Get documents about "OF VENUE RENOVATION
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ASSESSING
THE
OPPORTUNITIES
OF VENUE
RENOVATION
MORE THAN A GAME
“THE POWER TO
The contrast between a venue that is an island unto itself and one that is enmeshed in a
vibrant urban context is often a sharp one. Achieving the transformation from one to the other
can mean the difference between a franchise that is located in a city and one that is indelibly
CREATE UNITY AND
a part of the city’s sense of pride, identity and energy.
LOYALTY LIKE NO
CONNECTING
The Louisiana Superdome, home
OTHER FORM OF
of the National Football League’s
(NFL) New Orleans Saints,
WITH THE
underwent massive renovations
ENTERTAINMENT”
following Hurricane Katrina.
The opportunity was seized not
COMMUNITY
only to increase offerings inside
the stadium, but to maximize
the public realm surrounding
The intense power of sports is Owners and cities around the it. Champion’s Square was
undeniable. It has the power to world are constantly trying to created as a way of extending
create unity and loyalty like no maximize the value of their the game-day experience and
other form of entertainment. existing facilities by means of uniting the venue with the street
It has the power to change our renovation. Renovation allows life that gives New Orleans its
style of dress, our speech, our for targeted improvements social and economic energy.
schedules, and at times our that can raise the profile of Modeled after the tradition of
personalities. It also has the franchises, increase revenue public squares in the city, it is
power to unite communities streams and recharge urban the franchise’s offering to the
and cross social and economic contexts. The question for In downtown Portland, Oregon, a 1920’s-era multipurpose stadium urban context and the gateway
boundaries by creating a venue owners and operators is was renovated into JELD WEN Field, transforming an underutilized entry experience to the stadium.
communal identity. The venue which renovations will deliver asset into a wildly popular major league soccer stadium home to Programmable outdoor spaces
often comes to symbolize that the greatest return for tenants, the Portland Timbers. A model of creative renovation thinking, and such as this maintain their
identity and if designed properly patrons and sponsors. AECOM’s the dedication of the Portland City Council, JELD WEN Field is being vibrancy throughout the year
can create additional benefits work on venues shows that hailed as a great example of urbanism. Sports energy and urban by connecting office, retail,
for its surrounding context. renovations typically focus energy meld seamlessly, as the regional light rail line stops directly hotel and residential uses with
on increasing revenue by in front of the stadium, feeding into a public plaza that frames the the attraction of professional
improving connections with main entrance and offers street-level views of the action on game sports. Its revenue generation is
Louisiana Superdome, New Orleans, U.S.A.
the surrounding community days, and welcomes public events and usage during non-game days. augmented by its flexible design
and improving the visitor Since opening the newly renovated stadium for the team’s first- and ability to host concerts,
experience. Other more ever Major League Soccer (MLS) home match on April 14, 2011, the outdoor sports tournaments,
ambitious approaches look to Timbers have sold out each of their league home games over their and other regional events,
combine the experiential with two MLS seasons. For the 2012 MLS season, the Timbers sold 14,750 maintaining a highly desirable
leadership in sustainability, season tickets and have a season ticket waiting list that numbers environment for game-day and
adding lower operational costs more than 7,500. non-game-day rentals alike.
to the increased market value
of environmental responsibility.
LEARN MORE
Sports@aecom.com
MORE THAN A GAME
The Superdome restoration was unprecedented; never in the history of U.S. stadiums had a facility
been so heavily damaged and rebuilt in one year. The design team was charged with not only assessing
the damage from the hurricane but with deriving a plan of remediation for the facility, which would
include probable cost estimates and schedules. Nearly 5,000 tons of building material, furniture and
equipment was removed and disposed of. The Superdome was ready for action in time for the Saints’
opening game aired on ESPN’s Monday Night Football September 25, 2006. It was a triumphant
homecoming victory for the Saints, beginning a resurgence that paralleled the city’s recovery and
culminated in a Super Bowl victory four years later. In 2012, the Superdome, through its symbolic effect
and its real effect on the local economy, is being called “an example of what resurgence looks like” by
New Orleans Mayor Mitch Landrieu.
