SPORTS DESTINATION PROFILE

Transcription

1 SPORTS DESTINATION PROFILE april 7-13, 2014 special advertising section street & smith s sportsbusiness journal 1A

2 Cardinals Ballpark Village game-changer in St. Louis (5) In time for opening day, the St. Louis Cardinals, have put the finishing touches on the first phase of Ballpark Village, a 10-acre master-planned development adjacent to Busch Stadium. The $100 million first phase of Ballpark Village is the next step in the Cardinals vision for downtown St. Louis, which began with the opening of the new, $411 million privatelyfinanced Busch Stadium in Ballpark Village is the first master-planned development designed around a new MLB ballpark. Ultimately, the master plan calls for the 10-acre site to feature residential and office towers, shopping, restaurants and entertainment venues. When the Cardinals began looking at new stadium sites in the early 2000s, the team decided on land they already controlled, an old bus lot across the street from its current stadium. Once the new stadium was finished in 2006, the club had 10 prime acres in the heart of downtown to develop. From the start of the planning phase for the the new stadium, the Cardinals worked with The Cordish Cos., a real estate development company based in Baltimore, to create a long-term master plan and to bring the plan to life. I ve always been intrigued by the way Wrigley Field and Fenway Park have interesting relationships with their surrounding neighborhoods, said Bill DeWitt III, president of the Cardinals. What is it about those surrounding developments that makes a trip to those ballparks more than just coming to a game? The Cardinals saw a unique opportunity to create a downtown stadium with a surrounding village from scratch, that is controlled by a master plan with built-in room for organic growth. The first phase of Ballpark Village is anchored by Cardinals Nation, Budweiser Brew House, FOX Sports, Midwest Live!, PBR St. Louis A Cowboy Bar, Howl at the Moon piano bar and the Japanese restaurant, Drunken Fish. Workers put the finishing touches on Ballpark Village in time for Opening Day. When people walk in, they will have a wow moment, DeWitt said. As they move into the village and through the different concepts, they will have a series of wow moments, with the biggest wow coming when they see into the stadium from the deck of Cardinals Nation. Cardinals Nation is a 34,000-square-foot venue with four levels that features the AT&T Rooftop overlooking Busch Stadium from center field. The two-level seating deck for more than 300 plus people is an all-inclusive food and beverage area for ticketed fans. Cardinals Nation, which houses the AT&T Rooftop, a restaurant, museum, hall of fame and memorabilia shop, will serve as a year-round hub for fans. Cardinals president Bill DeWitt III, center, was the passion behind the Ballpark Village project, according to Ron Watermon, the Cardinals vice president of communication. Cardinals Nation also features a two-story restaurant and bar, a high-energy, memorabilia-infused space designed by internationally acclaimed Jeffrey Beers International architectural and design firm. The space houses three patios, two large bars and unparalleled sports viewing with flat-screen TVs and other multimedia features. The Cardinals Hall of Fame and Museum, an 8,000-square-foot, world-class venue, along with a Cardinals Authentics retail shop featuring game-used memorabilia, are part of the Cardinals Nation floor plan. Just outside Cardinals Nation, the St. Louis Cardinals have rebuilt the storied infield of Busch Stadium on its original spot for fans to walk the path of legends. The replica even features a scoreboard that will televise the games live. Busch II Infield, in its second capacity as a pocket park, will serve all year as a downtown hub for concerts, art festivals, chili cook offs and many other events. The Cardinals and Cordish have set aside a large annual budget to make sure great events are scheduled all year long. The initial, obvious reason for why we ve created Ballpark Village is for game day, DeWitt said. Fans will have more to do. They can come earlier, stay later. But that s only a little piece of the story. It s all those other days of the year when we re not playing that are going to be transformative for the city of St. Louis. The village is open to everyone. Only two areas, the AT&T Rooftop at Cardinals Nation and the rooftop deck of the Budweiser Brew House, require tickets on game days. The Cardinals are a huge engine and a huge draw for downtown, DeWitt said. Ballpark Village takes that draw to a whole new level. I m excited we re pioneering this new relationship with downtown. At the heart of Ballpark Village is FOX Sports Midwest Live, which will serve as a central gathering place. The 20,000-squarefoot entertainment marketplace features a 34-foot Daktronics LED screen above a stage, providing sports fans with the best viewing experiences in the country and enhancing live events with immersive audio and video. FOX Sports Midwest Live also features a one-of-a-kind 100-foot-long OpenAire retractable glass roof, 200-seat restaurant and VIP seating area to enjoy the game. The Cardinals and Cordish plan for