Detroit Lions Debut All-Inclusive 1934 Club at Ford Field
The new members-only pregame club transforms former office space into a climate-controlled hospitality destination with chef-curated dining, unlimited premium beverages, early stadium access, and live radio programming.
The Detroit Lions have added a new premium hospitality layer at Ford Field with the debut of the 1934 Club, an all-inclusive, members-only pregame lounge designed to give existing ticket holders a dedicated hospitality experience regardless of where their game seats are located.
Located on the south side of Ford Field’s third floor, the new club occupies space previously used by advertising and marketing firm Campbell Ewald. The concept is built around a climate-controlled tailgate environment that opens three hours before kickoff, giving members access a full hour before the stadium’s public gates open.
Membership includes a rotating chef-curated menu featuring premium culinary offerings along with unlimited beer, wine, top-shelf spirits, and nonalcoholic beverages. The club closes at kickoff, positioning the product specifically as an upgraded pregame experience rather than an alternative viewing location during the game.
The 1934 Club takes its name from the year the former Portsmouth Spartans relocated to Detroit and became the Lions, with the club’s identity designed around that franchise history.
Ford Field’s early-season menu for the space includes chef-curated passed appetizers, action stations, signature small plates, and desserts. The stadium’s broader culinary operation is led by concessionaire Levy, which operates Ford Field’s food and beverage program, although the Lions have not separately identified a dedicated culinary operator specifically for the club.
The lounge also adds a media and entertainment component. Detroit sports radio station 97.1 The Ticket will broadcast its pregame programming live from inside the club before Lions home games, giving members another experience unavailable elsewhere in the building.
The product differs from Ford Field’s traditional premium inventory because access is not tied to a specific premium seat location. A valid Lions game ticket is required and sold separately, while 1934 Club membership provides access to the hospitality space before each regular-season home game.
That structure allows the team to sell an incremental premium experience to existing season ticket holders without requiring them to relocate from seats they may already value elsewhere in the stadium.
The launch comes as the Lions continue expanding Ford Field’s broader hospitality mix. Existing products include the all-inclusive MGM Grand Detroit Tunnel Club, Delta Loge Boxes, suites, Delta Club Level, Fifth Third Gridiron Club, Delta Sky360 Club, and the Hall of Legends.
The MGM Grand Detroit Tunnel Club, which is currently sold out, offers field-level seating, an all-inclusive rotating premium menu, included beer and wine, dedicated in-seat beverage service, and access beginning three hours before kickoff. Delta Loge Boxes provide another smaller-group option, pairing four-to-six-seat configurations with food and beverage, dedicated service, VIP parking, and club-level access.
The addition of the 1934 Club creates a different kind of product within that portfolio. Instead of attaching premium hospitality exclusively to high-value seating inventory, Ford Field is monetizing the hours before kickoff as a standalone membership experience.
The Lions also introduced several other fan-experience upgrades for the 2026 season, including approximately 100 elevated seats adjacent to a new game-entertainment stage, a DJ platform, new merchandise areas, interactive activations, and a Ford virtual-reality driving experience narrated by Barry Sanders.
“We want the city to feel like this stadium is for them and so everything we do is centered around that.” – Carly Agby, Director of Marketing, Ford Field
The new club arrives nearly a decade after the Ford family invested approximately $100 million in a major Ford Field renovation completed in 2017. That project reconfigured approximately 190,000 square feet of the stadium, including 129 suites, club areas, dining spaces, corridors, video boards, and the sound system.
Ford Field currently includes four levels of suites and 7,251 club seats within the 1.8-million-square-foot stadium. The addition of the 1934 Club extends that premium strategy without adding another dedicated seating section, instead creating a hospitality membership layered onto the existing ticket base.
Ford Field
