Progressive Field Wayfinding

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Progressive Field Wayfinding Cleveland, Ohio

Wayfinding Progressive Field is a major league baseball ballpark located in Placemaking Initiatives downtown Cleveland, Ohio. Home of the Cleveland Indians for over 20 years, the ballpark has seen its fair share of glory and heartbreak. And while the stadium has withstood the test of time and Cleveland weather, Progressive Field is championing a series of renovations that are making game-day a one-of-a-kind, can’t- miss experience for fans.

Objective

Develop a comprehensive, stadium-wide, wayfinding strategy that connects Progressive Field’s newly renovated Right Field Neighborhood to the rest of the ballpark, creating a unique and consistent fan experience.

“The new design has much more depth and structure. It really freshened up our lower concourse, giving our spaces more personality.”

Dennis Lehman, Executive Vice President, Business, at the Cleveland Indians

©Guide Studio, Inc. guidestudio.com 1 CASE STUDY Progressive Field Wayfinding

Background It would also provide fans with the opportunity to First off, most professional sports There’s nothing quite like seeing a baseball game socialize with friends and watch the game at the venues are inherently live. The smells, sights and sounds just can’t be same time, with bar stands and high top tables. challenging to replicated – stadium hotdogs, the crunching of navigate. Think Given the extraordinary changes fans would about it: they are peanuts and crackerjacks, the crack of the bat, and circular in shape, experience upon the project’s completion, Weber people root, root, rooting for their home team. and walking around Murphy Fox contacted Guide Studio to manage the concourses can wayfinding for the revamped district. cause people to get Cleveland’s Progressive Field has delivered these disoriented when traditions and nostalgia to millions of loyal fans. looking for their And while most would agree that the stadium Challenges seats. has aged gracefully, the Indians wanted to Fan comfort and engagement were top objectives reimagine their in-game experience to attract for the wayfinding strategy. The client wanted a new generation of fans and compete with the people to find their seats easily, but also be convenience of high-definition television for live drawn to other revenue-generating amenities, sports games. including shops and restaurants throughout the ballpark. However, once Guide Studio got started, The Indians hired Weber Murphy Fox Architects they uncovered big challenges that could not for the ballpark renovations. The first phase of only impede the success of the new Right Field the project focused on multiple areas – updated District, but the entire ballpark. entrances and bullpens, new screens and more social gathering spaces – but the Right Field The section and seating numbers increase in District became a focal point for the project. The sequential order and then suddenly start all over area, now known as “The Neighborhoods,” was again. On top of that, it’s difficult for ushers and to be redeveloped into a standing-room only other game day staff to direct people where to space (no seats) that housed local restaurants in go when there are no right or left turns – your support of Cleveland’s emerging food movement. options are to go straight or turn around.

©Guide Studio, Inc. guidestudio.com 2 CASE STUDY Progressive Field Wayfinding

Next, the existing signs throughout the stadium • Experience Enhancers/Decision points: convoluted the process by providing too much What’s Around Me? What information and information and pointing fans to every possible tools are needed at each of these phases to un- derstand where they need or want to go next? amenity. In some cases, information had to be split between two signs because the amount of Given fans’ challenges associated with orienting directional messaging could not fit on a single themselves outside and inside of the stadium, Guide Studio made the concept of “districting” (zoning) a sign. Furthermore, the stadium’s massive crowds center point within the wayfinding strategy. add additional anxiety to the experience, causing people to get frazzled and frustrated, leaving them Districting, inspired by “The Neighborhoods,” with a bad experience even before the first pitch. establishes a hierarchy for wayfinding, allowing

To help alleviate some fans to identify their location by looking inward of these stadium-wide at the baseball field (Right Field, Left Field, issues and maximize Center Field, Home Plate), rather than relying on the opportunities for the the traditional street signs and section numbers. new Right Field District, The specific names for the districts were chosen Guide Studio explained to orient people’s attention to the field, instead the value of a cohesive of streets outside the ballpark. This approach wayfinding strategy for supports quick and intuitive interpretation of the entire stadium and signage when fans arrive at the stadium and are received buy-in to create a trying to locate their seats. They don’t need signs new system that could be telling them where the bathrooms are or where leveraged throughout all of to buy a hot dog just yet – they need to find their Progressive Field. home for the game.

