and Renovation expansion and Renovation expansion

Transcription

september 2-8, 2013
special advertising section
❘
street & smith’s sportsbusiness journal
Expansion
and Renovation
1A
Lambeau Field Expansion and Renovation
The legacy grows
Phil Weston/Weston Imaging Group LLC
With the
latest round
of impressive
renovations,
iconic
Lambeau Field
will deliver
more pleasure
for Green Bay
Packers fans
and more pain
for visiting
NFL teams
2A
In its unprecedented 57-year NFL
existence, fans and opponents alike have
uttered many positive comments about
iconic Lambeau Field, the historic home of
the NFL’s Green Bay Packers. One thing you
could say today that rings true is this:
Lambeau may be getting older, but it just
keeps getting better.
On that point, among NFL stadiums,
Lambeau Field stands alone. There is nothing
quite like Lambeau Field for experiencing an
NFL football game. And for the 2013 season
and beyond, it’s going to be even more
exciting.
❘
With the current expansion and renovation
of Lambeau Field’s South End Zone and
Atrium — a five-year $286.5 million project
launched in 2011 — the Packers will have
accomplished many wonderful things. But
most of all, they will have met the pressing
need to deliver even more seats (about 7,000
in all) to loyal fans in the Packers’ unparalleled
100,000-plus season-ticket waiting list. There
are Packers season-ticket members in all 50
states and several foreign countries, including
Australia and Japan, an indication of the
team’s and Lambeau Field’s broad popularity.
See lambeau, page 4A
september 2-8, 2013
BUILDING LEGENDARY EXPERIENCES.
251,521 New Shareholders
625,000 Injury Free Hours Worked by Extraordinary Men & Women
184 Detailed Subcontractors
7,000 Amazing New Seats
5,700 Yards of Concrete
5,000 Tons of Steel
140 Miles of Wire
32 New Food & Beverage Centers
1 Even More Iconic Stadium
Thank you to all the people who made
the South End Zone expansion possible.
© Green Bay Packers, Inc.
september 2-8, 2013
❘
3A
Where is everyone sitting in the SEZ?
Approximately 5,400
general seats in Levels 6 and 7
South Loft viewing deck
on Level 9
160 Champions Club seats
(premium) in Level 8
331 seats in the
Miller Lite Party Deck
in Level 4
lambeau, from page 2A
Lambeau Makeover 2013:
In a nutshell
hammes company sports development
The $146 million Lambeau Field
Stadium Improvement project
encompasses the addition of
approximately 7,000 new seats in the
South End Zone, two new gates, two
rooftop viewing platforms (North and
South End Zones), as well as two new
high-definition video boards and a
new sound system.
The North End Zone includes the
new Bellin Health Gate, with six elevators, that will enable club-seat holders
to enter and exit the stadium more
efficiently and provide an additional
ADA entrance and exit point. In the
South End Zone, new seats have
been added in five levels. General
seating will be featured with abundant restrooms and concessions, in
addition to themed areas with some
indoor concession environments.
The South End Zone’s new Shopko
Gate includes pairs of escalators to
each level and four elevators to efficiently move fans in and out of the
stadium. Both new gates will lessen
the traffic at other gates throughout
Lambeau Field and will improve the
stadium’s overall entrance and exit
patterns.
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4A
284 seats in the
Festival Foods MVP Deck
in Level 6
240 seats in the
Terrace Suites
in Level 5
The new seats in the South End Zone, in
fact, have helped the Packers remove
another 5,000 names from the vaunted list.
Additionally, Brown County residents without
season tickets have the chance to purchase 4,000 new bowl tickets on a gameby-game basis. Among the faithful on the
waiting list, a woman waited nearly 40 years
to get Packers season tickets. Now, she's
finally off the waiting list thanks to the South
End Zone expansion. She and her late husband put their names on the Packers season-ticket waiting list in 1974! That is just one
story of many along those lines, according
to Packers President and CEO Mark Murphy.
Murphy explained that when the team
completed its last major renovation, back
in 2003, the south end zone was open
above the bowl. To expand Lambeau using
that space, the team decided to closely
study the trends emerging from new NFL
stadiums coming on-line. For example,
adding more categories of premium seating was one major need. But most of all,
the Packers wanted to maintain Lambeau’s
iconic presence while creating an even
more intimidating element — a wall of fans
situated in the South End Zone.
“We knew that we could go up in terms
of height, but the real decision to go forward was driven by the continued demand
for our tickets,” Murphy said. “We had a waiting list of just under 106,000 people. It’s
almost counter-intuitive, because we have,
by far, the smallest city in the NFL but now
have the third-largest stadium in the NFL.
“The Packers are truly the state of Wisconsin’s team,” he added. “Of course, the other
driving factor was improving our home-field
advantage, which I believe was accomplished.”
