Judging from the sheer number

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V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E years IN STADIUMS Stadiums Greatest Decade Construction boom and new fan-focused content create era like no other by DAV E B R O O K S ON

esney rocks Gillette Stadium in Foxboro, Mass.; B.C.

2 V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E years IN STADIUMS Stadiums Greatest Decade Construction boom and new fan-focused content create era like no other by DAV E B R O O K S ON THE COVER Clockwise from top left: University of Texas, Austin Mascot Bevo; Kenny Chesney rocks Gillette Stadium in Foxboro, Mass.; B.C. Place in Vancouver; Angel Di Maria of Argentina celebrates goal at the FIFA U-20 World Cup; outside the concession stand that made Dodger Stadium, Los Angeles famous; Super Bowl XLV at Cowboys Stadium, Dallas; Supercross in Rio de Janero, Brazil; National Soccer Stadium in Toronto. Judging from the sheer number of stadium projects, the first decade of the new millennium was the greatest decade in the history of civilization for stadium construction. According to the 2011 Venues Resource Guide, over 100 new stadiums were built or renovated in the decade for professional baseball, soccer and football teams, as well as universities, world competition and entertainment. No other period marks such a dramatic boost in construction, and because stadiums are being designed to last longer, it s unlikely we ll ever see such a productive period again. A NEW ERA BEGINS Just as Venues Today Publisher and Editor-In-Chief Linda Deckard was embarking on a new publishing endeavor, so too was the stadium industry beginning a boom period that started in 1999 and culminated with the opening of four facilities in Those four stadiums were Ford Field in Detroit, Gillette Stadium in Foxboro, Mass., just outside of Boston, Reliant Stadium in Houston and Seahawks Stadium (now CenturyLink Field) in Seattle. Next would come Citizens Bank Park in Philadelphia and Petco Park in San Diego in 2004, Nationals Park in Washington in 2008 and Target Field in Minneapolis in Since 2000, 13 new baseball stadiums have opened their doors, with a 14th, Marlins Ballpark in Miami, is set to open in For the National Football League, 12 stadiums have opened since the beginning of the century. The 2000s were a boom time for construction as financing was inexpensive and the demand for high-end amenities like specialty restaurants and suites continued to grow. Stadiums were being built with diverse food villages, members-only restaurants and interactive museums. One stadium, in the deserts of Glendale, Ariz., just outside of Phoenix, designed a retractable turf floor that could literally be rolled out of the building for extra sun time. Driving A Hybrid - The World-Class University Of Phoenix Stadium Keeps Sullivan Hopping June 2006 Linda Deckard wrote: Asked to describe the venue, GM Peter Sullivan quotes architect Peter Eisenman of HOK Sport, who describes it as a barrel cactus with a snake wrapped around it. It s very European looking. It s edgy, Sullivan said. The University of Phoenix Stadium AUGUST 2002 Reliant Stadium opens in Houston. Managed by SMG and designed by HOK Sport (now Populous), the $352-million NFL stadium is the first to be built with a retractable roof. JUNE 2003 The Home Depot Center, a $150-million stadium designed and operated by AEG in Carson, Calif., opens its doors as the largest soccer-specific stadium in the MLS. AUGUST 2005 Hurricane Katrina slams into the Louisiana Superdome, New Orleans, ripping panels off the roof while 14,000 refugees huddled inside, setting off a new debate about the role of venues as shelters. 58 VENUES TODAY MARCH 2012

V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E years IN STADIUMS wasn t the only mega facility with wow factor.

Now only a handful of projects for both leagues sit in the pipeline, with many, like Farmers Field in Los Angeles, with future tenants and final approvals up in the air.

market crashed. A KICK IN THE STANDS It wasn t long after the success of the Home Depot Center in Carson, Calif.

This time the target was a small suburb on the outskirts of Chicago s south side, the new home for the Chicago Fire.

