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A Newsletter by InformeDesign. A Web site for design and human behavior research.
Trends in Stadium Design: the US towards the end of the 19th centu-
A Whole New Game ry in urban locales such as New York and
Christopher R. Lamberth Chicago. These buildings were originally
crowded, smoke-filled, wooden structures
The Big Picture without adequate life safety design.
cover image It’s not your father’s or mother’s game any
goes here - fit more. The adage “take me out to the ball- The growth in the nation’s population
image to the game” has been redefined in the past 15 and the popularity of organized specta-
black box years and holds a variety of new meanings tor sports created a need for larger, safer,
using the for fans. This issue of Implications will fo- and more permanent places to play. From
guidelines cus on the evolution of modern sports fa- the early 20th century and into post-WWII
cilities in the United States, focusing on America, baseball, basketball, and even-
trends since 1990. These public assembly tually football became the driving forces
facilities—stadiums, arenas, and ball- in stadium and arena development. The
parks—have become entertainment desti- ensuing 30 years saw the progression of
nations that cater to a wide spectrum of concrete and steel structures that fea-
fans and provide flexible opportunities for tured relatively uniform, basic design and
IN THIS ISSUE assembly, sport, recreation, culture, arts, amenities. In the early 1970s specialized,
and education. dedicated sports architecture practice
Trends in Stadium took hold of the market.
Design: A Whole New Today, sports facilities are relied upon to
Game host more and varied events. To do so, Brad Mayne, President and CEO of Cen-
more space is being allocated for the tap- ter Operating Company at the American
Related Research
estry of programming elements necessary Airlines Center in Dallas, Texas, observes
Summaries
to house, support, and stage the event, trends from 25 years of experience, “There
sometimes exceeding 1,000,000 square are more amenities that allow for greater
feet of useable space. Looking back on the revenue, more luxury suites, more op-
past helps clarify just how far these build- portunities for sponsorships—including
ings have progressed. naming rights, more teams operating the
venue…and higher quality finishes within
A Brief History of the Building Type the facility. It’s much better than the con-
Although the history of amphitheaters crete and brick concourses of the past.”
and stadiums dates back centuries, the
modern stadium began to take shape in The industry continues to change as the
major professional ranks complete their
Implications www.informedesign.umn.edu
needed buildings, and facilities for community-driven Stadiums and arenas complement a mix of residen-
minor league sports and collegiate athletics emerge. tial, commercial, retail, dining, and entertainment
The facilities of the past 15 years—and especially the spaces; the trends are to add these complementary
past five years—have begun to showcase premium developments around existing venues and incorpo-
amenities, features, finishes, and services that are rate them into new venues.
competing for discretionary dollars by focusing on
non-game elements.
RoseAnn Martinez, Director of Event Services at ting in the premium seats, buying premium food and
the AT&T Center in San Antonio, Texas points out, beverages, and, arguably, paying premium prices.
“Customers have shifted from mere event-observers
to multi-taskers…They have a higher sense of enti- Sports facility design
tlement, requiring a spectrum of ticket options and today offers a num-
packages, [which results in] higher maintenance on ber of seating envi-
building and franchise staffs.” ronments that have
evolved into a variety
Seating Environments and Amenities of small “neighbor-
Fifty years ago facilities had limited seating types, hoods”. Suites, club
amenities, and services. Seating bowls had simple, levels, and additional
linear, mostly symmetrical layouts. Seats were made seating tiers, decks,
of wood and metal, and often provided a 16-to-18 inch and levels were add-
wide seating space on a continuous bench without ed in the 1960s and
a seat back. Accessibility was not considered; suites 1970s, pushing seat-
were virtually non-existent; food fare was simple; ing further out, up,
lines were long; and in-seat vendors (i.e., hawkers) and away from the
were everywhere. Quality sightlines, unobstructed event floor. This cre-
views, comfortable seating or premium seating were ation of a mixture of
The seating towers at the Nationwide
not paramount design elements—they are today. seating choices at ev- Arena, Columbus, Ohio
ery level and location
Preferred seat locations—close to the action with led to flexible, tiered ticket pricing, with the best seats
optimum vantage points and sight lines—will always and the best amenities garnering the highest prices.
command the highest ticket price. Many facility op-
erators cite the 80-20 rule; 80% of the revenue comes Most of today’s fans are familiar with the luxury/pri-
from 20% of the attendees. The 20% attendees are sit- vate suite concept; a standard suites holds 10-16
persons with fixed seats in a living room environ-
ment accessed from a separate, dedicated concourse.
Suites typically also include a drink rail, bar stools,
a buffet, and a kitchenette area. A combination of
television monitors, dedicated phone lines, comput-
ers with Internet access, and wireless hot spots are
now standard features. Recent trends include replac-
ing full-size refrigerators with smaller under-counter
units, and ice makers with portable ice troughs fed
by food service staff. Restrooms are also being re-
moved from the suite environment and centralized to
improve cleanliness, odor control, and cost savings in
construction and maintenance.
A collegiate suite with views and access to the seating bowl at the
Navy-Marine Corp Memorial Stadium, Annapolis, Maryland
What fans may not be familiar with are the new ex-
pansive club lounges, fine dining, loge seating, bun-
ker suites or lounges, and field or courtside suites.
Most of these amenities are accessible from club and
suite levels only.
• Nightclub style bars provide hip, lounge style en-
vironments for people to stay close to the action or
escape in the atmosphere. Full service sit-down res-
taurants, build-your-own buffets, and stand-alone
dessert carts offer premium menu selections.
• The loge seat concept, growing in popularity, takes
the suite out of the suite and into the bowl, includ-
ing comfortable office style chairs, a dining counter
top for in-seat food service, dedicated televisions, A suite with an adjacent balcony at Community America Ballpark in
and sometimes a small refrigerator. Kansas City, Kansas
• Bunker suites and lounges have no view into the notes, “There are now means of mechanically tilting
seating bowl or event floor, but afford a large en- the lower level of seating to provide better sightlines
vironment that provides all of the finishes, ameni- between various events types that are staged in a
ties, and services of a suite or lounge. facility. TVs are everywhere, hanging on the walls
• Courtside and field suites, like the ones at Seattle’s throughout the building and even...embedded into
Quest Field, are suites placed right down in the the floor of the concourses…The bottom line is com-
front row, bringing the fans even closer to the ac- fort and convenience.”
tion.
Plenty of what you don’t see is just as important as
Advancements in audio/visual technology are evi- what you do. In today’s age of heightened security
dent in the prolific video boards, scoreboards, and and energy efficiency awareness, building systems
ribbon board systems ringing a seating bowl with are being integrated to provide smarter, safer, and
high resolution clarity and concert-level sound qual- more efficient buildings. Though many of these ef-
ity. These technologies have the capacity to pay for forts rely on new technologies, facility staff awareness
themselves through creative advertising whereby por- and training are crucial to their success.
tions of an entire facility can be wrapped and brand-
ed with a sponsor’s message at the push of a button. Designed efficiencies support new uses for sports
For major facilities, material and installation budgets facilities. “Efficiencies in building design—the re-
for these audio/visual elements are equivalent to the tractable seating solutions, conversion equipment,
building’s entire electrical material and installation et cetera—are all better, lighter, and more durable...
budgets (in the neighborhood of tens of millions of buildings are no longer just for sports. They are now
dollars). competing with convention centers and hotels as flat
floor space [and] expo or trade options. Every day is a
Security, Technology, and Back of House potential booking day,” says Martinez.
Technology also enables more amenities and services.
Will Lofdahl, Director of New Mexico State Universi-
ty’s Pan American Center in Las Cruces, New Mexico,
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