Spotlight: All 2019 Entries

It’s relatively easy to concept something that looks cool on paper. Turning that same concept into reality — nuts and bolts and engineered reality — takes a herculean team effort like what has happened in the Midway neighborhood of Saint Paul at the new Allianz Field, home of Minnesota United. From its master plan and landscape design to its interiors, furniture, graphics, and brand activation, the result is a larger experience that feels seamlessly woven together.

The Field Club at Allianz Field brings Minnesota United fans up close and personal to players as they walk through the space on their way to the field and back to the locker room. Club members also use the same entrance as the team to access their seats along the midfield line in the lower bowl. The club’s signature design feature is a flowing ceiling, inspired from the stadium’s iconic exterior skin. Large communal tables and long sectional furniture reinforce the sense of comfort and shared space.

The Stadium Club at Allianz Field features floor-to-ceiling glass walls that provide elevated views of the pitch. Cool blue neutrals and hints of yellow and black steel accents, an exposed ceiling, and raw polished concrete floors create a casual, loft-like space, while a constellation of decorative lights draws attention to two large bars and a central dining area. The stadium broadcast booth and camera decks are uniquely located in the club, immersing fans in the gameday experience.

All suites reside at the top of a stack of premium levels on Allianz Field's west side. A suite guest’s journey starts from the ground up with a warm and welcoming premium entrance that transitions into a beautiful staircase. Each variety of suite is open and utilizes communal tables to emphasize this quality. In addition, they share natural materials like walnut and leather, finding inspiration in Minnesota’s abundant forests and striking an aesthetic balance with the team colors of blue and grey.

The Los Angeles Angels installed more than 23,000 square feet of LED video displays at Angel Stadium, including the third largest display in baseball, featuring 9,500 square feet of digital space. They also implemented a unique aspect, corner wraps, to the main display in right field. These corner wraps form the appearance of a 3D rectangular box. Their benefits go beyond the interesting aspect ratio and the visual impression, also providing appealing graphics to the fans sitting in the outfield.

Home to LAFC, Banc of California Stadium’s contemporary design features an ETFE canopy that flies above the bowl like angel wings in the “City of Angels.” Embracing Tinseltown, the stadium cinematically stages moments to engage fans and build memories. Diverse club offerings attract every level of fan, embodying the “grit and glamour” of Los Angeles. As guests make their way up the building, materials, furniture, and light fixtures gradually mirror the gradient of the California sunset.

Bartesian crafts premium cocktails at the push of a button. Simply insert a capsule, select the strength, and enjoy a perfectly crafted cocktail in seconds. Four reservoirs contain different spirits (vodka, gin, rum, tequila, or whiskey). When a capsule is inserted, the system draws the spirit from the appropriate reservoir. The strength of each drink is adjustable from mocktail to double, so there's a cocktail for every palate. Now you don’t have to be an expert mixologist to serve an excellent cocktail.

Phase one of this multi-phase project at Churchill Downs included expanding the existing Jockey Club Suite tower. The 77,250-square-foot project added 32 new suites, which are built above an existing grandstand. Each of the three levels features trackside suites adjacent to a large bar and dining experience. Overall, the project added a new entry stair tower, 1,910 new seats, three new viewing terraces, three large bars, three large buffets, and 71 new wager machines.

A new 4,000-square-foot Strength and Conditioning Center was added to the north side of the existing Cintas Center on the main campus of Xavier University. The new facility supports and enhances the training experience for university student-athletes with space for cardio and weight training activities, as well as a nutrition station. It also includes new office and storage spaces. Its aesthetics complement the existing architectural language and seamlessly integrate the Musketeer Athletics brand.

This year is the 35th anniversary of the Detroit Tigers’ 1984 World Series team. To celebrate, the Tigers contacted a local artist who painted an original image of Tiger Stadium that includes a small banner advertisement above the dugout. The artist replaced the advertiser name with the name of each suite holder to be presented to them as a gift this season. A small plaque at the bottom of each frame signifies that the print is 1 of 1, as each painting is custom to that company or individual.