Live! to be a year-round indoor/outdoor gathering spot for St. Louis, whether people gather to watch Cardinals baseball or St. Louis Rams football or the Oscars. All the things that we watch on TV at home can become community events, DeWitt said. FOX Sports Midwest, the television home of the Cardinals, will have a new studio on the second level overlooking Live. The anchor desk looks directly into Busch Stadium. FOX Sports Midwest will produce more than 200 television shows there per year. Budweiser Brew House, a 30,000-squarefoot venue looking into Busch Stadium, will showcase Anheuser-Busch s history in St. Louis and around the globe. The restaurant will feature a full menu, more than 100 national and international beers on tap, a lush outdoor beer garden and a stunning rooftop deck with prime views into the stadium. Ballpark Village will completely change the game-day experience for fans and serve to draw visitors 365 days a year, said Ron Watermon, vice president of communications for the Cardinals. It s been a long road to get to where we are today, but this initial phase is just the first of many more. The $100 million first phase was built on the site of the Cardinals former stadium. 2A special advertising section street & smith s sportsbusiness journal april 7-13, 2014

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4 Cordish fuses Live! with baseball When the St. Louis Cardinals began thinking about building a new Busch Stadium, a major part of the discussion was what should be done with the land left by the old stadium across the street. When the Cardinals decided to build a new stadium on the south side of the old one, it created a unique opportunity to develop those original 10 acres, said Chase Martin, development director for The Cordish Cos. It s not too often that you find this much land in a top 25 market. It s very rare. The Cardinals turned to The Cordish Cos., a real estate firm with extensive expertise in creating and managing entertainment districts nationwide, to become partners in planning the $100 million Ballpark Village and bringing it to life. When all phases are completed, Ballpark Village will represent $750 million in total development. I think the city of St. Louis is very excited about having a centralized entertainment district, Martin said. This is the first major project done in this downtown in a number of years. Ballpark Village was a unique opportunity for Cordish, Martin said, giving the company a chance to combine its entertainment expertise with a sports facility, as well as an opportunity to work with the Cardinals. The Cardinals are a class act, Martin said. They are the gold standard for sports organizations. They have both long-term vision and long-term commitment to this project. And they have a fan base second to none. The Cordish Cos. owns and manages several Live! entertainment districts throughout the U.S. that attract more than 50 million visitors per year. The company created the KC Power & Light District in Kansas City, Fourth Street Live! in Louisville and Baltimore s Power Plant, which is considered one of the leading entertainment projects in the U.S. The Power Plant, one of Cordish s first entertainment districts, welcomes more than 10 million visitors a year to Baltimore s world-famous Inner Harbor, which Cordish played a key role in redeveloping. The Cordish Cos. has been awarded an unprecedented seven Urban Land Institute Awards for Excellence. The Cardinals host more than three million visitors a year for 81 home games and enjoy a wide, regional base of loyal fans. Martin and Ron Watermon, vice president of communications for the Cardinals, say those fans are already excited about the prospect of enjoying Ballpark Village for the additional 280-plus non-game days a year. Visitors are already talking about coming to Ballpark Village, Martin said. It s a reason Cardinals Nation is a four-level venue, featuring a two-story, memorabilia-infused restaurant and bar. It s a reason to visit the Cardinals all year round. Ballpark Village will be a regional destination and it will be known as one of the best entertainment districts both in the U.S. and globally. Chase Martin The Cordish Cos. Development Director to visit the Cardinals year round. Ballpark Village will be a regional destination and will be known as one of the best entertainment districts both in the U.S. and globally. Although Cordish has created entertainment districts in a variety of U.S. cities, Martin said one of the keys to the company s success is ensuring that each district is unique to its region. Ballpark Village is very St. Louis-specific, Martin said. The culture of St. Louis is reflected in it. And while the project is master planned, it is a phased plan. That phasing ensures that the project has an organically homegrown feel to it that s unified by a long-term vision. Cordish chooses regional flagship brands for each entertainment district. For Ballpark Village, one top anchor is Cardinals Nation, which will be the year-round home base for fans with its 8,000-square-foot museum and Hall of Fame. The first-ever Cardinals Hall of Fame will host induction ceremonies annually. A second anchor is Anheuser-Busch s Budweiser Brew House, a 