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B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Capital ImprovementsPractical Solutions for Aging Venues /Planning for Future Needs
Planner: Brailsford & Dunlavey Architect: Generator Studio
Builder: Turner Construction Operator: Spectra Venue Management
S u n d a y, Au g u s t 1 , 2 0 1 5
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Agenda
• Introductions• Case Studies• Panel Discussion• Q&A
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Tom Proebstle
• Partner & Design Director for Kansas City-based sports architecture firm Generator Studio
• Partner & Design Director: Crawford Architects • Master Plan to save Fenway Park• Renovations to Centurylink Field• Virginia Mason Athletic Center
• Associate & Lead Project Designer: AECOM• Lambeau Field Renovation & Expansion• Banker’s Life Fieldhouse
ProjectsAmalie Arena
Master Plan, Expansion & RenovationTampa Bay Lightning
Scottrade Center Master Plan and Renovation
St. Louis Blues
Xcel Energy Center Loge Boxes & Technology Upgrades
Minnesota Wild
U.S. Bank Stadium Various Projects
Minnesota Vikings
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2014 Master Plan
- Renovate or build new?
- Integration into 27-acre master plan
- Assessment of a 20-year old building
- Phased approach
- Renovations and deferred maintenance
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2015 Renovation
- Club & Suite Level focus
- Increase seating types and price points
- Heavy theming and corporate partnerships
- Create a unique and authentic premium experience
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2015 Club Level
- New Lofts
- Break into seating bowl
- Group sales for 120 or two groups of 60
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2015 Club Level
- 40 new loge boxes, 160 seats total
- Shoot twice and open for end stage concerts
- Unique food & bev including action stations, self serve food, self serve beers
- All inclusive
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2015 Club Level
- 40 new loge boxes, 160 seats total
- Shoot twice and open for end stage concerts
- Unique food & bev including action stations, self serve food, self serve beers
- All inclusive
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2015 Club Level
- Outdoorsman’s Lounge
- Unique food & bev in addition to improved regular fare
- Bourbon, craft beers
- Heavy leather chairs, dark wood, many tv’s and art.
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Case Study: Amalie Arena
2015 Club Level
- New VIP arrival
- Underutilized smoking patio converted to premium covered outdoor space
- Fieldturf seating area
- Unique signature cocktails
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Top 50 Renovation Issues We Face
Refresh venue to be relevant and useful for the next 20 years for:Neighborhood and community Metropolitan regionNational marketsSpecific sport and other sports fansPromoters of other eventsImprove revenue streamsImprove, refresh and integrate the team and venue brand:Heart and soul of the cityFamily friendlyFood and beverage serviceRetail merchandisingFan media experiencesIntegration of community outreachRepurpose venue to attract and maintain interest of fans:Create gathering spacesDevelop community zonesAlternate seating optionsExterior enhancementsConnection to adjacent facilities Upper level public spacesAdministrative officesAdd value to premium seat experiencesRadio broadcast partnersConnect fans to areas of serviceImprove suites
Renovate, upgrade and overhaul an important public asset:Address issues that improve safety of guests and users
Escalators, elevators and liftsLife safety componentsUse of stairs
Team and league-oriented improvementsLocker room renovationsWeight and training roomsLeague compliance
Restore, replace and maintain infrastructureWaste water pipingSeatingRetractable seating systemsLighting systemsSports lighting systemsOther mechanical, electrical, plumbing systemsIce plant and ice sheet systems in arenas
Replace outdated systems and add new systemsElectronic display systemsCenter hung scoreboard (arenas) and video boardsVideo and sound production facilitiesWiFiIPTV systemSignage and wayfinding graphicsRecognize sponsorship partnersExterior signs and LED systems
Improve or install new systems to attract eventsSpecial events space provisionsCurtaining systemsSound system and acoustical treatment
Back of houseOrganize existing and add new storage areasStaff circulation
Kitchen improvements
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Tom Paci, LEED AP, PE
• Born in Chicopee, Massachusetts, Graduate of Rensselaer Polytechnic
• Vice President, Director of Preconstruction Turner Construction Sports, 44 years with Turner
• Has worked on more than 150 sports and public assembly projects in last 30 years