3 V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E years IN STADIUMS wasn t the only mega facility with wow factor. Cowboys Stadium in Dallas opened with a massive 160-foot HD scoreboard, while MetLife Stadium can switch over branding for its two tenants the Jets and the Giants with a simple press of a button. Now only a handful of projects for both leagues sit in the pipeline, with many, like Farmers Field in Los Angeles, with future tenants and final approvals up in the air. While the financial shock of 2008 and 2009 definitely squeezed the available capital, Chris Lamberth from 360 Architects pointed out that, in many cases, the boom was coming to a head by the time the market crashed. A KICK IN THE STANDS It wasn t long after the success of the Home Depot Center in Carson, Calif., that early Major League Soccer pioneer Tim Leiweke, CEO of AEG, decided to duplicate his success. This time the target was a small suburb on the outskirts of Chicago s south side, the new home for the Chicago Fire. New Soccer Stadium Is The Goal In Chicago Suburb June 2004 Natasha Emmons wrote: "The sport in the United States has grown on a consistent basis over the last four decades," said Fire General Manager Peter Wilt. "Growth of youth soccer in this country, as well as the continued immigration into the United States, has helped. Soccer is a world game and when more people throughout the world come to the U.S., they are bringing more soccer in the United States." Like Home Depot Center, soccer s Toyota Park in Chicago was anchored with a stage on one end of the pitch. Summer concerts were held at the stadiums, but quickly, the outdoor setting fell out of favor with bands and their fans. AEG would eventually divest itself from many of its soccer holdings and a new class of soccer entrepreneurs would take its place. In Denver, pro basketball and hockey team owner Stan Kroenke built Dick's Sporting Goods Park, a brand new stadium for the Colorado Rapids. Unlike AEG s early plans to anchor MLS stadiums with stages for outdoor concerts, Kroenke surrounded the stadium with soccer fields and marketed to families and youth sports leagues. In Harrison, N.J., the New York Red Bulls redesigned their Red Bull Arena stadium several times before achieving the correct roofing structure to replicate the monstrous sounds that have come to serve as the signature of Europe s Premier League. And Red Bull Park seated press at field-level tables so they could fully experience the noise and excitement. Livestrong Sporting Park in Kansas City, Kan., has made a name for itself as one of the most socially connected and engaged stadiums in the MLS. Next year, CTO Asim Pasha says the facility will roll CONTINUED ON PAGE 64 > EVENT WISH LIST Which venue and 2011 Championship event do you most wish you visited? Lucas Oil Stadium, Indianapolis (Super Bowl)... 28% Busch Stadium, St. Louis (World Series)... 16% Reliant Stadium, Houston (NCAA Men s Basketball Championship)..13% TD Garden, Boston (Stanley Cup Finals)... 13% American Airlines Center, Dallas (NBA Finals)... 7% Mercedes-Benz Superdome, New Orleans (BCS Title Game)... 6% Other... 6% Rangers Ballpark, Arlington, Texas (World Series)... 3% Rogers Arena, Vancouver (Stanley Cup Finals)... 3% No response/not sure... 7% STADIUM TOUR SUCCESS Would an artist/band who came to prominence in the last 10 years be able to complete a successful stadium tour of the U.S.? Yes...56% No... 32% No response/not sure... 11% Results from Turnkey Venues Poll, a collaboration between Venues Today and Turnkey Sports and Entertainment. If interested in participating, linda@venuestoday.com. AUGUST 2006 University of Phoenix Stadium officially opens its doors in Glendale, Ariz., near Jobing.com Arena. The futuristiclooking stadium features the first fully retractable natural grass playing field. OCTOBER 2007 The Boston Red Sox win their second World Series in three years at the historic Fenway Park. The next season, the park sells out its 456th consecutive Red Sox game, breaking a Major League Baseball record. JUNE 2008 The world is introduced to the Bird s Nest, China s $423-million National Stadium and the site of the dazzling 2008 opening and closing Olympic ceremonies for the Summer Games. MARCH 2012 VENUES TODAY 59

V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E A D V E R T I S E M E N T BBVA Compass Stadium to bring world-class acts to Houston The Houston area has been blessed with an abundance of

