ROD™ IDENTIFiES REVENUE GENERATING SPACEs
ROSSETTI used its Return on Design™ approach to repurposed a defunct banquet space at Centurylink Field into the new Brougham Beer Hall, capitalizing on the millennial preference for communal socializing. Brougham features an expanded menu of authentic Seattle food and an extensive list of craft beers. With the addition of this new fan-friendly hospitality environment, the stadium generates an additional $250,000 in sales annually, from what was previously a non-revenue generating space.
ROSSETTI also completely renovated the stadium’s underperforming Pro Shop, doubling the square footage and creating an immersive and flexible boutique-style environment. A multi-brand design strategy features lifestyle displays, bold graphics and lighting effects. Pacific Northwest style is reinterpreted using a blue-stained pine facade. This became the common ground to communicate each of the two brands within the same store. ROSSETTI installed a 48' clear opening using a Nanawall system to create the central flex space. It is merchandised for either the Seahawks or Sounders, depending on the team in play that day. The new design has aided in increasing team merchandise sales by 400%.
In 2016, ROSSETTI renovated the existing 221-seat press box, reducing it to 210 seats to allow the addition of four new suites starting at the 40-yard line. This strategy by the Seahawks will generate $750k in revenue and will be profitable within 5 years, exceeding the initial strategic study.