By Tyler Rizzo, Storyland Studios
Sports venues have long been at the heart of fandom, where memories are made, victories celebrated, and rivalries fueled. But in the 21st century, these arenas and stadiums are evolving beyond game-day spectacles.
A growing trend sees sports venues reimagined as entertainment, retail and dining centers, designed to generate revenue and attract visitors throughout the year. Storyland StudiosStrategy, consulting and experience design teams are increasingly sought after to speak at amateur, collegiate and professional sports venues because of our long-standing reputation for imagining, designing and creating experiences inspired by stories.
This transformation marks a significant shift from single-use facilities to vibrant community and economic pillars.
The rise of mixed-use sports complexes
Historically, sports venues were built as stand-alone facilities, often surrounded by large parking lots. Today, forward-thinking developers and team owners see an opportunity to improve their value by incorporating mixed-use elements. These additions give fans and visitors a reason to linger before and after events while attracting non-sports traffic during off-peak hours.
Take, for example, Truist Park in Atlanta, home of the MLB’s Atlanta Braves. The stadium is part of The Battery Atlanta, a mixed-use development including restaurantsbars, retail stores, a concert hall and offices.
The Battery Atlanta has transformed the region into a vibrant destination that thrives regardless of baseball season. Visitors can dine at popular spots like the Garden & Gun Club or catch a show at the Coca-Cola Roxy, ensuring consistent foot traffic and revenue generation.
Main drivers of the trend
Economic diversification
By integrating retail, dining and entertainment into their facilities, venue operators can diversify their revenue streams. Game attendance may fluctuate due to team performance or economic factors, but these ancillary services provide a reliable source of revenue regardless of what’s happening on the field.
The experience economy
Today’s consumers desire for experiences on transactions. Visiting a sports venue is no longer just about the game; this is the whole output. By offering unique dining options, live music venues and attractions, venues can turn a few hours of the game into an all-day experience.
These projects position sports facilities as neighborhood hubs serving the community as a whole. This change promotes goodwill and creates additional opportunities for civic partnerships, sponsorships and local business collaboration.
Notable examples of year-round engagement on sports sites
SoFi Stadium — Los Angeles, California, United States
As the centerpiece of Hollywood Park, SoFi Stadium is much more than the home of the NFL’s Rams and Los Angeles Chargers. Hollywood Park has a commercial promenade, offices and a residential area. The site is also expected to house a performance hall and numerous community programming events, ensuring the neighborhood’s vibrancy even when no matches are scheduled.
Storyland Studios had the opportunity to contribute to key design elements of this installation.
Wembley Stadium — London, United Kingdom
Wembley Stadiumone of the most iconic sporting venues in the world, is much more than just the birthplace of English football. The surrounding area includes retail space, restaurants and entertainment facilities. The nearby London Designer Outlet offers discount shopping, ensuring visitors have plenty of reasons to come beyond match days.
Events such as concerts and community gatherings also make Wembley a year-round attraction.
Titletown District — Green Bay, Westisconsin, United States
Next to Lambeau Field, home of the Green Bay Packers, is the Titletown District, a mixed-use development including a hotel, brewery, business park and coworking space. By offering family-friendly activities and a range of recreational options, Titletown ensures that fans and local residents view the area as more than a game day destination.
Tottenham Hotspur Stadium — London, United Kingdom
The Tottenham Hotspur Stadium is a model of modern design and multifunctionality. In addition to hosting Premier League matches, the stadium offers premium dining experiences, a rooftop attraction called The Dare Skywalk and is equipped for NFL matches and concerts. The stadium’s advanced facilities ensure consistent use, while nearby developments, including local businesses, enhance its appeal as a wider destination.
Tokyo Dome — Tokyo, Japan
Tokyo Dome is part of Tokyo Dome City, a vast entertainment complex including an amusement park, hotel, spa and shopping mall. Visitors can enjoy a day of roller coasters and other attractions before attending a baseball game or concert inside the Dome. This integration of entertainment and sports illustrates how venues can create unforgettable all-day experiences.
Overcoming Challenges
The transition to mixed-use sites comes with challenges, from zoning regulations to managing construction costs. Collaboration with local governments is often essential, especially when it comes to funding or public incentives. Additionally, developing a year-round attraction means addressing the concerns of neighboring communities, including traffic, noise and public safety.
However, these challenges are often outweighed by the benefits. Investments in mixed-use developments help increase property values, create jobs and improve public infrastructure. Additionally, these projects can rejuvenate underutilized areas, transforming them into bustling economic hubs.
The Retail Playbook for Sports Venues
Commercial components within sports venues are another key to unlocking potential throughout the year. Developers have begun to integrate traditional retail experiences with niche offerings that complement the location’s identity.
For example, Mercedes-Benz Stadium in Atlanta offers discounts through partnerships with local chefs and restaurateurs, elevating game day dining beyond typical stadium fare. In Titletown, Green Bay, select retail options include sports-themed boutiques and family-oriented stores, ensuring relevance to diverse visitor needs.
In some of the sports projects which we are currently working on, we are exploring a model in which shopping, dining and entertainment would be open every day, not just on game days.
A key aspect of this trend is the importance of providing offers that match the target demographic. A stadium hosting NBA games in a metropolitan area might emphasize nightlife options, while a suburban baseball park might invest in family attractions.
Leverage technology and data in sports arenas
The integration of technology plays a transformative role in this trend. Mobile apps, for example, allow visitors to reserve dining spaces, order concessions or explore retail offerings without waiting in line. Analytics tools help sites understand consumer behavior, allowing operators to refine their offerings and drive personalization.
Take the T-Mobile Arena in Las Vegas: it leverages data analytics to manage event operations and personalize marketing campaigns, driving consumer engagement. Visitors who see their preferences reflected in the location’s offerings are more likely to return and spend.
A future development project
Adding entertainment, retail and restaurants to sports venues is more than a passing trend; it is a proven strategy for creating thriving ecosystems that generate economic value far beyond game day revenue.
Developers wishing to replicate this success should consider several best practices:
- Understanding the audience: Know the community and fan base to create offers that match their interests and lifestyle.
- Strategic partner: Collaboration with local businesses, chefs and entertainment providers promotes authenticity and community integration.
- Design for flexibility: Build spaces that can host a variety of events, from concerts to farmers’ markets, ensuring year-round appeal.
- Focus on connectivity: Seamless transportation and access are key to attracting consistent crowds beyond game day.
Conclusion
In an era where sports teams compete for both fans and revenue, the reimagining of sports venues as multifaceted centers is a game-changer. By integrating entertainment, retail and dining, these venues create dynamic destinations that benefit fans, communities and the bottom line.
From the urban innovation of The Battery Atlanta to global icons like Wembley Stadium, Tottenham Hotspur Stadium and Tokyo Dome, the possibilities for transforming sports venues into engines of growth are limitless.
As venues evolve, they are redefining what it means to have a sporting experience and what these cultural landmarks can bring to our lives.