Target Center
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TARGET CENTER A World-Class Experience in the Heart of Downtown Minneapolis TARGET CENTER: A WORLD-CLASS EXPERIENCE IN THE HEART OF DOWNTOWN MINNEAPOLIS TARGET CENTER RENOVATION: A STUNNING ADDITION TO MINNEAPOLIS SPORTS Target Center has transformed into a enhanced the actual game-viewing gleaming, modern, accessible Minneapolis experience with brilliant, newly designed showpiece at a fraction of the cost —$140 courts for the Timberwolves and Lynx. million— of constructing an entirely new arena. “The Timberwolves and Lynx aren’t merely competing on the basketball Home of the NBA Minnesota Timberwolves court,” said Casson. “We are competing and the WNBA Minnesota Lynx, the nearly with other viable options around town for three decade-old building no longer ft our market’s entertainment dollar. We comfortably into its rapidly growing, now- are working diligently to retain our players, bustling Warehouse District neighborhood. aided in large part with our gold standard training facilities.” “We’re committed to sustaining the life of this city asset for years to come,” said Ethan In addition to basketball, the facility hosts Casson, CEO of the Timberwolves and Lynx. family shows, such as Cirque du Soleil, “We’re also committed to continuing to high school sports and top-name concerts provide great experiences and memorable and comedians. moments for Timberwolves and Lynx fans for generations to come. We considered “All of these events could go elsewhere,” building an all-new facility, but after said Jeff Johnson. “We have to make thinking through the options, we saw that we sure Target Center is on par with other could create a brand-new, top-of-the- venues locally and across the U.S.” line arena without starting from scratch.” “It’s a completely different building. Fans Target Center is owned by the city of from the upper concourse to the premium Minneapolis and operated by AEG Facilities. seating will notice a signifcant improvement,” said Derek Hansen, construction executive When Target Center opened its doors in with builder Mortenson. Target Center 1990, it was one of two state-of-the-art was Mortenson Construction’s frst sports sports venues in the Twin Cities. Perched project back in 1990; 27 years later, the on what was then the outermost edge of frm was tapped for the overhaul. downtown, the arena faced back into The arena entrance, with its high atrium space, massive glass walls, large ceiling-hung sculpture and sweeping the city’s core. floor design is intended to give visitors for every event a sense of having arrived at a premiere destination. “The exterior has been transformed from art deco to clean and contemporary,” Since then, the area’s sports venues have give the feel of being more spacious venue,” said Casson. “We’ve built great said Hansen. “We’ve had so many people expanded to 10 world-class professional inside without adding square footage. restaurants with fabulous local food. say, ‘Wow! I didn’t know you could do that and college facilities, including neighboring We’ve addressed technology with a with an old building.’ Now it will be the Target Field, home of the Minnesota Twins. Replacing concrete with expanses of robust DAS, better Wi-Fi, a new mobile best fan experience in the NBA even Minneapolis, with its host of Fortune 500 glass and an aluminum skin has given app and paperless ticketing. We’ve though it has the league’s smallest footprint.” headquarters, has seen a surge in population. patrons new sightlines into the downtown added a new scoreboard, comfortable Target Center is now the hub of a thriving Minneapolis skyline. Soaring atriums new seats, better sightlines and acoustics, Mortenson found more than $1 million in neighborhood of condos, restaurants and refect basketball’s energy and vibrancy as well as new premium offerings for our cost-saving measures, which gave the breweries that has encircled the arena. back out into the community. Four new patrons.” Target Center an opportunity to add entrances and a new, second skyway items from its wish list, such as a new “We’re at the nexus of the entertainment, open the building to every side of the New Amenities 360-degree sports, theater, and fnancial districts,” said neighborhood. The skyway connects to ribbon board, better fnishes throughout Ted Johnson, chief strategy offcer of the the city system and a parking garage, and additional fnishes on the suite level. Timberwolves & Lynx. “We’ve spurred tre- shielding fans from Minnesota’s harsh for Players mendous economic development winter weather. By relocating team offces and training around us. It made sense for us to reshape and Fans facilities across the street to The Courts the building so that fans could feel “The new entrances and skyway, as well Players have exceptional new locker at Mayo Clinic Square and removing they’re in the heart of downtown and as the fve-story atrium and new grand rooms. Performers appearing at Target unnecessary stairwells, Mortenson could capture the energy of this environment.” staircase, create a ‘moment of arrival.’ Center have three new loading docks create spacious concourses for fans without They open to the busiest corner at this and a marshalling yard for tractor trailers, changing the building’s footprint. With “Many people would have torn it down end of town. It’s iconic,” said Ted Johnson. as well as top-notch dressing rooms and new lighting and fnishes, better and and built a new facility for hundreds of “Operationally, it gives fans a better backstage facilities. Spaces for the additional concessions and restrooms, millions of dollars,” said Jeff Johnson, sense of how to access the building and catering crews are upgraded. The team and windows facing the Minneapolis skyline, Executive Director of the Minneapolis how to navigate it. It also boosts circula- added a freight elevator for production fans will fnd the concourses more Convention Center. “But we take great tion to what were less utilized sections of and escalators for fans. The venue welcoming and easier to navigate. pride in Target Center and in the history it the building. Circulating patrons more represents for us. Target Center is also a evenly will put less strain on any one area tremendous economic engine for Minneapolis of concessions or restrooms and add — bringing a direct economic impact of $100 immensely to fans’ overall comfort, as million and over a million patrons every year.” well as boost sales at underutilized retail and concessions stops.” The City of Minneapolis has a strong history of supporting sports and The exterior is now clad in brown-toned entertainment facilities, partly as a metal panels to tie in with the district’s means of attracting top talent to the vintage warehouses. Upgraded video city’s strong, diverse global companies. components on the exterior add a miniature Times Square appeal. “Our goal was to make sure that Target Center remains competitive with other The overhaul has touched every area, facilities and cities around the world,” from installing polished concrete foors to said Jeff Johnson. addressing logistical issues for back of house. Through the renovation efforts, the team has created a modern venue that makes “Our goal was to address the varieties of By using lighter materials, eliminating many interior walls and making better use of space, the designers created the most of its neighborhood and that experiences fans expect at a multipurpose a more open floor plan which is easier to navigate and better suited for branding. Shown above is the sponsor- branded Lexus Courtside Club and the staircase design promoting Minneapolis history. 2A SPECIAL ADVERTISING SECTION ❘ STREET & SMITH’S SPORTS BUSINESS JOURNAL NOVEMBER 6-12, 2017 TARGET CENTER RENOVATION: A NEW SPORTS SHOWCASE FOR MINNEAPOLIS ERA LOOK LOGOS THREADS COURT TEAM ATTITUDE ARENA NOVEMBER 6-12, 2017 SPECIAL ADVERTISING SECTION ❘ STREET & SMITH’S SPORTS BUSINESS JOURNAL 3 TARGET CENTER: A WORLD-CLASS EXPERIENCE IN THE HEART OF DOWNTOWN MINNEAPOLIS Chairman’s Club. The club provides a “We’ve been relevant for a long time and gourmet dining experience with a the renovation adds an extra 25 or more complimentary bar that overlooks center years to the life of this venue,” said Steve court. Chairman’s Suites are set up for Mattson, vice president and general groups of up to 16 people. manager for AEG Facilities. “For $140 million, we’ve been able to address the experiences The TCL SixOneTwo Lounge, a premium of every customer and create enhancements space for concert goers and select to take us to 2035 and beyond.” season ticket members, is located on the arena’s skyway level across from the arena gates. Guests will enjoy direct, Premium Spaces private access to the concourse through to Serve Multiple the skyway. The renovation also includes an all new Lexus Courtside Club, providing those Functions guests a signifcant upgrade from the Target Center was the frst in the industry to previous club setup. have a dedicated suite-level concourse, setting a new standard for others to follow. “We never had a true courtside club, just a space that quite frankly was wedged The Target Center bowl features a dramatic design with great sightlines for spectators at every angle and the flexibility The Treasure Island Resort & Casino to host a variety of events. The new court boasts a clean design with a focus on the new team look. into the previous footprint,” said Ted Premium Level, a major part of the Johnson. “The Lexus Courtside Club is renovation, will open Nov. 1. a suite. now our most luxurious club space, with an The renovation has brought a brand-new unparalleled event-night experience, “These beautiful suites and club spaces premium concept to the arena, “We’ve differentiated ourselves by including fve-star dining.