Aramark Sports + Entertainment launches a premium food and beverage program

Aramark Sports Entertainment has debuted Aura, a new program which offers elevated premium services. The concept launched at Agave Club at Frost Bank Center in San Antonio.

The program was created with four pillars top of mind: food, beverage, service and design. In addition, Stephen Starr, James Beard Award winning restaurateur, is the driving force behind the menu development and service standards. Aramark and Starr will meet once a quarter to work on new menu and concept developments, according to a statement. Aura chefs will also participate in trend research and culinary immersions.

 The beverage program will feature a rotating and seasonal selection of specialty cocktails, beer and wine lists, and zero proof options.

In an effort to provide outstanding service, Aramark has leaned on its partnership with The Culinary Institute of America (CIA), to design a training program for all front-of-house staff. In addition, Aura chefs must receive CIA’s ProChef certification.

When it comes to the design, the team aims to curate a sense of sophistication and exclusivity, according to a statement.  The Agave Club, for instance, hosts an elevated modern aesthetic featuring sleek and comfortable furniture, peacock green tile and warm lighting.

“Aura is a first-of-its-kind approach to premium hospitality programming that addresses every aspect of the guest experience, from exquisite culinary offerings to extraordinary service,” said Alison Birdwell, president and CEO of Aramark Sports Entertainment, in a statement. “An ‘aura’ can be defined as a distinctive atmosphere, and this is precisely what we have set out to achieve with this approach to premium hospitality.”