retail Environments (A.R.E.) – The store won three A.R.E. design awards in March: Outstanding Merit in its category (Softline Specialty Store) and special awards for its branded LED lighting and multi-brand store fixtures. The store was featured on the November-December cover of the A.R.E. trade magazine, Retail Environments.
· Chain Store Age – In February the store captured the Innovation Award from trade magazine Chain Store Age in its Store of the Year Retail Design Competition. The store also won honorable mention in the Soft Lines category for stores of 5,000 to 15,000 square feet.
· The Retail Design Institute – The store won an Award of Merit in the category for specialty stores of 5,001 to 10,000 square feet.
The store also received an Award of Excellence from the Columbus (Ohio) Society of Communicating Arts at its Creative Best Awards in November. Columbus-based design firm Chute Gerdeman, whose other high-profile projects have included M&M’s World and Mattel’s Barbie Shanghai, served as Delaware North’s design architect on the project and was recognized for that role in the national awards, as well.
Known for its hospitality management and food service at major sports venues, airports and national parks, Delaware North has also established itself as a full-service retail partner for those type of unique locations. The company has created and operates dozens of specially branded retail stores at such iconic locations as Yosemite National Park, Kennedy Space Center Visitor Complex and Detroit Metro Airport, in addition to New Meadowlands Stadium and 16 other major professional sports venues.
“We are grateful to the stadium corporation, the Giants and the Jets for this tremendous opportunity and thank Chute Gerdeman and our other partners on the project for their great work,” said Jeff Hess, Delaware North’s vice president of retail. “We’re very proud of the success of the New Meadowlands Stadium store and that fans last season found it to be a great part of their game day experience.”
The store, one of the largest in an NFL stadium, also features a unique interactive zone where fans can “kick” a gesture-sensitive projected football on a projected miniature football field on the floor. Additionally, the zone boasts NFL-themed video games surrounding the field.
More than 50 Sportservice associates operate the store on game days. The store carries the broadest available selection of Jets and Giants apparel and merchandise, including home and entertainment products, jewelry, and tailgating equipment.
Sportservice’s ability to quickly transform the store from Giants to Jets has been noted in The New York Times, Sports Business Journal, and The New Yorker. In addition to Retail Environments, it has been featured in the trade magazines Chain Store Age, Digital Signage Today, and Sound & Communications.
