RED SOX UPGRADES TO BOOST FAN EXPERIENCE
If health is on their side, Red Sox President Sam Kennedy says he believes this year’s team is more than capable of competing through September and playing “October baseball” at Fenway Park.
No matter how the season turns out, and acknowledging critical feedback from fans on the offseason, Kennedy says he remains focused on improving the experience at the ballpark.
When the Fenway Faithful turns out for the home opener Tuesday they can expect larger beers, one-pound cookies, a revamped pavilion level and the return of Heinz tomato ketchup — all new amenities fans can take in this spring and summer.
“I take an approach that the angrier, the more upset, the more passionate our fans are, it’s just a reflection on the overwhelming responsibility we have to put a great product on the field and to give the fans a great experience,” Kennedy told the Herald on Saturday.
“The one thing we can really control is not always team performance because you have human beings trying to perform at their highest level, but what we can perform is the customer experience,” he added. “We want everybody walking out of those gates feeling like they belong to Fenway, like they were treated well.”
Fans of all ages trickled out into the cold, misty weather Saturday to take in the sights of Fenway, strolling around the field, dugouts and concession stands, and finding warmth in the fourth and fifth levels of the ballpark, now called the Aura Pavilion.
Aura, a Boston-based software company focused on online safety, secured naming rights to the pavilion after State Street held the sponsorship since 2006. The luxurious space features 1,500 seats and a warm, vibrant indoor area where fans can scarf down Irish nachos, Togarashi fried clam rolls, an Aura burger and other concessions.
Two full-service bars and dozens of televisions are also inside the pavilion. On non-game days, the Aura Club will be available for events and receptions, accommodating 450 guests.
“We are looking at this at the long-term so it’s very important to make sure that fans when they come back in have a lot of positive energy because there’s been a lot of critical feedback the last few years,” Aura CEO Hari Ravichandran told the Herald.
Whether the Red Sox are winning or losing, fans will will have the option to sip on a cold one in a 25-ounce can or cup, an increase from the 16-ounce maximums in past seasons.
The Boston Licensing Board approved the increase in March, with attorney Dennis Quilty saying the larger alcoholic option is the “standard in the industry these days.” The board also signed off on adding more stations that serve strictly beer and other beverages, from 14 to 18.
Kennedy said he doesn’t anticipate much change in alcohol consumption at the ballpark due the increases and noted how the state Alcoholic Beverages Control Commission, security and fan service representatives monitor the output every game
“The consumer sets the policy. If our consumers are asking for different products, whether it’s bigger beers, bigger hot dogs, bigger cookies, that’s something we focus on,” Kennedy said, adding concession prices will be “pretty stable” from last year. “But we’re obviously focused on fan safety and responsible drinking — it’s a balance.”
Landon Shubert, 18, of Middlebury, Vt., took in Saturday’s festivities with his friend Jonathan Duffy, of Reading. The two Salem State University students have been lifelong Red Sox fans and are hoping for the best this season.
“When you think about it, Fenway Park is a historic ballpark,” Shubert said. “Even if you’re just a fan of the game of baseball, this is the place to come and hang out. Even if they’re not winning, it’s still a great time to come here.”
“Sign some more talent,” Shubert added.