32,000-square-foot restaurant and bar with an historical theme highlighting Anheuser-Busch s brewing heritage. Eberhard Anheuser and Adolphus Busch were brewing beer in St. Louis in the 1860s and created Budweiser, the company s flagship brand, in The third big anchor for Ballpark Village is FOX Midwest Sports Live!, a community gathering space and plaza featuring a 40-foot screen for viewing sports and a one-of-a-kind 100-foot-long retractable glass roof. Concerts and other events will be held on the central stage. We ve created the best sports bar for the best sports fan in the best sports town, said Martin. Other venues that open in the first phase include Drunken Fish, Howl at the Moon, Ted Drewes Frozen Custard and Tengo Hambre, a Tex-Mex spot in Live! Cordish and the Cardinals have set aside a large annual budget for event programming in the Live! space and the Busch 2 infield, the reconstructed infield of the Cardinals original stadium, where fans can walk the baselines run by their favorite legendary players. The partners are planning more than 250 events in the village annually, from art festivals to barbecue cook-offs. With the first phase up and running, Cordish and the Cardinals are looking toward developing the next phases of the project. The company and the team will develop the following phases themselves, said Martin. When all phases are complete, Ballpark Village, spanning seven city blocks, will be the first fully integrated mixed-use development with a full complement of retail, entertainment, office and residential to deliver the excitement of the game-day experience to a new neighborhood just outside a stadium s walls. Cordish is a fourth-generation, privately held, family-owned company based in Baltimore with regional offices nationwide. The company, with real estate as its foundation, is vertically integrated with departments covering a range of disciplines, including architecture, engineering, construction, management, leasing and development. The FOX Sports Midwest studio overlooks Busch Stadium s center field. Ballpark Village s design ensures fans have great sight lines from the AT&T Rooftop and Budweiser Brew House roof deck. 4A special advertising section street & smith s sportsbusiness journal april 7-13, 2014

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6 Brew House celebrates A-B heritage The Budweiser Brew House design tells the story of Anheuser-Busch in St. Louis. Anheuser-Busch, with its long history with the St. Louis Cardinals and home base in the city of St. Louis, was a natural choice as an anchor for Ballpark Village. When Anheuser-Busch and Budweiser looked at the ideas for Ballpark Village, we were excited to see how the Budweiser Brew House would spark the next chapter for the St. Louis Cardinals, Anheuser-Busch and the city of St. Louis, said Julia Mize, vice president of experiential marketing for Anheuser- Busch and a leader of the team that brought the Brew House to life. We are proud to be a part of this project and believe it will transform the way future generations will view going to St. Louis Cardinals baseball games and how they view Budweiser. Ballpark Village and Budweiser Brew House will draw visitors downtown beyond Cardinals game days by giving them additional entertainment options. We want to help St. Louis maintain its role as a vital U.S. city, Mize said. And we want to showcase Budweiser and Anheuser- Busch s long history with the city. The storytelling elements in Cardinals Nation and the Budweiser Brew House are tremendous; they take you back to the beginning of the city. And that s something we re very proud of. The Budweiser Brew House is designed to tell the story of that history, Mize said, through design elements and amenities in the 26,000-square-foot space. Our designers were inspired by the rich heritage of Anheuser-Busch and Budweiser, so you ll see a lot of design elements that show how we brew our beers, said Mize. Our archivist spent a tremendous amount of time pulling together pieces from our history so our designers could tell our story in an accurate and authentic way. Anheuser-Busch has been brewing Budweiser in St. Louis since Budweiser Brew House is an unparalleled beer and dining experience, Mize said, starting with the Brew House s rooftop deck, which looks directly into Busch Stadium. On game days, fans can buy tickets to see the game from the rooftop, turning the rooftop deck into an extension of Busch Stadium. Anheuser-Busch The roof deck of the Budweiser Brew House offers beer, baseball and a fun social atmosphere. Where the AT&T Rooftop at Cardinals Nation, which is also an area for fans with tickets, is designed for individual seating, Mize said the Budweiser Brew House rooftop is designed to create a social atmosphere. The rooftop deck at Budweiser Brew House is meant to be a social and beer experience, Mize said. You re meant to be up and mingling and drinking beer and socializing. It s going to be an incredible experience for our visitors. The St. Louis Cardinals will manage game ticket sales for fans wanting to experience the Budweiser Brew House s rooftop deck, as they will for the AT&T Rooftop. The rest of Budweiser Brew House does not require a ticket and is open to everyone. On