Q & A
Why has Populous been successful in the NFL market?
First and foremost, an NFL stadium must support the business of football. Our buildings have always done that exceedingly well. And moreso than anyone else in the industry, I think we understand the integration of building design and the revenue-generating aspects of design. We are consistently aware of how image relates to value for our clients.
I think, more than any other building type, sports facilities are the places where communities gather. Sports have always been high-profile, with compelling, ongoing storylines. Our buildings become an important part of that narrative.
We also understand that design can reinforce a team's brand – visual representations of action, players and history create a sense of place and can be changed to accommodate new developments or event-specific needs.
What changes have you seen in the NFL market over the past 25 years?
You know, in some ways, it's changed a lot; but in other ways, not at all. Let's face it – these buildings are expensive. And this exponential increase in cost creates more focus on every aspect of the stadium design process, its construction, and ongoing use. We appreciate today's owners, who are greater students of the process.
We're also doing more than we've ever done to offer variety to the fans. Levels of accommodation vary from public spaces to the most premium suites. Sponsored areas allow fans to use or purchase products and benefit the client with additional revenue opportunities. Today’s projects also include retail and entertainment districts to offer fans a complete experience from the day's start to the day's end. It’s not just about the game anymore.
What will we see in the next generation of NFL stadiums?
Most stadiums in use today have been built specifically to accommodate the basic needs of the NFL. We'll begin to see more revamping of existing spaces, and fewer completely new facilities. Where stadiums serve their original purpose well, sizable investments will go toward modifications and updates. New materials, graphics and sponsored spaces will continually refresh the fan experience. As owners focus on the business of football, responsibility for renewing the visual aesthetic will continue to fall on us as designers.