• Most Memorable Project: Charlotte Coliseum, 1985
• Most Recent Project: Florida Citrus Bowl, 2015
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Madison Square Garden
Key stats• Removal & replacement of
upper bowl• Addition of two “club bridges”• Suites relocated to mid bowl• Addition of bunker suites• All new concessions/toilets• Technology upgrades• Building hardening• Haz mat abatement• New ice floor & scoreboard• Work over Amtrak Penn Station
$800 million over three (3) 18-week “dark summers” periods
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Madison Square Garden
Key stats• Removal & replacement of
upper bowl• Addition of two “club bridges”• Suites relocated to mid bowl• Addition of bunker suites• All new concessions/toilets• Technology upgrades• Building hardening• Haz mat abatement• New ice floor & scoreboard• Work over Amtrak Penn Station
$800 million over three (3) 18-week “dark summers” periods
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Madison Square Garden
Key stats• Removal & replacement of
upper bowl• Addition of two “club bridges”• Suites relocated to mid bowl• Addition of bunker suites• All new concessions/toilets• Technology upgrades• Building hardening• Haz mat abatement• New ice floor & scoreboard• Work over Amtrak Penn Station
$800 million over three (3) 18-week “dark summers” periods
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
January
Florida Citrus Bowl Reconstruction
Key stats• Complete removal &
replacement of lower bowl
• Addition of sideline vertical transportation towers
• All new concessions/toilets
• Suite & press renovation
• New clubs
• New scoreboards
• New plaza and site work
$207 million project cost in 10 months
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
January February
Florida Citrus Bowl Reconstruction $207 million project cost in 10 months
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
June
Florida Citrus Bowl Reconstruction $207 million project cost in 10 months
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
November
Florida Citrus Bowl Reconstruction $207 million project cost in 10 months
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Phil Laws
• Senior Director of Operations, Philadelphia, PA
• Based in Philadelphia, PA
• 15 years of experience
• Primary responsibilities:• Event operations guidelines• Capital planning• Labor management policies• Union contracts
Projects• Flyers Training Facility,
Voorhees, NJ (completed 2013)• XL Center, Hartford, CT
(completed 2014)• Wells Fargo Center,
Philadelphia, PA (planning phase)
• Flyers Skills Addition and Weight Training Renovation (construction phase)
• Nationals Park, Washington DC• Sporting Park, Kansas City, KS
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
XL Center
Key stats• 39 year-old arena• 15,600 seats (hockey)• Harford Wolf Pack (AHL)• UCONN basketball & Hockey• $35 million renovation (2014)
• Building systems• Seating bowl• Locker rooms• Concourse & atrium• Video boards• Premium seating
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
XL Center - Seating Bowl
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
XL Center - Atrium
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
XL Center - Concourse
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
XL Center - Concourse
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Bryan Slater
ProjectsNationals Park
Capital Improvement PlanningEvents DC
Amalie Arena Capital Improvement Planning
Tampa Bay Lightning
Scottrade Center Renovation Advisory Services
St. Louis Blues
Lawrence Joel Veterans Memorial Coliseum
Renovation Advisory ServicesWake Forest
• Project Manager with B&D (Orange County, CA)
• Public Finance Background
• 5.5 years with B&D and 45 + public assembly venue assignments
• Former lecturer at George Washington University –Sports and Events Facility Management
• First Project:• University of Houston Football Stadium
• Most Recent:• LJVM Coliseum
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Step 1: Needs Assessment
Reveals major opportunities for reconfiguration or re-purposing
Owners often have audits / wish lists that serve as basis for non-revenue improvements
The market analysis should serve as the platform for the entire process:
Demographic Comparisons Premium Seating Analyses Primary Research Benchmarking
$2,859,200 $2,710,200$2,465,000
$2,444,000
$1,664,000
$1,100,000
$360,000 $300,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
Columbus St. Paul Pittsburgh Tampa Phoenix Denver Nashville Raleigh
Loge Box Inventory Value
Net Revenue @ 75% - $1.4MM
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Step 2: Project Concepts
Project Concept Elements: Outline seating programs F&B additions / subtractions Miscellaneous changes (LED Ribbon
boards, IPTV, scoreboards, etc.)
