UNITED AIRLINES FIELD AT LOS ANGELES MEMORIAL COLISEUM

PRESERVING AND ENHANCING A NATIONAL TREASURE

©LAWRENCE ANDERSON PHOTOGRAPHY, COURTESY OF DLR GROUP The Scholarship Club Tower looms large over United Airlines Field at the L.A. Memorial Coliseum. The renovated Coliseum preparing for USC Trojan game day (below). Back to the Future: $315 Million Makeover Turns Century-old Coliseum into Modern Marvel

nited Airlines Field at the Los Angeles Memorial Coliseum’s two-year, $315 million transformation has elevated the world-famous venue back to world-class status. The Umodernization, designed by DLR Group, brings the nearly century-old facility into the 21st Century and prepares it for another hundred years of holding college and professional football games, concerts and special events, as well as hosting an unprecedented third Summer Olympic Games in 2028. The University of Southern California Trojans have called the Coliseum home since the stadium opened in 1923 and the university raised private funds for the upgrades to the public stadium. The fresh features include 75,000 new seats in the bowl, a state-of-the-art technology infrastructure with wi-fi, plus new fan-friendly videoboards and TVs located throughout the public areas. A new seven-story tower, featuring premium seating and a versatile rooftop deck area, is uniquely situated inside the historic and completely renovated bowl. It has given the stadium a sleek and more modern addition while maintaining a classic profile for those walking up to the gate. “This was a special opportunity to modernize a treasured iconic landmark, maintain the historic integrity and provide current day amenities that fans expect from a high-caliber football program like USC,” said DLR Group Principal and project leader Don Barnum, AIA.

SEE COLISEUM, PAGE 25

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COLISEUM, FROM PAGE 24 “There’s a very large list of character- defining features in the stadium that In fact, the distinctive peristyle that were deemed to be historically signifi- dominates the east end of the bowl cant. Those had to be respected and has been restored and streamlined preserved or replicated.” with the removal of all advertising The architect said their main from the area as well as the restora- objectives included enhancing the tion of a 50-year-old mural on the peristyle by repairing the travertine main archway beneath the Olympic stone, keeping the exterior of the cauldron. These are among the first of perimeter wall intact, and maintaining many noticeable upgrades that fans the seating bowl’s sloping shape while will see upon entering the historic installing new seats with expanded venue that’s four years shy of its legroom. centennial. All of this was possible by what The fan-friendly and tech-forward Barnum called a watershed decision, renovations also allow the Coliseum to putting the new premium seating and return to its roots hosting more major press box tower inside the stadium. “It entertainment events aside from allowed us to preserve the entire football. perimeter wall intact. From street level

©LAWRENCE ANDERSON PHOTOGRAPHY, COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE in all directions there are no visible Historic Renovation Project USC fans pack the Coliseum to watch the Trojans win the first game after the renovation. modifications. With only a 15 percent This renovation project of historic impact on the seating bowl, preserva- proportions created unique opportuni- The second stage and finishing arena. There were a lot of difficult and tion of the exterior, and restoration of ties along with myriad challenges touches were done this past offsea- unforeseen conditions once we the iconic peristyle, we were able to according to Jeff Moe, senior con- son and the Coliseum was ready for started digging into the stadium.” maximize value while minimally struction project manager, USC the Rams in preseason and for the Kozinski said this included renova- impacting the three major character- Capital Construction Development. Trojans’ regular season opening tions done after the nearby 1994 defining features of the historic The redesign and rebuild was done in kickoff. Northridge earthquake. “Some of the Coliseum.” two distinct stages, the first beginning Art Kozinski, senior vice president, foundations and additional piles were The DLR Group executive con- the day after a January 2018 playoff Hathaway Dinwiddie Construction added at that time. The drawings of trasted the Coliseum’s tower location loss by the NFL’s Los Angeles Rams, Company, has worked on many of what was actually there were not that with other big stadiums at the who are Coliseum tenants until the good so when we excavated, some University of Michigan, the University of team’s own stadium is completed of the foundations we found had dif- Tennessee, and Penn State: “most of next year. “It was an aggressive ferent sizes and configurations and we those improvements have been “The extreme challenge was get- schedule … the building was had to cut, chip or change them. We above and behind the seating bowl ting it done in 18 months and in had to shoehorn the building in.” (farther from the field) so you may between we had an active football not easy, it was complex have a suite that’s row 99, but in the stadium for both college and pro putting a seven-story Modern Designs Coliseum your suites are at row 42. teams and international soccer building with a basement That adds a lot of value to those pre- matches and satisfying the needs of in a 1923 arena.” The Coliseum’s renovations called mium products. We created some of broadcast and coaches and making for some bold designs and efficient the best premium-viewing positions in it a good experience for fans,” said execution of the vision. DLR Group all of collegiate football.” Moe. ART KOZINSKI was tasked with creating new spaces He likened their in-season construc- Senior Vice President I Hathaway and modern fan experiences within Tour de Force: tion plan to a musical instrument, “We Dinwiddie Construction Company the confines of a structure that’s not talk about it as an accordion, stretch only iconic but is a designated Scholarship Club Tower it out on Monday, Tuesday, National Historic Landmark. This made The 240,000 square-foot Wednesday, and on Thursday bring it LA’s biggest construction projects additions, upgrades, and modifica- Scholarship Club Tower is the project’s back in and get ready for football. including the Getty Center and the tions trickier than a new project built signature addition. Big donors made That was the challenge for the con- California Plaza since joining the firm from the ground up. multi-million-dollar contributions to struction team.” 35 years ago. Kozinski oversaw the Barnum said his team began plan- secure suites and help fund the proj- Crews worked nearly around the Coliseum renovation as project exec- ning in 2014 and worked with the LA ect along with other boosters and clock, six days a week for eight utive of Hathaway Dinwiddie’s joint Conservancy, USC, and other organi- naming rights partner United Airlines. months during that offseason to finish venture with AECOM Hunt. zations interested in preserving the his- The tower can host 2,200 guests on stage one and have it ready for the He said, “It was an aggressive torical façade and bowl. seven stories and across several differ- 2018-19 season kickoff. Even veteran schedule…the building was not easy, “This is one of the most important ent new categories of premium builders admitted it was an ambitious it was complex putting a seven-story stadium buildings in the world, with its plan. building with a basement in a 1923 history,” noted Barnum, adding, SEE COLISEUM, PAGE 27 ©LAWRENCE ANDERSON PHOTOGRAPHY, COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE The 1923 Club’s rooftop offers sweeping 360-degree views including ocean sunsets, The Founders Club Lounge in the Scholarship Club Tower offers new options in upscale food mountains, and downtown L.A. and beverage offerings.

