sign in sign up
<<
Home , 2018 Celebration Bowl, Arthur Blank, Georgia Dome

MERCEDES-BENZ : Revolutionizing the Fan Experience

August 28-September 3, 2017 special advertising section ❘ street & smith’s sportsbusiness journal 11AA MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

CMercedes-Benzhanging Stadium will be the drawing card for to attract the world’s biggest events, while catalyzing thethe revitalization of the city’s Westside. Game

When ground was broken on the ’ and Fortune 500 companies, Atlanta is also the country’s opening weekend game the sport has ever seen. Two Atlanta United’s sparkling new downtown digs in May 10th largest DMA, has its busiest airport that’s within a days later, Monday, Sept. 4, the Tennessee Volunteers 2014, it signaled a paradigm shift for sports facilities. For two-hour flight for 80 percent of the U.S. consuming and hometown Tech Yellow Jackets take the owner , the stadium was not to be a place public, and offers about 10,000 hotel rooms within a field for the second game of the Chick-fil-A just to play football games — it was to be the mile walk of the new stadium. It’s also got a revitalized doubleheader. centerpiece of Atlanta, one of the nation’s most Centennial , the Hall of Less than a week later, on Sunday, Sept, 10, Atlanta economically thriving and socially vibrant cities, as well Fame, the Civil Rights Museum and the largest aquarium United play their first match in the new building as they as a catalyst of revitalization for the city’s downtrodden in the United States. host FC Dallas. Make no mistake: thanks to its yet historically significant Westside (see page 3A). “If you think about logistics in, logistics out, and the revolutionary conceptualization and design, the facility is Named Mercedes-Benz Stadium, thanks to a 27-year ability to have a downtown walkable event, that’s what as much as Atlanta United’s as it is the Falcons (see sponsorship agreement with the luxury automaker that is all these big events are looking for,” Cannon said. “As page 10A). moving its American headquarters to Atlanta (see page opposed to taking a big event and spreading it out over The following Sunday night, Sept. 17, the Falcons host 8A), the facility will help the city attract the world’s a metro, where events are taking place two hours apart the in a nationally televised game on biggest events it is so used to hosting since the Summer through city traffic.” NBC, a rematch of the last season’s NFC Championship Olympics came to town in 1996. On January 8, 2018, Said Tim Zulawski, chief commercial officer at AMB Game, won by Atlanta, 44-21. about four months after the stadium opens, the college Group, “This marketplace is active and reinvests. As a Garth Brooks headlines the building’s first concert on football National Championship Game will be played top-10 market, Atlanta usually doesn’t roll off people’s October 12, and the mega country star’s performance there. In February 2019, the stadium will host tongues when they’re thinking of big media markets or is a harbinger of big-time musical artists sure to make LIII, the third time the NFL’s showcase will be held in big markets in general. Atlanta a destination on their national and international Atlanta. In April 2020, college will take center “We are being aggressive in bringing in events, and tours. stage, as the Final Four of the NCAA Men’s Tournament the stadium is the catalyst that activates it all,” he The Chick-fil-A , which is in the rotation to comes to the venue. added. serve as a semifinal, and the The run marks the first time a city will host the college Mercedes-Benz Stadium formally opened its doors HBCU’s will also call Mercedes-Benz football National Championship, the Super Bowl and the Aug. 26 for the Falcons’ first home preseason game Stadium home. Final Four in three consecutive years. against the , immediately followed by All told, Mercedes-Benz Stadium will host 50-55 events “(The stadium) puts Atlanta in a very special and two Chick-fil-A Kickoff Games on Labor Day weekend. annually that attract 30,000-plus people, in addition to a unique category to attract the globe’s biggest events on The Saturday, Sept. 2 matchup featuring the Alabama plethora of private corporate and consumer events with an ongoing basis, in the same way the Olympics in ’96 Crimson Tide and Florida State Seminoles, the Nos. 1 1,000-10,000 people that will utilize the building’s suites were a transformational moment that took Atlanta from and 3 teams in preseason rankings, is arguably the best and club areas. being an under-appreciated southern city to giving it Tours of the stadium offered to Atlanta tourists, both national and global spotlight,” said Steve Cannon, convention goers and businesses will culminate with the former president and CEO of Mercedes-Benz USA attendees kicking field goals on the football field or who Blank hired in 2016 as CEO of his family of soccer goals on the pitch and having their pictures

businesses, AMB Group. “This is that next transformational R ob F oldy taken and projected onto the 101-feet mega column. moment for Atlanta.” “We have plenty of ways to be open 365 days a Blank’s vision for the stadium went beyond building a year,” McKay said. new home for the Falcons and the new MLS franchise, Added Michael Drake, chief revenue officer at AMB Atlanta United. Sports and Entertainment, “We will be the busiest stadium “There’s a bigger purpose here,” said Rich McKay, in the country from Day One.” president of AMB Sports and Entertainment. “This building And when the fans walk up to and enter Mercedes- can move us forward in a really cool fashion. In Benz Stadium, they will see a sports facility like no other, partnership with the Georgia World Congress Center, the an “engineering marvel” in Cannon’s words. It features: city, the state, there’s no event internationally that we can’t host and we shouldn’t host. ■ A fan-first design that allows attendees to flow freely “The object of this project from Day One was not just around the building and congregate at neighborhood to build a better , it wasn’t to build a new bars located around the concourses. stadium, it wasn’t to build a stadium that would produce more revenue — it was to change the stadium game. ■ A , the signature element of the We believe this project will do that.” building, that consists of eight motorized steel panels, To each and every executive at AMB Group, the city The Falcons’ first regular-season game at Mercedes-Benz Stadium designed to resemble petals, that weigh 500 tons of Atlanta doesn’t get nearly the credit it deserves as will be in prime time against the Packers, a rematch of last season’s each. NFC Championship Game, won by Atlanta, 44-21. one of the nation’s top business centers. Home to 20 CONTINUED ON 6A

