To understand how venues are stepping up, we looked to someone who lives at the center of it all: , President and CEO of Aramark Sports and Entertainment. Birdwell and her on-site teams are the driving force behind food, beverage, and service programs at more than 150 of the biggest sports and entertainment venues in North America. From game-day concessions to premium dining experiences, she’s leading the charge on rethinking what modern hospitality looks like in stadiums and arenas.

Under Birdwell’s leadership, Aramark Sports and Entertainment has become a powerhouse in fan experience innovation. Before being named President and CEO in February 2020, she served as Vice President in both the Central and West regions, managing operations at major venues across the U.S. and Canada. She got her start with Aramark in 2002 as General Manager at NRG Park in Houston.

Birdwell’s reach includes partnerships with marquee clients like the NFL, MLB’s Houston Astros and San Diego Padres, NHL’s San Jose Sharks and Edmonton Oilers, and NBA’s San Antonio Spurs, among many others. She’s led hospitality efforts for high-profile events including multiple Super Bowls, Final Fours, and mega-concerts featuring The Rolling Stones, U2, and Garth Brooks.

She’s also earned serious industry recognition—named one of Sports Business Journal’s “Game Changers: Women in Sports Business” in 2021, an award that honors trailblazers who shape the future of sports. Within Aramark, her leadership has earned accolades such as General Manager of the Year, President’s Leadership Award, and inclusion in the Ring of Honor.

Alison Birdwell isn’t just responding to evolving guest expectations—she’s helping define them. And as fans return in full force, her insights offer a behind-the-scenes look at how the guest experience is being reimagined, one venue at a time.

My journey in the industry began during my freshman year at Boston University, where I started working with Aramark as a student cook. The convenience of having the job right in my dorm was a significant factor, but it quickly became more than just a convenient option. I found myself enjoying the work and the environment, which sparked a genuine interest in the industry.

This initial experience led me to pursue front-of-house hourly roles with Hilton, driven by a desire to learn more and expand my knowledge. The intrigue and fascination I felt with each new experience kept me motivated and eager to explore further. It’s quite ironic and fulfilling that my path has come full circle, bringing me back to Aramark, where it all started.

Aramark has a long and proud history in the ballpark concessions space, dating back more than 100 years when we partnered with Fenway Park. Over the decades, we’ve expanded our ballpark footprint across North America, and we’ve helped shape the fan experience by pioneering many of the innovations we now consider standard – from self-service kiosks to innovative menus that push the limits and reflect local flavor. What began as traditional ballpark fare has evolved into a dynamic and diverse culinary experience that celebrates the unique identity of each team and community.

A great food and beverage experience goes beyond just serving good food – it’s also about the hospitality. It’s the combination of flavorful, innovative, photo-worthy menu items and fast, convenient, efficient service that sets us apart.

Creating memorable food moments starts with collaboration. Our Design + Development, Data Science, and Culinary teams work closely together to bring bold, creative ideas to life that resonate with each fan base. It’s a data-driven process that also incorporates what’s currently on-trend at the moment. We look at what’s performing well across venues, what fans are talking about, and where we can surprise and delight with something new. From there, our teams test, refine, and tailor the items to reflect the local flavors and the spirit of the team – so the food becomes part of the tradition, not just a transaction.

It starts with Fenway Park which holds a special place in baseball history, and we’re proud to continue our legacy there with fresh culinary offerings for the 2025 season. This year, we’ve introduced The Cowboy Up! Burger and Street Tacos that combine bold flavors with ballpark tradition. Our new Soup Shack is a cozy addition, serving chowders and bisques during those crisp spring games. Fans will also see the return of the Fastball Souvenir Cup, decked out with Red Sox branding. We’re leaning into nostalgia while delivering modern twists—just what our passionate Boston crowd deserves. It’s all about building on over a century of tradition while making each game memorable with fresh tastes and keepsakes.

It’s a big milestone—40 years with the Phillies—and we wanted to honor that with real flavor and community connection. At Citizens Bank Park, we’re introducing fan favorites like Kyle’s Cutlets, a crispy chicken sandwich with a cause—proceeds benefit Schwarber’s Neighborhood Heroes. You’ll also find fun treats like Red Velvet Affogato and the S’mores Quesadilla. We’ve brought back signature items like the Fastball Souvenir Cup and Beverage Bat, plus the Cotton Candy Mask, exclusively available here and at PNC Park. It’s a season-long celebration of Philly fans, great food, and a partnership that keeps getting stronger.

Coors Field and Aramark are celebrating 30 years together in 2025, and we’re going all out. We’ve reimagined some classics—think Wazee Burger with boom boom sauce and Dessert Nachos with caramel drizzle. Plus, our $5 throwback combo (Super Dog + drink) is a nod to the early days. Fans can also sip on our exclusive 30th Anniversary Lager brewed right at The SandLot. For souvenirs, the ever-popular Fastball Souvenir Cup makes a return, letting Rockies fans take home a piece of the action. We’ve blended nostalgic vibes with today’s cravings, and the result is a big win for game day.

