Colts' Bud deal creates party zones

May 15, 2008
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budlogoThe Indianapolis Colts today announced an expanded relationship with Budweiser and Bud Light.

A featured element of the agreement between the Colts and Anheuser-Busch is the Bud Light Blue Zone, an open-air fan gathering space that will be located on the terrace level in the north end zone of Lucas Oil Stadium.

Fans attending Colts games and other events at the new retractable roof stadium will be able to gather, eat and drink in this 11,520 square-foot area which will carry an upscale sports bar theme and Bud Light branded décor, Colts officials said. The Bud Light Blue Zone features windows that open to the skyline of the city—a signature element in the design of Lucas Oil Stadium.

Outside the stadium, fans will be able to participate in pre-game tailgating in the Bud Zone—a 60-by-120-foot tent that includes food, beverages, promotional activities and musical entertainment. The Bud Zone will open three hours prior to kickoff. In addition, Budweiser will have significant signage throughout Lucas Oil Stadium, including a permanent presence on the stadium jumbotron recognizing Budweiser and Bud Light as the official beers of the Indianapolis Colts.
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  • How exciting! Interesting areas to gather and drink tasteless beer.
  • This is an interesting deal. I wonder if there aren't some liability issues tied to this. I'm sure the corporate lawyers on both sides have that worked out. Anyway, the color of money always tastes good.

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  1. I took Bruce's comments to highlight a glaring issue when it comes to a state's image, and therefore its overall branding. An example is Michigan vs. Indiana. Michigan has done an excellent job of following through on its branding strategy around "Pure Michigan", even down to the detail of the rest stops. Since a state's branding is often targeted to visitors, it makes sense that rest stops, being that point of first impression, should be significant. It is clear that Indiana doesn't care as much about the impression it gives visitors even though our branding as the Crossroads of America does place importance on travel. Bruce's point is quite logical and accurate.

  2. I appreciated the article. I guess I have become so accustomed to making my "pit stops" at places where I can ALSO get gasoline and something hot to eat, that I hardly even notice public rest stops anymore. That said, I do concur with the rationale that our rest stops (if we are to have them at all) can and should be both fiscally-responsible AND designed to make a positive impression about our state.

  3. I don't know about the rest of you but I only stop at these places for one reason, and it's not to picnic. I move trucks for dealers and have been to rest areas in most all 48 lower states. Some of ours need upgrading no doubt. Many states rest areas are much worse than ours. In the rest area on I-70 just past Richmond truckers have to hike about a quarter of a mile. When I stop I;m generally in a bit of a hurry. Convenience,not beauty, is a primary concern.

  4. Community Hospital is the only system to not have layoffs? That is not true. Because I was one of the people who was laid off from East. And all of the LPN's have been laid off. Just because their layoffs were not announced or done all together does not mean people did not lose their jobs. They cherry-picked people from departments one by one. But you add them all up and it's several hundred. And East has had a dramatic drop I in patient beds from 800 to around 125. I know because I worked there for 30 years.

  5. I have obtained my 6 gallon badge for my donation of A Positive blood. I'm sorry to hear that my donation was nothing but a profit center for the Indiana Blood Center.

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