FEATURE — MULTI-USE STADIA

MULTI-USE In the final installment of feature-writer Simon Waterman’s two-part article on the rise of the multi-use stadia phenomenon, focus is placed on three venues in various stages of metamorphism.

he first venue under the micro- Above, below & scope is Bridgeview, which is cur- insets: Bridgeview T rently under construction and will Stadium will be eventually play host to Major League Soc- home to the MLS's cer’s Chicago Fire team. The second is the Chicago Fire team. Home Depot Center in California, which is currently the most prestigious soccer venue in the United States. Finally, the third project is a potential new franchise for the metro area in . Bridgeview — Chicago Fire Another team at the mercy of a cavernous NFL stadium is Chicago Fire. It currently plays at the recently renovated Soldier Field, which plays host to the NFL’s Chicago Bears. Chicago’s Major League Soccer team has been pushed from pillar- to-post in recent years, wandering from stadium to stadium, all in a bid to find a home of its own. From 1998 to 2001 it played at Solder Field and, in 2003, played at the North Central College’s Cardinal Stadium in Naperville. Now, with the ren- ovations complete, it once more finds itself back at Soldier Field for the 2005 season. However, all this constant upheaval will come to an end in 2006 when the team is due to move into its own, brand new, 100-acre stadium facility, at 71st and Harlem, in the village of Bridgeview, which is located in the Southland region of Chicago. This is an area rich in people with Latin or European backgrounds, both of which naturally have strong soccer roots.

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STADIA — PART II

Bridgeview Stadium Capacity: 20,000 match seats (10,000 additional seats at later phase), 28,000 concert seats Stadium Cost: US$70,000,000 Chicago Fire already has an established fan assemble the necessary rigging for the Architect: Rossetti base that is currently placing deposits on sound and lighting at a major concert, but Operators: The Anschutz the seat plans for the new stadium. with Bridgeview’s novel integrated stage Entertainment Group The stadium is funded by the Village design, the time should be reduced to a Uses: Soccer / Concerts and will come under the control of the very impressive two to three hours! This Opening: Spring 2006 Anschutz Entertainment Group (AEG), flexibility will save significantly on time through their ICON Venue Group divi- and labour costs, as well as allowing the sion, which will play a role in overseeing stadium to remain open for additional both its development and operation. A events. 20,000-seat capacity is planned, but this In fact, one of the biggest challenges When Rossetti architects first began may be expanded to 30,000 in a later facing the architects, Rossetti, was to inte- discussing design ideas for the stadium, phase. In addition to the seating (1,500 of grate this stage into the stadium’s architec- they were immediately drawn to Chica- which will be club seats), the stadium will ture without creating a distraction. As a go’s rich soccer history, a history that boast 48 luxury suites, a soccer pub, food result, bleacher seating and luxury suites began in the late 1800s with the arrival of courts, retail outlets, pressroom, training are to be used to cover the stage structure European immigrants who embraced the rooms, four locker rooms and meeting during soccer matches, whilst in concert city as their new home. Coinciding with rooms. The groundbreaking ceremony configuration, with the stage in use, these soccer’s emergence was Chicago’s great took place on 30th November 2004 and suites will act as green rooms for the fire of 1871, which, incidentally, gave birth

construction is currently on target for an artists, the seating having already been to a fantastic architectural movement as opening date of April 2006. retracted. well. This multi-purpose project will enable Chicago Fire to host concerts and other special events. Once completed, it will become MLS’s fourth soccer-specific stadi- um. The Fire will be the stadium’s primary tenant and the site will house both the team’s offices, as well as its official train- ing centre. It has been designed as a multi- purpose facility, to serve as a major concert venue and resource for the rapidly growing youth soccer and the Southland Bridgeview’s innovative stage Chicago area at large. design will allow crews to rig Yet it will be the innovative design of the necessary sound and the stage that will set this venue apart lighting for concerts within just from other stadiums. Traditionally, it two to three hours, rather than takes two to three days for a crew to the usual two to three days!

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Jan Szupinski is Rossetti’s lead designer on the Chicago Fire’s new Bridgeview Stadium project.

