The Mercedes-Benz Stadium in Atlanta, Georgia is one of the premier stadium venues in the United States. With a seating capacity of over 70,000, it is an ideal location for major sporting events, concerts, and other large-scale happenings. If you’re considering booking the Mercedes-Benz Stadium for an event, you’re probably wondering – how much does it cost? The pricing depends on a variety of factors, but this guide will provide an overview of the typical costs associated with booking this world-class facility.
Event Rental Fees
The basic event rental fees for the Mercedes-Benz Stadium vary depending on the type of event, number of event days, areas and amenities being utilized, and other considerations. Some sample event rental rates are:
- NFL football game – $500,000
- Major concert – $250,000
- Other sporting events or concerts – $100,000 to $200,000 per day
- Meetings/conventions – $50,000 per day
- Consumer or trade shows – $100,000 for 3 days
These rates generally provide access to the stadium bowl, use of in-house sound and lighting, cleaning services, ushers and other basic event staff. Additional fees apply for use of premium spaces like suites and clubs.
Field Conversion
One major expense to factor is field conversion fees. The Mercedes-Benz Stadium was designed for dual purpose use for football and soccer. To convert the field between the two sports, it requires labor and equipment intensive work.
Field conversion fees are:
- NFL to soccer – $350,000
- Soccer to NFL – $150,000
Other sports like college football or high school football have lower field conversion fees starting at $25,000.
Suite Rentals
The Mercedes-Benz Stadium has a wide array of luxury suites and premium club spaces that can be rented out in addition to the main event rental. These premium spaces require additional rental fees, food and beverage purchase minimums, and other costs. Some sample suite and club rates:
Suite/Club | Capacity | Rental Rate |
Field Level Suite | 22 guests | $20,000+ per event |
Club Level Suite | 18 guests | $15,000+ per event |
Vault Suite | 624 guests | $100,000+ per event |
AMG Lounge | 80 guests | $15,000+ per event |
There are over 190 suites and club spaces able to be rented in total. Multi-event packages and full season rentals are available at reduced costs compared to single game rates.
Food and Beverage
Mercedes-Benz Stadium has exclusive food and beverage offerings that must be purchased for any catering needs. For major events like NFL games or big concerts, food and beverage minimums will apply. Some examples:
- NFL games – $20,000 – $40,000 food and beverage minimum per suite
- Concerts – $10,000 – $20,000 food and beverage minimum per suite
- Banquet event – $100+ per person minimum spend
All alcohol purchases must go through the stadium’s exclusive brewers and distributors. Expect to pay premium pricing on food and drinks, typical for any major professional sports venue.
Event Staff and Personnel
In addition to the base event rental fee, extra costs will be incurred for necessary staff and personnel. Rates for some common staff needs:
- Security – $50 per hour per guard
- Police/traffic control – $75+ per hour per officer
- First aid and medical services – $50+ per hour per medic
- Ushers – $20 per hour
- Guest services team members – $20 per hour
- Hospitality staff – $20+ per hour
The specific number of staff needed will depend on the nature of the event. Typically, several hundred additional personnel are required for large events beyond the in-house team.
Liability Insurance
Events at Mercedes-Benz Stadium require liability insurance coverage of $5 million or more. This can be purchased through the stadium’s approved insurance providers if needed. Rates will vary based on the type of event, number of days, perceived risks, and other factors. Large concerts or sporting events may need $10 million or more in coverage.
Booking Deposit
In order to officially book the stadium, a deposit is required. This booking deposit is generally 50% of the base rental fee quoted. The deposit is applied towards the final bill, and allows you to secure your preferred event dates.
Additional Expenses
Some other costs that may factor in for major events include:
- Parking – Managing lots and garages around the stadium
- Utilities usage fees
- Internet and telecom setup
- Equipment rentals – Staging, AV, etc.
- Janitorial and cleaning services
- Waste management
- Union stagehands for concerts and productions
- Advertising and signage
Taxes and Service Fees
Taxes, gratuities, and service fees can add 10-20% on top of the rental, food and beverage, and associated costs. Be sure to account for these additional charges in your budgeting.
Conclusion
Booking the Mercedes-Benz Stadium is a massive undertaking that comes along with some very large price tags. Between the base rental, staffing, food and drinks, premium spaces, insurance, and everything else – costs routinely reach hundreds of thousands or millions of dollars. The exact total will depend on the specifics of the event and number of attendees. While not cheap, hosting an event at this world-class venue provides an unmatched platform for major sports, concerts, conventions, and more.