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LOS ANGELES It’s a new game day at Memorial Coliseum

Don Barnum | 913.481.8925 [email protected]

26 SPECIAL ADVERTISING SECTION I SPORTS BUSINESS JOURNAL NOVEMBERdlrgroup.com 18-24, 2019 UNITED AIRLINES FIELD AT LOS ANGELES MEMORIAL COLISEUM

COLISEUM, FROM PAGE 25 sections including 1,100 club seats on United Airlines Field at two levels, 24 loge boxes with lounge Los Angeles Memorial access, and 26 upper suites. There Coliseum are private outdoor tables, indoor common spaces, and suite configu- RENOVATIONS rations of varying sizes. SCORECARD These can also be rented out for non-game use by companies, wed- • 96-year-old stadium dings, and other events looking for a unique experience. LED lighting fix- • $315 million spent by USC, tures allow the spaces to be custom- United Airlines, and donors ized for these occasions. • 75,451 brand-new seats with The tower also features the press cup holders box with more elbow room for journal- ists, modern broadcast and digital • 2,200 -person capacity Scholarship Club Tower media capabilities, plus coaches’ boxes. • 500-person capacity 1923 Kozinski said the luxury seating was COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE Club Deck overdue: “The end result was spectac- • 9,600 feet of new handrails ular. There was no premium seating Founders Club members find comfortable and inviting spaces on two levels. for almost 100 years. Given the appe- • 4,300 new light fixtures tite in today’s market for premium installed seating, it’s absolutely appropriate • 650 video screens installed and about time, to make the with live game coverage Coliseum last another 100 years and to be relevant in today’s market.” • 2 new video boards and an improved sound system USC officials say visitors and pre- mium ticket holders alike have been • 92 new automated turnstiles marveling at the tower’s resplendent at gates marble and gold décor as well as a • 3 times the Coliseum will plethora of pictures depicting great have hosted the Olympic moments and players from the Games in 2028 Trojans’ storied football past.