The Rossetti team planned. This is to create a town-like the latest amenities will be on offer and therefore worked with atmosphere and encourage people to the sightlines should be superb, with the AEG to develop a spend more time at the facility, arriving fans in the front rows being only 21ft from timeline of significant early and staying late to dine and shop. the field — closer than at any other stadi- historical events, con- Chicago is a metropolitan city and is um in the United States. It is hoped the nected to both soccer recognised worldwide as being just that, atmosphere and excitement generated by and architecture in but it also has blue-collar roots. Thus the the stadium’s design will rival the success Chicago, to use as a context of the stadium site is distinctively of the Home Depot Center and of the most reference point. They urban and industrial — actually on an old famous European stadiums. conducted several truck depot — with extensive landscaping We asked Jan Szupinski, for his own field trips, in and around Chicago, to pho- being utilised to create a seamless transi- views on the emergence of the multi pur- tograph distinctive buildings — including tion from the surrounding grounds to the pose stadium. He commented as follows: several old firehouses. Aside from the stadium’s entry point. “I think a common misconception is that obvious connection to the team’s name, Jan Szupinski, the lead designer on as architects and designers we drive the the firehouses also provide significant Chicago Fire’s new stadium said: “I development of stadiums and arenas. architectural landmarks, with their use of believe we have achieved a very natural [Rather] we respond to what the market, extensive brickwork. progression from the earth to the brick- specifically our clients, challenge us to As the east side of the stadium faces work, up to the exposed structural steel solve for the business models they have onto Harlem Avenue, the main street and translucent edge of the canopy. The developed. through the village, its façade becomes the extended roof structures and suspended “For example, our team was retained front door to the stadium and has to inter- steel create a presence for the stadium, to create the integrated stage concept in act most with the surrounding urban fab- and define its character, evoking images of Chicago and New Jersey because of AEG’s ric. Its design therefore mimics the red bridges and industry. The objective of the concert business. If it doesn’t make dol- brick prevalent in many of the nearby project was not to create a retro themed lars, then it doesn’t make sense for the structures, such as the firehouses, and venue, rather a stadium that reflects the owners/operators of these facilities. Simi- invokes similarities with the entry arch architectural language of Chicago and larly, the technology will follow the made famous by Louis Sullivan. Adjacent Bridgeview.” designs owners dictate and we create. In a to the stadium site, which is set back from Conversely, the stadium interior will sense, it is a very reactive market. There the street, a mixed-use development is have a distinctively modern feel to it. All are some ideas and concepts that can be

The Home Depot Centre in Carson, CA, USA, includes a 27,000-seat soccer stadium, and can also provide a 13,000-seat tennis stadium, a 20,000-seat track & field arena and a 3,500- seat indoor velodrome.

The 27,000-seat soccer stadium at Home Depot Center.

