The Spectrum Center

A. Overview
The reimagined Spectrum Center sets a new standard for the modern arena, where exceptional service and premium experiences are designed for every guest in every seat. Led by Perkins&Will in partnership with the Charlotte Hornets and the City of Charlotte, this multi year, multi phase renovation launched in 2024 and takes a holistic, hospitality driven approach to transformation. The project positions the arena as both a high performing event venue and a vibrant civic anchor, delivering standout guest experiences while supporting long term economic value.

The design was guided by clear, ROI driven priorities: enhancing lower bowl capacity, expanding premium offerings, improving back of house operations, elevating food and beverage, and optimizing entry and circulation. Every intervention was evaluated through the lens of guest experience and revenue performance, ensuring that capital improvements contributed meaningfully to both.

Inside the bowl, the footprint was reimagined to bring fans closer to the action, including the addition of 1,400 new lower level seats and expanded courtside and club access. Premium seating now accommodates 1,197 guests, an increase of 495, supporting a 70% rise in associated revenue. A layered premium strategy introduced new clubs, suites, and social spaces, each designed with optimized sightlines and elevated service.

Concourse environments were redesigned to improve clarity, comfort, and flow. Brighter finishes, intuitive wayfinding, and a 225 foot LED wall at the main entry create a dynamic and welcoming arrival experience. Seven grab and go markets and refreshed culinary offerings introduce speed, variety, and regional flavor inspired by the Carolinas.

Operational upgrades further enhance performance. Expanded entries and improved circulation reduce congestion, while modernized back of house, lighting, and audiovisual systems support large scale events with greater flexibility and efficiency. Together, these improvements create a connected, high performing venue that elevates every step of the guest journey.

B. Innovation & Impact
Spectrum Center’s innovation is rooted in a clear design intent to keep every guest connected to the energy of the event. Sightlines are opened wherever possible, allowing views from concourses, clubs, and social spaces directly into the bowl. Guests can move, gather, dine, and explore without losing connection to the action, creating a more immersive and continuous experience.

The venue is also deeply rooted in place. Positioned at a historic crossroads in Uptown Charlotte, the design reflects the cultural identity and evolving energy of the Carolinas. It acknowledges the significance of Black history and culture while connecting to the city’s forward momentum, creating a space that feels both grounded and dynamic.

Experience design is intentionally diverse and human centered. A range of environments invites every guest to find their own sense of comfort and engagement, from high energy social zones to more intimate settings. Rather than prescribing a single way to experience an event, the arena offers multiple pathways, each equally considered and connected to the broader atmosphere.

Together, these strategies redefine premium hospitality as something driven by continuity, choice, and shared energy, not just exclusivity.

C. Results & Success Metrics
The reimagined Spectrum Center delivers measurable impact across capacity, revenue, and performance. Lower bowl seating was expanded to support a broader range of events and audiences, while a restructured premium program increased associated revenue by more than 70%. These improvements strengthen the arena’s ability to compete, retain market share, and attract top tier talent.

Premium hospitality outcomes are reflected in expanded access and variety. Premium seating now accommodates 1,197 guests, including new courtside experiences, clubs, and suites such as the Lunazul North and South Districts and the Baseline Bar. These environments are designed to maximize sightlines, service quality, and overall guest engagement.

Guest experience improvements are evident during peak event moments. Concourse redesign reduces congestion and improves safety, while expanded entries streamline arrival and departure. Operational systems, including audiovisual and lighting infrastructure, were upgraded to improve reliability and adaptability.

Food and beverage enhancements also contribute to performance. Seven grab and go markets and refreshed menus improve speed of service and provide greater variety, supporting guest satisfaction during high volume transitions. Collectively, these metrics demonstrate a venue that performs at a high level across both experience and operations.

D. Industry Influence
Spectrum Center advances a progressive model for live event venues by redefining how premium experiences are delivered. Innovation is not limited to new amenities but extends to how those experiences are shared across the building. The renovation challenges traditional hierarchies by distributing moments of discovery, comfort, and engagement throughout both public and premium spaces.

The project reframes premium as a spectrum rather than a boundary. Guests encounter a layered ecosystem of environments, each offering a distinct experience, level of service, and price point. This approach allows for greater personalization and reflects evolving expectations around access and experience.

From concourse to courtside, every element is designed through a hospitality lens. Connected sightlines, flexible gathering spaces, and elevated food and beverage offerings create a cohesive yet varied environment. These strategies support both guest engagement and operational performance, demonstrating how design can drive long term value.

By prioritizing access, adaptability, and experiential quality across all levels, Spectrum Center establishes a new benchmark for arena design. It positions the venue as both a destination and a forward thinking model for the future of premium hospitality.

Testimonials:

“We are thrilled to share initial renovation plans with our guests, who have been top of mind at every stage throughout the reimagining process. We have always viewed Spectrum Center as an important community asset that brings people together and has tremendous economic impact for our city.”
— Donna Julian, Executive Vice President & Chief Venues Officer

“In this next and final phase of renovations, we are continuing to focus on one of our most important priorities — to elevate the guest experience. We’re thrilled for guests to experience the upgrades, which will allow us to remain the premier destination for sports and entertainment in the Carolinas.”
— Donna Julian, Chief Venues Officer

“With phase one of the renovations, we created a wide range of new products and updated spaces. These renovations will impact every fan that enters our building.”
— Mike Behan, Chief Business and Revenue Officer

“This is a monumental project for the tourism industry and the region as a whole. Our focus has always been to deliver operational excellence at Spectrum Center in partnership with HSE, and to create a positive environment for success. We’re excited to collaborate with the entire team on this significant investment in one of the city’s most important assets.”
— Steve Bagwell, Chief Executive Officer, Charlotte Regional Visitors Authority