TONAWANDA – Today, New York State Assemblyman Bill Conrad urged the elected leadership in New York State and Erie County, as they continue stadium negotiations with Buffalo Bills owners Terry and Kim Pegula, to call for the inclusion in any new contract of a “fan-first pricing” model for concessions to be sold at home games.

Conrad cited the Atlanta Falcons’ Mercedes-Benz Stadium (MBS), which opened in 2017. The project cost a reported $1.5 billion, with the public’s total share most recently estimated at $700 million, which includes the values for donated land, city stadium bonds, infrastructure costs, sales tax rebates on construction materials, and long-term hotel-motel tax revenue-sharing for facility maintenance and improvements. Economists contend there is no way Georgians will recoup $700 million, at least not over the lifetime of the average local taxpayer.

When Mercedes-Benz Stadium opened, Falcon’s owner Arthur Blank rolled out fan-first concessions pricing, which represented a 50% drop in the cost of food and drink. (A pizza slice at MBS is $3, and a 12-ounce domestic draft is $5. Comparatively, at the Bills’ Highmark Stadium, a slice of pizza sells for $7, while a domestic beer costs $11.)

In 2017, 6,000 more Falcons fans per game entered the team’s stadium than in 2016. Food sales went up 53%, with each fan spending an average of 16% more on concessions. The positive feedback from Falcons fans has been tremendous, with ratings for concessions consistently ranked highest in the league, and other NFL teams have since followed the Falcons’ example.

Assemblyman Bill Conrad said, “There’s no doubt about it; Buffalonians adore the Bills. We all want the team to stay right here – but the cost of a new stadium almost certainly will demand considerable public investment. I would hope that investment, once an amount is determined, is commensurate with the economic benefit to our region and state. I would also hope that the football team we so love remains open to all the ways in which it could show appreciation for the fans. Given that a new stadium might also come with higher ticket prices, I believe one meaningful message of thanks from the Pegulas would be to offer vastly reduced prices on food and beverages at games, so that spectators and families could more readily afford to attend, while also enjoying a full gameday experience.”

Buffalo resident Courtney Batson, a Bills season-ticket holder since 2003, said, “I’ve loved the Buffalo Bills for as long as I can remember, and now as an adult, I never miss a home game. I think it would mean so much to the fans to be able to enjoy affordable concessions at a new stadium. Buffalo is a football town, and its people support the team through thick and thin. If more of us could comfortably cover the costs of food and drink while we’re taking in the action, I know it would not only make us as spectators happy, but it would also help ensure the continued strength and solidarity of the Bills fandom.”

About the Bills stadium talks

A new Buffalo Bills stadium would cost a reported $1.4 billion if built in Orchard Park. The Pegulas’ initial pitch to state and county officials placed the full financial burden on the public sector. Talks between the parties are ongoing, with the understanding that the final cost of the stadium will be shared. A recent Buffalo News story quoted Pegula Sports and Entertainment Executive Vice President Ron Raccuia as saying the goal is to open a new facility in time for the 2026 season.

About ticket pricing

A 2020 industry analysis found that new NFL stadiums increased ticket prices by a combined 37%. The Pegulas expect to offset the private-sector cost of a new stadium with personal seat licenses, or PSLs. PSL holders pay to buy season tickets, and with the transferable license comes the ability to choose permanent seats and priority access to other events at the stadium. Some also include preferred parking, concessions, early access, and other amenities. Reports have suggested Bills PSLs will start at $1,000.

The Minnesota Vikings, which opened a new stadium in 2016, charge up to $10,000, or an average of $2,500 per seat, in PSLs. San Francisco 49ers season ticketholders are paying up to $80,000 in PSLs at that team’s new stadium.