Lambeau Field A Great Venue for Packers' Special Events Department

Since the renovation of Lambeau Field was completed in 2003, the stadium and its accompanying Atrium have hosted thousands of special events, from corporate meetings, to weddings, to fundraisers and the like. The schedule has been steadily busy over the past four years, and special events sales manager Beth Haws said that has led potential patrons to believe availability at the Atrium is difficult to come by. But that’s not necessarily the case.

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Members of the Premium Sales and Guest Services team include (left to right) Dennis Fenrick, Jenny Zuege, Wendy Jansen, Beth Haws, Gus Gustafson and Jennifer Ark.

Since the renovation of Lambeau Field was completed in 2003, the stadium and its accompanying Atrium have hosted thousands of special events, from corporate meetings, to weddings, to fundraisers and the like.

The schedule has been steadily busy over the past four years, and special events sales manager Beth Haws said that has led potential patrons to believe availability at the Atrium is difficult to come by.

But that's not necessarily the case.

"A lot of people think we're sold out, just like every game is, so they think, 'Oh, you can't get in there. Don't even bother to call,'" Haws said. "But we still have a lot of dates available. We are busy and we do around 1,000 events a year, but we have room."

The availability is due in part to the expansion of special events venues over the past couple of years. Not only are the Atrium floor, Legends Club and balcony utilized for special events, but the indoor club seating area known as Club 1919, the Miller Lite End Zone, the Lee Remmel Press Box and the Hall of Fame Grill provide additional space to meet the needs for various corporate and social events.

Haws noted that Club 1919, which encompasses the indoor club seating in the north end zone, has been particularly popular of late. The view of the field is inviting and provides a truly unique aspect that comes with having an event at Lambeau Field.

The club level as a whole, which includes the Legends Club ballroom, is always an attractive option because while it's considered an exclusive area on game days, it's accessible the other 355 days in the year.

"People like the fact that it's an exclusive floor, and unless you're a box-seat holder or club-seat holder, a lot of people don't get the opportunity to even be on the fourth floor of the building," Haws said.

"They're always pleasantly surprised because it's so unlike what you think of as a stadium venue. You're thinking concession stands and bench seats and whatever else, and they get up to that club level and it's not what they expected at all. It's not what people visualize, with all the wood décor and retro look. And they love to have a view of the field."

Utilizing the stadium has made some of the special events hosted here very one-of-a-kind in nature.

Last fall, the United States Postal Service used Lambeau Field as a satellite location for a large conference originating in Dallas. More than 600 Wisconsin-area postal service attendees were linked via videoconference on the TundraVision scoreboard to Dallas and another remote location in Miami.

For an event in the non-profit sector for Special Olympics, during an awards ceremony the athletes ran along the stadium sidelines while being watched on the large video boards.

{sportsad300}Haws and her special events staff can also accommodate small groups that may need a more intimate meeting room or reception area. A board meeting of 12 or a sit-down dinner for 1,200 has its place, and all the options can be explored.

"Each space is good for certain types of events, but maybe not for others," Haws said. "So we try to get a feel for what they're doing, what they're trying to get accomplished, who the group is, and then we make a recommendation, based on where something will work best."

Events at Lambeau Field largely have been successful and well-received. Haws said roughly 60 percent of the corporate business is repeat business, and more and more companies are discovering the different types of events they can hold in different areas of the stadium.

Weddings often incorporate pictures out in the stadium bowl for the background, and anniversary celebrations are becoming more common.

The non-profit world has found success here as well. While Lambeau Field's prices are toward the upper end of the Green Bay marketplace and have made some fundraising leaders leery of their bottom line, many who have tried the venue have found that the increased attendance produced by the Lambeau Field location has ultimately raised more money and made their events more successful.

"I think it's the whole atmosphere," Haws said. "It's a different type of venue and people get excited to come here."

The price issue is mis-perceived as well, Haws said. The food prices are competitive within the market. There are varying price options for almost any event as well.

"We make a good venue because people want to come to Lambeau Field," Haws said. "Having an event at Lambeau Field is a draw in itself."

For more Lambeau Field Atrium information, visit www.LambeauField.com.

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