7-Eleven Meets the Mavs Convenience retailer opening store in American Airlines Center in Dallas
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DALLAS -- A new 7-Eleven convenience store is set to open in March at American Airlines Center in Dallas, home of the Mavericks and Stars, according to a report by SportsBusinessJournal.com. Putting a c-store in a sports facility is a first for 7-Eleven Inc., a company spokesperson told the sports news outlet.
Center Operating Co., the facility's manager, was in the final stages of negotiating a 10-year contract last week with officials from 7-Eleven, which is based in Dallas, the report said.
The initial deal is for three years, tied to one two-year option and five one-year options, Joe Skenderian, Center Operating's vice president of business development, told SportsBuisnessJournal.
The 1,400-square-foot space on the arena's northeast corner replaces an unbranded area that provided a private entrance for premium-seat holders, Skenderian added. That entry is being relocated to a space next door.
The 7-Eleven store will be accessible from inside and outside the arena, but will be open only during events, said the report.
Levy Restaurants, the arena's concessionaire, is also a partner in the agreement, SportsBusinessJournal said. Levy, as the franchisee, will operate the four points of sale in the store, which is half the size of a typical 7-Eleven operation. Center Operating Co., which is negotiating separately with Levy, could get $75,000 to $100,000 annually through the deal, Skenderian said.
The store will focus on selling Slurpees, snacks and other items that Levy does not offer at the arena's 36 fixed concession stands, said the report, so it does not cannibalize sales at those locations, he said.
Beer will be available for takeout sales only. The special liquor license tied to the operation prohibits patrons from bringing alcohol bought from 7-Eleven into the arena, Skenderian said.
Tulsa, Okla.-based convenience retailer QuikTrip operates a walk-in location at Sprint Center in Kansas City, where it has been a founding partner since the building opened in October 2007, the report said.
7-Eleven operates, franchises or licenses more than 8,100 7-Eleven stores in North America. Globally, 7-Eleven operates, franchises or licenses close to 37,500 stores in 16 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.
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The 1,400-square-foot space on the arena's northeast corner replaces an unbranded area that provided a private entrance for premium-seat holders, Skenderian added. That entry is being relocated to a space next door.