Madison Square Garden

Synopsis
At Madison Square Garden, VIP guests in corporate suites can pre-order food, wine, liquor, and cocktails before Rangers and Knicks games and concerts. But in 2015, the ordering system was antiquated and slow, with limited information and a fax machine (!).

Madison Square Garden

Synopsis

At Madison Square Garden, VIP guests in corporate suites can pre-order food, wine, liquor, and cocktails before Rangers and Knicks games and concerts. But in 2015, the ordering system was antiquated and slow, with limited information and a fax machine (!). It was high time for a new era.

The Challenge

MSG hired us as part of its marketing launch team for the new system. With glossy new photos, a list of menu items, and access to the MSG chef and beverage director, we were tasked with writing 200 food and beverage descriptions.

The Result

Our resident liquor, wine, and food writer nailed it, receiving zero revisions on beverages and minimal revisions on the food. The resulting system enables guests to get a solid feel for what they’re ordering and to place orders before or during every event. We’ve been notified of an astonishing increase in orders during the period immediately following release.

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Design by WorstOfAllDesign. Digital Strategy by MadPipe. Photography by Chellise Michael.