The Avenell Club at Emirates Stadium, home of Arsenal FC, reflects a shifting football marketplace. The new premium experience consolidates 12 box suites into a single lounge, offering approximately 200 people a laid-back premium matchday menu and panoramic views of the pitch. It feels like a luxury airline clubhouse but supercharged for sports and bowl-based events and combined with a signature North London attitude, premium materials, and a refined approach to service.

Dial Square at Emirates Stadium pays homage to the munitions workers at a royal military armaments factory established in the 18th century. Dial Square gets its name from the sundial featured above the courtyard the workers played on after forming the football team now known as Arsenal FC. The club space mimics the outdoor courtyard, while providing guests with a social space and enhanced F&B options, such as the Premier League’s first open-flame pizza oven and fresh rotisserie chicken.

Generator Studio teamed up with the St. Louis Blues to introduce several new products for the 2018-2019 season, including the Bommarito Automotive Group Sales Lounge. Located on the club level, the Lounge is sandwiched between the recently renovated Bud Light Sports Pub and the action on the ice, creating one seamless, sports bar environment. The design also includes three new in-bowl seating types: seated-table loge boxes, reserved couches, and bar-height drink rail seats.

Generator Studio also teamed up with the St. Louis Blues to introduce the Scott Credit Union Rinkside Club and Pub ’67 for the 2018-2019 season. With no direct view of the ice, the Rinkside Club relies on its one-of-a-kind atmosphere, including a 100-linear-foot bar and food served in an elevated bistro environment. Pub ’67 is the “club within the club,” accessed via a private entry within the Rinkside Club. A reservation-only tasting room is featured for the ultimate F&B experience.

The Aramark team at Fenway Park has truly embraced Front of the House as its preferred supplier and takes advantage of FOH’s capabilities for custom etching and porcelain decalling. By showcasing the World Series logo and famed Red Sox logo on rustic wood Root boards, it elevates the customer’s culinary and dining experience. Aramark and the Red Sox have also utilized custom decalling in the Dell EMC Club, which allows the club/client logo to be showcased as well.

EwingCole and Advent share honors in the Overall Building Architecture category for their combined work at Villanova University’s Finneran Pavilion. The massive renovation project transformed what was a glorified high school setting into a major NCAA Division I arena, befitting of a National Champion. Project highlights include a new entry sequence, lobby, hall of fame, 360-degree concourse, numerous technology and audiovisual upgrades, and three levels of club spaces.

EwingCole and Advent share honors in the Overall Building Architecture category for their combined work at Villanova University’s Finneran Pavilion. The massive renovation project transformed what was a glorified high school setting into a major NCAA Division I arena, befitting of a National Champion. Project highlights include a new entry sequence, lobby, hall of fame, 360-degree concourse, numerous technology and audiovisual upgrades, and three levels of club spaces.

The Milwaukee Bucks opened Fiserv Forum in 2018 with approximately 12,000 square feet of LED video displays from Daktronics, including in the Beer Garden outside of the venue, where a six-millimeter display measures 17.5 feet high by 36.5 feet wide to show live action both of the game inside and of other games affecting the Bucks. It’s a social interaction space with a massive digital screen as the main focal point to engage fans in the surrounding entertainment district.

The Mezzanine Club, the crown jewel of Fiserv Forum hospitality, serves up a lush hideaway for Bucks fans with sideline seating. The club’s concept of a modern forest retreat comes alive with a material palette including reclaimed hardwood walls and Cream City brick, as well as blackened steel architectural detailing. Two bars bookend the club, each clad in bronze panels and featuring a blackened steel canopy which wraps down the back wall covered in a bronze, gold, and silver antique mirror.

The Detroit Lions enjoy a successful “Reserve Early and Save” email campaign for suite rental sales, where the team offers prospective buyers the opportunity to lock in the best per-event pricing for the year. Through personalized messages, the Lions target current and past customers, as well as other known interested buyers, resulting in over $165,000 in additional revenue. What isn’t measurable in the data is the power of reconditioning the marketplace to purchase as early as possible.

The recent $100 million Ford Field renovation project included installation of new LED video displays. Most notably, two super columns were wrapped in LED technology, providing a full 360-degree view of digital content for branding and entertainment purposes. These video displays are more than just brightness and pixel density. They also take into account the architecture of the space and turn a necessary support structure into a functional channel for delivering messages to fans.