Left to right: Lambeau Field, Green
Bay Packers, Wisconsin, U.S.A.
LEARN MORE
Sports@aecom.com
MORE THAN A GAME
EXPANDING THE
EXPERIENCE
By taking creative approaches In other cases, additional premium seating might be
to low-revenue producing accommodated where it does not appear possible. In 2004,
aspects of existing venues, FedEx Field, home of the NFL’s Washington Redskins, underwent
targeted renovations can renovation for seating bowl improvements where no one
transform less popular seat believed additional capacity could be achieved. The project
locations into new high- added ten new suites to the stadium, an exclusive Owner’s
revenue, premium offerings. Club, two full rows of valuable loge seating with a new loge bar,
In Portland’s Rose Garden and the ultimate “Dream Seat” program on the field level. In
Arena, home to the National this case, diversification of premium offerings created demand
Basketball Association’s for tickets with the Dream Seat becoming both an attractive
(NBA) Portland Trail Blazers, experience for the fan and a highly visible branding opportunity
the uppermost seats in the for a Redskins sponsor.
seating bowl were renovated
to create the wildly successful
Blazer Boxes. The Blazer
Boxes transformed the least
popular real estate at the Lambeau Field, Green Bay Packers,
corners of the upper bowl into Wisconsin, U.S.A.
a unique fan-friendly premium
seating offering. Open to the
seating bowl, the boxes are
rented on a game-by-game
basis, rather than via a long-
term lease. They offer fans
a “front-porch” experience,
with banquette and sofa-like
seating, accommodations for
catering, and a lower price
point than the traditional
luxury suite. The Rose Garden
renovation pioneered this
particular approach.
LEARN MORE
Sports@aecom.com
MORE THAN A GAME
SUSTAINABILITY
There is a direct connection between By incorporating sustainable design and
the visibility of sports venues and their building practices, major sports venues
responsibility to the greater world environment. can have huge impacts on the environment.
LEADERSHIP
Just as sports facilities create a stage for Recently completed stadiums are employing
the pinnacle of human performance and water harvesting techniques to save as much
entertainment experiences, so should they as 42 million liters of water annually. Technical
promote the highest level of human and innovations in energy and water performance
environmental health. Providing opportunities systems and products are setting the stage
for the public to engage in sport and exercise for owners who want to jump to a position
not just as spectators is a goal of the Singapore of market leadership in sustainability while
Sports Hub’s public realm, which will reducing long-term operational cost. Cost-
accommodate activities from lawn bowling to effective software and wireless building control
cycling. In Singapore, where potable water is solutions provide project-specific Heating,
scarce, landscape architecture presents not Ventilation, Air Conditioning (HVAC) and lighting
only an opportunity to manage storm water, controls with minimal impact on existing
but to capture it for treatment and reuse. Water facilities. More information on the sustainability
sensitive urban design strategies will fulfill the of products is being provided by product
national water agency’s Active, Beautiful and manufacturers in the form of environmental
Clean initiative. product declarations and health product
declarations, valuable resources for selecting
healthy products.
Louisiana Superdome, New Orleans, U.S.A.
LEARN MORE
Sports@aecom.com
MORE THAN A GAME
“THERE IS
Successful venues are those that evolve to
optimize return on investment and respond
to their fan base and community’s needs,
NO SINGLE
economic conditions and innovations in
venue design and sustainability. Owners
considering renovations have the option of
FORMULA FOR
focusing on improving space utilization inside
the venue, strengthening connections with
the surrounding community and cityscape,
A SUCCESSFUL
and pursuing leadership in sustainable design
and operations. Oftentimes, a combination
among these three target areas will yield
RENOVATION.”
greater results. With every situation being
different, there is no single formula for a
successful renovation. But as more pro-sports
franchises see successful transformations,
the opportunities to maximize business
performance, community engagement,
environmental performance and the sporting
experience are waiting in each existing facility.
Louisiana Superdome,
New Orleans, U.S.A.
LEARN MORE
Sports@aecom.com
MORE THAN A GAME