2A special advertising section ❘ street & smith’s sportsbusiness journal August 28-September 3, 2017 MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience Stadium catalyzes Westside revitalization Any time public money, no matter “They all have to be at the table, and how small the percentage of the they have to have a meaningful role,” overall project, is put toward building a Fernandez said. new facility for a sports team, there is The process of revitalizing the pushback. “Why are we using tax dollars Westside, though, will be neither easy

to fund a billion-dollar enterprise,” is the F oundation amily nor short. Blank outlined a lengthy time question asked by naysayers. frame for his group. AMB Group has the perfect answer “He says it in meetings all the time: as to why it’s accepting $200 million ultimately building a stadium is not that in bonds backed by hotel-motel taxes hard — I’m not sure I agree with him — toward construction of the new $1.5 but affecting change on the Westside is billion Mercedes-Benz Stadium in B lank F A rthur M. going to be very difficult and it’s going Atlanta: The stadium will serve not only to take a long time,” McKay said. “It’s as the home to the Atlanta Falcons, not a five-year commitment, it’s not MLS’s Atlanta United, major national a 10-year commitment. It’s a 20-year and international sporting events and commitment.” the world’s biggest musical acts, as well It’s a long-term commitment, and as the new centerpiece of downtown, one with teeth — it’s already having real it will also catalyze the revitalization of impact on the people of the Westside. the city’s Westside, one of the poorest Here’s how: neighborhoods in the southeastern United States. Job opportunities Knocks opponents use in their case Arthur Blank and his wife, Angie, greet Westside residents Ms. Billie Walker and her daughter. Through Westside Works, a program against public funding include owners that connects Westside residents with moving their teams outside the city job opportunities, over 160 people have and into the suburbs, the facilities sitting So, on one side of the road sits a shiny are all stepping up significantly with been hired by construction firms that empty and unused the majority of the new stadium; on the other, about millions of dollars in investments in our built the stadium. (There are also about time, and sports teams doing little to 30 yards to the west, streets replete projects.” 200 workers from the Westside on the uplift their surrounding communities with poverty, drugs and abandoned Added Rich McKay, president of construction site who found their jobs “Arthur has committed to the buildings. While the contrast is stark, AMB Sports and Entertainment, “Arthur independent of Westside Works). opposite of those three things,” Frank Blank’s ambitious goal is to help close challenged us, challenged the city, “Arthur made a public commitment Fernandez, vice president of community the socio-economic gap. challenged our sponsorship partners: to hire people around the stadium to development at the Arthur M. Blank “What makes this stadium unique ‘Let’s use this moment in time as help build it,” Fernandez said. Family Foundation, said during a is how Arthur has tried to leverage the a catalyst to make change on the The impact of placing these folks in discussion in the foundation’s Westside stadium as an anchor institution that Westside.’ That is underway in a really stadium construction jobs will last for office. tries to connect people to economic cool fashion. You’re beginning to feel it long after the project is complete. North Side Drive separates Mercedes- opportunity for the Westside,” Fernandez and see it, tangible change.” “It puts people on a construction Benz Stadium from the Westside, a said. “Every single founding partner Fernandez outlined a “three-legged career path by placing them with firms historically significant neighborhood of the stadium, of which there are 13, stool of revitalization,” with the private for long-term jobs,” Fernandez said. as it is where the likes of Martin Luther have committed to working with us on sector, the public sector and the “There’s a shortage of construction King Jr. and Julian Bond grew up and the Westside and make investments community itself each contributing to workers in Atlanta. For every four retiring, spearheaded the civil rights movement. from their corporate philanthropy. They the initiative. CONTINUED ON 7A

break new ground Congratulations to the Atlanta Falcons on your new stadium. Our Sports Finance & Advisory team is proud you called our number.

bofaml.com Atlanta Falcons Stadium Company $850,000,000 Senior Term Notes and Credit Facility Debt Advisor Lead Arranger and Bookrunner Lead Placement Agent May 2015 and August 2016

“Bank of America Merrill Lynch” is the marketing name for the global banking and global markets businesses of Bank of America Corporation. Lending, derivatives, and other commercial banking activities are performed globally by banking affiliates of Bank of America Corporation, including Bank of America, N.A., Member FDIC. Securities, strategic advisory, and other investment banking activities are performed globally by investment banking affiliates of Bank of America Corporation (“Investment Banking Affiliates”), including, in the United States, Merrill Lynch, Pierce, Fenner & Smith Incorporated and Merrill Lynch Professional Clearing Corp., both of which are registered broker-dealers and Members of SIPC, and, in other jurisdictions, by locally registered entities. Merrill Lynch, Pierce, Fenner & Smith Incorporated and Merrill Lynch Professional Clearing Corp. are registered as futures commission merchants with the CFTC and are members of the NFA. Investment products offered by Investment Banking Affiliates: Are Not FDIC Insured • May Lose Value • Are Not Bank Guaranteed. ©2017 Bank of America Corporation. AR6T3MXP 07-17-0563

August 28-September 3, 2017 special advertising section ❘ street & smith’s sportsbusiness journal 3A MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

Design, revolutionary food-and-beverage concepts, technology and art combine to deliver unparalleled fan experience at Mercedes-Benz Stadium J ason H ales

A 73,000-pound stainless steel falcon with a 68-foot wingspan greets fans at Mercedes-Benz Stadium’s main entrance.

