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 stadium. As the architects of the original stadium in 2002, ROSSETTI partnered with the Detroit Lions again in 2016 to upgrade hospitality spaces to better align with the changing marketplace.
The masterplan 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 differentiate the premium products. Design concepts strengthened the Lion’s brand and history in Detroit through materials, graphics and furnishings, as well as indigenous food options.
At the conclusion of the season, the 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 program created additional lift from new corporate partnerships and multi-year contracts. A new commissary on the north side is attracting corporate and community events for additional revenue generation. Ford Field is now in a better position to attract major special events.
ASLD Spotlight Award, 2018
CAM Magazine Award, 2018