The way to a fan’s heart is through their stomach.
Well, that and winning a whole lot of games.
The Mavericks took a major step on Friday toward building stronger ties with fans when they and the Dallas Stars helped announce a new culinary lineup at American Airlines Center that features award-winning variations on stadium-food staples and an array of new dishes.
As part of the Mavericks’ new campaign to merge more of the hospitality industry into the basketball business, nine of the new food options that will be at AAC were introduced on Friday at the arena.
“It’s about hospitality,” Mavericks’ CEO Cynt Marshall said. “This is going to make it a true entertainment experience. When you go to a concert, you don’t just remember what happened on stage.
“We are in one of the top venues in the country and now we’re making it even better. We’re going to take this dining experience to a whole new level. This is a game-changer for us.”
Gourmet dining options have been few and far between, not just at AAC but at any arena in the world. Typical hot dogs, peanuts, popcorn and other standard fare populate the menus.
But the new food options at AAC will be different.
Arena general manager Dave Brown said the idea to upgrade the quality and healthy quotient of food in the arena was born in February, shortly after the Mavericks were sold to a group headed by Miriam Adelson and Patrick Dumont.
“We talked about the guest experience and how we can set the standard in the industry?” Brown said. “The management of the Mavericks and Stars challenged us to reinvent and redefine and really change the standards for food and beverage.”
Ensuring that fans have a good experience at sporting events and concerts is paramount for the AAC management. Last year, they installed new seats and a bigger, more high-definition video scoreboard.
This year, the emphasis is on food.
Speaking of which, the headliners of the new food choices are the chicken tenders from an award-winning recipe from 50 Eggs Hospitality’s Yardbird restaurant and new pizzas from Bonanno Brothers.
The pizzas, pepperoni and cheese feature flour and tomatoes from Italy and a fresh red sauce.
“When people come to sports events, they want to eat what they want to eat,” said John Kunkel of 50 Eggs Hospitality. “Chicken fingers are one of the biggest sellers in every arena around the country. Pizza also is one of the top sellers.
“So we wanted to have the absolute best version you’ve ever tasted of those items. We really have a dream team, the best of the best, in this program.”
Mavericks legend Rolando Blackman was on hand to sample the food and raved about the chicken fingers.
“They’re juicy and crispy,” he said. “I need a box of these to go.”
Among other new food options: a Texas-sized Philly cheesesteak sandwich made from shaved ribeye, street tacos, a signature smash burger, Artisan soft pretzels, all-beef hot dog from Niman Ranch smoked over hickory wood, Dulce de Leche churros and the staple of every Texan’s diet, barbecue brisket, sausage, ribs and more from Zavala’s barbecue, consistently ranked among the best in the state and chosen as one of the top 50 barbecue joints by Texas Monthly.
“This has been a dream come true,” said Joe Zavala, who runs the barbecue restaurant in Grand Prairie. “I’ve been a Mavs and Stars fan my whole life. To be here is unbelievable.”
Zavala’s also will sell the street tacos using preservative-free corn tortillas.
The new food options will be available throughout the AAC. The new cuisine will be available starting Saturday with the Stars’ home opener. Based on the large contingent of dignitaries and media members who sampled the food on Friday, the new dishes are a hit.
Marshall in particular was eager to dig into the chicken tenders.
And all of the food is a step up in terms of being healthier options.
“We are excited to offer these new high-quality food options to our fans,” said Dumont, governor of the Mavericks. “These enhancements are the beginning of our effort to reimagine the experience at American Airlines Center.”
He also said that more upgrades are in the works at the arena.
The Mavericks and Stars worked closely with Levy, AACs hospitality partner, and 50 Eggs Hospitality to finalize the food upgrades.
“We are gearing up for a special season, and of course we focus on our players, who are special,” Marshall said. “But our fans are special, too. So we are truly focused on their experience. These new food choices are a game-changer for us and for fans.”
X: @ESefko
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