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<br />D . [] SMG Food and Beverage
<br />
<br />Stoudt's Under The Ice Pub -
<br />Sovereign Center, Reading. PA - Brew Pub
<br />
<br />Reading, PA's Sovereign Center opened in 2001 as a first-
<br />class,9,OOO seat multi-use facility. The Center plays host to per-
<br />manent tenants, the Reading Royal Hockey Club ofthe East
<br />Coast Hockey League (E C H Ll and has showcased some ofthe
<br />biggest names in the entertainment industry such as Elton John,
<br />Alan Jackson, Neil Diamond, Showtime Championship Boxing,
<br />Disney on Ice and many more.
<br />
<br />Nestled within the Sovereign Center is Stoudt's Under the Ice
<br />Pub. A former area of the arena that was only being used for
<br />storage, this Pub has become a popular meeting place for arena
<br />patrons and a welcome addition to the overall experience of the
<br />Sovereign Center.
<br />
<br />The Pub's concept was a collaborative effort between S M G
<br />Food and Beverage and Ed and Carol Stoudt, owners of
<br />Stoudt's Brewery. This once lifeless, concrete area of the center
<br />has become a warm, inviting area for the thousands who enter
<br />the Sovereign Center each year.
<br />
<br />The Pub area is decorated with local brewery memorabilia and
<br />antiques and has a timeline of all ofthe local breweries that op-
<br />erated in Reading, PA over the years.
<br />
<br />The Stoudt's UnderThe Ice Pub is located on the event level
<br />and features many of the Stoudt's Brewing Co.'s award win-
<br />ning brews. Stoudt's is a local M icrobrewery which has been
<br />producing award winning beers for 15 years. In addition to the
<br />fine selection of draft beers, S MG Food and Beverage has
<br />crafted a menu offering regional German and Pennsylvania
<br />Dutch favorites.
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<br />After it's first season, Stoudt's Under the Ice Pub has culti-
<br />vated a regular following of loyal fans and has experienced steady growth in sales which have not affected
<br />the other concourse concession operations. With the resources and knowledge ofthe SMG Food and Bever-
<br />age Division, the Pub concept and local management effort created an overwhelming success story. The
<br />Pub has been so successful, it was featured in the Business Section of the Reading Eagle and The Reading
<br />Times (see next page).
<br />
<br />G~ta
<br />
<br />~ <Il2005SMG
<br />
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