The Broncos on Wednesday unveiled the first field-level club space at Empower Field, a key element of the franchise’s ongoing $100 million-plus upgrades to the stadium this offseason.
The Breckenridge Bourbon Club checks in at 9,040 square feet and is located where the old Stadium Club used to be on the east side of the stadium. It gives those who purchase a membership access to all-inclusive food and beverages and dedicated parking and stadium entrance.
Broncos vice president of ticketing, sales and service Marc Jackson told The Post that the idea of the club is that it’s essentially its own season-ticket package. It will be offered as an upgrade first to existing 100-level season ticket holders and then made available as an option more widely.
“The seats are in the lower bowl on the East sideline between sections 120 and 126, so they’re fantastic seats,” Jackson said. “Now we’ve married them with this amazing gameday experience as well. With the Breckenridge Bourbon Club being on field level and on the East side, it’s a very short trek from the club to your seats. .. It’s all come together really well and we’re really excited about it.”
Jackson didn’t divulge exact pricing but said access to the club is comparable to other premium spaces at Empower Field like the Ring of Fame or the 5280 Room.
In addition to the bar itself, the club has a limited number of personalized drink lockers, where members can keep their gameday spirit of choice.
Sports venues of all kinds have made an effort to increase the number of premium options available to fans.
“Creating these unique destinations and elevated experiences has become a staple not only within our industry as professionals, but more importantly for our fans,” Jackson said.
Broncos president Damani Leech said Monday that the franchise’s season ticket renewal rate is at 98% this offseason. That matches last year’s number and is the seventh straight year Denver’s been at 96% or better.
“Broncos Country is pretty much everywhere and they confirm that when you see the renewal percentages and just the overall support,” Jackson said.
Other elements of the stadium upgrade project this offseason include a video board that is more than 70% bigger than the previous version, a new team store and refurbished suites. Those projects are still on target to be completed by the time Denver hosts the Los Angeles Rams in its preseason finale Aug. 26.
“We’re excited to expand our partnership with Breckenridge Bourbon, as the official Hometown Bourbon of the Broncos, to this new hospitality space,” Broncos chief commercial officer Dennis Moore said in a release Wednesday. “We look forward to collaborating with Breckenridge Bourbon, a local Colorado favorite, to offer an elevated gameday experience for our fans.”
Want more Broncos news? Sign up for the Broncos Insider to get all our NFL analysis.