Two concepts are selected for further testing
Planners, A / E, and builder start operating on parallel tracks
Project scope should become clear, along with need for potential funding support
SEATING CONCEPT A - Elements Quantity Seats /
UnitTotal Seats
SF / Seat
Total SF
Price Point
Revenue Potential
Club Seats 900 1 900 10 9,000 $2,900 $2,610,000
Loge Boxes 36 4 144 17 2,448 $4,750 $684,000
Luxury Suites (Revenue) 12 14 168 35 5,880 $62,500 $750,000
Luxury Suites (Non-revenue) 2 14 28 35 980 $0 $0
Party Suites 2 24 48 15 18,600 $2,500 $90,000
Group Area 4 40 160 18 2,880 $65 $187,200
TOTAL 1,448 39,788 $4,321,200
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Step 3: Financial Analysis
Financial Analysis models bottom line impact of project concepts
Budget is fully developed that includes escalation and contingency for unknowns
Revenues are reconciled with capital costs to discern public / donor support needed (if any)
Highlights areas of risk with the improvement
2017 2018 2019
Tickets / Lease PremiumsLoge Boxes $220,000 $227,000 $234,000 9%Club Suites $325,000 $335,000 $345,000 8%Luxury Suites $450,000 $464,000 $478,000 12%Penthouse Club $120,000 $124,000 $128,000 7%Group Areas $85,000 $88,000 $91,000 5%
Ticket/Lease $1,200,000 $1,238,000 $1,276,000 41%
F&B / NoveltiesPermanent Stands $425,000 $438,000 $451,000 9%Portable Carts $125,000 $129,000 $133,000 2%IPTV Per Cap Increase $85,000 $88,000 $91,000 4%Premium Areas $217,000 $224,000 $231,000 14%
F&B/Novelties $852,000 $879,000 $906,000 29%
AdvertisingLoge Boxes $100,000 $100,000 $100,000 3%Club Suites $75,000 $75,000 $75,000 4%Penthouse Club $150,000 $150,000 $150,000 4%Group Areas $50,000 $50,000 $50,000 2%IPTV Spots $375,000 $375,000 $375,000 15%LED Board $150,000 $150,000 $150,000 5%
Advertising $900,000 $900,000 $900,000 30%
Net Revenue $2,950,000 $3,020,000 $3,080,000
CONCEPT A - Moderate Year Percent of Total
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Process Outcomes
01 02 03Building NeedsAssessmentOperator / Stakeholder InterviewsMarket Analysis
Primary Research
Benchmarking
Project Concept DevelopmentProject Concepts (2 to 3)Owner Presentations
Concept Refinement
Financial AnalysisBudgeting & ConstructabilityRevenue & ROI Projections
Project Phasing
Outcomes
Market-responsive, practical concept(s)
Understanding of financial implications
Roadmap for implementation
O P E R AT O R A/ E B U I L D E R
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
So where should you be looking within your building?
Main point of ingress and egress – first and last impressions
Available real estate on the event level
Loge boxes – a good solution but not a universal one
Pay attention to the “nose bleeds”
Local F&B partnering and branding opportunities
Wi-Fi now belongs in the utilities expense line item
B&D VENUES | Generator Studio | Turner Construction | Spectra Venue ManagementIAVM VenueConnect 2015
Capital ImprovementsPractical Solutions for Aging Venues /Planning for Future Needs
Planner: Brailsford & Dunlavey Architect: Generator Studio
Builder: Turner Construction Operator: Spectra Venue Management
S u n d a y, Au g u s t 1 , 2 0 1 5