For example, before the current renovation, most of the newer seats in Lambeau
Field were inside, being suites and indoor
❘
284 seats in the
Miller Lite Lounge
in Level 4
259 seats in Group Ticket Area
in Level 4
clubs. Now, almost every seat in the South
End Zone is outside (some have both inside
and outside seats, a rarity among NFL stadiums). The South End Zone, in fact, offers
Packers fans a completely different menu of
viewing and seating options.
“Lambeau has more of a collegiate
gameday feel than normally associated
with the NFL,” he said. “If you look at major
colleges across the country, their stadiums
are larger than most NFL stadiums.”
The multiple South End Zone sections
feature amenities not previously available in
Lambeau Field, from viewing platforms in
the general seating areas for watching the
action on the field, to indoor-outdoor suite
configurations and all-inclusive meal
arrangements in the premium and partner
areas. Murphy explained that the next two
years will see work continue on the Atrium
with a new east-side entry gate (2014), and
a new Packers Pro Shop, Hall of Fame and
restaurant (2015) — all designed to improve
the Packers fan experience.
“Our goal in terms of aesthetics was that
we didn’t want the new design to stick out
like a sore thumb,” Murphy said. “It’s such a
great stadium, with so much history and tradition. We wanted to maintain that aura, but
also add more modern amenities for our
tremendous fans.”
The Packers were successful in achieving
that balance in 2003 with the prior round of
renovations, Murphy added, so the goal
was to build on that success.
The new Champions Club seating area, located at the very top of the South End Zone, offers panoramic
views along with all-inclusive food service.
september 2-8, 2013
VA L U E D P A R T N E R S H I P S
Thank you for making Lambeau gameday even more legendary.
september 2-8, 2013
❘
© Green Bay Packers, Inc.
5A
Stadium Tour Guide: South End Zone
hammes company sports development
• T he New South End Zone (SEZ) is
known as ‘The Wall’ for its steep,
vertical seating arrangement, filled
with loud fans.
The Shopko Gate extends a long-term partnership
between the Packers and the locally-based retailer.
• T he South Loft is now the highest
accessible point in Green Bay at
elevation 306 feet (ground elevation
is 149 feet).
• T he top of the SEZ scoreboard
reaches an elevation of 386 feet.
• T he highest seat in the bowl is at an
elevation of 292 feet.
• T here are 271 bathroom units in the
SEZ.
• T here are 21 new concession areas
and 11 new bars.
•A
pproximately 7,000 new seats were
added to the SEZ.
“We’re very pleased that it all blends
together so well,” he said. “The true test will
be what the fans think.”
So far, so good on that front based
on initial fan reactions, according to Tim
Connolly, the Packers’ vice president of sales
and marketing. Connolly explained that the
process of determining the latest renovation
elements had two prime strategies. One
was to survey the landscape in terms of stadium developments everywhere, including
the amenities, building design and ways to
engage fans. Then, the team ranked what
was important, not only nationally but what
was favored by Packers fans. That was done
using market research in 2010, before
construction began in earnest.
“It was an interesting challenge, but like
every successful company, we have mission statements and values, and a primary
value is one of stewardship for the Packers
and Lambeau Field,” Connolly said. “We
are among the oldest teams in the NFL. We
certainly wanted to do the right thing for our
fans and our franchise.”
Most of all, Connolly said, the team
wanted the renovations to make Lambeau
Field even more “Lambeau-esque,” if that
was at all possible. In other words, the
design and amenities had to not only
match but also complement the existing
structure. It also had to create a new signature piece — much like the Green Monster
in Boston’s Fenway Park or the ivy-covered
walls in Chicago’s Wrigley Field.
With the new South End Zone’s “Wall,”
the team believes it has achieved both
goals — an enhanced Lambeau experience with a new signature — successfully.
“The new seating is designed as a very
steep vertical wall, so fans are very close to
the action compared to typical end-zone
seating,” Connolly said. “From the early
sketches and drawings and going forward
we always referred to it as ‘The Wall.’ The first
time people occupied the seats, the sound
came cascading down onto the field.
“The fans sitting on ‘The Wall’ have an
opportunity to help us. Imagine an opponent on the 15-yard line in the South End
looking up at a 10-story edifice with that
massive video board and a wall of sound
pouring down,” Connolly said. “Our fans on
‘The Wall’ can definitely make a difference.”
No public dollars
For the massive 2003 project, a sales
tax was used to generate the public’s portion of funding for the renovations, but not
for this phase. Murphy explained that
6A
•M
ore than 350,000 square feet were
added in the new construction.
•A
lmost 5,000 tons of steel were used
in the new construction, and more
than 5,700 yards of concrete were
used.
The massive new Lambeau scoreboards are more than 5,200 square feet, sport nearly 5,000 lighting
units and weigh in at a hefty 48,500 pounds.
• T here are more than 140 new beer
taps in the SEZ.
•M
ore than 300 new TVs were added
along with four video walls.
•1
40 miles of wire are used in the SEZ.
• T he construction for the SEZ was able
to occur through the 2011 and 2012
seasons.
