New Belgium seeks to add a sports bar to DIA’s Concourse B

DIA airport

New Belgium is looking to book another flight into Denver International Airport.

The Fort Collins brewery is part of a group proposing a Colorado-themed sports bar for Concourse B, according to a contract proposal approved by Denver City Council on Monday. It is now awaiting the mayor’s signature.

New Belgium is already the namesake of another cafe and bar concept on Concourse B, New Belgium Hub. A DIA spokesperson said New Belgium will not be replacing that restaurant, but instead will take over a location occupied by Colorado Sports Bar & Grill.

If it goes through, the move will bring New Belgium back up to two brand-name restaurants at DIA. It departed from Concourse A in 2015, when it closed a grab-and-go concession called New Belgium Spoke.

The New Belgium Brewing Sports Bar proposal calls for a “Colorado-focused sports bar” with “high-quality decor, state-of-the-art HD flat panel television displays that draw customers into the location,” as well as “an ambiance that corresponds with our collegiate and professional … sport teams.”

The bar also would “provide food pairings typical of a sports bar and do so with some influence from the farm-to-table movement focusing on high-quality ingredients.”

The entity applying for the bar is HPF LEI HPF DEN, LLC. That LLC lists its address at the same location as High Flying Foods, a San Francisco company that specializes in airport dining. New Belgium referred questions about the bar to HFF.

HPF LEI HPF DEN, LLC’s 10-year contract on 3,948 square feet will cost the bar $734,000 annually if approved, according to a proposal filed with the city.

New Belgium is among the latest crop of food and beverage purveyors vying to land a spot at DIA. The City Council also approved DIA contracts for Dazbog Coffee and Starbucks on Monday.

The Starbucks contract would be the most expensive of the three. The Seattle coffee giant is proposing to pay an annual fee of $1.28 million a year for seven years based on its projected revenue. It would operate a total of 1,885 square feet with a shop in each of Concourses A, B and C.

Finally, local coffee chain Dazbog is also going for a seven-year contract that would plant flags in all three concourses. Based on its revenue projections, Dazbog would pay $684,000 a year for a combined 1,388 square feet.

Denver International Airport fills its retail space through the city’s procurement process, putting out a request for proposals to businesses and, after reviewing the submissions, sending the proposals that meet its qualifications to the City Council. Once approved, the contracts commit vendors to pay the airport a percentage of their sales each year.

The council’s Business, Arts, Workforce & Aeronautical Services Committee approved the three retailers by consent on July 5.

Last year, DIA landed a brewpub operated by Tivoli Brewing Co. and Tom’s Urban.

DIA airport

New Belgium is looking to book another flight into Denver International Airport.

The Fort Collins brewery is part of a group proposing a Colorado-themed sports bar for Concourse B, according to a contract proposal approved by Denver City Council on Monday. It is now awaiting the mayor’s signature.

New Belgium is already the namesake of another cafe and bar concept on Concourse B, New Belgium Hub. A DIA spokesperson said New Belgium will not be replacing that restaurant, but instead will take over a location occupied by Colorado Sports Bar & Grill.

If it goes through, the move will bring New Belgium back up to two brand-name restaurants at DIA. It departed from Concourse A in 2015, when it closed a grab-and-go concession called New Belgium Spoke.

And Starbucks has proposed paying more than $1 million a year in rent to put coffee shops in each terminal.

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