Events To Be Big Business For New Falcons Stadium

Courtesy of Atlanta Business Chronicle

At more than $1.5 billion, Mercedes-Benz Stadium gives the Atlanta Falcons a world-class stage as they try to get back to the Super Bowl. But, the project could also become one of the city’s most sought-after private event spaces, boosting Atlanta’s already robust convention and meetings business to another level.

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AMB Group LLC, the parent company of the Falcons and Atlanta United, gave Atlanta Business Chronicle an exclusive look at its plans to book private events at the new stadium, from corporate retreats to weddings, fundraisers and luncheons.

There will be about 20 private event spaces at Mercedes-Benz Stadium, with rental prices ranging from $2,000 to more than $50,000. You can even pay for cheerleaders to liven up your party, or rent the entire stadium if you like.

AMB Group expects to grow the private events business to as many as 350 events per year at Mercedes-Benz Stadium. The business will be among the top revenue streams at the stadium, behind ticket sales and sponsorships, but possibly on par with food and beverage sales.

The stadium could help Atlanta retain or even improve its ranking as a top meetings destination in the country. For the past two years, Atlanta was named the No. 4 meeting destination in the U.S., behind Orlando, Las Vegas and Chicago, according to event management company Cvent Inc.

Amy Wenk covers hospitality, restaurants and retail for Atlanta Business Chronicle.