In just our second season with the Giants, we’re shaking things up at Oracle Park. We’ve launched Rah Rah Ramen, with rich bowls like Miso and Shoyu ramen—perfect for foggy SF nights. The new Launch Test Kitchen will rotate chefs and local concepts mid-season, bringing the city’s culinary creativity to the ballpark. Fans will also enjoy unique souvenirs like the Popcorn Bat, a collector’s dream only available here and at PNC Park. Add in our returning Fastball Cup and Beverage Bat, and it’s clear: Oracle Park is the place for foodies and superfans alike. We’re building a culture of innovation that reflects the spirit of the Bay Area.

Daikin Park is bringing bold, Texas-sized flavor in 2025. New this season are hits like the Chicken Waffle Sandwich and H-Town Hot Chicken Loaded Fries, full of spice and indulgence. We’ve also teamed up with Marco’s Pizza, now the official pizza of the Astros, to serve fresh slices throughout the stadium. While exclusive souvenirs like the Popcorn Bat and Cotton Candy Mask aren’t part of this park’s lineup, fans will still get the ever-popular Beverage Bat and Fastball Cup to sip their drinks in style. Everything’s bigger—and tastier—in Houston this season.

We’ve brought Kansas City flavor front and center at Kauffman Stadium this year. The Z Man Sandwich from Joe’s KC Bar-B-Que is a smoky, savory fan-favorite, and desserts like the Blue Velvet Whoopie Pies are already turning heads. The Beverage Bat and Fastball Souvenir Cup are both back, giving fans a stylish way to enjoy their drinks and a fun keepsake to bring home. It’s all about enhancing tradition and creating new memories—just like the Royals did with their ALDS run. These new offerings make a day at The K even sweeter.

We’ve been with the Pirates since 1973, and that legacy fuels our commitment to PNC Park fans. This year, we’ve added truly Pittsburgh-inspired dishes like the Chipped Ham Empanada and Polish Cannonball, plus the sweet Fried Almond Torte. For souvenirs, PNC Park is the only place—along with Oracle Park—to get the exclusive Popcorn Bat. And yes, we’re also bringing back the Cotton Candy Mask and both our beloved Beverage Bat and Fastball Souvenir Cup. It’s a fun, flavor-packed season ahead, where every inning tastes—and feels—better than ever.

Integrating local restaurants and chefs into the ballpark experience is a key part of our strategy because it creates an authentic connection between the team, the city, and the fans. Our culinary teams work together to identify beloved local brands that resonate with the community. From there, we collaborate closely with those partners to adapt their signature offerings to the ballpark setting, ensuring we maintain their unique identity while delivering the speed and consistency fans expect.

As ballparks have evolved and premium seating has expanded, expectations around food and service have risen significantly. Today’s fans – especially in suites and club areas – are looking for high-end, immersive experiences that match the exclusivity of their tickets. Our teams collaborate to create an elevated experience and seamless service that meet these expectations. We recently launched Aura, or premium approach to service, that highlights our process and pillars – one crucial element being the service. Within , we’ve partnered with The Culinary Institute of America (CIA), to design a bespoke training program that all front-of-house staff must partake in to ensure they are abreast of the latest techniques and food and beverage trends.

We invest heavily in extensive training programs before and during the season, focusing on hospitality, service standards, safety, and adaptability. Our goal is to equip every team member – from front-of-house to behind the scenes – with the tools and knowledge to deliver consistent, high-quality service. Ongoing coaching, strong leadership, and a culture of accountability help ensure that every fan enjoys an exceptional game day experience.

Technology has reshaped how we serve fans, making the experience faster, more convenient, and in some cases, more customized. Self-checkout, facial authentication, and cashless operations reduce wait times and allow fans to spend more time enjoying the game. They also give us valuable data to improve everything from menu design to staffing. By integrating these tools seamlessly into the ballpark experience, we’re able to deliver service that’s efficient without losing the personal, hospitality-driven touch fans expect.

We don’t take people out of the equation, so we still need staff to make sure that everyone understands how to use the technology, If anything comes up or people need help, there are still staff members there. But it’s to complement the speed of service and the variety to go with it. And really, when you’re talking about something like food service, there’s always going to be a human component as part of it. And service is what we do, so, you know, we’re not trying to take people out and I think we’re trying to enhance the whole experience and it’s working out very well so far.We’ve learned how to harmonize both tech and people together.

The evolution of kitchen equipment has been a game-changer for our stadium and arena operations. These innovations allow us to deliver high-quality, consistent food across massive volumes, all while improving speed, efficiency, and safety. It’s helped our culinary and operations teams scale without compromising on quality, ultimately delivering a positive guest experience.

Aramark Sports + Entertainment is a great place to grow a culinary or hospitality management career because we offer the best of both worlds: the excitement of live events, paired with the structure and opportunity of a leading a world-class organization. Team members gain hands-on experience alongside top talent in fast-paced, high-volume environments, with strong support through training, development, and clear paths for advancement.

 I think my dream is one day there won’t be any point of sale or transaction. It will all just happen through your phone. The guest will curate their experience, whether you plan it in advance or when you get there. That will enable the guest to move freely through the ballpark and get what they want when they want it. I think we’re on an evolutionary journey to get there. So, in the meantime, offering a variety of different tech applied to different types of transactions is really helping us get our fans the variety and the speed of service.

All photos courtesy of Aramark Sports + Entertainment