the first floor, Anheuser-Busch created space for a brewing school, where people will have an opportunity to learn to make their own beer in classes taught by Anheuser-Busch brew masters. When we looked at the name Budweiser Brew House we wanted to be sure we could actually brew beer in the Brew House, Mize said. For Budweiser, this is unique to the city of St. Louis and Ballpark Village. We have the greatest brewmasters in the world right here in St. Louis at Anheuser- Busch, and we will be tapping into that talent to bring that experience to our guests. The restaurant and bar will feature more than 200 beers on tap at any one time and those beers will constantly rotate. We will be able to offer beers from all over the world, some that are made in such small batches that guests may not even have heard of them, she said. It s exciting to offer guests beers they won t have an opportunity to try anywhere else. The restaurant will offer a full, robust dining menu. All of the menu items are designed to be paired with beer or feature beer as an ingredient. Beer is the perfect beverage to pair with every kind of food, but it hasn t been marketed that way in recent generations, Mize said. This menu is the perfect way to showcase the natural pairing of beer with food. It s about paying attention to the details. It s See anheuser-busch, page 8A Anheuser-Busch Ballpark Village lynchpin to restoring city core St. Louis Cardinals Ballpark Village caps a decade-long effort to restore and bring new life to downtown St. Louis. Over the past decade, the city of St. Louis has seen in excess of $5 billion in reinvestment dedicated to restoring our destination to its past greatness, said Brian Hall, chief marketing officer for the St. Louis Convention and Visitors Commission. Ballpark Village is a lynchpin to downtown redevelopment and a symbol of our recommitment to investing in a vital and vibrant core it is a game changer. Reinvestment in the heart of the city began in the late 1990s and gained momentum when the St. Louis Cardinals opened Busch Stadium in 2006, Hall said. That sense of momentum is palpable. St. Louis downtown core is a walkable 20-block hub bound by Busch Stadium and the Edward Jones Dome, home of the St. Louis Rams, to the south and north; and the historic Old Courthouse, site of the famed Dred Scott trial, and the Gateway Arch to the east and west. Hotels in the city have spent millions to refurbish the properties in the downtown core, including the Hilton St. Louis at the Ballpark and the Hyatt Regency at The Arch, Hall said. If you come to St. Louis to see a ballgame, you can stay in a four-star hotel, go to the game, then walk over to Ballpark Village and to the Arch and take advantage of all our entertainment opportunities, Hall said. You can park your car when you arrive and don t have to see it again until it s time to leave. The city is undergoing a $380 million refurbishment of the Gateway Arch, called CityArchRiver 2015, which will include a new museum and the new Park Over the Highway, an innovative greenway that makes it possible for visitors to walk from the Old Courthouse to the Arch and riverfront without See st. louis cvc, page 7A Busch Stadium and the Edward Jones Dome, home of the St. Louis Rams, are boundaries for the reinvigorated downtown core. 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7 st. louis cvc, from page 6A ever seeing the interstate underneath. The Washington Avenue Entertainment District, which runs parallel to the greenway, is alive with bars, restaurants, residential lofts, shopping and other entertainment. Like the St. Louis Cardinals, the city of St. Louis is a strong regional draw for visitors from as far away as Arkansas and Oklahoma for everything from shopping and vacations to amateur athletics. We have become a hotbed of activity for amateur sports, said Hall. We are an attractive hub for competitions as a result of the infrastructure that our professional sports teams have helped us build. St. Louis offers all of the infrastructure and amenities that planners require to execute flawless events, said Gary Schurk, director of sports sales for the St. Louis Convention and Visitors Commission. Because of our infrastructure, we re able to entertain elite amateur events. St. Louis is an exciting destination for the amateur sports market. The city hosted NCAA Men s and Women s Final Fours and is bidding to host the Men s Final Four again. It will also host the NCAA Division I wrestling championships in 2015 and 2017, along with other NCAA championships it was recently awarded. St. Louis for a second or third visit just to experience Ballpark Village, said Hall. It will produce so much excitement that I believe it will actually act as a trigger that will generate additional, return trips to St. Louis. St Louis hosts 23.9 million visitors every year, making tourism one of the city s top 10 industries, Hall said. Tourism employs 80,000 area residents and Ballpark Village has recruited hundreds more. At the beginning of the 20th century, St. Louis was the fourth largest city in the U.S., Hall said. With Ballpark Village and all the other improvements to St. Louis downtown core, we re breathing new life into a great and storied