As younger audiences emerge and the home televised sports experience improves, the challenge is there to enhance and reimagine the entire fan experience in a live venue.

in 2000, San Diego Padres owner John Moores asked us to look for ways to maximize naming rights for his new ballpark, and we proposed making the scoreboard itself an icon worth naming, apart from the stadium. Called the "ScoreTower," this interactive LED beacon did more than redefine the area, it had an interior platform to launch the sponsor's products, interact with mass multi user experiences on smartphones in the stands, even to engage fans in a new and more relevant way. 

Although the Ballpark is the impetus for this project, the district has been planned to be sustainable on its own merits as a retail and entertainment zone. To support this new program, residential and mixed-use commercial projects have been integrated into the design. 

Typically we audit what’s there and return with “Imagineered” recommendations as to where the most cost effective and biggest opportunities lie for your venue and brand.

Another area to be reimagined, is the post and pre-game experience. At Disney Imagineering, we worked with COLAB Architecture to develop a branded ESPN concierge level with smart suites to bring the game into your room, also the potential for a location based amenity. See below.