• T he scoreboards are more than
5,200 square feet, made up of
almost 5,000 lighting units.
• T he scoreboard weighs about 48,500
pounds.
• T here are 3 new Packers Pro Shop
merchandise stands in the SEZ.
• T here are two sets of escalators
going up seven floors, and four new
elevators going up 10 floors, along
with a freight elevator that goes up
to level 7.
The South Loft is now the highest accessible point in Green Bay at an elevation of 306 feet.
Fans will stream into Lambeau through the new Shopko Gate (left); the 2013 expansion added another 32 concession points of sale.
nationally it is much more challenging to
secure public funding for stadium projects,
so the Packers looked for alternatives to
raise the $146 million needed for the renovations. They found it by holding their fifth
stock sale, unique to the Packers’ organization, which generated $64 million, and
obtaining a $61 million loan from the NFL
and a $21 million contribution from the
Green Bay/Brown County Professional Football Stadium District, the entity that with the
city of Green Bay serves as the landlord of
Lambeau Field. The district collects a user
❘
fee from season-ticket members that it
can allocate toward capital improvements.
“We’ve had four prior stock sales, and
the first three were really to save the franchise,” Murphy said. “The most recent one
in 1997 was done with an eye toward the
renovation we completed in 2003. That
one netted about $20 million. We weren’t
sure what to expect this time.”
Murphy said the Packers conservatively
estimated about the same amount for the
proposed December 2011 offering. They
were stunned with the results. In the offering’s first two days, the Packers sold an
astonishing 185,000 shares at $250 a
share. The three-month offering raised $64
million in total, all of which went into the
South End Zone renovations.
“We were the defending Super Bowl
champs and in the middle of a 15-1
season, so it was a great time to sell
stock,” Murphy said. “But the final numbers
were just overwhelming.”
september 2-8, 2013
september 2-8, 2013
❘
7A
50 + Years
City Stadium was
expanded with an
additional 6,519
seats, increasing capacity to
38,669.
1961
1957
City Stadium opened with a capacity of 32,150. The facility
was built at a cost of $960,000, an amount shared equally by the
Packers Corporation and the city of Green Bay. Dedication took
place Sept. 29, 1957, with Vice President Richard Nixon and NFL
Commissioner Bert Bell on hand.
Planning, designing,
building
With funding secured, the rest fell into
place for Lambeau’s next update. As it had
in the past, the Packers organization put
together a team of world-class organizations, including the Hammes Company
(project management), Elkus Manfredi
(architecture) and Miron Construction (general contractor). In addition, the goal was to
use as many local and Wisconsin-based
companies (and workers) as possible.
The Packers scored on that front, racking
up 92 percent of the work on the project
coming from within Wisconsin. Of that num-
City Stadium was
1963
expanded with an
additional 3,658
seats, increasing capacity to
42,327.
ber, 70 percent came from the state’s
northeast region and 40 percent directly
from within Brown County. More than 2,000
workers contributed to the project.
“Naturally, we’re very proud of the
accomplishment,” Murphy said. “It was a
serious economic shot in the arm for the
region and it will be so on an ongoing
basis. The additional fans alone in the South
End Zone will be like having an extra home
game, generating a $14 million impact for
the Green Bay area.”
To manage the entire project, the Packers returned to the Hammes Company, the
well-known Madison, Wis., real estate development, investment and consulting firm.
According to Bob Dunn, president,
Hammes Company, his firm’s relationship
1965
City Stadium was
expanded with
an additional 8,525 seats,
increasing capacity to 50,852.
The stadium was renamed
Lambeau Field after the death
of E.L. “Curly” Lambeau, the
Packers’ founder and first
coach.
with the Packers has been going strong for
the past 15 years or so, dating back to the
original modern era Lambeau renovations
in 1999.
“We’ve enjoyed a great relationship with
the Packers,” Dunn said. “From the very
early days, they have crafted an innovative
plan focused on creating a truly unique
gameday experience, while securing the
franchise’s future from a financial perspective. With this latest round of changes,
everything that was part of the original
vision for Lambeau has been accomplished. We recognized with the redevelopment of Lambeau Field back in 1999 that
we needed to maintain the ability for the
stadium to adapt to market changes over
time. This latest phase of work allows that to
Lambeau Field was
expanded with
an additional 5,411 seats,
The expansion fully enclosed
the bowl.
1970
happen.”
Hammes served as owner’s representative/project manager for the Packers again
over the past five years, essentially
becoming an extended staff to the organization in managing every aspect of the
project.
“Our role is to touch it all, to quarterback
the process so that everyone knows what
decisions need to be made at every step
and they have the information needed to
make key decisions,” Dunn says. “We do
that in many ways, but mainly by keeping
an effective line of communication open
among all the key players.”
Hammes is recognized as the healthSee lambeau, page 9A
Lambeau Renovation
Work Fun Facts
• Employees through orientation: 2,000
• Hours worked on-site: 625,000
• Inspections/site audits: 400 • Hazards identified: 1,700
•O
SHA 30-hour course taught on site
• Lost-time injuries: 0
• E veryone went home safely
Miron Construction Co., Inc.