Once they get to their district, fans will Solutions encounter directional signage that includes The project kicked off with section numbers that point them toward their an aggressive timeline seats. Additionally, there will be signage that in place (the new Phase helps fans access nearby amenities, including 1 renovations needed to be complete in under restrooms, shops and concession stands to help five months, before the start of the season), so them take advantage of everything the stadium Guide Studio wasted no time getting started. has to offer. Keeping the ultimate goal in mind – enhancing the fan experience – Guide Studio delivered the Signage System following solutions to the team. Originally, the signs at Progressive Field pointed to everything – sections and seating, escalators, Wayfinding Hierarchy: Districting elevators and food. At any point in your visit, The fan journey was at the heart of Guide Studio’s you would have to stop and read a large sign wayfinding and messaging recommendations. overloaded with messages and arrows listing a Before considering signage design and messaging, variety of amenities, causing confusion and crowds the team explored fans’ experience throughout of people bumping into each other as they try to various stages of their visit. read and walk at the same time. The signage didn’t • Arrival/Orientation: Where am I? Where do I map out a clear path for a positive experience. enter the ballpark? To resolve the issue, Guide Studio developed • Critical Information: Where’s my seat? a signage system that supports fans’ needs at

©Guide Studio, Inc. guidestudio.com 3 CASE STUDY Progressive Field Wayfinding

various stages of their stadium journey, from of Progressive Field, content needed to reinforce With an improved and intuitive approaching the stadium (before they get there) the relationship between the baseball field and wayfinding strategy, to when they leave, and all of the stops they the Districts/zones in the stadium, which not fans are able to focus on enjoying their make along the way. The signage system lays only changed content on the actual signs, but experience, rather out what types of signs are needed at each information on printed tickets and how stadium than navigating stage (directional, gate identification, gate/zone, staff communicate directions to visitors. If a complex environment. etc.), as well as what information is important sign messaging and design in one area is not to include on the signs. For example, as fans consistent with the signs of another location, approach the outside of the stadium (by foot, people will feel lost and confused. car or bike), they need identification signage In addition to updating content, the signage that calls out the ballpark’s name, where to buy called for a new look and feel that evoked a mix tickets and the team shop. Within the stadium, of Cleveland’s past and present. Guide Studio fans need directional signs that include zone/ developed three design concepts, Cleveland district and section numbers. Tradition (pride, heritage, history, ballpark), Sign Family Cleveland Grit (perseverance, passion, blue R IGHT FIELD Infield & Left Field Districts Sections collar) and Contemporary Cleveland (innovation, G ATE Sections 117–179 103–113 Elevators • Ramp • Escalator The 216 efficiency, accessibility), that played on the city’s 113 111 R IGHT 109 108 FIELD ROGRESSIVE FIELD ROGRESSIVE FIELD D ISTRICT P P

528–572

EL ESC 7 E 46 VA A 0– ESS BOX L 45 PR TOR A TE TO AM R S HOP INFIELD DISTRI CT R A M 250–267 P

575 136–167 4 577 78– 4 TE 7 OR 4 T R R C A VA L C PREMIUM CLUB U E E B L

E LEFT FIELD DISTRICT CLUB 326–348 GATE D 169–179 L IE F T F E L most important and iconic character traits. The N U R H E C 117–134 OR

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136–167 575 474 ELEVATOR MIUM CLUB 577 –4 RE 7 P 8

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CLUB DISTRICT 326–348 169–179 IELD GATE F T EF

LEVEL ONE LEVEL KIDS CLUBH KIDS 117–134 E S

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KIDS CLUB BA R ELEVATOR RIG HT FIELD BLEACHERS 180–185 DISTRICT 103–113 101 E RIGH SCALATOR 4 T FIE 03–41 Bullpens HERITAGE R AM LD TERRA 9 PARK P

CE RIGH T FIEL D G ATE team also supplied the client with mock-ups that YOU ARE HERE

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Fsgkljldfkhgj hgsl;kh;slg hsdgklmhgs Fsgkljldfkhgj hgsl;kh;slg hsdgklmhgs hgsdlkhs jkhsg jks hgk h sjdgkh; gjhk . hgsdlkhs jkhsg jks hgk h sjdgkh; gjhk . illustrated how the signs would look throughout the stadium. ISTRICT 1B 2B WOMEN D The Indians chose a blend of Tradition and right field 113 111 R IGHT FIELD D ISTRICT

