The new Sacramento Entertainment & Sports Center will have unusual viewing and gathering options, like this upper bowl "bridge view."
The fan of the future may be picking a “neighborhood” rather than a seating section when he purchases a ticket to an arena event. Given the shift in the fan expectations as more and more seek social, communal live event experiences, architects, designers and operators are looking for creative ways to enhance every ticket buyer’s visit by tailoring the amenities.
No one will ever eliminate the cheap seat, but it is a goal to make even that buyer’s experience better than he ever hoped.
Whether it’s “through-views” from bistro bars on the concourse and into the bowl at the new Rogers Place, Edmonton, Alberta, or the “power clubs” on the upper concourse at the new Las Vegas Arena, the goal is to offer unique and current gathering places in arenas today.
In the Arena Blueprints chart accompanying this story, Venues Today identified 24 arena projects, both new construction and major renovation, that are ongoing today, representing nearly $7 billion in direct costs.
The new arena in Seattle, if it ever gets built, has a conceptual design that brings the upper seats forward, cantilevered over the lower bowl in a elliptical shape that brings those on the top level closer to the floor. Some of those balcony-type areas may become standing room. It would definitely be a different experience for the “nosebleed” seating section and fits the goal of creating different neighborhoods in the arena bowl.
It’s about finding places to hang out, said Chris Lamberth, 360 Architecture (which will become HOK when the acquisition closes in the next month or two). “We’re creating experiential spaces where people don’t necessarily have a seat — standing areas, common lounges. We’ve even toyed with the idea of making the venues more intimate, knowing we are competing against a more tech savvy fan and the in-game experience is important. Part of that might be to contain the size of things as opposed to making things bigger.”
360 Architecture has been changing the fan experience at United Center in Chicago bit by bit over the last five years. “They have a very traditional, symmetrical seating bowl. They wanted to create a diversity of product,” Lamberth said. That has included minisuites, theater boxes, and all-inclusive clubs.
In the upper deck, they blew out the back of the bowl to expose a no-man’s land that turned into an “average Joe, blue-collar bar” at the very top of the arena with a drink rail, TVs and hang out creds. It added value to literally the last row of the arena. The bar became so popular, they had to limit access to only upper bowl ticketholders.
“There will always be seats, but there may be fewer of them,” said Brad Clark, Populous.
The new Las Vegas Arena will have some communal areas with flexible standing room. Clark agrees we’ll see more variety in seating options, but “there will always be a seat with a back and the ability to watch the event that way. That will never go away.”
“The arena in Las Vegas will have some interesting ‘power clubs,’ if you will, in the upper portion of the bowl with a view of the stage that are unique and communal and will have great opportunities,” Clark added.
The change is in variety, different price points, different seating classifications and, really, different neighborhoods, he said. It’s not one size fits all.
KEEP YOUR HANDHELD CLOSE
Tim Romani, founder and Chief Executive Officer of ICON Venue Group, noted technology is the biggest change in the fan experience. “Clearly the advancements in video, audio and handheld connectivity will continue to lead the way,” Romani believes. “If you cannot prove a tangible and measurable experiential enhancement though, don't spend the money. Content will always be king but getting it in front of the fans in an impactful way is the kingdom.”
To be revenue- and cost-effective, major arenas of 2016 and beyond must be adaptable to presenting events anywhere from 5,000 to 20,000 fans strong.
At the top of the list of design changes for Clark is the continued enhancement of technology and the associated fan experience with that technology, from robust WiFi to detailed apps to connect to the brand, team and real-time information.
“It’s not just about watching the event. It’s about connecting to the event in multiple ways and connecting to the venue and other fans through technology,” Clark added. That leads to finding places people can go and plug in or connect outside the venue.
The new Rogers Place in Edmonton, Alberta, home to the Edmonton Oilers, is designed to have bistro bars located on the main concourse, which feature a view-through to the floor. Access to these spaces, visible to everyone, is to be determined, Lamberth said.
Ticketing has always had variations, from front row to back, standing room only to general admission, best view to partial view. That variety may be enhanced even more in the future. “The bowl itself won’t become something crazy like an undulating wave,” Lamberth added. “It will still be a tiered and terraced system, but how can you make that otherwise hard-to-sell seat more desirable?” Once upon a time, the goal was volume. Now it’s variety.
That’s also the case on the food service side, where hang-out spaces are more and more prevalent. At United Center, 360 helped develop a Backstage Area, which is on the upper level stage end, which features curtains, concert photos, road cases for tables and event passes lacquered over on cocktail tables.
ON THE OUTSIDE IN
Clark also pointed to exterior design changes, particularly in the use of more and more external rain screen systems, which are basically the second skin with weather protection behind it. It’s a European system that’s becoming more prevalent. Las Vegas will have it, he said. It’s more sustainable technology so air can get behind the external skin and dissipate heat, Clark added.
Since LED technologies have gone down in price, there are also more lighting options, including external LED skins. The Las Vegas Arena will have an external LED skin facing the new park and plaza on the high-energy, Las Vegas Strip side.
It has become more and more important to incorporate sponsorship in the design and not just overlay it. “That requires working closely with brands and building partners and integrating in meaningful ways, versus slapping the logo on the venue,” Clark said.
“But you need that brand on board if the space is to depict and express the brand as more integral than a sign,” he said of new construction. It also requires components that are easily changeable but still integral.
And to top it all off, the trend in arena construction is also toward smaller and smarter in terms of square footage. “For years and years, the sweet spot for an NBA or NHL arena was 750,000 square feet,” Clark said. Lately, 700,000 sq. ft. has been the new sweet spot.
“We’re trying to economize on square footage without sacrificing fan experience,” Clark said.
Interviewed for this story: Chris Lambert, (816) 472-3240; Brad Clark, (816) 329-4265; Tim Romani, (303) 796-2655