Every aspect of the brand-new president of fan experience. “Our fans are Season 1 and Season 8, according to Food and beverage Mercedes-Benz Stadium was not only encouraged and enabled to Gomes. “The food and beverage model across conceptualized first and foremost with the move across the entirety of the 100, 200 “Our fans have the ability to have nearly the entirety of the sports industry is fan in mind. The stadium’s architecture, and 300 level concourses, we’ve also social experiences, whether that’s broken,” Gomes asserts. “It starts with over- revolutionary food-and-beverage provided vertical circulation — stairs, pregame, halftime or during the game, priced fare, and extends to quality, variety program, state-of-the-art technology and escalators, elevators — to encourage while staying connected to what’s and speed of service.” commitment to art combine to make the fans to move up and down.” happening on the football field or soccer While food and beverage is the third fan experience — whether you’re there for How the design would feel to the fans pitch,” he said. “You can hear the crowd most important driver of game day a Falcons or Atlanta United game, a big- was of primary importance to Blank. and see the action and still be in the bar satisfaction, it gets the lowest marks of any time national event like the Super Bowl, “It wasn’t, as an owner, I want a big atmosphere socializing with your friends. aspect of the fan experience. AMBSE is college football National Championship beautiful club that stretches all the way It’s not just about sitting in your seat for the doing its part to help fix the busted model. Game or NCAA Men’s Final Four, or a through a concourse and stretches our entirety of the game anymore, at least No matter the event they’re attending, concert by a top musical act — the best fans up and over and down so they can’t fans will be able to buy a bottle of water, in sports and entertainment worldwide. get around a concourse,” Drake said. not according to the fans we talked to.” Drake said a fan’s social experience a refillable soda or hot dog for $2; a slice The fan-first mentality evolved from the The sky bridges on the 200 and 300 of pizza, nachos or waffle fries for $3; and vision of Falcons owner Arthur Blank, and levels also help facilitate movement, but depends on the event that’s being held in a 12-ounce domestic beer or a he has instilled into the mindset the anticipation is that they’ll be packed the building, so Mercedes-Benz Stadium is cheeseburger for $5. throughout AMB Group. on game days, since they offer fantastic designed to be flexible enough to suit all The pricing concept extends to every “With Arthur’s vision, we all had a views of the Halo Board that wraps around kinds of fans and events. food and beverage item sold at dedication to hands-on, meaning there’s the entire bowl, as well as of downtown “At soccer matches, people tend to be Mercedes-Benz Stadium. The stadium’s no aspect of this building we didn’t design Atlanta through the 16-story, 22,664- in their seat for 45 minutes then at third-party restaurant partners are not internally,” said Rich McKay, president of square-foot Window to the City. halftime flood the concourse, then go allowed to sell food for more money than AMB Sports and Entertainment. “As In addition to providing the wonderful back to their seat. For football, there are it is priced on the menus at their stores. opposed to many projects where the view, the Window to the City also lets in more natural breaks in the flow of the “We’ve changed the game architect is leading the design, we did it plenty of natural light. game. Basketball, concerts are a little significantly compared to what everybody from the perspective of the fans and how “Don’t underestimate the power of different,” he said. “Everything’s kind of they could engage in a stadium.” natural light,” Gomes said. “We like it in our else does,” Gomes said. “We said if we’re different, and the building is amazingly going to be fan first, we can’t perpetuate From design to food and beverage to homes, we like it in our office space. So flexible in offering all kinds of places you technology that includes the largest video much natural light comes into the a business model that every single piece can sit and watch and congregate.” board in the NFL, “Every decision was building, it’s more pleasing to the eye, it of research that’s ever been done tells us A commitment to integrating made from a fan’s perspective,” said feels more comfortable, it makes the is the worst part of the stadium sponsorship activation to the fan Michael Drake, chief revenue officer at building feel larger as you’re moving and experience, yet fans say it’s important.” AMB Sports and Entertainment, who navigating around. It’s the feeling of ‘I like experience was also part of the He added, “This isn’t a gimmick, this counts Mercedes-Benz Stadium as the being here’. It’s the difference between masterplan. isn’t a dollar menu, this isn’t a few loss- fourth NFL stadium project in which he’s being in a store with harsh lighting or an “What Mercedes-Benz Stadium did leader items and everything else is priced been involved. Apple store or a Starbucks.” better than any (other facility) we’ve ever like it typically is in a stadium. The entirety Socially, Mercedes-Benz Stadium seen before is the deliberate approach to of the stadium, every single element is Flow freely, be social features “neighborhood bars” on all three tying the sponsors to the fan experience priced with this fan-first mentality so that To Mercedes-Benz Stadium executives, levels of the stadium, the ones on the 100 and thinking about the overall you feel ‘this is fair, this is what I would pay fans’ ability to circulate through the and 200 levels offering visibility to what’s experience,” said Justin Wood of for a bottle of water at a convenience building, both horizontally and vertically, happening on the field. These are areas Dimensional Innovations, whose company store. This is what I would pay for tacos at was key to the fan experience. for people to get out of their seats when was hired to design, customize and build a quick-service taco restaurant. This is “At a lot of sports facilities with suites they so choose, and congregate and sponsorship experiences. “They made sure what I would pay for Chick-fil-A sandwich and clubs, you walk around the building socialize with family, friends, co-workers these weren’t just logos plastered on the at Chick-fil-A.” and you get stopped — ‘you don’t have and clients. Season-ticket holders often wall. These were deliberate approaches Pricing, though, goes only so far, AMB the right ticket, sorry you can’t proceed.’ want different experiences between to being additive to the fan experience Group recognizes. Quality, variety and We did not want that to happen to our Game 1 and Game 8 of the Falcons and not being subtractive just in the speed of service must be commensurate. fans,” said Mike Gomes, senior vice season, for example, and between interest of garnering sponsorship dollars.” CONTINUED ON 5A

4A special advertising section ❘ street & smith’s sportsbusiness journal August 28-September 3, 2017 MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

CONTINUED FROM 4A stadium where fans can purchase The stadium’s restaurant partners, all of aluminum cans and bottles. which have been chosen by Falcons fans Gomes concluded about the food- and Atlanta United supporters, will operate and-beverage program, “We will have their own stands so that their own quality great variety, but variety without accessibility doesn’t really help fans. Our standards will be adhered to. intent is to hit all four elements: price, There will also be plenty of variety. In the quality, variety and speed of service.” mood for Mongolian beef, a barbecue brisket grilled cheese, or a shaved prime Technology rib sandwich? You can get those, too, and Wired with over 4,000 miles of fiber and no, it won’t cost you much. equipped with 82,500 square feet of LED “Our intent is to keep everything below video displays, Mercedes-Benz Stadium is the $10 price point, which is unheard of in the most technologically-advanced sports most ,” Gomes said. facility in the world. Enhancement of the Variety extends beyond food to beer. fan experience via technology begins While some stadiums sell the entirety of before fans even arrive at the stadium and their beer program to a single provider, continues as they walk through the gate Mercedes-Benz Stadium will offer an array without having to show paper tickets. Once of domestics, imports and local craft in the stadium, fans will use their mobile brews. devices to navigate around the building, Even with affordable pricing, high download stats, watch videos, share their quality and wide variety accounted for, experiences on social media, and gaze at there was still another issue to be replays, sponsor messages and other addressed: accessibility. content on the stunning 360-degree, “If you do all of that and the lines are 63,000-square foot HD Video Halo Board. too long, you still haven’t cracked the nut,” “From a technology angle, it’s all about Gomes said. “You can’t design a stadium connectivity,” said Jared Miller, chief digital with pricing the way we have if you don’t officer and senior vice president analytics accommodate for that increase in and technology. “That’s what the stadium demand. We expect consumption to is all about at the end of the day — it’s increase, so we have built the whole of the about connecting people, bringing people together for an event or a game, stadium — level by level, quadrant by for something that gets emotions high, quadrant — to accommodate the gets people talking and communicating, increased demand so that I not only get brings people together for some sort of great food and I didn’t pay a lot of money, celebration. Technology has a piece in so but heck, I went in, got in line and got my many parts of that puzzle.” food and got back to my seat.” Fans’ connection with Atlanta, Part of the speedy service comes from Mercedes-Benz Stadium and any of its self-service soda stations. Buy a $2 soda at teams or events often starts with their the concession stand once, and refill it mobile devices. Miller and his group are yourself as many times as you like without making sure fans have the right platforms having to wait in line. and properties at their disposal to make There will be 1,264 beer taps, their experiences outstanding. compared to 30 at the Georgia Dome, in addition to points of sale around the CONTINUED ON 6A WH A! Taking fan experience to a whole new level.