Sacramento Kings suite owners received an unconventional gift to celebrate the 2018-2019 season – an Amazon Alexa and smart speaker branded with their company logos rather than the Kings logo, in an effort to resonate more with top clients. The Alexas were a huge hit. Clients communicated how they appreciated a gift with their branding and use it often. The Kings also created a high-end custom box to house the gift for a wow moment when opening it.

The Sacramento Kings have released a new section of premium seating at Golden 1 Center called the Balcony Boxes. Guests can entertain clients or enjoy a premium experience with friends in a Balcony Box with capacity for four to 16 guests. The Balcony Boxes also feature daily food options from Golden 1 Center’s famed “Farm to Fork” culinary menu. Food is served dim-sum style and includes appetizers, main courses, and dessert options for all dietary preferences.

The Sacramento Kings and Diageo partnered together for a multi-year agreement that includes implementation of Assembly by Crown Royal, one of Golden 1 Center’s event level premium lounges. Included in the partnership, multiple activations throughout the year have taken place. Both Crown and Guinness, which are Diageo products, were featured in tastings and complimentary full drinks for Assembly by Crown Royal and Lexus Courtside clients throughout the season.

The Sacramento Kings dedicated esports facility and content studio inside of Golden 1 Center is a state-of-the-art training facility, broadcast center, and gamer lounge, utilized by the team’s NBA 2K League team, Kings Guard Gaming. Designed to be a “venue within a venue,” the facility features cutting-edge gaming technology, full-service broadcast capabilities to produce livestreams and content, and amenities to serve gamers, artists, and the community beyond.

The Sacramento Kings created a demo for the NBA’s first dedicated space for free-to-play, in-arena predictive gaming for select games. Named the Sacramento Kings Skyloft Predictive Gaming Lounge, this new entertainment space is located on the suite level of Golden 1 Center and allows fans in premium spaces, including suites, lofts, and balcony boxes, to predict game results, powered by custom Swish Analytics’ BetRush software, and compete to win exclusive prizes.

The Sacramento Kings have partnered with a technology startup to pilot NINA, the world’s first smart beverage pouring system. NINA is a smart bottle cap that connects to an iPad and cloud-based data system. The system streamlines the process of suite guests being able to pour their own liquor beverages without having to purchase a full bottle. Consumption increased during the pilot test at all events where the system was available. Golden 1 Center is planning a full-scale rollout next season.

As one of the Sacramento Kings Premium Trips this past season, both suite and courtside clients were taken on an all-expenses-paid trip to New Orleans to watch the Kings take on the Pelicans. Close to 150 clients were flown to New Orleans and taken through a two-day experience inclusive of dinner at one of the top restaurants in the city, an airboat and crawfish experience, walking food and beverage tour through downtown, and a suite night at the Kings vs Pelicans game.

The Goose Island is a new space at Guaranteed Rate Field, featuring a variety of seating options. Rows include field-level views, group party areas, and individual seating, as well as a fun, social space in standing-room-only rows near the outfield concourse. The first three rows are sold on full season plans. These seat holders enjoy premium leather chairs, small television screens, device charging ports, storage shelves, loaded value on each ticket, and access to a wait staff.

Iowa State University implemented a light show inside Hilton Coliseum, combining Daktronics LED displays with CUE Audio’s technology to send information to fans’ cell phones. The coordination allows fans to be a part of the intro videos before basketball games. Via audio waves, fans’ phones become part of the show by lighting up in coordination with the video displays, creating an immersive experience. Tying in the video displays makes the moment even larger and more impressive.

In partnership with Auburn University, Proof of the Pudding helped create three brand-new experiences for fans to enjoy at Jordan-Hare Stadium. F&B options in the Tiger Walk Club include live-cooking, hibachi-style chef stations. In the Broadway Club, guests enjoy items made fresh from ultra-local ingredients grown on campus by students. And in the Harbert Family Recruiting Center, F&B stations inside the actual tunnel leading to the field provide clear views of the field.

The Las Vegas Raiders Sales Center is a museum-like experience rich and deep in storytelling and brand immersion. The public-facing areas of the center allow guests to take self-guided tours and explore the history of the Raiders through videos, artifacts, and a holocube display of the new Raiders Stadium. In private areas, large dimensional infographics frame the unique story for prospective premium buyers. A fully appointed mock suite completes the showcase space.

