When fans wander along a ballpark concourse, they usually pay close attention to the concession area, whether it be for food or mementos. Clean branding, crisp visuals, and cohesive design can turn browsers into buyers.
Ahead of the new season, the New Hampshire Fisher Cats set out to refresh key concession branding throughout Delta Dental Stadium, creating a more polished, modern environment for fans while investing in long-term visual upgrades throughout the ballpark.
AMI Graphics partnered with the organization to update concession branding, architectural graphics, and dimensional signage designed to improve both concession appearance and durability of the signage.
The Concession Branding Challenge
Like many ballparks, portions of the stadium featured exposed corrugated metal and aging concession graphics that didn’t reflect the experience the organization wanted to create.
The Fisher Cats wanted fans to notice the difference immediately upon entering the stadium, with refreshed concession environments that felt more intentional and visually cohesive.
The concession branding project required more than simply replacing signs. Existing surfaces created installation challenges, and the organization wanted a solution that would hold up over multiple seasons and allow for future updates.
Complicating the timeline further, the entire project needed to be designed, produced, and installed in advance of opening day within a compressed preseason window.
The Solution
AMI developed a multi-phase concession branding solution that combined structural preparation, large-format graphics, and dimensional signage elements to create a premium appearance throughout the concourse.
Building a Better Surface
Because many of the concession areas are made of corrugated metal surfaces, the project required the installation of new mounting surfaces to support a cleaner, more consistent graphic application.
AMI Graphics surveyed each concession location and installed custom backer panels around the service windows, creating a smoother and more durable foundation for the graphics system.
Our custom concession branding approach improved the final installation appearance and created a long-term solution that allows future graphics updates to be completed more efficiently.
Concession Graphics and Environmental Branding
Once the new surfaces were installed, concession areas were wrapped with large-format graphics customized for each stand.
The refreshed environments included:
- Concession stand wraps and graphics
- Large-format environmental branding
- Window and service area graphics
- Custom concession identities and naming
- Baseball and New Hampshire-inspired visual themes
Several concession concepts incorporated regional references and localized branding, including themes tied to New Hampshire landscapes and recognizable state-inspired naming. The goal was not simply to label concession stands, but to make each location feel like an integrated part of the ballpark experience.
Dimensional Signage Finishes
To complete the upgrade, AMI Graphics installed dimensional signage elements above the concession locations, giving the spaces a more stylish architectural look compared to traditional flat panel signage.
These dimensional pieces elevated the final presentation while reinforcing the updated branding throughout the concourse.
Designed for Long-Term Flexibility
Unlike temporary or lower-cost signage systems, the updated installation was designed as a permanent infrastructure improvement for the stadium.
By investing in upgraded mounting surfaces and higher-end finishes, the Fisher Cats now have a system that supports easier refreshes and graphic updates moving forward without requiring a full reconstruction of the concession areas.
This flexibility helps extend the lifespan of the installation while simplifying future seasonal or branding updates.
A Longstanding Partnership
AMI Graphics has partnered with the New Hampshire Fisher Cats for more than two decades, supporting the organization with a wide range of stadium branding and signage projects.
Previous work included:
- Outfield wall padding and graphics
- Windscreens and sponsor signage
- Concession graphics and menu systems
- Protective padding installations
- Stair risers and environmental graphics
- Stadium branding updates throughout the facility
That long-term relationship provided valuable familiarity with the venue, helping streamline planning, surveying, and execution for the latest concession refresh.
The Result
The updated concession areas deliver a noticeably refreshed appearance throughout Delta Dental Stadium, helping reinforce the organization’s investment in the fan experience heading into the new season.
By combining environmental graphics, dimensional signage, and long-term installation solutions, the project transformed previously utilitarian spaces into branded environments that feel more modern, cohesive, and visually engaging.
As sports venues continue investing in fan-facing environments, concession areas are becoming an increasingly important part of the overall branding experience.
With upgraded infrastructure now in place, the Fisher Cats are positioned to continue evolving those spaces while maintaining consistency throughout the stadium.