INTERACTIVE FAN EXPERIENCES | CLUBS | SUITES

SPONSORSHIP ACTIVATIONS | IMMERSIVE TECH | ENVIRONMENTAL GRAPHICS

Dimensional Innovations | [email protected] | www.dimin.com

August 28-September 3, 2017 special advertising section ❘ street & smith’s sportsbusiness journal 5A MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

CONTINUED from 5A 68-foot wingspan and standing 41 feet We’ll enable that communication to tall, the enormous piece of art, created in happen, from information gathering to Budapest by Gabor Miklos Szoke, is the booking, ticketing, etc., all the way to largest bird sculpture on the planet. getting to the stadium. And once you’re in The massive falcon will be fans’ first the stadium, your mobile device can stay touchpoint of AMB Sports and connected at all times,” Miller said. Entertainment’s commitment to integrate There will be over 1,800 mobile access art into the fan experience. points deployed around Mercedes-Benz Coming in 2018, the northside of the Stadium to keep fans connected stadium will feature a giant soccer ball. seamlessly to the Wi-Fi network. Fans won’t Created in London by Studio Roso, the have any problems when it comes to 34-foot ball will overlook greenspace streaming videos, downloading content, around the stadium and is emblematic of sending text messages, checking fantasy the importance of soccer to the stadium scores, or posting to Facebook, Twitter, and to the city of Atlanta. Instagram or Snapchat. Inside the building, there are about 150 Also, a DAS cellular network comprised pieces of art, from a large-scale mural of all major carriers will make sure fans can composed of over 40,000 beads hand- stay connected even if they forgot to log painted by children from Boys and Girls onto Wi-Fi. Clubs throughout the city, to a display of In addition to the Halo Board, the 82,500 shoelaces gathered from communities square feet of LED video displays — which around Atlanta to spell out the words “ONE is more than any other stadium in the world VOICE,” to a visual narrative of African- — also include the mega-column video Mercedes-Benz Stadium offers fans delicious traditional and non-traditional stadium fare — Mongolian American history created by local artist board with about 7.3 million LED lights and Beef, for example — for affordable prices. Radcliffe Bailey. fascia mounted ribbon boards containing The collection, which features the work more than 6.7 million LED lights. experience drills down premium seating we wanted to tie this smaller premium of 26 local artists, was curated with the Add 3,250 speakers to the mix, and offerings, specifically a product designed seating product into something tech help of the Savannah College of Art & attending an event at Mercedes-Benz for fans who want suites that focused.” Design (SCAD), and fans were surveyed to Stadium will be a visually- and sonically- accommodate four to six people, rather Said Miller, “Our technology approach find out what kind of art appealed to extraordinary experience. them. than the larger numbers traditional suites is about enhancing the fan experience, IBM developed three distinct apps for “The challenges of sports venues today hold. To meet that demand, Drake giving fans the capabilities where and AMB Group — one for the Falcons, one for is getting people off their sofas and into developed a “technology loge suite when you want them without being Atlanta United and one for Mercedes-Benz the building,” said Mike Egan, senior vice product” that features wireless charging overbearing. We have staff, we have lots Stadium. The utility feature that will help president of AMB Group, who is overseeing stations for mobile devices, a virtual reality of other ways to communicate and get fans locate a parking spot, find the food you the information you need to create the art initiative. “Arthur is a big benefactor and drinks they’re looking for and navigate headset to share and two video monitors of the arts community in Atlanta and controlled with an app that gives the the best experience. But it’s also being around the stadium (‘wayfinding’ is the done with the recognition that so many of nationally, so he understands art and the buzzword), will exist in each app. Content spaces a “broadcast booth feel,” Drake importance of art and he wants to support said. Fans will be able to dial up content our fans expect to utilize their mobile will be specific to each platform. device in an environment like this.” the art community. But even more so, he There are also 2,400 televisions located like customized replays or NFL Sunday saw it as a component of an overall around the stadium, many in large-format, Ticket on those displays. quality of experience of a building that high-definition or 4K displays, to keep fans Coming from the Bay Area, tech is near Art by Arthur created this wow factor that makes people connected as they explore the stadium, and dear to Drake’s heart. At the main entrance of Mercedes- say, ‘that is a really cool place’ and want as they’re being encouraged to do. “There’s a nice tech industry in Atlanta Benz Stadium sits a 73,000-pound to come back to it and want to tell their The technology-enhanced fan that’s starting to bubble up,” he said. “So stainless-steel sculpture of a falcon. With a friends about it.” ■

CONTINUED FROM 2A ■ Angular, wing-like exterior sections that draw a brand include a wide array of inexpensive, delicious and diverse ■ A high-definition Halo Video Board that wraps 360 association with the NFC champion Atlanta Falcons. dining options delivered with speedy service. degrees around the stadium’s bowl, offering fans a fully immersive “theater in the round” experience. The Halo ■ A 16-story high Window to the City that offers floor- ■ A technologically state-of-the-art venue wired with Board is a star among stars in today’s age of massive to-ceiling views of Atlanta’s glorious downtown skyline and over 4,000 miles of fiber to enhance the fan experience. stadium video boards. Measuring 58 feet high and 1,075 allows in an abundance of natural light to illuminate feet long, it is 60,000 square feet, three times larger than game day. ■ All of this while setting a new stadium standard for any other display in the NFL. sustainable design and operation on track for LEED ■ Revolutionary food and beverage concepts that Platinum certification (see page 11A).

“There are stadiums and there are mega stadiums,” said Drake, who counts Mercedes-Benz Stadium as the fourth modern NFL stadium project he has helped lead.

J ason H ales “This is a mega stadium.” He added, “When you have a roof, you now become more like an arena than a football stadium. The number of events we can hold is directly related to having a roof. We can’t have basketball in an outdoor stadium.” Said McKay, “As we began this public/private partnership with the city and the state, we said, ‘listen, if we can get this deal done and we can get this building done in the way we think it can be done, we will go out and procure these events for you — and we were able to do it. It’s one thing to make a promise, it’s another thing to deliver on it.’” “At every turn we’ve looked to do something different and better,” said Scott Jenkins, general manager of Mercedes-Benz Stadium, “and you see that in the food and beverage experience, you see it in the technology, you see it in the entertainment, you see it in the architecture, you see it with our sustainability efforts. Those are all things pushing the envelope and raising the bar. That’s what this project has been all about.” “They didn’t just say ‘let’s build a stadium,’” said Cannon, who made the move from Mercedes-Benz to AMB Group after ground had been broken. “They started with this vision that says ‘let’s build the best sports and entertainment venue in the world and we’ll work backwards from there.’ So they started with a much higher aspiration than most stadium projects do. It’s kind of cool to jump on a project that has that as its base as opposed to just the next stadium project. … “There’s this level of anticipation that something really special, not just another stadium, is coming to the heart The 16-story, 22,664-square-foot Window to the City offers fans a glorious view of . of Atlanta.” ■

6A special advertising section ❘ street & smith’s sportsbusiness journal August 28-September 3, 2017 MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

