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 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. A total of 210,000 SF of space was renovated in place or reconfigured in a compressed seven-month time frame to be completed by the start of the pre-game football season. The renovation transformed unused and dated suites and empty space into large social clubs, mini-suites and new loge seating to enhance the experience for every type of Lions fan.
The design concept strengthened the Lions’ brand, the team’s football legacy and history in Detroit. Design inspiration was taken from surrounding neighborhoods to highlight the grit, determination and context of Detroit. The design themes are expressed through layering the team’s colors and graphics, local textures, custom-designed furniture and finishes, and curated displays that were constructed by local craftsman and artisans.
ROSSETTI enhanced the experience on the south side of the stadium for existing ticket holders, updating the current programming with a design aesthetic that relates to Detroit’s industries. The furnishings and finishes reflect a modern aesthetic while blending with existing elements. The south-side clubs were reconfigured by removing existing suites on the club level to create open-viewing onto the field. Doing this allowed for the addition of loge boxes - a new product that provides in-seat food and beverage service.
On the north side, the design strategy brought in a youthful spirit with a more modern design aesthetic, innovative use of materials, lighting and custom furniture. The new design aesthetic of the north side is influenced by auto industry styling and mid-century modern industrial design. Clubs now have volumes of space to encourage mobility, socializing and viewing in a variety of seating options. For the first time since the stadium was built, the North side has a full 4,000 SF kitchen creating more opportunities for corporate events.
At the conclusion of the 2017 season, The Detroit Lions experienced the largest percentage increase in year-over-year ticket sales among all NFL teams. The previously underperforming north side saw triple year-over-year revenue growth, with all premium products selling out. The renovated spaces have presented valuable new partnership and sponsorship revenue with companies such as Comerica Bank, Plante Moran, and Miller Brewing Company for multi-year contracts. In addition, Ford Field is now in a much better position to pursue major sporting events, such as the Final Four, NFL Draft and a new Major League Soccer team in Detroit.