THINKING OUTSIDE THE BOX

For a 1923 building, there are limitations that must be worked around in order to create premium spaces.
During three years of renovations, Forest Hills Stadium in Queens, N.Y., set a new standard with its limited access areas. The one drawing the most attention has patrons entering through a porta-potty door.
“We would have many people waiting in bathroom lines, then there’d be 20 people coming out of this porta-potty door clown car style,” said Mike Luba, co-president at Madison House Presents, which runs the stadium with AEG. “We’ve tried to elaborate on that scene, thinking outside the box for our other areas.”
The Raccoon Room got its name from the family of raccoons living in it prior to the remodel, one of which is stuffed on top of the self-serve bar, which was formerly a toolshed. The space gets a new password with each event and offers views inside the stadium from small windows.
Another VIP speakeasy-type lounge, the Sign Room, is also password-protected and named after the U.S. Open’s former sign painter, who worked in the space.
Lining the stadium’s horseshoe interior and each other with unique decor and prime views of the stage, the lounges offer private restrooms, bar service and a host.
“We have a wacky place to begin with,” said Luba. “If you build something epic and deliver on a unique, special experience, people are willing to pay anything; the revenue potential is limitless.”
In the case of Forest Hills, the focus is on driving home the historical spirit of the building, which was home to the U.S. Open for 70 years.
“On some level, it’s like we’ve done the anti-arena model with the way we’ve built our speakeasies, or what others would call suites or boxes,” said Luba. “When that works, people love it.” — Lisa White