Broader Availability of the Sub Zero Vodka Bar Experience

"It speaks to who they are as operators that they've demonstrated great such success. Derek and Lucas Gamlin are great partners of the Rams," says Bob Reif "Broader availability of the Sub Zero experience is great for us, and it's great for the fans. We're thrilled."

In another upgrade to the dome, Sub Zero Vodka Bar (308 North Euclid Avenue; 314-367-1200), is taking over the two bars at the 50-yard line on the club level. There's already a 75-person Sub Zero club (sold out, of course), but now anyone on that level can get "the Sub Zero experience." Reif also points out that Sub Zero Vodka Bar took care of the hospitality and catering when the Rams traveled to London last year to play the New England Patriots.

Basically, with all these facility upgrades and multi-year contracts -- not to mention the emphasis on "community investment" -- hopefully this means the Rams won't be leaving St. Louis after the 2014 season.

Gut Check is always hungry for tips and feedback. Email the author atnancy.stiles@riverfronttimes.com or follow her on Twitter..

After a seven-year partnership with PepsiCo., the St. Louis Rams have signed a five-year deal with Dr. Pepper Snapple that will begin this season. Dr. Pepper has similar agreements with the Chicago Bears and the Dallas Cowboys. So what exactly does this mean?

See also:

- Dr. Pepper Teams with Air Guitar Champion for Commercial Deal

- Gamlin Whiskey House to Open in September

- Sub Zero's Eric Weis: Featured Bartender of the Week

Besides the drinks changing at the Edward Jones Dome (701 Convention Plaza Street; 314-342-5201) (obviously), Rams executive vice president Bob Reif tells Gut Check that the partnership will create a lot more fan involvement in the local market. "It speaks to what we want people to know -- that there's commitment and investment going on in the community," Reif says.