Up on the Roof and provided much-needed The tower is the gateway to pre- legroom. mium areas such as the Founders DLR Group’s Barnum explained, Club Lounge, and it also literally sup- “We improved access through addi- ports what some consider to be the COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE tional aisles, added handrails through- new structure’s pièce de résistance— The President’s Suite offers close-up views of the field in a prime location to host VIPs. out, improved legroom by increasing the rooftop 1923 Club, which can row depth, wider chairs, and the accommodate another 500 people space. You can watch the game, sit of booking and partnerships, impact of reducing overall capacity for games or private functions. The on a soft couch, stand at the bar, … exclaimed: “It’s shock and awe at the from 93,000 down to 77,500. That was shaded outdoor deck capitalizes on you can see the Hollywood sign and beautiful view we have, whenever we purposeful. We tried to find a balance L.A.’s Mediterranean climate, allowing hills, and see all the way to the ocean bring people during games as guests. between the right revenue opportuni- fans a place to mingle and watch the and mountains, literally 360-degree It’s a wow factor!” ties and the ultimate number of seats. game or other spectacles from a views. It’s all shaded, there’s sus- The trend in professional and colle- unique vantagepoint. pended lights which gives you a great Bowling over the Crowd giate athletics is reducing the number DLR Group’s Barnum said, “We tried nighttime atmosphere.” of seats, create demand, and pro- to create an L.A. hotel rooftop envi- Trojan signage and colors are The bowl’s sea of brand new, red vide higher quality amenities. We did ronment, very social. You have the noticeably absent on the 1923 Club seats not only look nicer than the all of those things in the Coliseum.” ability to view the game along the deck. That’s because it’s expected to chairs and benches they replaced Kozinski said, “We had issues with entire length of that area with a attract a number of corporate and but will offer more room and the con- riser heights that wouldn’t meet guardrail and drink rail for food and private events in addition to its duties venience of cup holders. The renova- today’s code but had to match beverages; there are high-top tables, as a VIP area for Coliseum events. tion shrunk the bowl’s capacity, cre- it’s a different variety of hospitality Teresa Guy, the Coliseum’s director ated easier access to some seats, SEE COLISEUM, PAGE 29 ©LAWRENCE ANDERSON PHOTOGRAPHY, COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE The two-story Founders Club Lounge lobby offers a common space for suite holders to mingle Suite holders enter the Scholarship Club Tower through the grand Founders Club Lounge in the Scholarship Club Tower. lobby.

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COLISEUM, FROM PAGE 27 horizontal aisles to match vertical stairs. We put miles of conduit for wi-fi and DAS (distributed antennae sys- tem) for cell phones.” The tech upgrades combined with the new seats and tower have com- pletely transformed an iconic venue with formerly antiquated amenities into a modern arena. USC’s Moe said, “We activated the outer area with wi-fi, enhanced cell service, speakers everywhere: in the rest- rooms, concessions and (installed) TVs in all concession stands with menus and a play of the game con- stantly (plus feeds of other key games). Now you’re always hearing the game and can watch while in line. It’s taken the experience to

“One of the major goals was that the facility always remains recognizable as the L.A. Coliseum.”

DON BARNUM, AIA Group Principal and Project Leader I DLR DLR GROUP Rendering showing the renovated Coliseum’s basement kitchen and seven different levels in the new premium Scholarship Club Tower. another level for fans, so they’re the new amenities and look forward memorial in the country and we’re motorcycle jump over 50 crushed always connected to the game to coming back.” seeking to create more veterans’ cars in the stadium’s bowl which inside.” Rooney says the venue plans to events here to embrace that heritage ended with him triumphantly racing And for fans on the south side, they offer more opportunities for folks to and further it along.” up a ramp into the center arch of the can access an open concourse con- make those return visits: “We seek to The massive renovation project peristyle. cession area for the first time instead book full bowl stadium shows, like the also employed a number of veterans As for the present, the Trojans now of taking tunnels out to the conces- Rolling Stones in the past. We are also among the approximately 3,000 con- have a showcase home field for its sion concourse on the exterior of the seeking to do smaller concerts and struction workers who renovated the fans and boosters which may help bowl. The existing concession stands higher frequency of them.” venue. with recruiting efforts. The newly reno- on the outer concourse were all vated, more flexible Coliseum will upgraded along with the food and A Living Memorial Remembering Here Comes the Future also offer the entertainment capital beverage menus. of the world a refreshed alternative and Honoring Veterans After this season the Rams venue in the form of a more upscale Coliseum Fans’ Verdict: The Coliseum was built as a decamp to their brand new SoFi version of this world-renowned memorial to veterans of the Great War Stadium a few miles southwest in stadium. Thumbs Up and venue executives say they plan Inglewood, but Coliseum officials say “One of the major goals was that The early returns on the renovation to increase salutes and tributes to they are open to new tenants and to the facility always remains recogniz- have been positive. Josh Rooney, the those who have served and events off the gridiron. able as the L.A. Coliseum,” said Coliseum’s chief revenue officer, said, defended the nation. Officials say the football field’s turf Barnum, adding, “We were respectful “Our survey results have been good. Rooney said, “I walked into the can easily be transplanted to dirt for of the historic character and created Those here for Rams and USC games building on June 6 and saw the rodeos or monster trucks, and who a great game day experience that and FIFA friendly matches have been Olympic cauldron lit and it floored knows, maybe the next Evil Knievel will meets the expectations of modern- responding positively and appreciate me. We are the foremost World War I emulate the daredevil’s famous day fans.” ©LAWRENCE ANDERSON PHOTOGRAPHY, COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE COURTESY OF DLR GROUP ANDERSON PHOTOGRAPHY, ©LAWRENCE Founders Club suites offer great field sightlines and casual conversation areas. On game day the Galen Club Lounge hosts large groups of fans but it can also accommodate large corporate meetings and private events.

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