Mercedes-Benz Stadium (MBS) is one of the country’s premier sports and entertainment venues that has completely redefined the fan experience through immersive, state-of-the-art spaces that are equally as entertaining as the event itself. With fifteen distinct luxury clubs and suites that deliver premium, hospitality-driven guest experiences since opening in 2017, MBS has set a new industry standard. As part of our culture of listen and respond, we heard that our guests desired ways for groups to be up close to the action, in an intimate and private space. This was an offering missing from the stadium’s portfolio, and MBS sought a solution – the new Mercedes-Benz On-Field Terraces.
Fortunately, the stadium boasts one of the largest field patios in the NFL, offering a prime location with exceptional views. A small portion of that space was converted to a new premium seating product that is ideal for experiencing the Atlanta Falcons football games, Atlanta United soccer matches, concerts and all other events hosted in the stadium in a unique way.
In the exterior corners of these club patios, guests can now rent one of eight private areas accommodating between six and sixteen guests for stadium events. These spaces complement the existing premium inventory and are in the closest proximity to the field – the optimal place to see and be seen. This area is equipped with lounge seating, an upscale menu, and a personal attendant. Private entries and an on-field experience that is unmatched anywhere else in the stadium create a “wow” moment for guests. These exclusive spaces are full of contemporary details that offer comfortable places to relax and enjoy friends with an unbeatable view of the stadium’s events. The On-Field terraces are the perfect gathering spot for pre-event socializing where guests can enjoy shared food and beverage in a communal space.
To bring the vision of these on-field spaces into reality, the team engaged all levels of stakeholders to ensure alignment. Through a strategic partnership with architecture and interior design firm TVS, and Czarnowski, an exhibit and marketing company, the visual language and overall atmosphere was determined. We engaged with guests and prospects who expressed interest in a product of this type, as well as conversations with other venues that have similar offerings.
Sponsorship opportunities were discussed with Mercedes-Benz and Delta. There was also dialogue around the return on investment (ROI) and opportunities to capture untapped revenue in the upcoming football season. Based on current sales at the time, projections showed the project’s construction expense would be paid off within two years. Up against a short window, the team got to work at warp speed to develop the concept, produce drawings, and completed construction ahead of the targeted pre-season opener in the summer of 2022. Start to finish, the project completion took just four months from the initial kick-off meeting to opening day.
This project continues to reinforce the importance of listening to guests, observing consumer behavior and auditing how the venue operates through a clear and focused lens. The team has and will continue identifying spaces in MBS that enhance the fan experience and provide a unique product mix.
Because MBS is a multi-purpose facility, there is little downtime to get projects completed. It takes a highly coordinated team to expertly juggle complex operational and construction schedules. The team devised a modular solution that created an amazing premium product and afforded the quickest speed to market option to hit the established time goal – equivalent to half a normal venue’s offseason. This approach will be utilized for future projects that allow this solution. We are confident that other teams can benefit from this process and see the same success as MBS.
Garey Gomez