4 V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E A D V E R T I S E M E N T BBVA Compass Stadium to bring world-class acts to Houston The Houston area has been blessed with an abundance of Grammy award winning artists who have graced its stages over the past few years. Taylor Swift, Maroon 5, Bruno Mars, and Jay-Z have all played to sold-out crowds at a variety of Houston s top venues. Beginning in May 2012, those artists and many more will have a new home to perform in when BBVA Compass Stadium ( opens in downtown Houston. The stadium, which is being built as the home of the Houston Dynamo soccer team and the Texas Southern University football team, will also serve as a multipurpose venue aiming to bring some of the biggest and best events to downtown Houston on an annual basis. Our goal is to do as many concerts in the new stadium as we can, said BBVA Compass Stadium general manager Doug Hall. With the size of the venue that we will have approximately 22,000 for sporting events and up to 25,000 for concerts we will be very active in indentifying and booking great events that are eager to play in a fantastic, new downtown environment. The venue, which will open on May 12 featuring the Houston Dynamo versus DC United, is shaping up to be one of the best new stadiums around. Unlike other soccerspecific stadiums where the concert stage serves as an eyesore to the soccer-attending fans, the Dynamo along with Manhattan Construction Group, ICON Venue Group, and the architectural firm Populous were able to design a stadium with a permanent 60-by-80-foot stage that is hidden from the public eye. One of the great advantages this facility has is a permanent, built-in stage that, for the most part, will not create a visual obstacle or obstruction for fans because the stage is actually underneath the seats, said Hall. The stadium, which is still under construction, is currently booking concerts and other events with announcements and on-sale information coming in early March. Hall and his team will be tasked with keeping the event calendar full, while maintaining a playable surface for the Dynamo. It s always a balancing act whenever you have natural grass, he said. Obviously, the stadium is being built for the Dynamo soccer team and TSU football, so they will always be our first priority. On the other hand, our goal is to maximize the number of events we can hold in the stadium and develop a broad base of business outside of soccer and college football. We are working on booking events as we speak and are excited about some of the great things lining up for our inaugural year as well as looking to key events across the next few years. BBVA Compass Stadium will be a stateof-the-art, open-air stadium designed to host Houston Dynamo matches and Texas Southern University football games as well as additional professional, collegiate and community sporting events, concerts, exhibitions, conventions and special events. Opening in May 2012, the 340,000-squarefoot, 22,000-seat stadium will be the first soccer-specific stadium in Major League Soccer located in a city s downtown district. With its downtown location, the new stadium will be a part of a true Stadium District, which includes Minute Maid Park and the Toyota Center, as well as the George R. Brown Convention Center, Discovery Green, Warehouse Live and House of Blues. 60 VENUES TODAY MARCH 2012

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6 V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E A D V E R T I S E M E N T Los Angeles Home Depot Center Defines Multiuse As The Home Depot Center begins the 2012 Major League Soccer season this month, it closes the door on its most thrilling off-season to date. For the first time in the venue s nine-year history, the 27,000-seat soccer stadium was filled with artificial turf that hosted nine football games and one international soccer friendly. We are and will always be a natural grass facility first, but the opportunity to install AstroTurf in our off-season provided us with many benefits that allowed us to host a number of events and activities without the concern of wear and tear that comes with protecting the playing surface, said The Home Depot Center s General Manager Katie Pandolfo. In addition to sporting events, the facility hosted a number of television and commercial shoots, corporate tours and sponsorship events during the off-season. The AstroTurf was installed for the inaugural 2012 AstroTurf NFL Players Association Collegiate Bowl in January, but was laid in early December and was used for the California Interscholastic Federation (CIF) State Football Championships. The turf remained at The Home Depot Center through the end of January, when it was removed in preparation for installation of the natural grass playing field for the 2012 MLS season, which began this month. Since opening in 2003, the soccer stadium has been the centerpiece of the 125- acre, multi-sport complex on the campus of California State University, Dominguez Hills in Carson, just miles from Downtown Los Angeles and the Los Angeles International Airport. The facility also features the newly relaunched 2,450-seat Velo Sports Center, an indoor Velodrome for track cycling, plus an 8,000-seat tennis and boxing stadium, a 2,000-seat track and field facility and a state-of-the-art fitness center and gym, operated by Athletes Performance. As the home of the three-time MLS Cup Champion LA Galaxy and Chivas USA, The Home Depot Center has hosted major international events, including CONCACAF Men s and Women s Gold Cup matches, Olympic Qualifying, the 2003 FIFA Women s World Cup and three MLS Cups (2004, 2008 and 2011). In November, the LA Galaxy won the MLS Cup championship at the sold-out Home Depot Center, becoming only the second MLS team to play and win the Cup in its own stadium. The Home Depot Center is home of MLS LA Galaxy and Chivas USA FEATURES 27,000-seat soccer stadium 8,000-seat tennis & boxing stadium 2,000-seat track & field facility 2,450-seat Velo Sports Center/ Indoor Velodrome and Events Center AVAILABILITY Event rentals Commercial shoots Meetings & private events Field & court rentals 62 VENUES TODAY MARCH 2012

V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E years IN STADIUMS STADIUMS... CONTINUED FROM PAGE 59 out an HD WiFi grid to accommodate all the Twitter and app traffic on Game Day.

While the team doesn t play in a soccer-specific stadium (they share CenturyLink Field with the Seattle Seahawks), the Sounders enjoyed a staggering average attendance of 36,000 per game in 2010.

tunnel for the first game to start, and European soccer star Freddie Ljungberg stood with us, said Gary Wright, who manages business operations for the Sounders.