destination. The Washington Avenue Entertainment District offers a mix of lively bars and restaurants, residential lofts and office space. St. Louis Convention and Visitors Commission The city of St. Louis is a strong regional draw for visitors from as far away as Arkansas and Oklahoma. Our capabilities run the gamut, said Schurk, noting St. Louis has hosted a variety spectrum of championships from figure skating and cheerleading to gymnastics and motocross racing. We have the facilities, accommodations, attractions and nightlife to handle a wide spectrum of events. St. Louis has held several qualifiers for girls volleyball, playing host to 500 volleyball teams from across the region and more than 200 college scouts. We re the cosmopolitan center of the Midwest, said Hall. We appeal in every way to the population residing within a 250-mile radius of the city, whether people come to support the St. Louis Cardinals and our other major league sports or to compete in amateur athletics. We appeal to them as fans and athletes and also as visitors. When the economy went south in 2008, one market that remained vibrant was amateur athletic competitions, said Schurk. Parents, are still going to bring their kids to competitions and experience the great entertainment St. Louis has to offer. I think a lot of people will come back to EVEN IF YOU VE BEEN HERE, YOU HAVEN T DONE THAT. St. Louis Convention and Visitors Commission There s more to experience in St. Louis than ever before. With the brand new Ballpark Village entertainment district, fresh restaurants and unique attractions like Citygarden, St. Louis is at the top of its game. We re back. You will be, too. Reintroduce yourself at explorestlouis.com The city is undergoing a $380 million refurbishment of the Gateway Arch, called CityArchRiver april 7-13, 2014 special advertising section street & smith s sportsbusiness journal 7A

8 The Brew House will schedule bands and host brew master dinners where guests can learn about food and beer pairings. Anheuser-Busch anheuser-busch, from page 6A about the right beer paired with the right food presented in the right table setting that makes the Budweiser Brew House a great dining experience. Most importantly, the Budweiser Brew House and the rest of Ballpark Village are going to be fun, Mize said. The Brew House will regularly schedule bands and host brew master dinners where guests can learn about food and beer pairings from Anheuser-Busch s brew masters. There s a continuity of programming that will take place, Mize said. The Budweiser team and the Cordish team have worked diligently to make sure we have great programming all year long. We will have great, consumer-centric experiences going on every single week. Every Friday starting at 5 p.m., the Budweiser Brew House will serve as the backdrop for the official kick off to the weekend in an event called Fridays on Clark, named for the main street of Ballpark Village. The kick off could include the Official Tapping of the Keg or heralding a brand new beer at the Brew House by bringing it via a Budweiser Clydesdale or inviting athletes and celebrities to lead cheers for the weekend kick off. The fun activities will be different every week, Mize said. Anheuser-Busch takes pride in building a strong community in St. Louis, Mize said. And the Budweiser Brew House is another great illustration of Anheuser-Busch s investment in the city. It is one more example of how we re working to create deeper connections with consumers and brands at high-profile venues nationwide. The kick off for Fridays on Clark could include the Official Tapping of the Keg or heralding a brand new beer at the Brew House. Anheuser-Busch DNC Sportservice brings freshness, quality to the table Delaware North Cos. (DNC) Sportservice is bringing its brand of freshness and creativity to Cardinals Nation, the centerpiece of the new Ballpark Village. Cardinals Nation is a family-friendly restaurant and bar on three levels in a 30,000-square-foot space. Fans can buy game tickets that allow them to watch the action from the AT&T Rooftop at Cardinals Nation, which seats 300 ticketed fans and offers an all-inclusive food and beverage experience. I think the St. Louis Cardinals have created a concept in Cardinals Nation that will have a lot of traction, said Dan Fetcho, regional vice president for DNC Sportservice. This is a great opportunity for them to expand their brand. Delaware North, which is also the concessionaire for Busch Stadium, has a long history with the St. Louis Cardinals, dating back to Sportsman s Park, Fetcho said. In addition to its expertise with sports venues, Delaware North has a vast portfolio of restaurants that it owns and operates. We re in hotels, resorts, casinos and airports throughout the world, so Cardinals Nation plays right into our skill set, Fetcho said. Our goal is freshness, said Executive Fans with tickets to the AT&T Rooftop receive all-inclusive food and beverage service, as well as admission to the Cardinals new museum. Chef William Edmondson. And we ll offer the highest-quality product with the most familyfriendly price points. That translates into french fries made from scratch, burgers made from beef ground in-house and homemade tomato