Enterprise Center | Group Lounge

Building off the success of the previous year's renovation, Generator Studio teamed up with the St. Louis Blues in early 2018 to audit the existing range of public and premium offerings at Enterprise Center in St. Louis, Missouri. The result of that study led the team to introduce several new products for the 2018-2019 season, one of which became the Bommarito Automotive Group Sales Lounge.

The Lounge replaced a previous restaurant-style premium seating product located in the shoot-once end of Enterprise Center. Knowing the new concept would eliminate an existing seating type, a key target for the new space was appeal to a broader audience with a higher level of premium. This goal ultimately drove the final design of the club, which includes three new in-bowl seating types: traditional seated-table loge boxes, reserved couches, and bar-height drink rail seats.

Located on the club level, the Lounge backs up to the recently renovated Bud Light Sports Pub. With its location sandwiched between the Sports Pub and the action on the ice, the space allows the energy from the game to carry into the food and beverage areas within the Lounge, and then back into the Sports Pub, creating one seamless, sports bar environment.

This energy crossover is enabled by the strategic use of low furnishings and minimal walls. The concourse-facing side of the club is enclosed by a custom metal screen inscribed with a wheat pattern inspired by the rich history of brewing in St Louis. Other locally themed accents include a custom ring light fixture above the circular bar, reminiscent of traditional beer hall lighting, and the integration of regionally reclaimed wood. These elements combine to create a singular experience that is the first step up from standard club ticketing, anchored by a variety of seating options that appeal to every demographic, whether that be die hard fans, first time visitors, business entertainers, or social butterflies.

Beyond the architecture and interior design elements, the space is able to connect and engage through acoustics, theatre planning, and technology design with distributed IPTV, background audio throughout, touchscreen control for audio and video including music playback, and local audio playback via Bluetooth from any device.

View additional submissions in the Alternative Premium Seating Product or Space category for ALSD Spotlight 2019.

Marketing + Content Manager
Generator Studio
Photo Credit: 
Michael Robinson