CONTINUED FROM 3A The long-term goal is to host 100-200 “It makes sense for our partner since there’s just one replacing them.” community activation events each year it aligns with who they are as a business,” Touring the facility with Scott Jenkins, at the stadium site. Fernandez said. general manager Mercedes-Benz Backyard, a 12-acre J ason H ales Stadium, the workers’ appreciation is park that will sit on the land previously What’s now, what’s next obvious, as they greet Jenkins with hellos, occupied by the Georgia Dome, will be When Fernandez was hired by Blank handshakes and hugs. a spot for premium tailgating on game three and a half years ago, his first task Since launching three years ago, days, but most of the time, it will serve as was to launch the Westside Works jobs Westside Works has helped place 450 a beautiful community playground. The program. Crime and safety issues facing residents in jobs in construction, culinary Backyard will host youth sports leagues, the community were next on the list. arts, IT, healthcare and child care, almost as well as clinics, farmers markets and “When we got here it was known 80 percent of whom have kept those festivals. as a heroin trafficking capital of the jobs for at least a year. The effort has “We envision using that space and the southeast — there was a lot of drug and translated into about $11.5 million in rest of the exterior campus to do all kinds gang activity. You were about 2.5 times wages for those folks. of activities, aligned with our businesses more likely to be a victim of violent crime Some of the 4,000-5,000 people it will but also our foundation‘s interests,” here than on average in metro Atlanta,” take to operate the stadium will be drawn Fernandez said. Fernandez said. from Westside Works. Since many of these Inside the stadium, Blank intends to The Arthur M. Blank Family jobs are seasonal or part-time in nature, hold back about five percent of seat Foundation entered into a partnership there will be an emphasis on training in inventory for community involvement, with the Atlanta Police Foundation, Treena Washington is one of over 160 Westside order to prepare folks for their next jobs. such as groups from YMCAs and the Boys which works closely with the Atlanta residents who helped build Mercedes-Benz Stadium. The largest concession area on and Girls Club. Police Department, as well as with the 300 level of the stadium will be “It’s a big initiative of Arthur’s to neighborhood associations, to think staffed and operated by Westside Works make sure the building is inclusive,” said through what could be done to address go,” Fernandez said. graduates and trainees, and a portion of Michael Drake, chief revenue officer of the challenges. Jobs and crime were the first two the revenue will go toward to the culinary AMB Group. The APD then developed a Westside items on the foundation’s to-do list. It’s training program. The concession area security plan the Arthur M. Blank Family also working on education, health and will be located symbolically on the west Leveraging sponsors’ core competencies Foundation helps support financially. civic empowerment. side of the stadium and feature photos of As companies signed on as Elements of the plan include 100 In regard to health, Fernandez said, Westside Works graduates. Mercedes-Benz Stadium founding security cameras and license plate “In the first year, we’ve been able to Additionally, the Westside partners, they were asked by AMB readers around the neighborhood; stand up a community health worker Ambassadors program, with Mercedes- Group: “How do we leverage your core the construction of homes on those program that helps residents connect Benz Stadium as the anchor, will provide competency to help benefit the Westside city blocks for police officers to live in with other residents and talk to them to internship opportunities annually for 50-60 community?” (the goal is to have 25 officers living get insurance or to a doctor.” young men and women. Equifax, for example, has not only in the neighborhood by 2019); a Overall, the focus of the AMB increased its philanthropic giving on neighborhood security patrol of off-duty Foundation is to help bridge the gap Activation events the Westside and offered employees cops, called Westside Blue; and the between one of the most downtrodden, Blank is also making sure Mercedes- volunteer opportunities there, the opening of the At-Promise Youth Center, forgotten and disenfranchised areas Benz Stadium and its surrounding spaces consumer reporting agency has also an abandoned schoolhouse that’s of Atlanta and the new sports facility will be available as a public resource. opened the On The Rise Financial been revitalized to serve as a place for adjacent to it. “We wanted to create one of the most Center in the neighborhood. The center youth development partners to help put “How do we change that narrative,” democratic spaces in Atlanta, where provides unbanked and underbanked kids on the right path. Fernandez characterized his group’s anyone can come, whether they’re Westside residents access to bank From 2015 to 2016, the Westside saw charge. “How do we ensure we have a from the Westside or broader Atlanta,” services, financial coaching and credit a 38 percent decrease in crime. “That’s shared prosperity — or to use Falcons’ Fernandez said. counseling. a great start but there’s still a long way to language, how do we all rise together?” ■

CONGRATULATIONS Legends is a proud partner of the Atlanta Falcons and their new home, Mercedes-Benz Stadium.

#RiseUp

August 28-September 3, 2017 special advertising section ❘ street & smith’s sportsbusiness journal 7A MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience Perfect alignment leads to Mercedes-Benz’s naming rights deal with Atlanta’s new stadium

Mercedes-Benz USA saw branding the new home of the Falcons and Atlanta United as the perfect way to introduce itself to its new city.