On Friday, May 11, 2012, workers participated in a
group photo within the stadium, lunch, a beam signing
and a short presentation by Mark Murphy (lower left),
president & CEO of the Green Bay Packers.
Phil Weston/Weston Imaging Group LLC (4)
• Contractors/organizations involved: 184
8A
❘
september 2-8, 2013
of Lambeau Changes
The $295
million
redevelopment
project resulted in
entirely new premium areas,
including 166 suites and
more than 6,000 club seats
(3,000 indoor, 3,000 outdoor).
Overall, 12,032 seats were
added, pushing capacity to
73,094.
2001-03
1990
1985
First suites were
constructed at
Lambeau Field. The 72 suites,
constructed at a cost of $5
million, added 663 seats,
An additional 36
suites were added
on the sidelines and 1,920
club seats were constructed
in the south end zone at
a cost of $8.263 million.
The additional 2,617 seats
increased capacity to 59,543.
1995
The north end zone
is enclosed with 90
more suites with 1,347 seats to
increase capacity to 60,890.
The project cost $4.7 million.
“The Packers created
tremendous value in the
end zone, which many in football
would say can’t be done.”
care industry’s leading development
and investment firm and is also very
active in urban mixed-use and
higher education markets. Sports
and entertainment projects are one
of the core areas of the firm’s expertise.
“The primary thing that differentiates
us is that coming from real estate development and investment background, we
invest our own capital, so having the knowledge and experience in taking risk with our
own capital tends to separate us from
someone who is a pure consultant,” he
said, noting that Hammes had just been
chosen for a similar role in the design and
building of the Minnesota Vikings new stadium.
“We are deeply into that project and
working on various opportunities in Los
Angeles and other markets as well,” Dunn
said. “We hope something will come
Bob Dunn
president, Hammes Company
Terrace Suites are located on Level 5.
together in L.A. for the NFL in the not-toodistant future.”
Dunn noted that the Packers have
always kept an eye on the future too, and
this latest phase demonstrates a strategy
that clearly has worked. Most of all, the
Packers have adapted to the market, capturing opportunities along the way.
“What we are now seeing is how that
original plan has been able to adapt and
respond to those changes,” Dunn added.
“Everything in the South End Zone strengthens the Packers fan experience both on
gameday and the other 355 days a year.”
Dunn says it’s especially impressive that
the Packers looked at every alternative
imaginable when it was time to decide on
Lambeau Field’s future back in the 1990s.
And the easier path might have been to
build from the ground up rather than take
The $146 million New
South End expansion
added approximately 7,000
seats to increase capacity
to 80,750. Included in the
expansion were 5,400 general
seats, 20 new Terrace Suites,
the Champions Club, the Miller
Lite Lounge and Party Deck,
and the Festival Foods MVP
Deck.
2013
on all the challenges of the NFL’s oldest stadium. The Packers figured out how to make
the latter strategy work and have created
one of the most unique gameday experiences in all of sports, he said.
“The South End Zone expansion was
intended to create an even more dynamic
fan experience and Packers home-field
advantage,” he said. “What is interesting to
see is how the Packers created tremendous value in the end zone, which many in
football would say can’t be done.”
In addition, Dunn said, what’s different
about Lambeau is that it uses so many of
these design and fan appreciation elements for other events during the year.
“This year I believe the Packers will host
upwards of 800 events large and small at
Lambeau,” he said. “Name one other
building in sports that has created that kind
of a draw 365 days a year.”
COMPLETE PROFESSIONAL SERVICE
3080 Holmgren Way
Green Bay, WI 54304
(920) 336-8250
Fax (920) 336-9345
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Proud to be the
Electrical Contractor at Lambeau Field
september 2-8, 2013
❘
GO PACK!
9A
The Packers: A truly
unique franchise
• No single owner (last remaining
publicly owned pro sports team,
5,014,545 shares, 364,114
shareholders, none of whom receive
dividend on initial investment).
• Team plays in major sports’
smallest TV market – 70th (New
Orleans, 53, is closest).
• Packers have 15 playoff
appearances in last 20 years and
won most NFL titles (13).
• Team has averted three financial
collapses: 1923, 1935 and 1950,
each time gaining monetary support
from community.
• In a century of franchise
movement, only 10 other pro sports
teams — none in football — have held
same moniker in same location longer
(nine baseball, one hockey).
• Only two other pro
sports venues have
been in continuous
use longer than
Lambeau Field (1957) –
Boston’s Fenway Park (1912) and
Chicago’s Wrigley Field (1916).
• With season-ticket members
from all 50 states, as well as
Washington, D.C., Canada, Japan
and Australia, the team’s waiting list
has more than 100,000 names on it.
People who were recently awarded
season tickets put their names on the
waiting list in the mid-1970s.