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MULTI-USE STADIA — PART II

developed from the bottom up and own- who will actually play against one another whole development has been designated ers take notice. The multi purpose stadium at the venue on four occasions during the as an ‘Official US Olympic Training Site’. provides many different types of events regular 2005 MLS season. (There could be In fact the Home Depot Center is now the the local community desires, and they in rivalry brewing here — somewhere on the nation’s most complete training facility for turn generate revenues for the ownership scale of Arsenal FC v Manchester United Olympic, amateur and professional ath- groups. Thus, both groups involved in the or Celtic v Rangers!) letes. transaction are satisfied.” Since opening in 2003, the stadium has At a cost of US$150million, the Home Chicago Fire recently launched its seen a variety of events staged there, Depot Center represents the largest invest- ‘2006 Waiting List’ programme. Added including six 2003 FIFA Women’s World ment in amateur athletics ever made. benefits of being placed on the list include Cup USA matches. It sits on a 125-acre Whether competing or training, athletes a tour of the stadium prior to the grand development in Carson, California and, as now have the use of world-class amenities, opening, discounted merchandise and well as soccer, it has hosted tennis, track & including a 3,000sqft weight room, com- invitations to various special events. field, cycling, volleyball, baseball, softball, plete training and locker room facilities, as basketball and other sports events. It is well as dining, accommodation and other Home Depot Center — actually located on the campus of the Cali- hospitality services. ‘Galaxy’ fornia State University, Dominguez Hills, In addition to soccer matches, the sta- The Home Depot Center in Los Angeles, which is one of the most ethnically diverse dium will also host six major concert tours California was hailed as a true cathedral colleges in the whole of the United States. per calendar year, plus other sporting for American soccer when it opened on 7 As well as the 27,000-seat soccer stadi- events, including rugby. Home Depot June 2003. The stadium’s capacity for um, the facility can also provide a 13,000- Center is now also the training headquar- some 27,000, located on a 125 acre site, is seat tennis stadium, a 20,000-seat track & ters for the United States Soccer Federa- very rarely under-used; indeed the Los field arena and a 3,500-seat indoor velo- tion National Teams and offers nine Angeles Galaxy team led the way with drome. The soccer stadium plays host to practice fields for training purposes. record average attendance figures for its both the men’s and women’s national soc- opening MLS season in 2003. Now the cer teams, and provides important train- MLS Detroit 2005 season sees the stadium play host to a ing facilities for the build-up to the next With the continued success of the MLS new MLS expansion team: CD Chivas World Cup qualification matches. organisation, we now focus our attention USA. Home Depot Center will be the With such excellent facilities to be upon the birth of a possible new franchise home ground for both Los Angeles teams, found at the Home Depot Center, the emerging out of Detroit, Michigan.

Home Depot Center Capacity: 27,000 seats (main soccer stadium), tennis stadium 8,000 expandable to 13,000 seats Stadium Cost: US$66,000,000 (US$150,000,000 — total project) Architect: Rossetti Operators: The Anschutz Entertainment Group Uses: Soccer, concerts, tennis, indoor cycling (velodrome) Opened: June 7th 2003

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MLS Detroit Capacity: 18,000 match seats (approx.), 7,000 concert seats Stadium Cost: US$45,000,000 (approx.) Architect: Rossetti Uses: Soccer, concerts Opening: Unknown

