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By Anne
Palmer
We all have our challenges. When
asked what I enjoy most about managing a facility built in 1933, I always
reply with this message: I enjoy the challenge. After all, managing one of
those brand new, stateof- the art facilities must be a walk in the park.
Just flip a couple switches and off you go. Right? While I know this is
hardly the case, at least the new facilities have switches, even complete
with blueprints and back-up power sources.
Managing older facilities often requires creative solutions to keep them
fresh. Without the revenue streams of those sparkling stadia filled with
premium seating, tiers of luxury boxes, proper numbers of concessions,
point-of-sales and naming rights deals that weren’t dreamt of when those
older stadia were under construction, keeping aging facilities looking alive
is invigorating.
There are many relatively low budget enhancements that can make a
significant impact on the fresh look of your stadium. Painting easily
accessible and high impact areas goes a long way. Hand rails are a great
place to start as their appearance threads throughout the venue. A fresh
coat of paint can dramatically alter that weathered look. Re-glazing
bathroom fixtures is a way to brighten up those restrooms without a major
overhaul. And lighting is another relatively low budget item that can
immediately change the ambience of your venue. Often you don’t even need to
go to the expense of adding fixtures, but rather just ensure that your
lighting is at maximum levels. Simple cleaning of lenses can have a
significant impact.
Another relatively inexpensive improvement that can enhance the overall look
of the stadium is new signage. New signs can energize your facility.
Carefully plan their placement and color scheme to direct focus where you
want it. Modernize the style of the signs by including more vertical and
creatively shaped signs. Often older facilities have multiple styles of
signs that have been augmented in phases over time without cohesion to a
master plan. Investing in an overall signage plan that replaces these
sun-damaged signs with bright, creatively placed alternatives creates a
great atmosphere.
Trash receptacles can also leave a lasting impression. Phase in the
replacement of older trash receptacles that show their history. Start with
the receptacles at the entrance gates and then move to concourses.
Eliminating those old 55-gallon open containers with receptacles better
designed for the space is a perceptible enhancement for a minor investment.
Many of the older facilities are plagued with wood bleacher seating that is
difficult and expensive to replace. Despite the painting and repainting of
these bleachers, every season they still look like old, wooden bleachers.
Capping the bleachers has a huge impact on the fan experience and look of
the venue and is an investment to be seriously considered. Several materials
and alternatives are available. If you don’t have the funds to address the
general seating areas, renovate the VIP areas. The scope of improvements to
suites and other VIP areas is significantly less cost-prohibitive than
addressing the general public areas and here a little investment can go a
long way.
Modernizing your concessions stands in terms of their physical look as well
as their menu selection also has a tremendous impact on the overall
perception of your facility. Menu diversity that includes some up-to-date
offerings like popular micro-brews and local favorites helps. Here in
California, we’ve added sushi, rice bowls, and edamame. While not our top
sellers, they are appreciated by our patrons and add ambience with an Asian
themed concessions stand.
You can dress up those bleak concourses inexpensively by disguising them
with portable stands and kiosks or just by hanging colorful banners that
integrate into your overall signage plan. Even though most older stadia have
narrow concourses, you can generally find nooks and crannies whose
appearance is easily changed. A fresh coat of slurry seal also goes a long
way in changing the overall perception of the facility.
And even if your facility is infrastructurally- challenged, you can bring
current technology to your stadium. For years, we at Spartan Stadium fought
this battle as we have no as-builts and any proposal just to run cable
throughout the facility was rejected because of the “what in the world will
we unearth when we go digging” cost protection factor. But wireless
technology has come to our aid. Wireless technology can provide inexpensive
operational solutions where you thought there were none, whether for access
management, credit card capability, cameras, or more.
Perhaps the most impactful and practical solution to keeping your venue
looking new is the most simple – keep it clean. While easily said, there are
challenges in doing so, especially in facilities constructed decades before
cleanable surfaces or cleaning access were considered. All you need to do is
set a higher standard for cleanliness than currently exists. If this
standard is upheld, it will be noticed, felt, and appreciated by your
patrons and staff. This is the first, easily recognizable, and guaranteed
step toward making that older stadium look like new. Try it!
Anne Palmer is general manager
of Spartan Stadium at San Jose State University in San Jose, California. |
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