• Packers have most fans in
league based on recent Harris polls,
merchandise sales and website
attraction. Plus, the team sells every
available seat at Lambeau Field for
Packers Family Night, an intrasquad
scrimmage.
• Before radio, when Packers
played on the road, as many as 500
fans turned out at Legion Park to
“watch” game on Playographboard
(telegraph reports from press box
re-created game on screen, complete
with a public address system).
• Packers were first to have a hall
of fame and museum (1967).
■
AOSLambeauField9.625x4.125Ad_Final.indd 1
10A
Designing SEZ with a twist
No matter how good the plan, an expert
design concept is necessary to make it
work. To get that accomplished, the Packers
turned to an unlikely new partner, Elkus Manfredi Architects, a leading national architectural firm in Boston. According to David
Manfredi, a founding principal of the firm in
1988 (along with Howard Elkus), Elkus Manfredi came to the Packers via Bob Dunn.
Manfredi and Dunn had worked together on
other projects and Dunn suggested Manfredi visit Green Bay and meet with Mark
Murphy. At first, Manfredi wondered if the
connection could work. Much to his pleasure, those concerns did not last long.
“We are not traditional stadium architects,” Manfredi said. “We do many different
projects, such as mixed use and entertainment. We’ve worked with hotels and hospitality entities, including Walt Disney Co.
Guest experience is a specialty.”
The Packers were thinking a little differently about the South End Zone. They
wanted what Manfredi called “alternative
ways” to experience an NFL football game.
“They wanted to make this addition not
only exciting for the new seat holders, but
also important for them,” Manfredi said.
“With ’The Wall,’ the idea was to change the
Lambeau Field dynamic by closing off the
end zone. So we went to work and came
away with a design they liked. It is so vertical
that it really is a different way to experience
a game.”
Leonard Getz, Elkus Manfredi project
manager at Lambeau Field, said the really
unique aspect of the design is that with all
the levels of ticket prices come different
amenities in the very center of the South
End Zone.
“The variety is unparalleled,” he said.
“You have sponsorship levels, including
suites and outside areas. You have the Festival Foods MVP Deck on the next level. And
then a few levels up, after exterior seating,
you have Level 8, the Champions Club.
Finally, there are some outdoor experiences
on the roof in the South Loft, with an awesome view of the field as well as the surrounding area.”
Getz said the architecture is consistent
with what was done previously, a very
strong, rugged look with lots of exposed
❘
The Festival Foods MVP Deck, and all of Lambeau, offers food and beverage service from Delaware North
Companies Sportservice.
guest experience,” Manfredi said. “For us, it
has been great to work with an amazing
institution like the Packers. And, as a sports
fan, I appreciate the history.”
But, he added, when you work there and
see how the organization is run, how fundamental the Packers are to northeastern Wisconsin, you realize that the Packers really
are a sacred trust.
“It has been a privilege and an honor
working on an important place like Lambeau, one that will endure for a long time,”
Manfredi said.
Turning design into reality
The Champions Club fare will no doubt be a
Packers fan favorite.
steel. In other words, nothing fancy, but a
“gutsy” monumental architecture that
reflects the Packers tradition.
“It’s very straightforward, with red brick
and exposed trusses,” he said. “It’s all about
authenticity.”
Manfredi is very proud that the design so
successfully blended in with prior renovations, so much so that he says for some visitors, it would be hard to know where the old
Lambeau ends and the newest Lambeau
addition begins.
“The Packers were rethinking the entire
With every building project large or small,
design quickly morphs into work. For Lambeau Field’s North and South End Zone project, groundbreaking took place on Sept. 1,
2011, with the goal of being ready less than
two years later in 2013 for “Meet your Seat”
night (July 18) and “Family Night” (Aug. 3).
While the Packers have played two preseason games in Lambeau already, their
regular-season home opener is on Sunday,
Sept. 15, hosting the Washington Redskins.
The primary job of building the South End
Zone belonged to Miron Construction Co.,
Inc., the Neenah, Wis., firm that serves as
8/19/13 8:22 AM
september 2-8, 2013
An electric Lambeau Field
the official provider of construction services for the Green Bay Packers and Lambeau Field. Miron previously worked at the
stadium as one of the largest subcontractors on site during the major renovations in
2003.
John Murphy, project executive for Miron
at Lambeau Field, explained that the focus
for the latest renovations was to follow the
same game plan that had succeeded in
the past.
“Having worked with the Packers for a
decade, we already understood how the
organization operates,” Murphy said. “We
had to adjust to their needs, especially on
gameday or for other events at Lambeau
during and after the 2011 and 2012 seasons.”
Murphy said the biggest challenge, in
fact, was to complete a project like this with
a minimal amount of disruption. Most of all,
he said, ensuring a safe site for gameday
was at the top of the list.
“We had to really make sure fans
wouldn’t encounter any hazards coming to
a game or other event,” he said.