Paying homage to Detroit’s rich Motown history, Open Me When and the Detroit Pistons created a branded record player with bluetooth speaker paired with a custom record, pressed locally at Jack White’s Third Man Records. The blue vinyl record features “Sounds of Detroit Basketball”, including in-game commentary, player announcements, and a special message from new Head Coach Dwane Casey. This gift became an instant platinum hit.

Earlier this year, the Mercedes-Benz Stadium Signature Services staff teamed up with premium clients to volunteer at the Atlanta Community Food Bank. The day of service provided team members an opportunity to get to know clients better while sharing a willingness to give back together. The shift included sorting vegetables for local school pantries to serve the 164,000 children in Metro Atlanta who are food insecure. After the shift, premium clients celebrated a job well done at TopGolf Atlanta.

After accumulating a vast collection of historical memorabilia, the Minnesota Vikings leadership needed a space to showcase these commemorative displays and capture the incredible moments in team history to share with new generations of fans.The Vikings Museum is centered around storytelling and combines physical artifacts and displays with moments of interactive technology that bring the stories to life in an engaging manner through audio and video responsive to touch.

The $18 million renovation of Minute Maid Park in Houston includes improved seating options, three new bar locations, four additional food locations, and a premium group seating area at field level, creating the first and only field-level seating area available at Minute Maid Park, with improved visibility for fans to enjoy the game from center field. The project opens up the concourse for better pedestrian movement and increases the viewing aperture between the concourse and mezzanine levels.

Oro Fino, which translates to “fine gold,” is a speakeasy-style lounge at the Moda Center, home of the Portland Trail Blazers. Oro Fino features top-shelf liquors, craft cocktails, premium wines, and rotating appetizers. It also features museum-quality art from some of the most world-renowned abstract artists and nightly entertainment from local musicians. Oro Fino, which is hidden away from the crowd, is the perfect space for those guests looking to relax in an intimate setting prior to the game.

Oakland Raiders clients were treated to a one-of-a-kind experience – In the Huddle with Head Coach Jon Gruden. The event was held at a private car museum in Blackhawk, California. A black carpet set the stage for over 200 clients, who were treated to a curated meal and appearances from Raiders Alumni and the Raiderettes. After the cocktail hour, Coach Gruden surprised guests by taking the stage to dissect an actual practice of the team, answer questions, and take photos.

Since opening in 1937, ODEON Luxe Leicester Square has been a world-renowned icon in cinema, hosting over 500 film premieres attended by everyone from Queen Elizabeth II to Marilyn Monroe. ODEON wanted to restore and uplift its iconic art-deco flagship to create an immersive guest experience at every touch point. Collaboratively with ODEON and Ellis Williams Architects, 20.20 designed and created a future-forward cinema with the brand's rich heritage at its heart.

Located inside Rogers Place, home of the National Hockey League’s Edmonton Oilers, Studio 99 offers elevated sports bar dining, both a la carte and all-you-can-eat buffet style, to ensure guests don’t miss a minute of the game. Studio 99 also showcases an unparalleled collection of Wayne Gretzky memorabilia, pre- and post-game live broadcasts with special guest appearances, and 32 4K television screens featuring NHL game night action.

Basketball is at the core of Providence College’s identity. Its program is a major attraction for both potential recruits and students. But in 2017, Providence was the only program in the BIG EAST without a dedicated on-campus practice facility. The Ruane Friar Development Center is a 56,000-square-foot practice facility for the men’s basketball team, equipped with cutting-edge tech, two full-size practice courts, an athletics training center, staff offices, and a new Friar Athletics Hall of Fame.

The flagship club inside the newly renamed Scotiabank Arena in Toronto is now known as ScotiaClub, featuring premium dining, loge suites, and fan-focused details. The four- to six-seat loges replace “rail seats” and offer the best views into the bowl and dedicated hosting service. The club environment celebrates the Maple Leafs, Raptors, and the city of Toronto, while drawing inspiration from the Scotiabank brand. Guests gain early access to events through the new Scotiabank Premium Entrance.