soup that recalls the best of childhood. Cardinals Nation will also cater to local taste buds, which, in St. Louis, includes a lot of nachos, according to Fetcho. Cardinals dnc Nation will serve freshly fried tortilla chips and queso blanco and chorizo made from scratch to further enhance the nacho taste experience. Modern sophisticated visitors want regionally sourced foods in addition to local flavors, Edmondson said. For Cardinals Nation, that includes offering the Home Plate, which features regionally made cheeses and charcuterie from farms within 100 miles of Ballpark Village. The thought process and effort that DNC Sportservice, in partnership with the Cardinals, put into creating every menu item is indicative of the quality the company brings to the table. The time and intensity creating Cardinals Nation was a worthwhile endeavor, Fetcho said. The Cardinals vision for Ballpark Village is now a reality. For us, it s about our commitment to providing a good quality product and to ensuring that Cardinal fans receive the experience they deserve and have come to expect. Since its founding in 1915, Delaware North Cos., based in Buffalo, has grown into one of the world s leading family-owned hospitality management companies, with more than $2.7 billion in annual revenue and 55,000 employees worldwide. To Bill DeWitt III and the St. Louis Cardinals On behalf of Delaware North Companies and the Jacobs family, we would like to extend our sincere congratulations on your success with 8A special advertising section street & smith s sportsbusiness journal april 7-13, 2014

9 Rebirth expected to attract professionals, jobs to St. Louis The opening of Ballpark Village this spring is the newest piece in the rebirth of downtown St. Louis. The city of St. Louis has seen a rebirth in recent years, with an increase in residential units and renovations of buildings in downtown, said Otis Williams, executive director of the St. Louis Development Corp. Ballpark What we anticipate is that now, when people attend a game or visit the Arch, Ballpark Village will provide visitors with a reason to stay longer. Otis Williams St. Louis Development Corp Executive director Village is one of the components that will go a long way toward making downtown St. Louis a 24/7 destination. The St. Louis Development Corp. was attracted to the project, Williams said, because it was impressed with the plan the Cardinals and The Cordish Cos. created. The development corporation, which is the economic development agency for St. Louis city government, worked to facilitate the various entities, including the state of Missouri, to bring about tax and other incentives for the project through the Missouri Ballpark Village, St. Louis: SPORTS DESTINATION PROFILE Downtown Economic Stimulus Act. Ballpark Village has the potential for more than 700,000 square feet of development more than $700 million, Williams said. That will mean thousands of jobs, both construction and permanent. We were also attracted by the taxes we anticipate will be generated by visitors. St. Louis Cardinals games already attract more than three million fans a year and Gateway Arch brings another three million to the city, said Williams. Those numbers are a good base to draw from, said Williams. What we anticipate is that now, when people attend a game or visit the Arch, Ballpark Village will provide visitors with a reason to stay longer. The Live! component, with more than 200 events scheduled a year, will bring a new level of experiences to downtown. Ballpark Village rounds out a broad base of development for St. Louis now coming to fruition that Williams believes will play a major role in attracting more entrepreneurs and professionals to the region. CityArchRiver, one of the biggest drivers in downtown redevelopment and scheduled for completion in 2015, is adjacent to the Ballpark Village site. CityArchRiver 2015, a $380-million public/private project, connects the Gateway Arch to the Mississippi River and the rest of downtown. The upgrades will reinvigorate the Arch s grounds with expanded museum space, extended trails, additional park acreage and a lively riverfront, along with pedestrian-friendly connections to Gateway Mall, a 19-squareblock spine of green space that stretches through downtown. The project is expected FOX Sports Midwest Live!, with more than 200 events scheduled annually, will serve as a community gathering spot. to be complete in time for the Arch s 50th anniversary in A number of other initiatives and economic development strategies are in place to bring people and jobs to the region through entrepreneurship and immigration. In addition to startup incubators downtown, the CORTEX Innovation Community, St. Louis premiere hub of bioscience and technology research and incubator facilities, is integrated into the historic Central West End and Forest Park Southeast neighborhoods and is surrounded by nationally ranked universities and medical centers and abundant cultural and recreational resources, such as the Grand Center arts district and 1,400-acre Forest Park. Capping the redevelopment is the newly opened, $660 million Stan Musial Veterans Memorial Bridge across the Mississippi River, named for the Cardinals Hall of Fame legend who died in Ballpark Village completes this quadrant of downtown redevelopment, Williams said. Both the Cardinals and Cordish have been great partners to work with. This has been a winning team and a great project for all of us to bring to the city of St. Louis. Ballpark Village took years of creative negotiating and the use of local, state and federal development incentives to bring to fruition, Williams said. The project couldn t have come to life without many involved partners, including the offices of the St. Louis mayor, comptroller and Board of Aldermen, and the state of Missouri s Department of Economic Development and Development Finance Board. april 7-13, 2014 special advertising section street & smith s sportsbusiness journal 9A

