Target Field rolls out DraftServ, self-serve beer dispensers for All-Star Game (photo)
The Minnesota Twins, in cooperation with company Delaware North and Anheuser-Busch, are rolling out a fantastic new concession stand feature sure to get beer lovers attending festivities related to the 2014 All-Star Game a new and novel means through which they will be able to wet their whistles.
Fans making their way through the concourses inside Target Field will have the opportunity and pleasure of pouring their own glass of beer through a fancy new concession contraption called “DraftServ.”
The prevailing theme of the self-serve beer stations is that fans will have total control of how much beer they wish to purchase, down to the ounce.
Jerry Jacobs Jr., principal of Delaware North, a company that operates Sportservice, an outfit that runs the concessions at 10 MLB ballparks, as well as various NBA and NHL arenas and NFL stadiums, says fans will appreciate all that the DraftServ stands offer.
It’s a way to engage with the customer and allows the fan to have greater control of what they’re drinking,” he said.
“There’s obviously some novelty value to this, but it also allows people to pour what they want,” Jacobs added. “If they want half of a cup, that’s all they will pay for.”
The cost-per-ounce will vary, according to quality of the beer purchased. Bud and Bud Light will run a fan 38 cents per ounce while quasi-specialty beers will cost 40 cents per ounce.
Safeguards have been instituted to ensure the beer dispensary machines are not abused, as a vendor will be manning each one to ensure minors aren’t serving themselves nor are inebriated fans overindulging. Fans will be required to first show their identification at a register and then purchase a card in the amount of $10 or $20 that have to be used to pour themselves a beer. $50 cards reportedly will be available during All-Star Game festivities.
The rollout of the machines is currently underway and will be operating during the 2014 All-Star Game.
(image via @darrenrovell)