2004 saw Major League Soccer enjoy its a native of Detroit who founded Major most successful season so far in its nine- League Soccer. year history. It has added two new fran- PanStadia asked MLS Detroit Chair- chises to its burgeoning ranks — Salt Lake man, Jim Duggan, what the current status City () and Los Angeles of the Detroit project is. He commented: (Club Deportivo Chivas USA) — in good “To date, MLS Detroit has enlisted a large time for the 2005 season. contingent of grassroots supporters (over In a recent study by the American City 1,700 season ticket deposits), identified Business Journals, Detroit was listed sec- several potential stadium sites through ond only to Philadelphia out of 172 possi- discussions with landlords and communi- ble locations for any potential new MLS ty leaders, and have received preliminary franchise. drawings and a total cost model from Ros- Now that the MLS has made it clear setti. We are currently pitching the project that it wants to once again expand the to potential local investors.” league by another two teams by 2007, The total cost for the 18,000-seat Family Detroit and Philadelphia would appear to Entertainment Center is estimated to be be in pole position to exploit their popular- around the US$45million mark and the ity amongst local fans and take on the design calls for 8,000 to 10,000 luxury and responsibility of building a new franchise chair-back seats, 24 hospitality suites and a for the local community. Most importantly, press box, all covered by a canopy over the this would entail constructing a stadium of majority of the west stands. These stands suitable size for hosting entertainment are to double as a luxury outdoor concert events, as well as soccer matches. facility, with a covered, portable stage that MLS Detroit was officially formed in then moves to the base of the stands for 2003, by a select number of people dedi- entertainment and family shows. The cated to bringing an MLS franchise to the remaining 8,000 to 10,000 less expensive Detroit area, and close to 2,000 fans have seats will surround the other three sides. now joined the cause with the majority of them leaving season ticket deposits. Multi-Purpose Roots Soccer is not a new concept in Detroit. We asked Jim Duggan to further comment It actually has a rich history with the sport, on how vital he feels it is that the Detroit with the Detroit Express playing in the project be a ‘multi-purpose’ stadium? He North American Soccer League from 1978- replied: “It is essential. Not only do we 80, and in the American Soccer League need the concerts and other events for the from 1981-83. In 1978, the Express hired revenue from attendance, but those addi- English coach, Keith Furphy, and scored a tional patrons are obviously key to gener- major coup by signing English internation- ating the stadium sponsor and naming al star, , to lead a primarily rights revenue necessary to make the pro- British line-up. Francis then became the ject economically viable. In addition to first million-pound transfer when he was hosting twenty soccer games (at 15,000 transferred to Nottingham Forest from spectators per match), we need to stage at national exhibition matches, so this cer- Birmingham City in February 1979. Three least twenty-five concerts (7,000 per event) tainly seems feasible. months later, he scored the winning goal annually to be profitable. With Rossetti’s in the European Cup (today’s Champions unique design — the west stands doubling In Conclusion League) before returning to Detroit for as a small, luxury outdoor amphitheatre, With the innovative architectural designs another summer with the Express. with a portable self-contained stage at the from the new breed of MLS multi-purpose base of those 8,000 seats — we believe stadiums propelling the growth of MLS, Detroit's Dream these numbers are certainly achievable.” soccer in the United States has been given MLS Detroit Chairman, Jim Duggan, has The MLS Detroit business plan calls for something of a new lease of life. The days worked tirelessly in recent years and has twenty soccer matches, at an average of of playing in huge, cavernous stadiums enlisted the help of two companies 15,000 per game (the MLS average), and at are drawing to a close as each individual already experienced in this area: Rossetti least twenty-five concerts per year, at club looks for new solutions for their sta- for the preliminary architectural design 7,000 per show, all to give a total atten- dium homes. work and a total cost model for the pro- dance figure of 500,000. The soccer sched- When PanStadia asked Andrew Leeson posed US$45 million Family Entertain- ule is comprised of fourteen regular of Rossetti if the company was working on ment Center; and Premier Partnerships for season MLS home games, occasional MLS any other potential MLS multi-purpose a market analysis of the potential revenue playoffs, US Open Cup matches, US Men’s stadiums, he replied: “Rossetti has been from naming rights, founding sponsors National Team ‘Friendlies’, World Cup consulting with several groups position- and team sponsorships. Premier Partner- Qualifiers, Women’s National Team ing themselves for expansion teams inter- ships is of course led by Alan Rothenberg, games, Olympic qualifiers and other inter- ested in soccer specific, multi-use

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MULTI-USE STADIA — PART II

MLS Detroit in concert mode (above)...

...and in game mode (left).

stadiums. In particular, we have worked the one it was originally designed for. As this year. The rock ‘n roll season opens on alongside the Real Salt Lake expansion well as the new breed of Major League 1st June in Portland, Oregon (at the home group in their efforts to secure a stadium Soccer multi-purpose stadiums springing of the Beavers) then travels down the West deal. They are an experienced ownership up all over the United States, owners of Coast, and through Texas, before heading group and understand completely the Minor League Baseball stadiums are also to the East Coast, and into the Midwest, value of flexibility in sports venues. We now taking advantage of the ‘multi-pur- where it ends the season on 10th August will continue to seek out and engage pose’ concept and offering up their facili- in Lansing, Michigan, at the home of the clients of this nature, and provide the ties for other entertainment events. Lugnuts. In each park, the stage will be set responsive service we are known for.” One current example of this is a curi- up in the outfield and fans can either bring The concept of the multi-purpose ous partnership between the head-bang- a blanket to sit on, or take a seat in the venue has been in existence for centuries, ing music attraction of heavy metal band, stands. Naturally, all concerts will take each great stadium, coliseum, arena, Def Leopard, and Brian Adams. They are place on non-game days! All this goes to amphitheatre, has at some time during its due to tour the United States via twenty- prove that multi-purpose stadiums are life-span hosted various events other than six Minor League Baseball stadiums later definitely here to stay.

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