Executive Summary
After occupying the new Levi’s Stadium for nearly a decade, the 49’ers were just coming to the end of their first lease cycle for their existing suite product. The 49’ers made the decision to invest in a significant renovation to help existing suite holders make the decision to renew as well as entice new patrons to the venue. Over one hundred suites would be impacted over two phases of construction spanning two off-seasons. One subset of those suites were at the north end zone. End zone suites in NFL stadiums are notoriously challenging to sell. A lounge space was included as an amenity to those suites when the stadium was initially constructed but it was a sedentary space. The 49’ers sales team saw an opportunity, through brainstorming with the Populous design team, we activated the space with a competitive socializing concept. Bocce is very popular in the South Bay area, a half size indoor court was inserted with game tables including billiards and shuffle board. Additionally, food and beverage were re-imagined with updated bar and concessions to support the space.
Submitting Organization: Populous
Photo Credits: Garry Belinsky
Detailed Nomination
After occupying the new Levi’s Stadium for nearly a decade, the 49’ers were just coming to the end of their first lease cycle for their existing suite product. The 49’ers made the decision to invest in a significant renovation to help existing suite holders make the decision to renew as well as entice new patrons to the venue. Over one hundred suites would be impacted over two phases of construction spanning two off-seasons. One subset of those suites were at the north end zone. End zone suites in NFL stadiums are notoriously challenging to sell. A lounge space was included as an amenity to those suites when the stadium was initially constructed but it was a sedentary space. The 49’ers sales team saw an opportunity, through brainstorming with the Populous design team, we activated the space with a competitive socializing concept. Bocce is very popular in the South Bay area, a half size indoor court was inserted with game tables including billiards and shuffle board. Additionally, food and beverage were re-imagined with updated bar and concessions to support the space.
The existing lounge space already had a lot going for it with expansive views of Santa Clara and the mountains and a premium luminous ceiling that was retained for the renovation work. The owners of the 49’ers share a love for wine. Numerous cases throughout the premium club products are dedicated to it’s display. When developing the finish palette for the stadium a common material used thoughout is a particular species of oak, used in wine barrel making. The oak was paired with warm grey tile and soft white engineered quartz for the majority of the architectural surfaces. Black metal accents, ebonized walnut and oak, and tan leather rounded out the classic modern California palette. Additional decorative lighting elements we’re added above the gaming tables to provide additional detail and scale to the space.
The connection of the suites to the lounge space was reconsidered and redesigned to improve efficiency and fan experience. Previously the doors and entry surrounds were wood, they provided no visual continuity between the spaces. The existing solid doors and surrounds were demolished to accommodate frameless glass doors and sidelites. This move greatly enhanced connectivity between the spaces and their connection to the action on the field.
All the end zone suites were quickly sold or renewed. The lounge space is highly active and a popular venue in the overall stadium inventory.