ScotiaLoge inside the newly renamed Scotiabank Arena (previously Air Canada Centre) responds to a new way to host clients and prospects in an intimate environment. The premium space is comprised of 16 four- to six-person private half-moon tables that look directly into the arena. It’s a six-star space within a five-star restaurant. Food is sold à la carte in order to provide a personalized menu where all requests can be customized. Wine and liquor is available based on individual demands.

The dynamic rebrand of Air Canada Centre to Scotiabank Arena was set in motion when the name change was revealed in July 2018. 20.20’s role in this multi-partner exercise was to ensure Scotiabank wasn’t just applied as a new logo above the door, but that the new lead sponsor was integral to the building’s very fabric. 20.20 refurbished the newly renamed ScotiaClub, Scotiabank Premium Entrance, and the new “Welcome to Scotiabank Arena” main GA entrance.

The NBA Champion Toronto Raptors membership and marketing teams collaborated to create two key pieces of social content for Facebook and Instagram. The social campaigns focused on the authentic connections members have with the team, showcasing the value proposition beyond the game. The organization received a multitude of submissions and narrowed it down to two key members. To date, this campaign has helped the Raptors achieve 97% of the team’s renewal goal.

State Farm Arena recently underwent a $192.5 million renovation, reopening its doors in October 2018. The new arena tailors premium spaces to every budget. Atlanta-headquartered companies, family-owned businesses, and groups of friends all enjoy spaces specific to their needs. New club experiences include the Concert Club, delivering optimal concert sights and sounds to music lovers, Hawks Bar, the NBA’s first bar located literally on an extension of the court, and many more.

Dimensional Innovations teamed up with the Atlanta Hawks on renovations at State Farm Arena. Working closely with naming rights sponsor State Farm, DI was able to create a holistic experience throughout the arena, primarily through signage and wayfinding. By partnering with 12 sponsors, including Anheuser-Busch, Harrah’s, Svedka Vodka, Kia, and Georgia’s Own Credit Union, DI’s consistent design system gives the entire arena an integrated feel that can only be found at State Farm Arena.

The Atlanta Hawks premium members’ retreat is designed to not only show a symbol of gratitude, but also to allow members to relax, network, and enjoy a dose of relaxation. The Hawks take over Chateau Elan Winery and Resort for a full day of golfing, spa treatments, winery tours, wine making, paint and sip, and many more activities. Attendees include suite holders as well as first row floor seat holders. This retreat is now an annual event for Hawks members.

State Farm Arena recently underwent a $192.5 million renovation, reopening its doors in October 2018. The new arena takes premium to a whole new level with tailored private and executive spaces for every budget. There’s arguably never been an arena with as many options to entertain clients, prospects, employees, and friends. Atlanta-headquartered companies, family-owned businesses, and groups of friends all enjoy nights out in spaces specific to their needs.

The Champions Suites at SunTrust Park reimagine the typical suite layout by moving hospitality towards the field and creating a luxe lounge grouping at the back for social interaction. Antique marble slabs compose the centralized island, creating order and grounding each space. Thoughtfully placed indirect lighting solutions accentuate the layering of texture and color. And attention to detail throughout the millwork design allows for seamless integration of the appliances and amenities.

The Delta SKY360° Club features the perfect marriage of classic ballpark feel, modern amenities, and southern hospitality. Fusing together right-sized amenities, tasteful sponsor integration, and attention to detail, the club elevates the experience at SunTrust Park. Atlanta Braves fans notice triangular forms and patterns inspired by the Delta logo and hints of crimson and navy throughout the space. The sports bar highlights the Braves “A” logo mark made of dozens of traditional Delta pilot wings.

The Minnesota Twins introduced three new Daktronics narrow pixel pitch displays in their Bat & Barrel club space. The displays feature 2.5-millimeter line spacing to make a premium impression on Twins fans in this entertainment space at Target Field. Mounted directly next to each other, the displays follow the architecture behind the bar area to form a semi-square shape that features one obtuse and one acute angle where the displays meet. The unique configuration draws fans’ attention.

The Minnesota Twins provided premium clients with The Whiskey Box, a dark and handsome solid oak chest with rustic nails and secure storage for a suite holder’s favorite 750mL whiskey bottle, two 8oz heavy-bottomed lowball glasses, two soapstone coasters, and two soapstone whiskey stones to chill drinks without watering them down. At once modern and vintage, this whiskey set will be the artifact grandkids remember standing stately and unassuming.

