NEW PREMIUM PRODUCTS PROVIDE DIVERSIFIED options for guests
Home of the Cleveland Cavaliers, Rocket Mortgage Fieldhouse recently completed a $185 million renovation to expand and diversify the guest experience. Working closely with Cleveland Cavs ticketing, sales and ownership, a Return on DesignTM approach was used to create a differentiated premium strategy. The plan addresses shifting demand for new experiences at appropriately segmented price points. It also deconstructed a section of the upper bowl to create the Budweiser Loudville neighborhood for general ticketing and a communal experience.
The overall design theme celebrates the industrial aesthetic of the city integrated with a Scandinavian design vocabulary. A total of 62 suites were renovated, and seven new membership spaces were created with enhanced food and beverage service. Each hospitality area is choreographed with design distinctions to match specific fan perspectives. The rebranded Rocket Mortgage Fieldhouse sparkles like new for a fraction of the cost of a new build.
As the Associate Architect on the project, ROSSETTI worked in partnership with SHoP Architects and Gensler.