About Paze City Square
What is the purpose of this program?
Etihad Park aspires to celebrate the diversity of the five boroughs through the food stalls selected to be highlighted at Paze City Square at Etihad Park. In addition to representing many of the incredible cuisines found throughout New York City, Paze City Square will help bring awareness to, promote, and support ten local food businesses found throughout the city.
What is Paze City Square?
Paze City Square is a central gathering space inside Etihad Park designed to celebrate New York City’s culture, food, and community. Located just inside the stadium’s main entrance, the space will feature the Five Boroughs Food Hall — a curated collection of local small businesses representing cuisines from across the five boroughs.
Where will Paze City Square be located?
Paze City Square will be located inside Etihad Park at street level, just inside past the stadium’s Cube entrance. On non-event days, the space can also be accessible to the public via garage doors that open directly onto the surrounding sidewalk.
When does Etihad Park open?
Etihad Park will officially open ahead of the MLS 2027-28 season.
How many food stalls will be selected?
Ten businesses will be selected as food stalls at Paze City Square for an initial one (1) year term.
What will my kiosk include at Paze City Square?
Each food stall will be provided with a dedicated, free-standing kiosk designed to support efficient stadium service. Kiosk specifications and equipment include:
- Approximately 100–120 sq. ft. kiosk (10’W x 10’D or 12’W x 10’D, depending on location)
- Branded identification signage featuring your restaurant logo
- Menu listing signage
- 30 amp / 110V power connection
- Refrigerated prep table
- Two-door refrigerator for beverages
- Three well hot holding unit for keeping food warm with under storage
- Utensils and basic service equipment
- Hand sink
- Trash receptacle
- Service counter with a point-of-sale (POS) system at ADA-compliant height
Please note: kiosks will not have on-site cooking capabilities, as there is no ventilation or utility infrastructure to support full cooking within Paze City Square.
Applying to Become a Food Stall and Eligibility
Who is eligible to apply?
Applicants are required to be fully licensed and insured food service operators within New York City. Etihad Park encourages independent restaurants, neighborhood favorites, and emerging food concepts from across the five boroughs to apply.
How do I apply?
Applications are available through a link on the New York City FC website at newyorkcityfc.com/pazecitysquare.
Is there an application fee?
There is no application fee to apply to be a Paze City Square food stall.
How will food stalls be selected?
Food stalls will be selected by the Paze City Square Selection Committee, consisting of chef Marcus Samuelsson, Legends Global Senior Vice President of Culinary Gretchen Beaumarchais, and New York City FC VP of Marketing Lauren Scrima.
What is the selection criteria?
The selection process will prioritize local businesses that represent the five boroughs and reflect the diverse food culture of New York City.
Will there be interviews or tastings?
Finalists will be interviewed, and tastings may be required as part of the final selection process.
When will selected food stalls be notified?
Selected food stalls will be notified before the end of the year.
How the Partnership Works
What does it mean to license my business to Legends Global/Etihad Park?
Selected food stalls will enter into a licensing agreement that allows Etihad Park to feature their recipes and menu items within Paze City Square. Legends Global will manage culinary operations and work with local businesses to develop the menu and recipes offered at the location.
Will I still own my brand and recipes?
Yes, all businesses will maintain ownership of all their recipes and brand.
Can I continue operating my existing locations?
Yes, participation in Paze City Square does not impact your day-to-day business operations. The partnership agreement will run for one (1) year.
Can I exit the licensing agreement prior to the one-year expiration?
Details regarding early termination will be outlined in the licensing agreement.
Operations & Execution
Who operates the food locations inside the stadium? Will I need to staff my Paze City Square location?
Legends Global will operate the food locations inside Etihad Park. However, each selected food stall is required to designate a Vendor Lead for every ticketed event that Paze City Square is operating. This individual will serve as the primary point of contact responsible for overseeing and supporting all operations at their stand throughout the duration of each event.
The Vendor Lead must be present on-site for the entirety of the event and be prepared to address any operational needs, staff concerns, or issues that may arise. Vendor Leads should be knowledgeable about the food stall’s menu, policies, and procedures to ensure a smooth and consistent experience for all guests. The designated Vendor Lead will be compensated at the Etihad Park Food Supervisor hourly rate for time worked during each event.
Will I have input on how my food is prepared and presented?
Yes, food stalls will work with Legends Global to provide input into how their food is prepared and presented at Paze City Square.
How many menu items can I offer?
Because kiosk space is limited, menus will generally be streamlined to approximately two to three items per food stall.
How many events or days is my business expected to operate within Etihad Park?
Paze City Square food stalls may have their menu items featured during New York City FC matches and other events hosted at Etihad Park. The stadium is designed to host a wide range of events throughout the year, including sporting events, concerts, and other large-scale programming.
Since Paze City Square cannot support live cooking, where will the food be prepared?
Food will be prepared in a dedicated commissary kitchen at Etihad Park. All menu items will be prepped or fully prepared in this kitchen and then transported to Paze City Square for service.
At the kiosks, food stalls will operate in a heat-and-serve or cold-hold-and-assemble format. A pantry space within Paze City Square will support holding food at the appropriate temperatures, ensuring food stalls can efficiently serve guests during high-volume periods.
Financial Overview
How are businesses compensated?
Businesses selected as food stalls will receive a licensing fee equivalent to 5% of net sales from their menu items offered in Paze City Square. This will be paid monthly.
Are there upfront costs to participate?
No, there is no cost for businesses to participate in Paze City Square.
Will food stalls receive performance reporting on how their stand is doing at Etihad Park?
Yes, Legends Global will provide monthly reporting to the businesses on their food stall’s performance at Paze City Square.
Stadium Experience
When will Paze City Square be open?
Paze City Square will operate during New York City FC matches and other major events at Etihad Park. On non-matchdays, the space may also be open to the public and for community programming and special events held at Paze City Square.
Will food stalls receive branding inside the stadium?
Food stalls participating in Paze City Square will have their brand represented within the Five Boroughs Food Hall as part of the overall culinary experience.
Will food stalls be featured in Club marketing?
Food stalls in Paze City Square may be highlighted through select New York City FC and Etihad Park marketing and promotional efforts.
Additional Information
Is my business eligible to renew for an additional year, or is it a strict one-year limit?
The participation term is a strict one-year limit to allow additional businesses the opportunity to participate in Paze City Square.
What if my business license expires soon?
Applicants must maintain valid licenses and remain in good standing as a food service operator in New York City. Any required licensing must be valid throughout the duration of participation in Paze City Square.
Who can I contact with additional questions?
For additional questions, please contact NYCFCHospitality@LegendsGlobal.com.