Novi, MI, October 2025 — The Hub Stadium has expanded its entertainment experience by adding a new iPourIt self-pour beverage wall at its Novi, Michigan location. Installed in August, 2025, the 50-tap wall allows guests to pour their own beer, wine, craft cocktails, and cold brew coffee, creating a more interactive and efficient way to enjoy drinks during events, parties, and casual visits.
With more than 70,000 square feet of entertainment space, The Hub Stadium offers a full lineup of attractions including football bowling, axe throwing, ice curling, mega darts, and golf simulators. The addition of self-pour technology complements its full-service restaurant and seven private event spaces, allowing guests to explore new beverage options while reducing wait times at the bar.
“We wanted to enhance the guest experience and give people more control over what they drink and when,” said Nick Ellis, Marketing Manager at The Hub Stadium. “Customers love sampling beers and craft cocktails…trying something new without waiting for a bartender. It’s fun, fast, and adds a unique element to our events.”
The new tap wall features 40 beers, 4 wines, a few craft cocktails, and a nitro cold brew tap, all available for guests to pour using RFID-enabled wristbands. During peak events that often host 400 to 800 guests, the system has streamlined service while maintaining an engaging, social atmosphere.
To celebrate the launch, The Hub Stadium offered half-off tap wall pricing during its first month. The promotion drew strong interest from guests and helped introduce the self-pour experience to the Novi community. The venue has since continued to attract attention with creative seasonal drinks like the “Lions Day Blue Margarita” and other rotating favorites.
“The Hub Stadium’s Novi location is a perfect example of how our technology fits seamlessly into large, high-volume entertainment venues,” said Flinn Flexer, CEO at iPourIt. “They’ve created an experience that’s both operationally efficient and truly exciting for guests.”
As the holiday season ramps up, The Hub Stadium expects a busy calendar of corporate and private events, with many incorporating the tap wall into their packages. “It’s an easy way to boost revenue and guest satisfaction,” Ellis added. “We’ve even had a single 400-person event add a couple thousand dollars just from the beer wall.”
For more information, visit thehubstadium.com or follow on social media, links below.
About iPourIt, Inc.
iPourIt is North America’s leader in self-pour beverage technology, enabling operators to serve beer, wine, cocktails, and more with ease. With over 400 systems installed and more than 370 million ounces poured, iPourIt helps operators improve efficiency, reduce waste, and create engaging, data-driven guest experiences. Learn more at ipouritinc.com.
About The Hub Stadium
The Hub Stadium is a premier entertainment destination in Michigan with locations in Novi and Auburn Hills. Guests can enjoy football bowling, axe throwing, ice curling, mega darts, golf simulators, and a full-service restaurant and bar. The Novi venue spans more than 70,000 square feet and hosts private and corporate events for groups of 5 to 1,500 guests. Learn more at https://www.thehubstadium.com.