BLEACHERS LEFT FIELD GATE 180–185 HOME RUN HERITAGE PORCH PARK RIGHT FIELD GATE

B U L L LEFT FIELD PE Bleachers 1 TEAM SHOP LEFT FIELD GATE 0 N DISTRICT HERITAGE 1 S PARK RIGHT FIELD GATE 478–474 LEFT FIELD 169–179 DISTRICT 575 577

RAMP TERRACE 103–113 RAMP CLUB FAMILY DECK 303–316

B A R Grit, combining the team’s rich history with RIGHT FIELD TEAM DISTRICT RAMP ESCALATOR

SHOP ESCALATOR E US HO UB CL E DS N ELEVATOR O KI EL LEV

BAR INFIELD THE 403–419 OR AT 216 EV DISTRICT EL 117–134 RAMP ESCALATOR ESCALATOR USESE RIGHT HO OU UB H CL UBE FIELD DS CLON ELEVATOR KIDSEL TERRACE KILEV OR AT EV EL YOU ARE HERE 136–167 26 0–4 42 R 250–267 O EVAT EL INFIELD

PR DISTRICT E S S B 250–267 B O LU X IUM C EM PR 528–572 OR YOU ARE IN THE VAT THIS LEVEL ELE RIGHT FIELD DISTRICT Sections 100–150 • 200–250 The 216 Team Shop WOMEN Right Field Neighborhoods women • Ohio City • Cleveland Hts • Lakewood • University • Tremont Circle

FAMILY DECK Sections 300–325 steel beams and galvanized metals that evoke Kids Clubhouse

UPPER DECK Sections 403–426 • 528–577 Right Field Terrace the city’s industrial roots. The signs also incorporated the team’s recognizable navy, red Not only does the systematic approach allow and grey color palette. the Indians to simplify the content on their 800 signs throughout the stadium (less is more!), Message Schedule & Location Plan but it helps the Progressive Field staff define The last thing to do was prioritize the signage key destinations throughout the stadium based messaging schedule. Because the Indians rolled on relevance to fans and revenue. For example, out their renovations in stages, the plan had while a beer stand may not need to be present on to account for the fact that only some changes every sign (because of how frequently a fan runs would be complete in Phase 1, including the Right into them), the Indians Team Shop definitely Field District, and others later in Phase 2. should be. With consistency being key to a smooth If fans, particularly season ticket holders, return navigation experience, Guide Studio had to to the stadium again and again, they will feel a ensure their wayfinding strategy could be sense of place and tradition, allowing them to replicated throughout the stadium, as new recall where they need to go, further enhancing renovations were unveiled. They developed a the experience. comprehensive plan for more than 800 signs Content & Design throughout the stadium, including those in the Main Concourse, Family Deck (Club/Suite Level), Guide Studio’s philosophy on sign content is that Terraces, Upper Concourse and Gate Plazas. it needs to be simple and consistent. In the case

Once a new renovation was rolled out, all of the stadium, the team has updated website content, signs could be updated to ensure that reliable photography, ticket design, commercials, wayfinding remained intact. game attendants’ language, social media communications and more to reflect the While wayfinding Results ballpark’s new personality and tie the entire was one component of the Progressive Making game-changing enhancements to the experience together throughout all stages of Field renovation stadium is crucial when trying to increase the fan journey. More engaged fan experiences project, it has attendance and engagement, but what’s the point will continue to yield better returns for the impacted much more than signage. if your fans cannot figure out how to access all team – more ticket, gear and food sales – and of the cool new amenities and areas you have to fans will stay at games longer and share their offer? Wayfinding solves that problem, and the memories with friends and family in-person Cleveland Indians are experiencing no shortage and over social media. Most importantly, these of benefits. positive experiences are amplifying the culture of dedicated fans who rally together behind the Beyond utilizing the wayfinding strategy to team – in good times and in bad – today and in connect new District areas to the rest of the the years to come.

“The new signs share the same color scheme as the old ones, which is good since we didn’t update everything at once. This way everything is consistent throughout the renovation” said Lehman. “We’ve refreshed the main concourse, and our next challenge is the upper deck; it hasn’t been refreshed yet and you can see the difference!”

Dennis Lehman, Executive Vice President, Business, at the Cleveland Indians