The 1.5-million-square-foot, 65,000-seat U.S. Bank Stadium serves as a multi-functional venue for the NFL as well as for a broad range of civic, community, athletic, educational, cultural, and commercial activities. Included in the project are interior and exterior sign systems, gateways, wayfinding, dynamic signage, and more, all reinforcing the brand and facilitating the circulation of visitors, sports fans, tourists, employees, and business professionals.

Early in 2019, the University of Connecticut unveiled the Werth Family Basketball Champions Center, a project headed by Dimensional Innovations, who selected Daktronics for the LED video portion of the project to bring elite technology to an elite space. Implementing three displays with narrow pixel pitches of 2.5-millimeter line spacing provides a close-viewing technology to connect with visitors in the space, as they look through the championship accolades of the University of Connecticut.

Ungerboeck’s Suite Management portal is a digital tool for providing enhanced customer experiences, increasing operations efficiencies, and driving additional revenue. It is a one-stop shop for suite ordering, communication, payments, and account management. Through the portal, venue managers can tailor content and menus for each event. In addition, teams can check show-based task lists and even bill both organizations and individuals for a single event.

Wavework is a one-stop premium hub for teams and organizations to create efficiency and distinction to drive premium revenue and retention. Its Concierge platform automates time-consuming tasks so premium sales and service teams can focus on strengthening key relationships. Wavework collaborates with progressive teams and organizations to strengthen service offerings and uniquely differentiate premium experiences to drive retention and new business opportunities.

The American Airlines 1914 Club, located behind home plate, celebrates the 105-year history of the opening of Wrigley Field. Its seamless integration of art deco themes in the brass decorative railing, light fixtures, and all signage are all nods to Chicago’s industrial history. This club intersects the history of the Cubs organization with its long-standing partnership with American Airlines through branding, photography, and artifacts to provide fans with a seamless guest experience.

The Maker’s Mark Barrel Room at Wrigley Field perfectly captures the allure of old-school Chicago. This speakeasy-inspired destination originated from an old photo in the Cubs’ archives of the infamous Al Capone and Cubs catcher Gabby Hartnett, the latter signing an autograph for Capone’s son. True to the speakeasy theme, framed photos in the back of the club open to reveal views into the opponent’s batting tunnel, offering fans an additional surprise discovery once inside.

With four new premium clubs and a renovated suite level, the food & beverage program at Wrigley Field is ahead of the game. Levy’s beverage team specifically makes everything in house and executes high volumes at the highest levels. The team has introduced a high-end Tequila/Mezcal program in the Catalina Club, which is a first-of-its-kind in any premium area. Some of the cocktails receiving high praise include: The Cigar Manhattan, Tacos & Caviar, S.S. Avalon, and Soju Citrus.

The Catalina Club boasts a panoramic view of Wrigley Field, the Chicago skyline, and Lake Michigan. Inspired by the Cubs early spring training home on Catalina Island, members of this club enjoy a decorative style influenced by the island’s history, as well as the terracotta tiles and hand-painted glazed tiles reminiscent of a Catalina Island residence or hotel. The original Catalina Island logo is displayed prominently in the club with the “CUBS” logo in nautical font.

The Maker’s Mark Barrel Room at Wrigley Field is a speakeasy-inspired destination with artisan menus, mixologist-crafted cocktails, and access to a unique Maker’s Mark bourbon blend created exclusively for the club. To further honor the Maker’s Mark brand, reclaimed Kentucky barn wood and Maker’s Mark barrels are strategically placed in the club, and warm lighting highlights a custom Maker’s Mark bottle chandelier that previously hung in the main lobby at the Louisville distillery.

Wrigley Field’s suites have always been part of the ballpark’s tradition, beauty, and charm. Each private suite has allowed fans to experience a mix of outdoor seating and private indoor seating in a space they could call their own on gameday. And now, fans in suites can add luxury to their ballpark experiences. Expanded and upgraded with premium amenities, Wrigley Field’s suites, designed with Populous, feature brick walls with a modernized touch to meet the grandeur of the Friendly Confines.

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