Tag: increased revenue

Time Warner Cable Field Opening Day Update

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Although it was a cold and rainy day in early April 2013, the formal reveal of the ballpark renovation effort was warmly received by the public.  After ten years of talking, sketching, brainstorming, 3D modeling, and tearing through rolls of trace paper, the vision of a new Time Warner Cable Field as seen through the eyes of Team President and General Manager Rob Zerjav was finally realized; and in our opinion it was worth the long wait.

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Pendulum Studio was tasked with designing a renovated facility that would not only compete in the current marketplace but also look toward the future and answer the question…”where is the market going?”  We believe the answer to that question is different for every market based on a number of complex variables, i.e. size of market, existing amenities and infrastructure, and financing options.  However, at the root of the issue at Time Warner Cable Field was first resolving the basic need to increase fundamental front office infrastructure that included new administrative offices, team store, doubling the capacity of fan toilets and concessions.

The remainder of the allocated budget was focused on enhanced curb appeal/street presence and increased premium amenities for year-round use.  The series of images below focus on the premium club addition located above the existing main concourse behind home plate.  The newly constructed 10,000 square foot program includes the following:

  • VIP lobby & elevator
  • Banquet space to accommodate 250 patrons
  • Premium bar
  • Club lounge overlooking the new main entry
  • Six premium suites
  • Outdoor banquet seating
  • Integrated AV system for weddings and corporate functions
  • Full service banquet kitchen and prep area
  • Banquet storage
  • Executive wash rooms

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Stay tuned for final images…once it stops raining and snowing in Wisconsin.  We’ll be posting a complete walking tour of the facilities last spring/early summer.

Athletic Park Renovation – Wausau, WI

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On April 17, 2013 a press conference was held in Wausau, WI to announce phased renovations to Historic Athletic Park.  The ballpark was originally constructed around 1912 and has been updated with minor renovations over the last twenty years.  The current planned improvements will be the first major renovation in the parks long history and will contribute to a long future for the Wisconsin Woodchucks in the Wausau market.  Pendulum Studio was retained by the team owner, Mark Macdonald for their pro forma based design approach and expertise in seating inventory, fan comfort, and revenue generating ideas.AP_Wausau_Front View

Phase one of the project will focus on a total reconstruction of the seating bowl behind home plate,  a new street facing facade with curb appeal, and the preservation of the existing historic granite perimeter wall.  In contrast to the current cramped bench seating that consists of line-of-sight obstructed views to the playing field surface, the new design will provide more spacious rows equipped with fixed armchair seats.  Dugout club group seating will also be provided at field level.

AP_Wausau_Field View

In the planned future phases additional concessions points of sale, toilet accommodations and roof top decks will target increased mid-priced group and corporate amenities.

Although the project is small in scale, patrons that visit the newly renovated ballpark can expect large-scale improvements in fan comfort.  Pendulum’s initial design process involved attending games and talking with fans about their current game-day experience.  We tossed around  design ideas amongst patrons of all ages, then applied the feedback to a series of sketches and 3D models that were simultaneously input into a pro forma to balance investment cost in consideration of long and short-term revenue potential.  Time will tell how successful our design process will prove to be in this particular application, however we have great expectations for the future.

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