There were a few unexpected events
along the way, Murphy noted. One involved
creating a “mock up” of a suite on Level 5
so the Packers could make some decisions
about the final layout of the space. Another
challenge involved developing a type of
lightweight concrete that could be pumped
150 feet into the air.
“We were able to solve it and get a mix
design that worked,” he said.
“Working with the Packers, you could not
ask for better ownership,” said Murphy,
whose firm will be on hand to complete the
last batch of Atrium changes slated for
completion in 2015. “Their dedication to the
Perhaps no individual player in the Lambeau Field renovation project exemplifies
the Packers more than VDH Electric, a Green
Bay firm that has worked on every major
Lambeau expansion project in the past 30
years, according to Ron Lentz, VDH’s president and owner.
“We’ve worked with them all along the
way,” Lentz said. “Our job is coordinating
any of the electrical systems and cabling,
the whole nine yards.”
VDH’s team of about 80 employees was
on hand for the renovation this time, and it
was a big job though not as large as the
2003 effort, Lentz noted.
“For this one, they are upgrading all the
services, including changing out coaxial to
Ethernet cable,” he said. “We do the piping
for every bit of cable running through the
new end zone.
“We go back with the Packers a long
time,” he added. “Take the original skyboxes, we did those. It’s been a fantastic
relationship. The Packers are very fair and
great to work with, especially Ted [Eisenreich]. Even with all the front office changes,
they bend over backwards to make it a
partnership.”
Workers celebrated the final piece of structural steel being set for the scoreboards at a Topping Out
Ceremony at Lambeau Field.
fan experience is unparalleled. [Packers’
Director of Facility Operations] Ted Eisenreich
is great as well. Throughout it all, their number one focus is definitely the fan.”
“We wanted to hire a local firm that really
understood the importance of community
to the Packers,” said Mark Murphy. “And from
the safety standpoint, this was a very highprofile project. We could not afford to have
any safety issues or problems and Miron put
that at the forefront.”
Mark Murphy noted that just walking
through the construction site during the
project and talking to people, he could see
the pride in each and every Miron
employee.
“One of my fondest memories was the
topping off ceremony,” the Packers’ Murphy
said. “We brought every Miron employee,
more than 300 people, there and they all
started chanting, ‘Go Pack Go!’ I get goosebumps when I think about it.”
Indoor turf in new
Player Facilities
When the Packers decided to redo the
Lambeau playing field in the height of the
Wisconsin winter of 2007, Fields Incorporated of Atlanta, Ga., a professional sports
field builder, did the work. And in 2009,
Fields was there again to build a new pracSee lambeau, page 12A
©2013 GMR Marketing. All Rights Reserved. Photo by Patti McConville / Photographer’s Choice / Getty Images
Passion is
our business
How do you make it personal for
thousands of diverse, passionate
fans? By understanding what
they want and how it’s changing.
For over 30 years we’ve led the
way, evolving the fan experience
through branded engagements
that get results for our clients.
Get in their hearts. Get in their minds. stay in their lives.
september 2-8, 2013
❘
gmrmarketing.com
11A
tice field at Ray Nitschke Field, where the
Packers hold their training camp.
Now in 2013, Fields is back and will soon
be installing a new 20,000 square foot
indoor synthetic turf surface in the Atrium for
players to engage in training and walkthroughs.
“We’ve completed five projects to date
for the Packers,” said Brian Storm, President
and CEO of Fields, “but this will be our first
indoor facility for them. It will be a phenomenal training space for the players.
“We have a fantastic relationship with the
Packers, as well as with other NFL teams,”
said Storm. “To do work for the NFL is the pinnacle of both the professional football and
sports worlds. The Packers are a great organization to work with and we feel honored
that they once again asked us to work with
them on their newest project.”
“The Packers are
community-owned and we
are a not-for-profit entity focused
on improving the health and
lifestyle in our service area.”
Tom Arndt
hammes
cmo, Bellin Health
Keeping warm in
chilly Green Bay
The new Bellin Health Gate at the North End Zone will greet fans coming to see their beloved Packers in 2013.
ao smith
Moving from the turf to the temperature,
as in water temperature, another long-time
Packers partner for the new renovation is
A.O. Smith Corporation, which is headquartered in nearby Milwaukee.
During the current expansion, the Packers
added 21 new concession stands with one
restroom per concession. The project also
required 21 new water heaters, bringing the
Post-renovation, Lambeau now has 132 A.O. Smith
hot water heaters.
16 Memorable
Lambeau Games
• Sept. 29, 1957: Packers 21,
Chicago Bears 17…New City Stadium
is dedicated with Miss America, Vice
President Richard Nixon and actor
James Arness on hand…Babe Parilli hits
Gary Knafelc on fourth-quarter TD pass.
• Sept. 27, 1959: Packers 9, Chicago
Bears 6…Vince Lombardi wins his first
game; gets carried off the field after
team erases 6-0 fourth-quarter deficit
with Jim Taylor touchdown and Dave
Hanner safety.