Everything lined up perfectly for revitalization of the Westside (one of the commercial office at AMBSE. Mercedes- Cannon asked rhetorically, “If you’re Mercedes-Benz’s naming rights most impoverished neighborhoods in the Benz wanted to be connected to the Mercedes-Benz, how many opportunities partnership with the Falcons’ and Atlanta country). The number of overlaps was just fabric of Atlanta, not the outskirts. do you get to put your brand in a clean United’s spectacular new stadium: amazing.” “If this was out in the suburbs, like many environment?” ■ Putting its name on the stadium was Here’s a deeper look at the aspects stadiums are being built, this deal would the ideal way for the company to trumpet that make Mercedes-Benz and the have never happened,” Zulawski said. Fan experience/Customer experience the move of its U.S. headquarters to the stadium an ideal match. While fan experience was at the city of Atlanta. Cutting through the clutter forefront of every design decision that ■ The luxury automaker’s corporate The move to Atlanta With about six million people living in went into the new stadium, Mercedes- sensibilities — elegance, state-of-the-art After evaluating about 20 geographies Atlanta and 11 million across the state of Benz has “solidified our belief that technology, customer service excellence and whittling the list to three, Atlanta was Georgia, the marketplace has customer experience is the No. 1 thing we and a commitment to community the easy choice to be the new home of tremendous buying power, but also robust can deliver,” Slaven said. involvement — align with Arthur Blank’s Mercedes-Benz USA, according to Drew competition in the auto sector. The car So as AMBSE is committed to delivering vision for the new home of his NFL and Slaven, vice president of marketing. company needed a way to rise above its an unmatched sports and entertainment MLS franchises. All of those qualities are ”Atlanta came to the top unanimously competitors. experience to its fans, Mercedes-Benz’s integral to the sports and entertainment with a group of about eight of us who “Mercedes-Benz wants to make an activation of its sponsorship dovetails with mecca. ultimately made the decision for reasons immediate impact on the marketplace, that mission. ■ Home to not only the Falcons and of cost of living, business environment, the community, the greater region,” Through virtual reality technology, fans Atlanta United, the stadium will also host quality of life, arts, sports, food was really Zulawski added. “The deal helps them cut will have the opportunity to feel what it’s the world’s biggest events, with the important to us, and it also has one of the through the clutter, and they can use the like to drive a 600 horsepower Mercedes- college football National Championship best airports in America and the largest in stadium as a launch pad for their own Benz vehicle — they’ll even be able to Game, the Super Bowl and NCAA Men’s the world (Hartsfield-Jackson Atlanta messaging and content and to affect the smell burning rubber. “It’ll move you, literally though the Tournament Final Four scheduled over the International Airport). We can get complete sales chain that’s important to brilliance of virtual reality, out of the next three years. “The best or nothing,” is anywhere quickly. We can fly directly to them, from consumers to suppliers.” stadium and onto various racetracks Mercedes-Benz’s 100-year-old tagline, Stuttgart (where Mercedes-Benz’s global Both inside and outside the stadium, around America,” Slaven said. and the best events are what will take headquarters is based) from this airport, there are elements that will help And like everything else at Mercedes- place at Mercedes-Benz Stadium. which you cannot do from New York.” Mercedes-Benz achieve the goal of Benz Stadium, the price is right, too. The result of this perfect alignment: A Upon confirming its relocation from cutting through the clutter. “Arthur’s not charging an arm and a 27-year naming rights partnership with New Jersey to Atlanta in January 2015, The roof features a Mercedes-Benz leg for a hamburger, and we’re not Mercedes-Benz USA wanted to it make its logo that is 110 feet in diameter, 66-foot AMB Sports and Entertainment’s (AMBSE) charging anything to sit in the seat,” wide logos on two of the sides and new facility, the single largest marketing presence known — and in a big way. Slaven added. “You don’t have to have a deal ever constructed globally in the “When we made that internal decision 12-foot word marks on the other two sides. (premium) ticket, you don’t have to be (a carmakers’ history, was announced in to relocate, Steve Cannon said to me in The branding will be visible to everyone Mercedes-Benz) owner.” August 2015. my capacity as CMO, ‘Let’s do something from the millions of people flowing To showcase its investment in electric “If this was just another stadium that to announce the arrival of Mercedes-Benz through the stadium’s gates each year to and hybrid vehicles, Mercedes-Benz is looked and acted like any other stadium in the city of Atlanta,’” Slaven said. “I think the hundred million-plus flying annually in setting up phone charging stations out there, Mercedes-Benz wouldn’t have Steve thought I’d come back with a and out of Hartsfield-Jackson. around the stadium. The service is also been as enamored,” said Steve Cannon, media/billboard plan that would run for Inside the stadium, Mercedes-Benz free and in line with AMB Group’s effort to whose transition from president and CEO about a month saying, ‘We’re happy to owns the only fixed signage in an keep fans connected to the stadium of Mercedes-Benz USA to CEO of AMB be a part of Atlanta.’ Instead I brought otherwise all-digital building. experience via their mobile devices. To Group was completed in February 2016, him back close to a $2 billion stadium to “There will be times when they’re one use the service, fans simply hand their about six months after the naming rights put our name on. It’s the biggest billboard of one commercial message on the inner phones to a concierge and return 20 deal was announced. “But in the heart at imaginable.” bowl,” Zulawski said. “Where else can you minutes later with their devices fully Atlanta, there is this incredible futuristic The stadium was also to be located say that in sports? And yet the canvas is charged. building that makes such a design downtown and serve as the new the largest inner-bowl canvas in sports on “AMB Group wants to heighten fan statement and has a commitment to the centerpiece of the city’s gorgeous skyline. which to deliver your message. So you experience — we’re one of those ways in most incredible fan experience and The downtown location was paramount to have the largest canvas and also the which they’re doing it,” Slaven said. technology, and a commitment to the deal, according to Tim Zulawski, chief cleanest.” CONTINUED ON 9A

8A special advertising section ❘ street & smith’s sportsbusiness journal August 28-September 3, 2017 MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

Mercedes-Benz branding will be visible to fans visiting the new stadium, as well as to millions of people flying in and out of Atlanta.

CONTINUED FROM 8A and organizations that serve the Westside, naming partner that painted our logo on Analogizing the beauty of the stadium the roof and would show up every Sunday with the beauty of Mercedes-Benz “Activation inside the stadium for us is according to Slaven. vehicles, Cannon said, “The stadium looks going to be at an all-time high. We’re Mercedes-Benz employees have and drive away. We committed, along with already participated in 70 community AMBSE and some other companies in the like it could be the hood ornament on a looking at it as a stage for us to do various Mercedes-Benz. Mercedes-Benz fell in love showcases.” projects, investing over 4,000 total hours, city, to say, ‘Let’s put a lot of focus on numbers that will continue to grow. making the Westside better.’” with the design aesthetic. For Mercedes- Benz, it’s all about design.” “On the same day the naming rights Community involvement Said Slaven, “We believe the stadium is partnership was announced, we said, Quality of the highest standard the finest product in sports and Blank’s vision for the stadium to serve ‘We’re committed to partnering with From fan experience to state-of-the-art entertainment venues, not simply in the as a catalyst for the city’s impoverished stadium ownership on something broader technology to attracting the world’s best United States but on the planet. … It is Westside meshes with Mercedes-Benz’s than just the physical stadium and that’s events to its elegant design, no expense going to be recognized as the world’s commitment to community involvement. the neighborhood within which it resides,’” has been spared in making sure benchmark stadium and referred to on Over the five-year period that started Slaven said. Mercedes-Benz Stadium is a superior sports every occasion — the Super Bowl, the the day the naming rights partnership was “Community involvement is something and entertainment complex. Mercedes- college football National Championship announced, Mercedes-Benz will have we’ve always taken seriously,” he added. Benz, of course, prides itself on making the Game, the Final Four, major concerts — as invested $5 million in various programs “We didn’t want to be simply a corporate world’s finest vehicles. Mercedes Benz Stadium.” ■

August 28-September 3, 2017 special advertising section ❘ street & smith’s sportsbusiness journal 9A MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience Move to Mercedes-Benz Stadium provides boost to already stellar Atlanta United

