THE
ARENA REVOLUTION
LOVE THEM OR HATE THEM, the New York Yankees are one of the world’s most iconic sports teams.
Despite being one of the most recognizable sports teams in the world, fan attendance for Yankees home games is on a decline. Ticket sales in 2016 were down $46 million, and they dropped another $14 million during the first part of 2017 despite early success on the field from the team. Overall, ticket and suite revenue has fallen a staggering $166 million since the end of 2009.
TICKET SALES 20 1 6
46M
$
FIRST PART
2017
14M
$
It’s not just the Yankees, though. Teams all across Major League Baseball have taken a hit in ticket sales, with the league’s overall attendance dropping by 73.16 million, or 0.8 percent, in 2016— the third decline in the last four seasons. The NBA, NASCAR and even college football have all experienced lower attendance numbers and regressions in ticket sales—and owners are understandably questioning “why?”
HUNGRY FOR CHANGE
13%
MORE LIKELY TO ATTEND A GAME IF THERE WERE INTERACTIVE MOBILE EXPERIENCES
22%
In May 2017, Yankees Managing General Partner Hal Steinbrenner commented to the New York Times that “baseball has…struggled with the millennial problem,” referring to millennials’ desire for enhanced experiences and improved connectivity. Unfortunately, Steinbrenner’s comment mischaracterizes a broader confluence of factors impacting declining live event attendance. On one hand, considerations like rising ticket prices, improvements in home entertainment and more interactive viewing experiences through specialty channels and packages like NFL Sunday Ticket and NHL Center Ice have alienated fans from the arena experience. In fact, according to a college study, 67.3 percent of students said it’s more comfortable to watch a game at home.
OF STUDENTS SAY THEY DON’T WATCH THE GAME WHEN THEY GO
On the other hand, yes, audience demographics are shifting—but it goes well beyond just millennials. Members of Generation X have begun to adopt the causes typically championed by millennials, and members of Generation Z (those born in the mid-1990s and 2000s) are quickly beginning to exert their economic influence. In short, three generations of sports fans are hungry for change, and the notion of being at a live event itself is no longer a satisfying enough experience.
43%
According to The Future of Sports, “(Generation Z) rarely watch sports from start to finish because the highlights tell the story.” The report refers to this group as the “Cocreation Generation,” one that goes a step further than millennials with a hunger to interact, not just experience.
WERE MORE LIKELY TO ATTEND THE NEXT GAME IF THEY HAD A BETTER SEAT
Three generations of sports fans are hungry for change, and the notion of being at a live event itself is no longer a satisfying enough experience.
The Inverted Bowl Multi-Use Concourse
A study of college students indicated that 13 percent were more likely to attend a game if there were interactive mobile experiences. The same study showed that 22 percent of students say they don’t watch the game when they go, and 43 percent were more likely to attend the next game if they had a better seat. Today’s fans have clearly articulated their needs and desires, so the problem isn’t figuring out what they want—it’s figuring out how to deliver on their requests and more in order to appease not just millennials, but also Generation Z and beyond. Until now, that has been a significant struggle throughout sports and entertainment.
The Inverted Bowl Study Model of Seating Bowl
THE INVERTED BOWL
HOW DO YOU GIVE FANS A BETTER VIEW THAN WHAT’S ON TV?
BRING FANS CLOSER TO THE ACTION. HOW DO YOU IMPROVE SOCIALIZATION?
INTEGRATE FANS INTO THE ACTION. HOW DO YOU MAKE EVENTS MORE INTERACTIVE?
PHYSICALLY AND DIGITALLY CONNECT THE FAN WITH THE ACTION.
Enter Matt Rossetti, president of ROSSETTI, one of the world’s most innovative sports and entertainment architecture firms, which has worked on prestigious projects like Arthur Ashe Stadium, Daytona International Speedway and the Palace of Auburn Hills—a revolutionary basketball arena design when it debuted in 1988. Like so many others, Rossetti asked himself how to make live events more experiential for the shifting audience demographic, but where others looked at old standards, Rossetti looked for a new paradigm. As with all great ideas, it started with rough sketches, and slowly evolved as concepts progressed and challenges were presented.