10 Bryan Cave s expertise, experience in sports law serve Cards well A project as complex as the St. Louis Cardinals Ballpark Village involves significant legal work. The law firm Bryan Cave, working alongside Cardinals general counsel Mike Whittle, represented the team in a variety of legal aspects of the project. We are thrilled to have been part of this project, said Ryan Davis, the partner at Bryan Cave and co-chair of its Sports and Entertainment Group who led the firm s work with the Cardinals. The St. Louis Cardinals are an institution and a major part of the fabric of St. Louis. Ballpark Village will not only revolutionize the game-day experience for Cardinals fans, but will also revolutionize downtown St. Louis on game days and non-game days alike. Recognized as a leading sports practice in the country by Chambers USA America s Leading Lawyers for Business, Bryan Cave offers clients the unique experiences and relationships of more than 60 sports and entertainment lawyers worldwide. As one of the world s 25 largest law firms with more than 1,100 lawyers and professionals, Bryan Cave provides the fullservice capabilities clients require. Bryan Cave s Sports and Entertainment Group has a broad platform and significant experience in the industry, including entertainment districts such as Ballpark Village, L.A. Live and London s The O2; Olympics organizations such as USA Basketball and USA Swimming; and major universities, collegiate conferences and the NCAA. Bryan Cave also has deep experience in naming rights and sponsorship The law firm Bryan Cave represented The St. Louis Cardinals in a variety of legal aspects of the Ballpark Village project. deals, such as Citi Field and the Dolby Theatre; in anti-doping matters such as the Lance Armstrong case; and in a variety of sports and entertainment mergers, acquisitions and litigation. As one of the few firms recognized by Chambers as a leading sports law practice with offices across the country and abroad and not solely on the coasts we offer our clients the unique combination of a leading national practice, real roots in the communities in which we are based and a cost structure that collectively provides our clients with truly unique quality and value, Davis said. OpenAire roof ensures Live! is accessible year-round A signature feature of Ballpark Village is the retractable roof in FOX Sports Midwest Live!, the village s plaza and community gathering place. Created by Ontario-based OpenAire, the translucent polycarbonate motorized roof with clear insulated glass in the gables is nearly 100 feet long by 100 feet wide and retracts at the push of a button. Our operable roofs allow you to use a space year round, said Dave Bolwerk, vice president of sales and marketing for OpenAire. When it s nice weather, people don t want to be inside. Our roof gives you the enjoyment of being outdoors with natural light and fresh air. At the push of a button, the roof closes against the elements. Because the roof is translucent, the space is flooded with natural light even when it s closed. The roof at Ballpark Village even features a rain sensor to automatically close the roof. OpenAire also created a second, fixed roof over the Live! plaza s beer garden. This is our first project with the Cardinals, but we ve worked with The Cordish Cos. on several entertainment districts, said Bolwerk. In Baltimore, OpenAire provided an enclosed beer garden with a retractable roof and covered an entire street for Cordish s Power Plant Live! entertainment district. OpenAire retractable roofs are custom, whether they are built to enclose entire water parks, such as at Jay Peak Resort in Vermont, or a residential swimming pool. The roofs are designed to last with thermally broken aluminum framing and insulated flashings to withstand the elements. A signature feature of Ballpark Village is the retractable roof in FOX Sports Midwest Live!. We work with our clients from the very beginning of the design and engineering process, said Bolwerk. We create each roof to fit a particular building. OpenAire can create any design a client wants, depending on their budget. OpenAire is the world s premier designer, manufacturer and installer of custom retractable roof enclosures and operable skylights worldwide. Their installations can be found in structures ranging from sports venues to shopping centers and hotels to luxury residences. 10A special advertising section street & smith s sportsbusiness journal april 7-13, 2014

