As the architects of the original Ford Field stadium in 2002, ROSSETTI partnered with the Detroit Lions to upgrade the premium hospitality spaces. This effort realigned Ford Field with the changing local marketplace and demographics, as well as better utilize space within the stadium and increased revenue for the Detroit Lions.
The master plan identified 210,000 square feet of space to be reimagined. To increase square-footage, floor openings were infilled to provide premium amenities that have become commonplace throughout the NFL. The architectural design also included the renovation of existing suites and the removal of suites in order to create additional club spaces, loge box seating and diversified sizing of suites. The Corner Bar, a full bar and dining experience located on the upper-level concourse, was upgraded to create more points-of-sale, reduce wait times and allow for more seating. The strategic architectural design for the stadium renovation accomplished the need for flexibility and ultimately the increase in sales of seating, suites, and amenities.
Inspired by the culture of both the Lions and the city of Detroit, the interior design strengthened the team’s brand through the expression of local textures, custom furniture, finishes and curated displays. The clubs and suites on the south side of the stadium reflect the vintage craftsmanship and grit of Detroit through the use of wood, dark metal and warm coloring. On the north side of the stadium, steel and a light color palette embrace Detroit’s automotive history while appealing to the Lions’ contemporary fan base. The Corner Bar highlights the history of iconic Detroit neighborhoods and the Lions’ legacy with the use of a multi-screen video wall and LED statistic board framed by a wall of vintage lockers and scoreboard. Graphic design is incorporated throughout all spaces to provide signage, wayfinding and environmental graphics to align with the architecture and interior design elements to enhance the Detroit Lions’ brand.
After construction, a Return on Design analysis confirmed the extraordinary financial impact of the reimagination through proven success metrics. The 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. Renovated spaces have also presented valuable new partnership and sponsorship opportunities with companies such as Comerica Bank, Plante Moran, MillerCoors and WynnBET signing on for multi-year contracts. In addition, Ford Field is now in a much better position to pursue additional sporting events, including the 2024 NFL Draft.