When Atlanta United take the field United with the LED, the Halo Board, the against FC Dallas at Mercedes-Benz whole experience with the players coming Stadium on Sept. 10, the Atlanta side’s first through the tunnel, and the next day when MLS match at the new facility, it will be their you come for a Falcons game, it will feel stadium. Not the Falcons’ stadium — like a totally different stadium,” Eales said. Atlanta United’s stadium. “It’s going to be a pretty amazing That’s because Mercedes-Benz Stadium experience for our fans.” was designed to be revolutionary in its Atlanta United even have their own flexibility. With the literal flip of a switch, the locker room in their own half of the stadium. building transforms from an NFL stadium for “We have one side of the building, the the Falcons to a soccer stadium for Atlanta Falcons have their side. They’re on the east United, from a college football field for the side, we’re on the west side,” Eales said. “We Alabama-Florida State Chick-fil-A Kickoff have our own dedicated locker room, our Game to a basketball arena for the Final own dedicated procession out onto the Four, to a concert venue for Garth Brooks. field.” Such ability for rapid change has never So for Atlanta United games, both teams before been seen at any sports and will come onto midfield together, the same entertainment venue in the world. pregame ritual seen at the more traditional The transformation for Atlanta United soccer markets of Europe or South America. games begins with a curtain system that “Atlanta United won’t feel like the little closes the upper bowl in a far more organic brother that swims inside a football stadium way than the sports industry is used to that’s not really their home,” said Steve seeing. The maneuver reduces the Cannon, CEO of AMB Group. stadium’s capacity from about 71,000 for The dynamic goes beyond Mercedes- Falcons games to 40,000 for Atlanta United Benz Stadium’s two primary tenants – the matches, in line with the mentality to keep Falcons and Atlanta United. When a college demand high and sell out every event. football game is held in the stadium, it will It also provides a jolt of energy to the be branded and colorized so that the two soccer game day environment teams feel like it’s their home, too. “It enhances the volume, and it helps Said Jared Miller, chief digital officer and keep the atmosphere more intimate,” said senior vice president analytics and Darren Eales, president of Atlanta United. technology at AMB Sports and Mercedes-Benz Stadium also features Entertainment, “We have the ability to turn Players like Miguel Almirón have Atlanta United thriving in their inaugural season. seats that retract in the corners, allowing this building overnight, really on the flip of a space for a full-size, FIFA-regulation pitch. switch. When we have less than 24 hours to Also, when it’s time to play soccer, there go from an Atlanta United match to a will be no football yard markers on the pitch, Falcons game, that is a huge undertaking a concert? When we set up for the Final Atlanta United the most interesting and lines that are annoying to soccer fans and for our staff logistically. But digitally, it will be Four, how is this stadium going to work, and unique addition to the Atlanta sports players. seamless and we’ll be able to say, ‘Boom, how when people walk in they’re going to landscape,” Cannon said. ‘It is talking its Additionally, nearly all the signage in the we’re ready to go, now we’re the Atlanta say, ‘Wow, this stadium was designed for this way around Atlanta. We are the absolute new stadium is digital — the only static Falcons,’ and two days later, it’s a college event.’ … It doesn’t feel like our building that poster child of , not signage belongs to naming rights partner game, and a few days later it’s a concert. we covered in signs.” the poster child of expansions teams — the Mercedes-Benz. This means the Halo Board, It’s going to feel like home to whoever is in poster child for Major League Soccer, mega-column video board, ribbon boards that building.” What a start! period. We didn’t even have a team in and all other LED displays can switch from Rich McKay, president of AMB Sports and A crowd of 55,297 turned out at Bobby December.” Falcons logos and colors to Atlanta United Entertainment, said of the stadium design Dodd Stadium on March 5 for Atlanta On the field, United is on pace to make branding with the touch of a button. and construction process, “We spent a lot of United’s inaugural match, as they the MLS playoffs and to lead the league in “We could have a Saturday night game time asking, ‘How should this stadium work welcomed the New York Red Bulls. The goals scored in their inaugural season. with the curtains down, branded Atlanta for soccer, how should this stadium work for momentum of big crowds has continued With Mercedes-Benz Stadium as their ever since. home, in addition to a best-in-class training Averaging nearly 47,000 fans per game, facility, the $60 million Children’s Healthcare Atlanta United is on pace to break MLS’s of Atlanta Training Ground in Marietta, single-season attendance record — not the Atlanta United’s future is even brighter. record for an expansion franchise, the “We’ve got the type of facilities that blow record for any club in league’s 22-year the rest of MLS away,” Eales said. “In a salary history. cap environment, in a league where you’re In fact, attendance at Atlanta United trying to compete for players, we have the matches would draw the envy of most best training grounds and the biggest soccer clubs in Europe. Their average gate crowds. That certainly gives us an edge would rank 24th in Europe, one spot ahead when we’re trying to recruit players.” of French giants Paris Saint-Germain. “The atmosphere has blown me away,” Atlanta, a soccer city said Eales, who, as former director of With their record-breaking crowds and football administration at Tottenham Hotspur passionate fan base, Atlanta United has of the English Premier League, knows a thing proved Atlanta to be a soccer city. The or two about the sport’s environment team’s success fits perfectly with AMB Sports internationally. “Packed houses, everybody and Entertainment’s charge to bring the in Atlanta United shirts. They stand up the biggest events to the city’s beautiful new whole game, the passion, the energy. I Mercedes-Benz Stadium. thought it would take time for the fans to “With the support that’s been shown for work on their chants, get into the game United, we’ll be able to draw global soccer themselves, as the season went on it would events, international friendlies that may not get louder and louder, but from day one have approached Atlanta in the past,” said they’ve been just crazy.” Tim Zulawski, chief commercial officer for Atlanta United’s business indicators are AMB Group. strong across the board. Their season-ticket In fact, don’t be surprised if the biggest base is 35,000, tops in MLS. They’ve of all international sporting events chooses accounted for 25 percent of the Atlanta as one of its sites, as the U.S., Mexico merchandise sold on mlssoccer.com, and and Canada are working on a joint bid to they were top three in merch sales last year, host the World Cup in 2026. before the team even took to the pitch. Said Eales, “With the top stadium in world Thanks to a passionate soccer fan base, Atlanta United is on pace to break MLS’s attendance record in “We have a crazy group of avids that and a proven fan base, there’s an excellent their first season. has projected out to the city and made chance we’ll be one of those venues.” ■

