By Tyler Rizzo, Storyland Studios
Sports venues have always been the heartbeat of fandom. They create memories, celebrate victories, and fuel rivalries. But in today’s world, these arenas are changing. They are becoming more than just places for games.
More developers are turning arenas into lively spots that mix entertainment, shopping, and dining. This shift provides a way to boost revenue and invite visitors all year round. The team at Storyland Studios is often called upon to help shape these exciting spaces, leveraging our expertise in creating engaging experiences.
Rather than being single-use buildings, sports venues are evolving into vital community centers that support local economies.
The rise of mixed-use sports complexes
Traditionally, sports venues were standalone buildings, often surrounded by large parking lots. Now, innovative developers are combining sports with other uses to create buzzing hubs. This helps draw fans in and keeps them around even after events, while also attracting non-sports visitors during quieter times.
A great example is Truist Park in Atlanta, home to the Braves. It’s part of The Battery Atlanta, which includes restaurants, bars, retail shops, and even a concert venue. This vibrant area thrives beyond just baseball season, offering plenty of dining and entertainment options to keep visitors coming back.
Key drivers behind the trend
One major reason for this trend is economic diversification. By adding shops and dining, venue operators can create new ways to make money. Attendance can vary due to many factors, but a lively atmosphere with various attractions ensures steady revenue streams.
Another important factor is the experience economy. Today, people want more than just a game. They’re looking for a complete outing. Sports venues that provide dining or concert options can turn a simple visit into a full-day experience for families and friends.
This transformation positions sports facilities as hubs that cater to the community, fostering local partnerships and enhancing goodwill.
Examples of year-round engagement at sports venues
Let’s look at some standout examples:
- SoFi Stadium – Los Angeles, California: This stadium isn’t just home to the Rams and Chargers; it’s also part of Hollywood Park, which includes shopping, office spaces, and community events.
- Wembley Stadium – London, UK: Famous for English football, Wembley surrounds itself with shops and restaurants, plus it hosts concerts and community gatherings all year round.
- Titletown District – Green Bay, Wisconsin: Next to Lambeau Field, this area includes a hotel, activity park, and a brewery, ensuring there’s something for everyone, not just on game days.
- Tottenham Hotspur Stadium – London, UK: This venue features unique dining experiences, a rooftop walk, and hosts both football and NFL games, making it a multi-use destination.
- Tokyo Dome – Tokyo, Japan: Within Tokyo Dome City, visitors enjoy an amusement park and shopping before catching a game or concert, illustrating a perfect blend of fun and sports.
Overcoming challenges
Transitioning to multi-use venues isn’t easy. Developers face challenges such as zoning laws and construction costs. Working closely with local governments is crucial, especially when public funding is involved. They must also consider community concerns—like traffic and noise—while creating engaging spaces.
That said, the rewards often outweigh the challenges. Mixed-use developments can boost property values, create jobs, and improve local infrastructure. They also bring life to underused areas, transforming them into thriving economic centers.
The retail playbook for sports venues
Incorporating retail options can greatly enhance venues. Developers are beginning to blend traditional shopping with unique experiences tied to the venue’s identity. For example, Mercedes-Benz Stadium in Atlanta features food from local chefs, elevating the dining experience beyond typical stadium food.
In Green Bay’s Titletown, a mix of sports-related boutiques and family-friendly shops cater to diverse visitor needs. As we develop new projects, we aim to ensure retail and dining are available daily, not just during events.
Understanding the audience is crucial. A stadium in a bustling city should focus on nightlife, while a suburban park may benefit from family-centered attractions.
Leveraging technology and data
Technology plays a big role in enhancing visitor experiences. Mobile apps let guests reserve tables, order food, and explore shops conveniently. Data analytics offer insights into consumer behaviors, enabling venues to tailor their offerings better.
For instance, T-Mobile Arena in Las Vegas uses data to streamline operations and improve marketing strategies, ensuring visitors see their preferences reflected in the venue’s offerings.
A blueprint for future development
Transforming sports venues into integrated entertainment hubs isn’t a fleeting trend; it’s a smart way to foster thriving communities with economic benefits.
To achieve success, developers should:
- Understand the audience: Get to know the community to create offerings that resonate.
- Partner strategically: Collaborate with local businesses and artisans for authenticity.
- Design for flexibility: Build spaces that can host diverse events throughout the year.
- Focus on connectivity: Ensure easy access for visitors on non-game days.
Conclusion
As sports teams vie for fans and revenue, rethinking sports venues into multifunctional spaces is revolutionary. By merging entertainment, retail, and dining, these venues evolve into thriving hotspots that benefit everyone involved.
The possibilities for transforming sports facilities—from The Battery Atlanta to iconic places like Wembley and Tottenham Hotspur Stadium—are endless. These changes redefine how we experience sports and enrich our communities.
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Design,Destination development,Events,Food and Beverage,Retail and leisure
