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By Marco Perez
When
Lionel Richie took the stage in 1983 for the Lakefront Arena’s inaugural
event, shows were lighter, the marquee was comprised of incandescent light
bulbs, and 10,000-person concerts were the norm. Twenty-five years later,
shows are heavier, LEDs are standard on marquees and 3,000 to 5,000 seat
midsize concerts are the missing link in New Orleans’ recovering
entertainment market. Times have certainly changed.
Prior to suffering extensive damage due to Hurricane
Katrina in August 2005, the Lakefront Arena at the University of New Orleans
was heralded as No. 1 among university Arenas worldwide and
 in the Top 10
for public assembly venues. Today, the Lakefront Arena is reassembling
the
pieces of a complex puzzle —working to ensure that its extensive repairs
maximize the FEMA controlled budget, adhere to the strict federal guidelines
and constraints dictated by the Stafford Act, and meet modern day facility
standards.
When the Lakefront Arena reopens in May 2008 after
being dark for nearly two-and-a-half years, the 25-year-old facility will
sport a new look both inside and out. Consider this: If you had the
opportunity to make over your facility, by choice or by chance, how and
where would you begin? Here’s a look at how the Lakefront Arena has worked
to revive and retrofit its 25 year-old facility.
Lakefront Arena: Top
Down, Outside In
The necessity of the construction and restoration to the Lakefront Arena
began from the top down. Katrina’s hurricane-force winds obliterated the
Arena’s original roof and turned it into a destructive weapon. Roofing
debris and vent structures penetrated the roof, resulting in water gushing
into the building through gaping holes.
With the facility now completely exposed to the
elements, top priority was to install a new roof as soon as possible. The
new roof is a state-of-the-art modified bitumen roof system — a more energy
efficient roof with a wind rating of 135 mph. Lighter than the original
roof, the bitumen roof system will allow production technicians to hang
heavier shows, in terms of sophisticated lighting and sound equipment, a
growing trend in the industry.
Hurricane Katrina also peeled away sections of the
Arena’s exterior metal fascia and sloped roof panels. Years of harsh sun
reflecting off Lake Pontchartrain had caused significant fading and the
original system of interconnected panels could not be easily replaced.
Engineers determined that the facility would be repaired in two different
ways. Old vertical fascia would be removed, structural steel added and new
fascia panels installed horizontally to achieve higher wind resistant
rating.
The new, lower-sloped roof was installed over the
existing roof, filling the spaces in between with insulation. The result is
a double-insulated and more energy-efficient facility.
The Arena’s lighting control system and sound system
were also destroyed. The original analog dimmer system was replaced with a
digital system. This change in technology is another sign of the times. The
sound system, which was recently overhauled and upgraded shortly before
Katrina, will be replaced one for one.
From the scoreboard to the seats, careful consideration
of every detail of what must or can be replaced or refurbished is critical
to a successful restoration and transformation into a modern and viable
facility. Every decision matters. For example, by strategically moving the
massive scoreboard from the center of the Arena to the wall, the Arena’s
rigging capacity is significantly increased. This change allows for
accommodating larger, heavier and more intricately rigged shows that the
Lakefront Arena can attract.
The Arena’s 8,700 destroyed seats will be replaced
using moisture resistant fabric — dramatically lowering the likelihood of
future molding and minimizing damage from concession mishaps and overall
wear and tear. Concession stands will be upgraded to become full-service
stands, offering a variety of food and beverage
 choices for guests and
increased revenue opportunities.
The estimated $25 million in total repairs also
includes a new theatrical curtain winch system; new concourse flooring and a
new basketball court; and renovated restrooms, Star Suites, production
offices, visiting team rooms, meeting rooms and skybox, among other
renovations.
Making a Grand
Re-Entrance
Aside from the physical changes and construction, the Lakefront Arena brand
identity will also take on a new look to celebrate a fresh start
post-Katrina. The Arena hired a marketing and public relations firm, Keating
Magee, to assist with the development of a strategic marketing plan to
assist the Lakefront Arena with its return to the university, community and
entertainment industry in May 2008.
Among many tactics, the Lakefront Arena will introduce
an electrifying brand identity to help reestablish the renovated Arena as
the premier event destination for small to mid-size events in the Gulf
South. A strategic public relations effort will engage promoters, agents and
key stakeholders to create a better understanding of the true viability of
New Orleans’ entertainment market post- Katrina. Online communications
tools, FAM (familiarization) tours and media outreach will also be employed.
On May 2, 2008, the Lakefront Arena will open its doors
for its first post-Katrina performance and the New Orleans debut of Disney’s
High School Musical: The Ice Tour — a live fusion of songs, dance, and
team-spirited fun inspired by the smash hit Disney Channel original movies
High School Musical and High School Musical 2. University and high school
graduations are also slated for return, including the first commencement of
The University of New Orleans students since May 2005.
For more than two decades, the Lakefront Arena has
managed to garner legions of concertgoers, family show fanatics,
school-spirited graduates and sports fans, as well as a host of promoters,
agents and artists. It is with sincere anticipation and appreciation that
Lakefront Arena opens its doors to those who have treasured memories of
Arena events and those who may come for the first time.
In six short but highly anticipated months, Lakefront
Arena will once again join its counterparts in the venue and assembly
industry. With more than 25 years in the industry and a major hurricane
under the belt, the Lakefront Arena’s staff has experienced it all and is
eager to share their stories with their fellow facility managers and staff.
fm
Marco Perez is
general manager of the University of New Orleans Lakefront Arena.
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