subject: On Creating A Sense Of Place [print this page] The cumulative conscious decisions of team officials, city planners, event organizers, exhibit designers and all the others who affect the conception and operation of a stadium contribute to creating place. Though their decisions are often practical, even prosaic, the results can be pure poetry. Particularly if they partner with an experiential design firm with a proven track record in this specialized field.
Jack Rouse Associates (JRA) has helped professional teams, collegiate institutions and various stadia around the world enhance their overall fan experience by infusing their facilities with a sense of place. Clients such as the Green Bay Packers, Cincinnati Reds, Melbourne Cricket Ground and The Ohio State University have all turned to JRA to help transform their facilities into destination attractions.
But how is all of this accomplished? Is there a palette from which this mysterious sense of place can be drawn? By taking a closer look at facilities around the world, it is clear that there are, in fact, some common ingredients.
Landscape Architecture and Site Amenities
When taken together, landscape architecture and site amenities (light fixtures, benches/seating, walkways, fountains/water features) have a powerful impact on attraction design. Sans planning, they can be a high-cost, high-maintenance throwaway; but united with imagination and realized with a bit of boldness, they can truly tell a story:
The golf sometimes takes a back seat to the landscaping at Augusta National Golf Club during the Masters. Its the ultimate celebration of golfs passionate relationship with nature. Azaleas reflecting on wind-worried water, Magnolia Lane and the tall trees that define Amen Corner. Unbelievable.
Churchill Downss lush landscaping and singular site amenities project a deep connection to the Kentucky community. Roses, those famous spires and acres of impeccably green grounds contribute to an irresistible sense of place whether you play the ponies or not. Throw in a mint julep or two and youve got springtime with a capital S.
Cincinnati and the Reds have their rose as well, but definitely a rose of a different color (and perhaps not just as sweet). The Rose Garden at the Cincinnati Reds Hall of Fame pays homage to Pete Rose by denoting the exact location of his major league record 4,192th base hit.
The Dubai Creek Golf and Yacht Clubs 148-feet tall clubhouse evokes the sails of the traditional Arab dhow, capturing the essence of Dubai's seafaring tradition. The clubhouse has become a popular photo op and a landmark on the Dubai skyline. It is also currently found on postage stamps and banknotes.
Site amenities? The soaring statue of Michael Jordan in front of Chicagos United Center immortalizes the Bulls place in NBA history; the light post foundations surrounding Yankee Stadium showcase Yankee World Series championships and the teams universally recognized logo; Wrigley Field is known for its front marquee, ageless manual scoreboard and all that glorious ivy.
Environmental Graphics
Another ingredient that may not really register (unless theyre done right), environmental graphics can burnish the glow of authenticity and quality, contributing to a facilitys overall personality and its projection of place. Upon reading or noticing a series or set of environmental graphics, guests inherently take note of where they are and what they are about to experience. Examples include:
Camden Yardss old-fashioned graphics and signage.
The championship banners lining Fenways Yawkey Way.
Supergraphics incorporated in the concourses and club-level suites of professional and collegiate stadiums and arenas.
Programming
Programming connects fans to event athletes, traditions and ceremonies. Examples include:
Derby Day Breakfast with the Governor.
Major League Baseballs induction ceremony at Cooperstown and yearly Major League baseball game.
Madison Square Gardens theater organ music.
U.S. Opens Arthur Ashe Kids Day.
Coca-Colas Olympic City in Atlanta, 1996.
Roving barbershop quartet music at Cincinnatis Great American Ballpark during every Opening Day.
Fantasy camps with former athletes during baseball spring training.
Halls of Fame
A Hall of Fame can set a tone of honor and respect while also serving as an educational and emotional outlet for fans. Interactives, artifacts, inductees and media all comprise a memorable Hall of Fame. For example:
Interactives: The Green Bay Packers Hall of Fame includes several interactives that illustrate the feel of the game. Guests can line up to kick a winning fieldgoal or even take a shot at sacking the quarterback.
Artifacts: The Ohio State University Hall of Fame features an artful array of Heisman trophies, game balls and jerseys.
Inductees: The presentation techniques used in the Hall of Fame Plaque Gallery at Cooperstown make it look so honorable that the Hall is often described as hallowed and revered.
Media: The Pro Football Hall of Fames environmental theater immerses guests in a day in the life of a NFL athlete.
Food and Beverage
Food and beverage give an event flavor, both literally and figuratively. Consider:
Mint juleps. According to the Kentucky Derby Museum, the mint julep became Churchill Downss signature drink in 1938 when concession stands began serving the bourbon cocktail for 75 cents. It came in a souvenir glass another Derby tradition. Fans pair their mint juleps with slices of Derby Pie.
The tradition of strawberries and cream at Wimbledon is said to have been started by King George V. Champagne accompanies a serving of strawberries and cream a symbol of Wimbledons grace and high class.
Few trips to any Major League ballpark are complete without a hot dog and a box of Cracker Jack.
Place is the product of a host of factors, many indivisible from the history of a stadium or sports franchise, perhaps born decades ago, sharing DNA with moments, players, fans, hopes crushed and dreams realized. But there are strategies and techniques that can emphasize commonality and deepen the emotional vitality of a venue: connections to regional traditions, programming, personalities, geography and local flavor.
These can be created or, at least, accentuated through experiential design and planning. The results in terms of attendance, increased revenue, guest satisfaction and fan support, can be significant. They might even buy you a little goodwill when the team is off its game.
