re-envisioning the nfl experience for every type of lions fan
The $100M Ford Field Renovation is a comprehensive re-envisioning of the fan experience throughout the entire stadium. As the architects of the original stadium in 2002, The Detroit Lions partnered with ROSSETTI in 2016 to upgrade their hospitality spaces in order to align with the changing local marketplace and demographics, as well as better utilize space within the stadium.
ROSSETTI developed a masterplan that identified 210,000 SF of premium space to be renovated in place or completely reconfigured. The plan created large social clubs, new suites and loges to match preferred experiences for a variety of fans and create unique offerings that differentiated the product from other sports venues in the market. ROSSETTI’s design concept strengthens the Lion’s brand and history in Detroit. Design inspiration was taken from the “Nothing Stops Detroit” slogan to highlight the grit and determination of both the Lions and the city.
At the conclusion of the season, The Detroit Lions experienced the largest percentage increase in year-over-year ticket sales among all NFL teams. The previously under-performing north side saw triple year-over-year revenue growth, with all premium products selling out. The renovated spaces have presented valuable new partnership revenue with Comerica Bank, Plante Moran and Miller Brewing Company for multi-year contracts. Ford Field is now in a better position to attract special events. Its new commissary on the north side is attracting corporate and community events for additional revenue generation.
ASLD Spotlight Award, 2018
CAM Magazine Award, 2018