An Arena Concourse Improvements Primer

A step by step approach to finding ways to improve the functional and aesthetic characteristics of the arena concourse

Craig P. Rogers, AIA

Your arena was built in the late sixties to late seventies. The concourse has a concrete floor, painted concrete block walls, drab fluorescent lighting, not enough width, imbalanced toilet facilities, outdated and ineffective signage, entrances that do not establish a good first impression, and concessions that are a study in the mundane. The concourse functions great for the maintenance staff, but for fan accommodations and improved income opportunities, it stinks.

Sound familiar?

Well, maybe that is an exaggeration. But, maybe not!

If your arena concourse is in need of a facelift, following these basic steps may help you realize cost effective solutions to basic arena concourse design problems.

Our experience has led us to work with a four step process for arena concourse improvement projects:

• Orientation, Inventory, and Mission Planning

• Conceptual design and budgeting

• Design development and Construction Document Bid Package(s)

• Execution

Each of these steps requires the involvement of key facility and program management personnel in concert with your selected design team. The design team should have architectural, interior design and environmental graphics expertise. 

Orientation, Inventory, and Mission Planning

Start your project with a basic on-site orientation meeting involving key personnel and design team representatives. Observe and discuss the assets and deficits of the current environment. Have someone record key discussion items with a digital camera for future reference. Have someone else record the key discussion points as an inventory. Look at all aspects of the physical environment from the patron point of view.

This is typically done in an empty facility. It may prove advantageous to also conduct a similar meeting during an event.

After you have completed the orientation and inventory, formulate a mission statement for the project.

The Mission Statement should simply state the program objective and should be prevalent in all aspects of the project. Using this, establish the mission objectives for the project.

A sample Mission Statement:

To improve aesthetic and functional characteristics of the arena concourse to provide a more attractive and exciting interior environment, which exemplifies the versatility of the arena events, improves fan accommodations, and increases operational efficiencies and income opportunities.

Sample Mission Objectives

Objective #1: Provide a consistent and updated image around the concourse to enhance the sense of space and visual continuity.
Objective #2: Provide clear and organized views for recognition of section identification and entry points into the arena. Upgrade signage and graphics to provide clear and consistent wayfinding and identification.
Objective #3: Improve revenue opportunities through integration of concessions and venue advertising into overall design concept of concourse environment.
Objective #4: Improve quality of light to add drama and focus the patron experience.
Objective #5: Establish a strong, positive, first impression at concourse entry points, thus improving the general perception of the entire facility.

Obviously, these samples may not apply to your facility, but the point is to establish realistic objectives and find solutions for each of them.

Conceptual design and budgeting

After you have established objectives, work with the design team to evaluate specific problems that require a design solution. Develop a design concept to address each problem relative to the objective and establish a budget for executing the design. You may find some of the design concepts render "pie in the sky" ideas that are simply not affordable. That's OK. Sometimes these ideas lead to affordable solutions that are better than those simply driven by cost.

These images illustrate a design concept created to address specific problems with signage placement and interior finishes. In the existing photograph you can see that the current signage placement obstructs visual continuity and a sense of spatial volume. 

Also, the concourse finishes are monochromatic and do not visually reinforce the building geometry and structural clarity. The concept design image illustrates recommendations to replace signage elements in new locations at the perimeter of the concourse to open views of the space, and to add paint finishes to existing surfaces that strengthen visual continuity such as painting the lower portion of concourse walls and the continuous spiral duct work a darker color.  Simple, cost effective solutions to real design problems can be systematically derived through this process. It is very important to establish a realistic budget for each objective. Be realistic and enlist the support of your vendor and contractor network when preparing the budgets. Do not forget to include design cost and always have a contingency at this stage.

Typical objective based design concepts for concourse improvements may involve:

• Increased concourse width

• New storefronts and signage for concessions

• Increased width of concession stands and added points of sale

• Food courts

• Lighting improvements for added drama

• Interior finish improvements (Concrete stains, tile flooring, accent wall materials such as marble and stainless steel)

• Toilet room upgrades

• Providing areas for venue advertising

• Controlled access to exterior areas for outdoor dining or smoking

Design development and Construction Document Bid Package(s)

With objective based design concepts and budgets in hand, you are now in a position to implement strategy for design development and implementation. While it is probably advantageous, it may be unrealistic to tackle the entire scope improvements at one time. Consider a phased approach if necessary and contract the design on this basis.

Design development means just that. The design team should develop the design concepts into a construction document bid package, or packages. Carefully review the design work in progress to make sure that it remains true to the objective based design concepts and budgets. 

The Bid Package(s) should incorporate current information regarding event schedules and realistic schedules for execution of the work should be established up front in writing.

Execution

After all of this planning you are now ready to execute the work. You may be working with separate bid packages and different types of vendors. There may be signage vendors, food service vendors, general contractors, etc. If possible, pre-qualify the bidders and set up a "partnering" approach to the work of various contractors. Our firm uses a web based "Project Database" to control the flow of information. All contractors, owner's representatives, design team members, key suppliers and building permit officials can tap into this database for up to date information on the project. Construction issues can be reviewed off site through digital photography and communications can be universally transmitted.

The Mission statement and Mission Objectives should be reviewed by all interested parties and efforts to instill a sense of ownership and pride in all aspects of the work should be undertaken. This can be done in the context of pre-construction conferences, weekly coordination meetings and on the Project Database.

Following this four step process will hopefully help you bring your visions to reality. We tend to place significant emphasis on steps one and two, Mission Planning Objectives and Design Concepts and Budgeting. If the proper time and resources are devoted to these early planning phases, Design Development and Execution have a better chance for ultimate success.

Let's go to work !

Craig Rogers is President of Designform, Inc., an architectural, planning , interior design and environmental graphic design firm with extensive experience in design for public facilities, restaurant and entertainment facilities, and other commercial buildings.
www.designforminc.com

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