Name: How Super Bowl 2025’s Stadium Was Designed to Maximize Profit
Uploaded: 2025-02-08T05:01:00Z
Duration: 7 min 40 s
Description: A $560 million renovation of the New Orleans Superdome was completed ahead of Super Bowl LIX. The architect behind the plan explains how stadium design is evolving to create more revenue streams.

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A $560 million renovation of the New Orleans Superdome was completed ahead of Super Bowl LIX. The architect behind the plan explains how stadium design is evolving to create more revenue streams. Photo Illustration: Jaden Urbi/WSJ

https://m.wsj.net/video/20250205/19b18b0d-4d81-42dc-b030-37f07c621d97/1/hls/manifest-hd-wifi.m3u8

A $560 million renovation of the New Orleans Superdome was completed ahead of Super Bowl LIX. The architect behind the plan explains how stadium design is evolving to create more revenue streams.

How Super Bowl 2025’s Stadium Was Designed to Maximize Profit

Presenter: This luxury field suite at the New Orleans Superdome is one of many new revenue streams for the stadium since its opening in the 1970s.

Originally, it was all about being in the stadium and watching the game. Over the years, it's become more and more about fan amenities.

Presenter: Those amenities are changing the way we move through stadiums and pay for live events. In 1991, it cost around $145 for a family of four to go to an NFL game, today, it's more than 600. The latest Superdome renovation tripled the amount of space for club lounges, carving out more real estate to turn a profit. A redesign of the concession stands around the stadium, led to a 23% rise in revenue.

In the NFL, the stadiums are actually getting smaller. You're now looking for a return on investment versus how many people can you fit in the stadium.

Presenter: Now, most stadiums don't make it past 50 years old, they're either demolished like the Texas Stadium, or abandoned like the Houston Astrodome. So for the Superdome, the latest $560 million renovation was a matter of survival.

It's on the stage of world events, such as the Super Bowl.

Presenter: From its inception, the Superdome was designed with more than just football in mind, the more events you host, the less money you're leaving on the table.

The entire seating bowl is built on this hydraulic platform, and it raises up and down, so it allows monster trucks, it allows all the 18-wheelers that come in, to build the Taylor Swift stage, it allows for the WrestleMania stage to be built out.

Presenter: Two goals of a stadium design today are creating plenty of places for people to spend money, and efficient pathways to prevent bottlenecking, this starts before you even enter the stadium.

When you're thinking about moving 70,000 people in and out of a building like this, you want to avoid a situation where you end up with a primary gate that everybody is actually trying to come in and out of because of the way that the system is set up. And that actually is what was happening with the Superdome because of the way that the city has kind of grown around it over the years,

Presenter: They built new, bigger entrances for general admission ticket holders and made some of the original gates smaller to make space for new club lounges.

Brad: This most recent project, actually relocated some of the old locker room facilities, and there's a lobby here that you now can come directly into the new End Zone Club and Field Suite.

Presenter: Those premium entrances add value to the more expensive ticket packages. They also benefit wider crowd control by spreading out the entry paths for different fans. Inside, stadiums used to be designed around packing in as many seats as safely as possible. Now, it's more about fewer seats that are meant to be more comfortable.

How long has it taken you to get to the restrooms or the concession stands or the bars? If that is too complicated, people just won't do it.

Presenter: Generally, you don't wanna have to cross more than 6 seats in a suite or 10 to 15 seats in general admission,

If it's done right, people are all the time kind of getting up, moving through, going downstairs, coming back up to your seats, and it's very easy to move.

Presenter: The Superdome used to have this winding ramp system people would walk through to get from floor to floor, but it took crowds a long time to get upstairs, and used up a lot of space in the floor plan.

Once we showed what you could do based on the real estate that was taken up by these, it became the obvious decision to remove them from the sidelines.

Presenter: Brad's team carved out the space around the ramp system and replaced it with much faster escalators and elevators, that take people straight up multiple floors, that freed up space to add new atriums and concession stands, but first, they had to convince the stadium to try something new, grab-and-go markets.

The food and beverage vendors are wanting to stick to the typical concession stands, the belly-up, and a queuing that occurs because it's worked over the years.

Presenter: These so-called belly-up concession stands usually have an S-shaped queue leading to a service counter where you place your order and wait for your food and drink, but the grab-and-go markets changed the flow entirely. Guests grab their own items and wait in one of many single-lane queues that lead to islands with servers on both sides, saving both time and kitchen space. That's allowed for another tier of concessions to take the place of the traditional stands.

So they might have very specialized food offerings that someone might wanna stand in line a little bit longer for, versus hamburgers and hot dogs, and chicken tenders that are, you're moving through these grab-and-go markets much quicker.

Presenter: Another way to increase efficiency and revenue, add a massive branded bar with space for lots of little queues, rather than one long queue.

This is a 40-yard-long bar, that every five feet or so is a point of sale.

Presenter: Behind the scenes, stadium managers watch a real-time dashboard showing which items are selling best throughout the stadium. Say one section is buying more Champagne, while the other is buying more beer, they can change the menus and stock accordingly. Stadiums are taking a more personalized approach to the seating bowls as well. Gone are the days of simple seats and suites, today, is all about variety.

There are sort of three zones that we consider.

Presenter: Sidelines, corners, and the end zones. Within each of those sections is a mix of private suites, club zones, and general admission seats. Sideline seating offers you the best views, which is where you'll find the most premium seating.

The whole goal would be to have all of your seats, whether they be premium or general admission, selling out for every event.

Presenter: Private suites are typically purchased outright or leased for three years by companies or individuals. They can then be rented out for 10 to $50,000 a day depending on the event. Other stadiums are pulling out all the stops to stand out, from the nightclub, like Wynn Field Club in Las Vegas, to the private pool suite at Chase Field in Arizona.

Let's say you're replacing a thousand general admission seats with a hundred premium seats, that becomes the calculation that you look at.

Presenter: Club seating, on the other hand, goes for around 2 to $4,000 for a Saints season ticket. And while end zone seats aren't the most valuable to the stadium, costing around half the price of sideline seats, private field suites can boost the revenue for that section.

You're right on the field, essentially, which from a sightline standpoint, you can see maybe is not so great, these new video boards allow for the sightlines of the game to still be acceptable.

Presenter: That new revenue stream, helped enable a necessary change in the corners of the stadium. In order to add new accessible seating sections, they had to get rid of some general admission seats.

It's a numbers game, so let's just say you're gonna take away a thousand seats. Well, what we are replacing that with, becomes the return on investment calculation.

Presenter: Ticket revenue for the Saints rose 6% after the renovation. As for what the next big innovation in stadium design will be.

It's not gonna be a suite or a club, or any of the things that we're talking about or doing today, I mean, whether there be a situation where the camera that floats above the game and videos it, will that somehow become an actual suite that is maybe somehow moving or floating over the field? Or will there be clubs where you're able to put on some kind of virtual reality and experience the game as a player because the player actually has this technology built into them?

Presenter: As the business model of live events evolves, architects like Brad will be there to transform the space to fit the brief, the challenge is to design ways to drive revenue without leaving the fans behind.

The power of a well-designed stadium, unlocks the business side of stadiums to where you're bringing in people from all over the world.

Each episode of Pro Perfected uses a quintessential expert in the specific topic area to explain how they would perfect a common problem.