Revenue / 05.10.23

NFL Draft Evolves into Huge Food Fest

Access Staff

VenuesNow (05/04/23) Muret, Don

The 2023 NFL Draft in late April at historic Union Station in Kansas City, Mo., was a celebration of hospitality and culture, with 20 food vendors earning $1.1 million in gross food sales. "This year, more than any other year, we leaned into the food experience in differentiating this draft," said the National Football League's (NFL) senior director of events Nicki Ewell. "We wanted be as authentic as possible, so we did a lot of work to make sure that we weren't coming in from New York and L.A. to say, 'OK, we know what good barbecue is.'" NFL officials selected the participating restaurants in partnership with festival producers C3 Presents and Eximius Productions, while food-related events included cooking demonstrations and a rib-eating contest. Kansas City restaurateurs paid a $2,500 fee covering their tent, signage, menu board, power and Square point-of-sale system in a cashless setting, and were also charged a standard health department fee of about $200. Ewell said the vendors retained all revenue from product sales. She added that the league takes pains to keep concession prices affordable, as it is a family event and some attendees may not otherwise be able to go to an NFL game.

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Tags: NFL , Revenue