Transforming Fan Experience: The Lakeside Beer Garden at Northwestern

When fans arrived at Northwestern Medicine Field at Martin Stadium for opening night, they were greeted by something new: The Lakeside Beer Garden.

More than just a bar, this space was designed as an open and welcoming environment for all ticketed fans. With views of Lake Michigan, shaded seating, and an exclusive gameday IPA brewed just for Northwestern, the beer garden redefined what it means to create a premium fan experience that is still accessible to the broader community.

A model of collaboration

Bringing this project to life required more than vision. It took true collaboration. Northwestern partnered with InProduction, Spacecube, Levy Restaurants, and a team of dedicated professionals to turn an ambitious idea into a reality on a tight timeline. The result was a modular, scalable beer garden that looked permanent but could be deployed with speed and flexibility.

Why it matters

Sports venues across the country are looking for new ways to engage fans. Traditional premium spaces often cater to a small audience. The Lakeside Beer Garden demonstrates a different model: high quality, branded, and memorable, but open to all ticketed fans. It is a blueprint for how schools, teams, and venues can add value, drive incremental revenue, and strengthen their connection with fans.

Want to explore how modular hospitality can transform your next fan experience? Reach out to Info@InProduction.com. Our team is here to help.