Grand Rapids $1.2M arena expansion serves purpose, beer and eats

Two months after an expanded concourse area opened in Grand Rapids' Van Andel Arena, arena representatives say the $1.2 million addition has already served its intended purpose to alleviate the elbow-to-elbow congestion event attendees have contended with since the arena opened in 1996. The 3,500-square-foot area, situated on the second level of the northwest concourse, includes a new sit-down bar/concession area with a glass wall where patrons can get a bird's eye view of the city.

The arena has a 12,000-person capacity, and a full house meant attendees would have to inch their way through the formerly too-small concourse to get to restrooms and concessions.

"The northwest corner was always a bit of a bottleneck during Griffins games and packed concerts," says Sean Wright, vice president of corporate sales for DP Fox Sports & Entertainment and the Van Andel Arena. "When fans are spending their hard-earned money to come and have a good time, the last thing we want to do is make it hard for them to get from point A to point B inside the arena."

Ada-based Amway Corporation sponsors the concourse, named Amway Section A.

"We saw this as an opportunity be a part of this beautiful new area in the arena and for the Amway name to be proudly displayed inside one of Grand Rapids' top destination spots," says Amway Brand Manager David Madiol. 'We're excited to leverage the space for product sampling opportunities and we have plans to conduct live radio shows there with our radio partner, Citadel Broadcasting."

Wright says regular attendees of Griffins games, one of the arena's biggest draws, have already seen the benefits of the larger space. "Last Friday, just over 10,000 people attended the Griffins game and didn't have to fight the crowd to get around the corner," Wright says.

Source: Sean Wright, DP Fox Sports & Entertainment and Van Andel Arena; David Madiol, Amway Corporation
Writer: Deborah Johnson Wood, Development News Editor