Aramark Sports + Entertainment Launches ‘Aura’
25 Outubro 2023 - 10:00AM
Business Wire
– Aura’s elevated approach to premium services
comes to life with the grand opening of Agave Club at Frost Bank
Center in San Antonio –
Aramark Sports + Entertainment (Aramark, NYSE: ARMK), the
award-winning food and beverage partner at premier stadiums,
arenas, convention centers, cultural attractions, and unique
entertainment destinations across North America, today announced
the launch of Aura, an elevated approach to premium service that
will deliver an unmatched hospitality experience paired with
exceptional culinary talent.
“Aura is a first-of-its-kind approach to premium hospitality
programming that addresses every aspect of the guest experience,
from exquisite culinary offerings to extraordinary service,” said
Alison Birdwell, President and CEO of Aramark Sports +
Entertainment. “An ‘aura’ can be defined as a distinctive
atmosphere, and this is precisely what we have set out to achieve
with this approach to premium hospitality.”
The Aura experience is made up of four pillars, all of which
work together to create a memorable hospitality experience. These
integral elements include:
- The Food: Food has the power to create memorable moments
and evoke emotions, and Aura’s menu programming is designed to
transport guests to a world where flavors, textures, and aromas
combine to leave a lasting impression. Aura leverages Aramark's
strategic partner Stephen Starr, a James Beard Award-winning
visionary, and the creative force behind STARR Restaurants, one of
the largest multi-concept and independent restaurant groups in the
United States, to inform menu development and service standards.
Aramark and Starr will meet quarterly to collaborate on new menu
and concept development, evolving service standards, and market
trends to ensure an innovative approach to Aura’s programming.
Additionally, Aura chefs will participate in trend research and
culinary immersions to ensure menus are always evolving and
adapting to every desired experience.
- The Beverage: The beverage program integrates the
council of industry experts including Aramark’s in-house beverage
director, mixology partners, and sommelier collaborators to advise
on brand partnerships and menu offerings, ensuring programs align
with trends and preferences. Menus will feature a rotating and
seasonal selection of specialty cocktails, robust beer and wine
lists, and zero-proof beverage and coffee options.
- The Service: Exceptional technique is at the heart of
Aura’s philosophy, and investing in talent is crucial to
maintaining the highest standards. As part of a longstanding
collaboration with The Culinary Institute of America (CIA),
the world’s premier culinary college, Aramark has designed a
bespoke training program that all Aura front-of-house staff must
partake in to ensure they are abreast of the latest techniques and
food and beverage trends. This program goes beyond basic service
training and aims to empower staff to deliver exceptional guest
experiences in high-end settings and cultivate a culture of
hospitality. All Aura culinarians must also receive CIA ProChef®
certification, which provides hands-on skill validation and
measures a chef’s core culinary, managerial, and financial
acumen.
- The Design: Every element in a space curated by Aura,
from the layout to the food and beverage areas to the finishes, is
meticulously crafted to evoke a sense of sophistication and
exclusivity. The guest journey is of the utmost importance when
designing a space. We are not delivering a transaction; we are
delivering a memorable experience.
To allow for customization and flexibility, Aura offers a robust
hierarchy of premium experiences from approachable to top-tier
luxury. Whether a partner is looking for an upscale, social
environment for the younger generation or an intimate, opulent
atmosphere for corporate clientele, Aura can deliver.
LAUNCH OF THE AGAVE CLUB AT FROST BANK CENTER
As the first curated space in the Aura portfolio, Aramark and
its partners at Frost Bank Center, home of the San Antonio Spurs,
are celebrating the grand opening of the Agave Club presented by
SWBC. The recently transformed premium club incorporates all
four pillars of Aura to provide an elevated food and beverage
experience for guests.
Managed in collaboration with culinary and hospitality experts
from Aura, the Agave Club features a captivating atmosphere with an
ever-changing array of culinary options. The club can seat up to
310 patrons and features upper- and lower-ledge seating, bar-style
seating, dining tables, a private lounge area, multiple chef action
stations, grazing and specialty item counters, and an outdoor
patio.
To create an elevated and modern aesthetic, a range of materials
and design features were used. Sleek yet comfortable furniture was
thoughtfully chosen to invite guests to relax and socialize in the
captivating entertainment space. Hexagon terrazzo pieces and
peacock green stacked tile were selected to complement the color
palette and spirit of the San Antonio Spurs, and warm lighting was
incorporated throughout the club to capture the essence of
exclusivity while also maintaining a feeling of accessibility. “We
are honored for Frost Bank Center to be the first venue delivering
the Aura experience to guests,” said Joe Loomis, SVP Finance,
Technology and Culinary Operations at Spurs Sports &
Entertainment. “Aramark’s expertise in delivering the best in
culinary and hospitality experiences shines through the Agave Club.
We look forward to having guests visit this renovated spot and get
a taste of the premium experience.”
Images and renderings are available here.
About Aramark Sports + Entertainment
Aramark Sports + Entertainment serves more than 150
award-winning food and beverage, retail, and facility service
programs in premier stadiums, arenas, convention centers, cultural
attractions, performance venues, and unique entertainment
destinations across North America. The company has received
accolades for industry innovations including autonomous markets,
dining concepts powered by artificial intelligence, and
high-profile events like NBA All-Star and MLB at Field of Dreams.
In 2021, Aramark entered into a strategic collaboration with the
Philadelphia-based STARR Restaurants, led by entrepreneur and James
Beard Award-winning restaurateur Stephen Starr, which will bring
the renowned culinary visionary’s highly sought-after concepts to
clients throughout Aramark Sports + Entertainment’s portfolio.
Aramark has been recognized on FORTUNE’s list of “World’s Most
Admired Companies,” DiversityInc’s “Top 50 Companies for Diversity”
and “Top Companies for Employee Resource Groups,” Newsweek’s list
of “America’s Most Responsible Companies 2023,” the HRC’s “Best
Places to Work for LGBTQ Equality,” and scored 100% on the
Disability Equality Index. Learn more at www.aramark.com and
connect with us on Facebook, LinkedIn, and X (formerly known as
Twitter).
About Aramark
Aramark (NYSE: ARMK) proudly serves the world’s leading
educational institutions, Fortune 500 companies, world champion
sports teams, prominent healthcare providers, iconic destinations
and cultural attractions, and numerous municipalities in 18
countries around the world with food and facilities management.
Because of our hospitality culture, our employees strive to do
great things for each other, our partners, our communities, and the
planet. Aramark has been recognized on FORTUNE’s list of “World’s
Most Admired Companies,” DiversityInc’s “Top 50 Companies for
Diversity” and “Top Companies for Supplier Diversity,” Newsweek’s
list of “America’s Most Responsible Companies 2023,” the HRC’s
“Best Places to Work for LGBTQ Equality,” and scored 100% on the
Disability Equality Index. Learn more at www.aramark.com and
connect with us on LinkedIn, Facebook, X (formerly known as
Twitter), and Instagram.
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version on businesswire.com: https://www.businesswire.com/news/home/20231025531121/en/
Media: Sheena Weinstein weinstein-sheena@aramark.com
215.238.3919
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