Johnsonville Tailgate Village addresses changing fan culture

GREEN BAY – Johnsonville Tailgate Village will cater to the changing desires of football fans as well as serve as a new income source for the Green Bay Packers.

The team cut the ribbon Thursday on the new building that took about five months to build in the east parking lot of Lambeau Field.

The 13,242-square-foot building is a replacement for the Tundra Tailgate Zone tent that occupied the same site for many years. It is, of course, somewhat better than the tent, boasting a full kitchen, bar, restrooms, large windows, garage-style doors that open, heating and air conditioning.

"Tailgating has kind of evolved over the years. It's more than just pull up in your car and open up your tailgate," said Packers President and CEO Mark Murphy. "Younger fans ... they want to mix and mingle with others. They want to be in spaces like this with others."

A growing number of fans come to games without tickets just to be part of the experience, he said.

"Fans still show up from all over the world and many just want to tailgate," said Shelly Stayer, Johnsonville Foods co-owner. "This is a new concept that is getting attention from other NFL owners."

The building will be open for major events, such as preseason and regular season football games and concerts, but also is available to be rented. Several wedding receptions already are booked.

The menu will include Johnsonville products and other stadium food, such as cheese curds, but at lower prices than in the stadium, said Charlie Millerwise, vice president of concepts and innovation for Delaware North, which will manage the facility. Delaware North is the Packers concessionaire and Millerwise also is the local general manager.

"My hope would be to see 1,000 people in here during a game," he said of the ticketless fans Murphy mentioned.

Total capacity for the building is about 2,000 and it can seat more than 500. 

The Packers said Johnsonville Tailgate Village will open four hours before games and can be home to a variety of activities, such as gameday music, autograph signings, special events and more.

The Packers also expanded the plaza on the south side of the building, between the Oneida Nation Gate and Oneida Street. The plaza will serve as a wide walkway for fans going to Lambeau Field's heavily used Oneida Nation Gate.