Category
Lifestyle
Assisted Choices
Trend cluster
Category
Stadium
Harvest
Arenas experiment with urban gardening to produce food for fans.
5.1
Trend score
Trend
What is the Stadium Harvest trend?
Stadium Harvest: In what can be seen as a natural response to over-indulgent stadium menu items, urban gardening initiatives by the same arenas serve to provide local produce options for in-house vendors, while providing an alternative for health-conscious attendees. Often making use of extra space, such edible gardens showcase the widespread adoption of sustainability initiatives in the face of growing populations and food deserts, as well as a change in the type of consumer sports organizations are marketing.
Trend themes
Themes within the Stadium Harvest trend
Three behaviours holding the trend together01
Urban Farming
Urban gardening initiatives provide sustainable food options in the face of growing populations and food deserts.
02
Vertical Gardening Towers
Efficient aeroponic systems like LA Urban Farms's Tower Gardens make it much easier to sustainably grow produce in urban environments.
03
Rooftop Farming
Rooftop gardens like Fenway Farms provide fresh local produce to restaurants and may replace junk food at concession stands in the future.
Industry implications
What the Stadium Harvest trend means for industry
Where the trend changes the playbookFor
Sustainable Agriculture
The widespread adoption of sustainability initiatives and efficient growing systems in urban farming could revolutionize the way we produce food.
For
Restaurant/Food Service
Restaurants can benefit from growing their own fresh, locally-sourced produce and incorporating it into their menu items.
For
Sports/Entertainment
Ballparks and stadiums can attract health-conscious fans by providing fresh, sustainable food options sourced from on-site gardens.
Workshop question
What is an unexpected fad emerging in your industry, and how could you better leverage it?
Trend signals
Trend signals for Stadium Harvest
Trend score 5.1 out of 10, from popularity 76%, activity 68%, freshness 8%.
Popularity76%
Activity68%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Stadium Harvest trend
4 featured examples from Apr 13 to Nov 11, 2015CategoryEco
Vertical Aeroponic Gardens
LA Urban Farms' Tower Gardens Save Water, Space and Time
Adopting vertical gardens for on-site fresh produce for hotels, restaurants, and other hospitality businesses to increase sustainability and lower food waste.
CategoryLifestyle
Bullpen Produce Gardens
The San Diego Padres' Pepper Garden Grows Ingredients for Ballpark Dishes
Public sports facilities can explore urban farming and organic innovation opportunities to ideate unique food experiences for fans and improve access to locally-sourced produce.
CategorySocial Good
Ballpark Edible Gardens
AT&T Park, Home of the San Francisco Giants, is Producing Its Own Food
Restaurants and food companies can emphasize locally sourced and homegrown ingredients in their menus.
CategoryEco
Ballpark Rooftop Gardens
'Fenway Farms' is Built on the Roof of Boston's Historic Fenway Park
Sports venues can embrace the trend of rooftop gardens like Fenway Farms as a way to provide fresh, local produce to health-conscious fans.