How do you give fans a better view than what’s on TV? Bring fans closer to the action. How do you improve socialization? Integrate fans into the action. How do you make events more interactive? Physically and digitally connect the fan with the action.
How do you accomplish all of this in a standard arena design? You don’t. You start fresh. Seven years of research, development and feasibility studies led Rossetti to the creation of The Inverted Bowl by ROSSETTI, a revolutionary new arena design poised to change how arenas are built for decades to come.
THE ROMANS HAD IT RIGHT… UNTIL NOW For thousands of years, the same basic principles of arena design have stayed the same: Tiered seating moving incrementally away from the action in the center of the arena. The inherent flaw in this design manifests itself in the seats that are highest up and furthest away from the action—the ones fans typically refer to as “nosebleed” seats. But, for thousands of years, fans were willing to overlook this design flaw because these seats, while having the farthest sightlines to the action, were also the cheapest tickets to buy. On the ownership side, this created a whole other issue. Traditionally, the upper bowl of any entertainment venue has been associated with negative return on investment because each row away from the event surface results in a less engaged viewing experience while progressively costing more to build. The few amenities in the upper concourse generate less revenue. It doesn’t add up for spectators or for owners. The Inverted Bowl by ROSSETTI first and foremost addresses this millennia-old design flaw with a staggering breakthrough in arena design. Instead of sloping away from the action, The Inverted Bowl by ROSSETTI features cantilevered balconies that progressively lean in to the action, creating thrilling tiered seating that catapults viewers closer to the action for broadcast quality views that fans can’t get at home. Remarkably, the worst seats in the house become the best and propel fans as much as 50 percent closer to the action compared to traditional arena designs.
The Inverted Bowl Forward Thrusting Balconies
BALCONY VIEWS The Inverted Bowl by ROSSETTI delivers all the excitement of attending an event at a big venue (and more) with the character of an intimate setting— changing forever the way attendees engage with live entertainment.
FANS IN THE TOP ROW OF THE TOP BALCONY ARE
50% CLOSER TO THE EVENT
The creation of forward-thrusting balconies also eliminates single-use circulation concourses that are isolated from the bowl, producing animated and vibrant balcony levels that inspire social interactions and engagement. The result is a live entertainment experience unlike any other: a concept that immerses fans in the action and quite literally transforms venue design. These engaging social spaces feature diverse entertainment, such as permanent and versatile multimedia and creative dining options, that encourage social interactions and engagement. With a focus on future-tech engagement throughout the arena, the opportunities for interactive fan touchpoints are unlimited. At a time when fans crave interactive experiences, higher levels of connectivity and enhanced levels of social engagements, The Inverted Bowl by ROSSETTI delivers all that and more.
IN A TRADITIONAL ARENA, UPPER BOWL SPECTATORS CAN’T SEE THE EDGES OF THE EVENT SURFACE INVERTED BOWL BALCONY SEATS ARE CLOSER TO THE EVENT WITH UNBLOCKED VIEWS, ALLOWING SPECTATORS TO
SEE MORE OF THE EVENT SURFACE
TRADITIONAL ARENA INVERTED BOWL 2a a
SPECTATORS ARE CLOSER TO THE EVENT
b
AMPLIFYING THE CONNECTION TO THE PERFORMER AND EACH OTHER
2b
50% SHORTER DISTANCE BETWEEN THE UPPER ROWS FOR GREATER INTIMACY IN THE BOWL
MORE THAN MEETS THE EYE The experiential highlights of The Inverted Bowl by ROSSETTI only scratch the surface of the arena’s benefits and potential. While the connected, social amenities are critical in getting fans back into arenas for live entertainment, owners know additional variables impact a project as highly visible, time-intensive and costly as a new arena. The team at ROSSETTI understands the needs of owners, having worked directly with members of executive leadership from professional sports teams to identify pain points and create a design that directly addresses those pain points head on.
The weight and structure of the Inverted Bowl is less than that of a traditional bowl. Due to the smaller size and need for less steel, construction can utilize smaller cranes.
