Expert Beer Vendor Jonah Fialkow Loves Wrigley Field

Jonah Fialkow is one of the most passionate participants suiting up at Chicago's Wrigley Field. But Fialkow isn't on the field. Fialkow works the stands, as a vendor, joyfully hawking beer, hot dogs, hot chocolate or any item he's assigned. Fialkow also makes fun videos of his vendor adventures and colorful colleagues, which you can find on his YouTube page. Fialkow took a few minutes to discuss the magic of selling concessions at Wrigley. Jonah is @JewishJonah.

STADIUM JOURNEY:

You've been vending for about a little over a decade. Describe the magic of ballpark hawking.

JONAH FIALKOW:

I’ve been working at Wrigley Field for the past 11 years, slinging beers and hot dogs, and honestly, it’s just as magical—if not more—than going as a fan. There’s something really special about being part of the experience that makes Wrigley feel like home. There are six big reasons I love vending: One, I’m a diehard Cubs fan. Two, I get to work outside. Three, it keeps me active. Four, I love the social side—the interactions with fans and my fellow vendors. Five, it’s decent money. And six, I get to be at my favorite place in the world. I even wrote my college Common Application essay about Wrigley. I’ve been lucky to do it this long, and hopefully I’ve got another 40 years in me.

STADIUM JOURNEY:

How well did your college essay go over? Did any admission officers comment?

JONAH FIALKOW:

I only applied to Michigan, Indiana, Wisconsin, and Illinois, and I got into all four. No admissions folks commented on the Wrigley Field essay specifically, but it definitely didn't hurt. I ended up going to Illinois for an honors business program.

STADIUM JOURNEY:

Many vendors work at multiple venues. Do you work at different venues besides Wrigley?

JONAH FIALKOW:

The only other venue I currently work at is Soldier Field, where I sell concert merch. Wrigley is really home base for me, though. Nothing beats it.

STADIUM JOURNEY: 

You describe yourself as an "expert beer vendor"? What does it take to reach this exalted level? How many years did you have to work at the stadium before you got to sell the holy grail?

JONAH FIALKOW:

I think it takes a couple of years to really get your vendor call down—and everyone’s call is their own unique art form. But being an expert vendor isn’t just about volume, it’s about connecting with fans, upselling, moving fast while still giving people a personal experience. I’ve been doing this for over a decade, and I even keep a spreadsheet tracking sales, products, sections—trying to optimize everything. That said, I’m still working toward that “holy grail” spot—selling Bud Light and Michelob Ultra behind the dugout in the 100 section. That’s reserved for the legends. Maybe in another 30 years.

STADIUM JOURNEY: 

Correct me if I'm wrong, but you don't accept cash. Does this cut down on tips? With that in mind, what was your biggest tip day?

JONAH FIALKOW:

Funny enough, I think switching from cash to card-only has actually helped vendors. It's faster—no need to make change—and the tipping system is built into the transaction. Tips are now a percentage of the sale, so the more you hustle, the more you earn. Plus, we get a commission, and our combined checks come every two weeks. Even though tips are taxed immediately, I think most of us are taking home slightly more than before. As for biggest tip day, well, just like we don’t kiss and tell, vendors don’t get tipped and tell. I’m not in it for the tips. I just love being at the stadium, doing what I do.

STADIUM JOURNEY: 

Do you have a strategy? In general, are there more tips for dogs or beer?

JONAH FIALKOW:

Absolutely—I go in with a strategy every single game. We line up by seniority and draft our products and sections, so I’m always thinking about the weather, game time, attendance, and what other vendors are running similar items. I want to pick something that’ll move. Once I’m in the stands, I lead with a loud “Hey!” to get attention, then drop the product pitch. As for tips, beer tends to bring in more, since it’s a higher-ticket item, but hot dogs can definitely hold their own if you work it right.

STADIUM JOURNEY:

I know that it often depends on the day, but what's the most dreaded item to sell?

JONAH FIALKOW:

It all depends on the context. A lemon chill on a 40-degree April day? Rough. That same product in July? Total money-maker. I try to avoid water and soda now—they’re lower return—but I’ll take whatever gets me in the game. Honestly, any item can be good if you know your audience and how to sell.

STADIUM JOURNEY:

How much does watching the game cut down on your sales?

JONAH FIALKOW:

Not much, to be honest. During the game, I’m focused on selling. My job is to keep fans fed and hydrated, so they can cheer on the team. The only time I really watch is when sales hit a natural pause—like during a huge moment, bases loaded in the bottom of the eighth. Nobody’s buying during that, so I might take a second and soak it in. Otherwise, it’s all hustle.

STADIUM JOURNEY:

Any celebrity clients?

JONAH FIALKOW:

Yeah, I’ve run into a few—celebrities, athletes, reality TV stars. But one of the best stories actually comes from one of my best friends who’s also a vendor. During the Cubs' 2016 playoff run, he helped arrange a meet-and-greet between Bill Murray and Jonathan Toews, who were both sitting near home plate. They wanted to meet, and he was the guy on the move who made it happen. That’s a pretty epic moment. But whether it’s a celebrity or a regular fan, we treat everyone the same—it’s all part of the job.

STADIUM JOURNEY:

Vending is taxing on the body. Do you have an off-season training program?

JONAH FIALKOW:

I wish I could say yes, but I don’t—though I definitely need one. I’ve started doing some post-game stretching, but going into April cold and suddenly climbing 8,000 steps while carrying a heavy load? Your body feels it. If I want to keep doing this long term—and I do—I need to take better care of myself. I’ve seen guys who’ve done this for 40, 50 years. They’ve had hip replacements, bad backs. I’d love to avoid that. But honestly, if that’s the price for getting to work my dream job at Wrigley Field, I’ll pay it. Even if it costs me a hip or two.

STADIUM JOURNEY:

Outside the ballpark, you've started something called https://bracketology.tv/  which looks like a lot of fun but has nothing to do with baseball or vending. Please describe this venture.

JONAH FIALKOW:

Vending is the best part-time job in the world, but Bracketology.tv is my main project, where we bring the excitement of fantasy football and bracket style games to reality TV shows. It’s competitive, interactive, and totally ridiculous in the best way. Fans vote, debate, and get way too invested—and that’s the point. It’s a fun, communal way to celebrate the things we obsess over. It might not have anything to do with vending, but it’s still all about energy, engagement, and building a great fan experience—whether at Wrigley, on social media, or in the reality TV world.

Jon Hart is @manversusball