10A special advertising section ❘ street & smith’s sportsbusiness journal August 28-September 3, 2017 MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience Mercedes-Benz Stadium sustainability initiatives lead way for sports venues of the future Mercedes-Benz Stadium is on track to Mercedes-Benz Stadium is getting every become the world’s first professional water credit available under LEED, Jenkins outdoor stadium to achieve LEED Platinum said. Mercedes-benz stadium BY THE NUMBERS certification. The distinction would mark one A major piece of the water conservation of a multitude of firsts for the pioneering effort is a 680,000-gallon cistern to collect Mercedes-benz stadium vs. The Georgia Dome sports and entertainment facility in rain water that can be reused for a 1.1 downtown Atlanta, and the sustainability million gallon cooling tower and to irrigate model AMB Sports and Entertainment the landscaping around the building. (AMBSE) is putting forth will be one for all “We’ll use about 47 percent less water STADIUM future sports venues to follow. on this project as a result of this initiative,” SPECIFICATIONS The Leadership in Energy and Jenkins said. Environmental Design (LEED) rating system, The water initiative also fits with Blank’s devised by the United States Green Building vision of using Mercedes-Benz Stadium to OPEN DATE: 2017 1992 Council, is a benchmark used to measure a spur revitalization of the Westside of Atlanta, building’s environmental performance. The one of the poorest neighborhoods in the COST TO BUILD: Platinum certification is the highest a facility United States, that sits adjacent to the $1.5 BILLION $214 MILLION can be awarded. facility. “It is a hard feat to attain,” Scott Jenkins, “The (Arthur M. Blank Family) Foundation FUNDING TO BUILD: Public/Private Public general manager of Mercedes-Benz is putting a tremendous amount of effort in Stadium, said of Platinum certification. “It improving the (Westside) community, and takes a significant commitment right from with the storm water management system PUBLIC TRANSPORTATION: the beginning in the design stage and to we have, we’re doing our part to help continue to make those decisions as you mitigate flooding issues it’s been plagued CONSTRUCTION TIME: 39 MONTHS 28 MONTHS go through the construction of the building with over time,” Jenkins said. to make sure you reach those standards The stadium is nestled in the heart of and accumulate those points (required for downtown, so fans have plenty of public PARKING SPACES: 21,000 Total Spaces 19,211 Total Spaces Platinum).” transportation options to get to games and Jenkins added of the stadium, “Arthur events. There’s also a bike valet to STADIUM HEIGHT: (Blank) had a vision to build something encourage people to pedal to the new 305 feeT unique and raise the bar in this industry, and venue. (30 stories) 275 feeT sustainability was one piece to the puzzle.” Additionally, chefs preparing some of (27 stories) the delicious fare available at the stadium The path to Platinum will be able to gather ingredients from Jenkins credits multiple aspects of edible gardens around the building. Mercedes-Benz Stadium for helping the “We’re trying to incorporate visible FIELD LEVEL: Field Level is Field Level is building reach the LEED Platinum level, aspects of the environmental design of the 1,018 feeT 985 feet putting energy optimization at the top of the project,” Jenkins reiterated. “That exhibits the Above Sea Level Above Sea Level list. kind of leadership we hope to set for the “The thing that pushed us over the hump future.” to where we can achieve Platinum is with the energy side of the building, and that Leading by doing the right thing has to do with having almost all LED lighting The sustainability initiative at Mercedes- TOTAL STADIUM SQUARE FOOTAGE: 2,000,000 Square Feet 1,600,000 Square Feet — super-efficient lighting — and then a Benz Stadium has a positive economic sizable renewable energy production on impact for AMB Group properties, to be TOTAL CONCRETE: sight.” sure, but there is a greater good at work 150,000 Not everyone in the sports business here. Striving for environmental health is 110,000 Cubic Yards realizes the positive environmental simply the right thing to do, and Blank, Cubic Yards advantage LED lighting provides, according Jenkins and the rest of the Atlanta stadium to Jenkins. team are doing their part to point the sports TOTAL STRUCTURAL STEEL: “It is a big improvement in our industry in industry in the right direction. 27,000 Tons 8,300 Tons terms of greatly reducing the energy we “While reducing our energy by 30 need for lighting and also extending the life percent and reducing our water by 47 ROOF SIZE: 14.5 ACRES 8.6 ACRES of those fixtures, which also reduces percent certainly has payback, it’s more maintenance costs,” he said. “It’s a about doing what’s right environmentally, no-brainer. Any new building going forward doing what’s right for the community,” TOTAL SEATING CAPACITY (FOOTBALL): 71,000 Total Seats 71,250 Total Seats is going to be LED lit because the old, Jenkins said. (Expandable to 75,000) (No Expandable Seating) conventional ways of lighting are going It is also embraced by corporate away.” partners and fans of the Falcons and CLUB SEATS: 7,600 Club Seats 5,740 Club Seats In partnership with Georgia Power, a Atlanta United. In addition to Georgia Power, Mercedes-Benz Stadium founding partner, Jenkins mentioned Novelis and Coca-Cola AMBSE deployed about 4,000 solar panels as stadium founding partners to which NUMBER OF SUITES: 190 Suites 171 Suites as part of the project. Jenkins’ favorite part sustainability is of particular importance. of the renewable energy components at “As we talked about the quality of the CONCESSIONS POINT OF SALE: the new building: They’ll be visible to fans project and reimagining the stadium 673 Points of Sale 407 Points of Sale and part of the game day experience. experience, this was clearly part of that “When you walk up to the stadium, you’re narrative,” Jenkins said. “Whether it’s the BARS/RESTAURANTS: 24 Bars/Restaurants 4 Bars/Restaurants going to be walking under solar-power technology side of the project, the food canopies, and when you park in a couple of and beverage program, the architecture, places, you’ll be parking underneath solar the roof, the Halo Video Board, everything BEER TAPS: 1,264 Beer Taps 30 Beer Taps canopies,” he said. “In the hot, humid we were looking to do was to raise the bar weather of Atlanta, shade certainly is helpful, significantly, and it resonated with our ESCALATORS: so not only is it providing us renewable corporate partners, it resonated with our 25 Escalators 12 Escalators energy, it’s also providing shade and shelter fans, because it was another indication of, for our fans in a visible way.” ‘this is different, this is better, this is game- ELEVATORS: 20 Elevators 9 Elevators Also part of the energy efficiency push, changing.” ten electric vehicle charging stations will be Sports venues coming online should take installed in parking areas surrounding the notice, too. SCOREBOARD SQUARE FOOTAGE (NFL RANK): 63,800 Square Feet (1st)* 4,800 Square Feet (22ND)* *Projected 2017 Rankings stadium, providing the capability to charge “You’ve got to credit the United States 1,100’ 48 vehicles simultaneously. Green Building Council and standards like 100’

Electric vehicle charging stations may LEED for driving some of the innovation, 58’ 100’ 24’ seem like cutting edge now, but it won’t be putting these efforts into practice so it 24’ long until they are the norm, according to becomes mainstream,” Jenkins said. Jenkins. “Venues of the future are all going to have All told, the energy efficiency initiatives these features that you see in the LEED will reduce the building’s energy use by 30 Platinum stadium, and this is going to percent. become the normal way of doing business. SPORTS LIGHTING: 460 LED 832 METAL HALIDE Water conservation is another critical It’s exciting to be involved in a project Sports Lights Sports Lights environmental component toward Platinum. where we can lead the way.” ■

August 28-September 3, 2017 special advertising section ❘ street & smith’s sportsbusiness journal 11A MERCEDES-BENZ STADIUM: Revolutionizing the Fan Experience

12A special advertising section ❘ street & smith’s sportsbusiness journal August 28-September 3, 2017