• Dec. 31, 1961: Packers 37, N.Y.
Giants 0…First NFL title game in Green
Bay and Lombardi’s first of five NFL
crowns…Packers total 345 yards on
league’s No. 1 defense, led by Sam
Huff.
• Dec. 26, 1965: Packers 13, Baltimore
Colts 10…In Western Conference
Playoff, Green Bay wins first franchise
overtime contest on Don Chandler’s
25-yard field goal…Chandler tied the
game with a controversial 22-yarder
12A
total number of water heaters at Lambeau
to 132. According to David Chisolm, director of marketing at the A.O. Smith water
heater division, construction took place
year-round, stopping only on Saturdays and
Sundays during the football season.
“Stadiums present a unique set of application challenges, but as technology
changes, solutions become easier,” Chisolm said. For example, during the original
Lambeau expansion in 2002, the Packers
had to install one water heater per set of
restrooms and one per concession stand to
prevent exposed piping from freezing in the
winter. This time around, the water heaters
are enclosed, which helps eliminate a lot of
additional water heaters.
Making sure that hot water is readily
available to fans is a critical concern, of
course, especially at Lambeau, where water
heaters are operated the most on gameday, only 10-12 days out of the year. Each
gameday, fans go through 250,000 gallons
of water, both hot and cold. “Family Night”
in July was the official dry run for stadium
personnel and operating the water heaters
at full force. No problem, Chisolm said.
“A.O. Smith has been in Milwaukee since
1874, so as a long-time Wisconsin company, we were thrilled to partner with the
with 1:58 left in regulation…In 1966, the
NFL raised its uprights.
• Jan. 2, 1966: Packers 23, Cleveland
Browns 12…In snowy ‘65 NFL
championship game, Taylor and Paul
Hornung combine for 201 yards on the
ground…Packers hold Jim Brown to 50
yards.
• Dec. 31, 1967: Packers 21, Dallas
Cowboys 17…In -13 temperatures (-46
wind chill), Bart Starr scores on sneak
in game’s final minute, ending 12-play
drive…Last NFL title game in Green
Bay…“Ice Bowl” win sends Packers to
AFL-NFL world championship game
(Super Bowl II).
❘
Packers organization,” Chisolm added. “This
is a great partnership, truly showing the benefit that can come about when two local
companies work together.”
Amen to new amenities
Describing all the new amenities awaiting the South End Zone fans for 2013 is a job
in itself. Before getting to them, it’s a good
idea to mention the new Bellin Health Gate
in the North End Zone. Bellin Health, a longtime Packers partner, took a new step in
sponsorship with its gate naming in 2012.
Tom Arndt, chief marketing officer at
Bellin Health, says his company’s role as the
Packers designated healthcare partner is
logical because both Green Bay-based
brands are more than 90 years old.
“We have similar missions,” he said. “The
Packers are community-owned and we are
a not-for-profit entity focused on improving
the health and lifestyle in our service area.
The Packers also are oriented that way.”
Working together, Bellin Health and the
Packers co-sponsor several events, including
offering flu shots at Packers home games,
sponsoring a 10K run each June (with
18,000 participants, it was among the largest in the nation this year), a 5K run to kick
off Packers training camp, and the SuperBowl of Safety, a popular event held annually in February at the Lambeau Field Atrium
(next year will be the 15th anniversary) that
educates families about the dangers of
electricity, fire and many household chemicals as well as general health issues.
“We are partners with the Packers in helping foster and support a strong, vibrant,
healthier Green Bay community,” Arndt said.
Returning to the South End Zone, there
are dazzling new elevators and escalators,
The new Miller Lite Lounge offers a unique opportunity for 21-and-over fans to enjoy a Packers game.
• Sept. 7, 1980: Packers 12, Chicago
Bears 6…Chester Marcol catches
his own blocked kick (by Alan Page)
and runs 25 yards for game-winning
touchdown six minutes into overtime…
First overtime contest in Packers-Bears
series, NFL’s longest rivalry.
• Jan. 8, 1983: Packers 41, St. Louis
Cardinals 16…Lambeau hosts first
postseason game in 15 years (“Super
Bowl Tournament”).
• Oct. 17, 1983: Packers 48,
Washington 47…Teams combine for
highest-scoring game in history of
Monday Night Football, and rack up
1,025 yards...Mark Moseley misses FG
as time expires.
• Nov. 5, 1989: Packers 14, Chicago
Bears 13…Sterling Sharpe’s 14-yard
fourth-quarter touchdown catch knots
contest with 32 seconds left, but official
flags Don Majkowski for crossing line of
scrimmage…Four minutes later, instant
replay official Bill Parkinson overturns
call.
• Sept. 20, 1992: Packers 24,
Cincinnati 23…New acquisition Brett
Favre comes off the bench to erase
20-7 fourth-quarter deficit, finds Kitrick
Taylor for 35-yard touchdown with 13
seconds left.