8 V E N U E S T O D A Y A N N I V E R S A R Y S H O W C A S E years IN STADIUMS STADIUMS... CONTINUED FROM PAGE 59 out an HD WiFi grid to accommodate all the Twitter and app traffic on Game Day. But perhaps one of the greatest success stories of the MLS has been the resurgence of the Seattle Sounders. While the team doesn t play in a soccer-specific stadium (they share CenturyLink Field with the Seattle Seahawks), the Sounders enjoyed a staggering average attendance of 36,000 per game in Rain Or Shine - The Weather In Seattle May Be Seasonal, But The City's Passion For New Sounders FC Goes Year-Round March 2010 Dave Brooks wrote: I think my proudest moment was when I stood in the tunnel for the first game to start, and European soccer star Freddie Ljungberg stood with us, said Gary Wright, who manages business operations for the Sounders. The crowd kept getting louder and louder and Ljungberg turned to me and said This is just like Liverpool. What an honor! The strength of that franchise is expected only to grow. Two rivals from the Sounders, minor league days have recently won MLS franchise rights and have opened their own soccer specific fields in the Pacific Northwest the Portland (Ore.) Timbers and the Vancouver Whitecaps. WHO CAN FILL THESE MEGALITHS? Whether it s U2 in 2010 and 2011, Kenny Chesney at the end of the last decade and again this year or the Rolling Stones and Paul McCartney through much of the 2000s, promoting, performing in or simply being part of a stadium show has always been a pinnacle career experience for the artist, promoter or venue manager involved. Just the sheer task of seating up to 100,000 fans in a massive stadium for a rock show while correctly hitting all the production values is a thrilling and lucrative endeavor. The top 10 stadium shows on Venues Today s 2010 Year-End report grossed a combined $69.6 million for groups like Dave Matthews Band, U2 and George Strait, who works with legendary promoter Louis Messina. I love stadium shows. As a promoter, it s my Grammy. It s my Academy Award. When we walk into a stadium and 55,000 people are there, we become quite proud of our accomplishment, said Messina. New Touring Model? All Sizes Fit One For The Rolling Stones June 2002 Linda Deckard wrote: "Sure, you've got the Billy Joels, the Elton Johns and the Paul McCartneys that could do it. But you can also count those that could on one hand," said Bob Castronovo, then GM of Giants Stadium. Concerts wouldn t be the only alternative bookings to hit stadiums. Starting in 2009, the National Collegiate Athletic Association moved its popular Final Four collegiate basketball championship into modern stadiums with its debut at Ford Field in Detroit in In Detroit, designers with HKS actually lifted the field three feet in the air and placed center court at the 50-yard line, building a seating bowl around the perimeter of the court to give it a truly stadium-like feel. Putting Fans Front And Center- Ford Field s Transformation For The Final Four Creates A More Fan-Friendly Venue April 2009 Lisa White wrote: We will build downward from the fixed seats with about 30 rows of portable risers. The risers will replicate seats by where the fixed seats are [for added consistency], said Jordan Hergott with seating firm Spec Seats. One of the host facilities for the Final Four is Reliant Park in Houston, which hosted the games in 2011 with a promise to return in That s a challenge for GM Mark Miller, who also books the Houston Livestock show and rodeo, one of the highest grossing annual events in North America. In 2011, the 20-performance event grossed $36.8 million. Each spring, the Final Four falls right on the heels of the rodeo and concert series. Miller said the NCAA typically needs two weeks to move in, but because of the rodeo, only gets three days. Still, he says his building will take an opportunity to host a national event, and more importantly, grow the profile of his massive venue. OCTOBER 2009 The New York Yankees move to their new stadium across East 161st Street. The name, Yankee Stadium, remains the same, and the Bronx Bombers keep their golden touch, winning the 2009 World Series. JUNE 2011 The New Meadowlands Corporation inks a deal with insurer Met Life for a 25-year naming rights agreement. The historic, $17-million deal breathes life into the sagging sports marketing landscape. NOVEMBER 2011 AEG CEO Tim Leiweke releases his latest design plans for Farmers Field, a proposed NFL Stadium in downtown L.A. set to be home to a yet-to-be-named NFL team by VENUES TODAY MARCH 2012

Power Rankings: Line of Sight. Rank Stadium/Team Railing Escalator Ramps Elevator Seating Accommodations 1. Score 95. Yankee Stadium New York City FC

Power Rankings: Line of Sight. Rank Stadium/Team Railing Escalator Ramps Elevator Seating Accommodations 1. Score 95. Yankee Stadium New York City FC Power Rankings: Rank Stadium/Team Railing Escalator Ramps Elevator Seating Accommodations 1 2 3 4 5 Yankee Stadium New York City FC BBVA Compass Stadium Houston Dynamo Toyota Stadium FC Dallas Gillette