Examining the impacts of “local” concessions at major league baseball stadiums

Abstract

ABSTRACT Sports stadiums represent important hospitality entities that generate billions and act as both powerful memorials of and contributors to place and destination image for visitors and locals alike. With increasing entertainment competition and waning fan attendance, many sport facilities are elevating gastronomic options available at events by integrating local foods, drinks and hospitality brands into concession environments, particularly as concessions are a central source of revenue for many sport entities. The use of local in this capacity is often viewed as beneficial — satisfying fans’ expectations for unique experiences and tastes. However, the neolocal practice of integrating local eateries and watering holes into stadium concession environments may have other unanticipated impacts outside the facility or venue, potentially limiting the values and benefits typically associated with neolocalism. Despite the popularity of concessions at sporting events, these aspects of the gastro trend have received little scholarly attention. Thus, this study sought to examine the relationship between local and sport concessions using a deconstructive approach to explore the phenomena in major league baseball (MLB). Data collected at four MLB games at four different stadiums in 2019, utilising a case study methodology, revealed that the concessions now offered enhanced the visitor experience whether through nostalgia or perceived insight into the host city’s culinary scene. Yet, when deconstructed, the local foods and drinks, through hospitality vendors within sport concession experiences may undermine in some ways the values and benefits associated with neolocalism.