11 Design Collective plan creates vibrant Village with 24/7 buzz Design Collective, the Baltimorebased architectural firm, has been in the thick of the creation of Ballpark Village since the idea began in the early 2000s. Tapped by The Cordish Cos. to serve as the architect-of-record for the project, Design Collective both created the 10-acre, multi-phase, $700 million master plan and designed the 130,000-square-foot entertainment complex of Phase 1, which contains Cardinals Nation, Budweiser Brew House, FOX Sports Midwest Live! and other venues. This is our first time to do a project with the St. Louis Cardinals and MLB, said Richard Marietta, principal at Design Collective. We have had the pleasure of working with The Cordish Cos. on several successful entertainment districts. It s been phenomenal working with partners like the Cardinals and Cordish, creating a great entertainment district that will bring both tourists and local residents year-round. Another of Design Collective s Live! projects is Xfinity Live! in Philadelphia, located in the midst of the triangle of Wells Fargo Center, Citizens Bank Park and Lincoln Financial Field. Ballpark Village is about creating sports venues that allow you to feel a part of the game even if you re not Design Collective created and designed the 130,000-square-foot entertainment complex of Phase 1, which contains Cardinals Nation. going to the game, Marietta said. You can be a part of that overall, local sports experience. Design Collective prides itself on working within a city s urban fabric to redevelop underutilized infill spaces and transform them into thriving, recharged destinations. Our goal is to create a vibrant urban area that will have a 24/7 buzz where people can live, work and play, said Marietta. And we had two great partners for that with the Cardinals and The Cordish Cos. You need solid leadership to bring something like this to life and without their leadership and teamwork, Ballpark Village wouldn t have happened. We are happy and proud to be a part of it. Live!, Village see innovations from Daktronics Daktronics, the world leader in scoreboards and video displays for sports venues, has introduced an array of innovations off the field for the St. Louis Cardinals Ballpark Village. In Fox Sports Midwest Live!, which serves as the village s community gathering place and plaza, Daktronics built a 40-foot screen for visitors to view Cardinals games and other sporting events. We ve completed similar concepts, but the displays at Ballpark Village are both larger and have higher resolution, said Jay Parker, vice president of live events for Daktronics. Our system at Ballpark Village is also unique because it has to withstand the outdoor elements when the 100-foot glass retractable roof is open. That s not something you usually see with a high-resolution indoor application. In addition to the video screen, Daktronics installed ribbon boards inside the Live! space, which can be used to display text, graphics and statistics. In the Busch II infield, Daktronics installed an outdoor video display that can be used for anything from live viewing of Cardinals games to movies in the park. Daktronics also created outdoor ribbon displays on the AT&T Rooftop at Cardinals Nation, which overlooks Busch Stadium. Those displays are integrated so they can be enjoyed not only by visitors inside Ballpark Village, but also by fans inside the stadium, Parker said. There is one more unique piece to the In Fox Sports Midwest Live! Daktronics built a 40-foot screen for visitors to view Cardinals games and other events. Daktronics also installed ribbon boards inside the Live! space, which can be used to display text, graphics and statistics. Daktronics project. The control room in Busch Stadium is tied directly to the Ballpark Village system so all of the MLB statistics and information shown inside the stadium can be shown simultaneously inside the village. This sounds simple, but actually it s quite an impressive feat that could only be created with the integrated control system inside Busch Stadium, Parker said. The Live! plaza area in Ballpark Village will have much better capabilities than any other sports bar in the region for both home and away Cardinals events. Both the Cardinals and The Cordish Cos. worked hard to ensure that Ballpark Village would be much more than just another sports bar. daktronics (2) cardinals score for fan experience Daktronics is proud to partner with the St. Louis cardinals and The cordish company on the improvements in and around Ballpark Village. The american-made, customized displays will improve the overall experience for baseball fans. Best wishes to the cardinals in 2014! daKTronics april 7-13, 2014 special advertising section street & smith s sportsbusiness journal 11A

12 OFFICIAL BEER HERE S TO THE REDBIRDS NEW ROOST The NEW BUDWEISER BREW HOUSE in Ballpark Village is officially open and ready for Cardinals Nation. Good Luck to the 2014 St. Louis Cardinals. Here s to Budweiser. Here s to Baseball Anheuser-Busch, Budweiser Beer, St. Louis, MO Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc. Visit MLB.com HERE S TO BASEBALL 12A special advertising section street & smith s sportsbusiness journal april 7-13, 2014