The Inverted Bowl Section Model
THE INVERTED BOWL SECTION TRADITIONAL ARENA INVERTED BOWL
18%
SMALLER BUILDING FOOTPRINT
47%
SHORTER ROOF SPAN REDUCTION IN STEEL TONNAGE
SUPPORTS URBAN STRATEGY
22%
LESS STEEL TONNAGE EFFICIENT STRUCTURE
STACKED INFRASTRUCTURE MORE EFFICIENT UTILITIES
36% LESS VOLUME TO HEAT AND COOL
20-30%
REVENUE INCREASE PROJECTED IN THE INVERTED BOWL BY ROSSETTI
SAVINGS ON MAINTENENCE AND ENERGY COSTS
In addition to breathtaking sightlines to the action, premier spaces for social interaction and digital engagement and progressive connectivity throughout the entirety of the arena, other benefits of The Inverted Bowl by ROSSETTI include:
LOWER OVERALL COST TO BUILD Because of the arena’s smaller footprint, The Inverted Bowl by ROSSETTI reduces overall construction cost by up to 15 percent.
When you consider that the Little Caesars Arena in Detroit was last projected to cost $585 million, a construction cost reduction of 15 percent saves $87.75 million.
into more of a social gathering space for fans. The Inverted Bowl by ROSSETTI gives ownership entities greater flexibility in how they incorporate and harness these social spaces and set pricing as desired.
INCREASED REVENUE PROJECTIONS
Construction costs also play a role. As stated earlier, upper bowls in traditional arenas are typically the costliest to build—but the balconies in The Inverted Bowl by ROSSETTI reduce those costs, creating a better return on investment. In fact, revenue increases of 20 to 30 percent are projected in The Inverted Bowl by ROSSETTI when compared to traditional arena designs.
The Inverted Bowl by ROSSETTI offers enhanced opportunities for an inclusive experience for all fans. Rising ticket prices have largely priced most families out of attending live entertainment events. Simultaneously, the upper bowl has morphed
A SMALLER OVERALL FOOTPRINT One of the biggest problems with building a new arena is figuring out where to put it. As urban environments become more condensed, it’s increasingly difficult to find space to build a new arena. With a footprint that is 18 percent smaller than traditional arenas, The Inverted Bowl by ROSSETTI can be more easily designed into compact urban environments. It can fit within city block units because of the smaller footprint and the porous perimeters, which will allow for programmed spaces and integration into the city context. Despite a smaller footprint, the design doesn’t sacrifice seating. The arena can hold between 16,500 and 19,000 seats.
A SHORTER BUILD TIME Given the arena’s smaller physical footprint, it creates a shorter overall construction period, meaning owners and fans alike can begin experiencing the benefits of The Inverted Bowl by ROSSETTI sooner than compared to the construction of a traditional arena concept.
The weight and structure of the Inverted Bowl is less than that of a traditional bowl. Due to the smaller size and need for less steel, construction can utilize smaller cranes. There is a also greater flexibility of steel erection, allowing for a shorter construction period.
A LIVE ENTERTAINMENT REVOLUTION The traditional live entertainment arena concept has become stagnant. Fans want more, and owners want to give it to them. The Inverted Bowl by ROSSETTI delivers on the needs and desires of a shifting audience demographic—one that places a higher priority not only on the experiential components of live events, but the connectivity and social engagement offered as well. This design delivers in a way no other concept to date has, and it’s poised to revolutionize the arena experience for decades to come thanks to its ability to meet the needs of current fans, as well future generations.
CONTACT DENISE DRACH at
[email protected] TODAY to discuss how ROSSETTI can help you reignite the passion of your fans.
The ROSSETTI discover, dare, deliver approach transforms design ideas from unthinkable to reality. With The Inverted Bowl by ROSSETTI, that approach will start a live entertainment revolution.
SOURCES: https://www.nytimes.com/2017/05/25/sports/baseball/new-york-yankees-tickets-financial.html http://www.themountaineer.com/attendance-at-most-sporting-events-in-sharp-decline/article_f798bfe2-6803-11e7-b573-93dad07ea9ce.html http://www.sportsbusinessdaily.com/Journal/Issues/2016/10/10/Leagues-and-Governing-Bodies/MLB-attendance.aspx
The Inverted Bowl by ROSSETTI is a registered service mark. SM
DISCOVER
DARE DELIVER The Inverted Bowl by ROSSETTI
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