Bryan Trubey, executive vice president, HKS
Since 2008, HKS has designed four game-changing NFL stadia, with the
most recent being the SoFi Stadium and entertainment complex in Los
Angeles, which will be the new home of the LA Rams and LA Chargers.
With each building, the same question arises: what are the expectations
for the next generation of pro football stadia? My answer is simple: during
the next 20 years stadia will be expected to be more, and do more, than any
currently built.
Stadia of the future will be expected to make the highest net operating
revenue of any venue ever built before.
Owners will expect their new stadium to produce the highest fan
experience that drive fans from all over the planet to their venue because
that's what has been done with previous stadia. They will expect the venue
to support the play of the game and affect the outcome of the game in very
positive ways because that's what they have seen occur in the past. They
expect their sponsors and partners to participate at unprecedented levels
in their project. And they will expect it to be innovative in completely
unexpected ways, much like the art program at AT&T Stadium, which
houses world-class contemporary artworks. Something of that magnitude
and scale had never been done before at an NFL stadium.
So, as we move into the future, one thing I expect to see — at even
higher quality level than ever before — are venues designed to become
the dominant physical expression of the city itself, of the team, and of
the combination of both of those brands. What's been done so far has
been great. But I think we're only just beginning. n
ARCHITECTURE
The Dallas Cowboys’
AT&T Stadium was game
changing for NFL stadia
“One thing I expect to see is venues designed to become
the dominant physical expression of the city itself, of the
team, and of the combination of both of those brands”
Bryan Trubey
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