• Dec. 31, 1994: Packers 16, Detroit 12…
Fritz Shurmur’s defense holds NFL rushing
leader Barry Sanders to -1 yard on 13
attempts, and the Lions as a team to -4
rushing yards, to advance in playoffs.
• Jan. 12, 1997: Packers 30, Carolina
13…With -17 wind chill, Green Bay wins
NFC Championship, earns first trip to
Super Bowl in 29 years…The Packers
rush for 201 yards.
• Nov. 6, 2000: Packers 26, Minnesota
20…Antonio Freeman makes incredible
catch in rain, scores on 43-yard
touchdown in overtime on Monday
Night Football.
• Jan. 4, 2004: Packers 33, Seattle
27…Al Harris picks off Matt Hasselbeck
and scores on 52-yard interception
return, the first defensive touchdown in
NFL sudden-death playoff history.
• Jan. 12, 2008: Packers 42, Seattle
20…Packers spot Seahawks 14-0 lead
then storm back to outscore visitors,
42-6, as heavy snow falls...Six TDs and
42 points both set team postseason
records at the time.
september 2-8, 2013
Daniel Fairs
Sportservice will dish out its fantastic food and drink menus again in 2013.
a very high ratio of restrooms to concession
stands, all-inclusive premium seating, suites
with indoor/outdoor areas (a first for Lambeau) and special sponsored areas, including the Miller Lite End Zone and Party Deck.
By the numbers, concession points of
sale increased to 281 on the main and
upper concourses alone, up from 186. A
new concession-sales system was installed
in 2012, further reducing the time fans are
out of their seats, and the 2013 expansion
added another 30 points of sale. The 2003
project increased the availability of women’s restrooms from 180 to 556, and men’s
from 436 to 708. The recent expansion
increased the numbers to 646 and 798,
respectively.
september 2-8, 2013
The Miller Lite Party Deck Grill has been relocated to the South End Zone.
Dishing out the
SEZ goodies
On the food and beverage front, Delaware North Companies Sportservice came
on board as the exclusive provider of food
and beverage services at Lambeau Field in
2012. Now, with the new NFL season around
the corner, Sportservice will continue to pair
its legendary service and outstanding food
and beverage offerings with the Packers’
passionate fan base.
“Much like the Packers, Sportservice has
a distinguished history of success. Even
after just one year, the quality of food and
beverage experience and service they
delivered to our fans has been fantastic,”
said Packers President and CEO Mark
❘
Murphy. “It will be even better this season for
our fans.”
“Working with the Packers this past year
has been extraordinary for Sportservice. We
couldn't have asked for a better partner. We
are excited about the expansion of the
South End Zone and the team's continued
enhancement of the Lambeau Field experience,” said John Wentzell, Sportservice
president. “We feel privileged to be in close
collaboration with the Packers as their vision
for Lambeau Field unfolds, and equally privileged to be providing inspiring food and
award-winning service to the great fans of
Green Bay."
Sportservice will offer the same innovative dining options in concession and premium areas in the South End Zone, much
as it did throughout Lambeau in year one,
according to Tom Olson, Sportservice’s
regional manager and vice president.
“For the new season, we really are just
taking what we did well in 2012 and
expanding on it,” he said. “The Packers are
extraordinary partners and we expect the
expansion to strengthen our relationship.
There are several new and exciting experiences that we are looking forward to sharing with the fans, including the all-inclusive
seating area." As a result of the added
space, Sportservice has been working to
hire nearly 400 more staff for game days.
Olson, who was born and raised in Wisconsin, is proud to be part of the Lambeau
experience. He praised the Packers for both
13A
Daniel Fairs
Daniel Fairs
The Packers and MillerCoors have partnered since the 1940s, when Miller first sponsored the team.
The Miller Lite Party Deck will host year-round events in its new South End Zone location.
long history with the team and its loyal fans.
For them, nothing defines ‘Miller Time’ better
than getting together to cheer the Packers
on to another title, and Miller Lite will be
there to toast every great moment for years
to come.”
As part of the renovated South End
Zone, the Miller Lite Lounge and relocated
Miller Lite Party Deck are new in-stadium
destinations that provide a unique opportunity for legal-drinking-age fans to enjoy a
Packers game with their friends and family.
(Note: You must be 21 or older to enter the
Miller Lite Party Deck.)
Adam Dettman, director, sports and
entertainment marketing at MillerCoors,
explained that the Packers are a first-class
organization and that, as partners, MillerCoors has benefitted from the Packers’ understanding of MillerCoors’ goals and the partnership in driving effective retail programs to
help the company connect with legal-drink-
maintaining a world-class stadium and their
vision to expand it.
"When you think of it, it starts from the top
and works its way down to the person at the
front door,” Olson said. And that’s the type
of partner that is perfect for Sportservice.
“For the new season, as we do every
season, we will challenge ourselves to bring
exciting food and excellent service to the
fans,” he added. “The Packers set a very
high bar. We are honored to be at Lambeau Field working with such a great team
serving the loyal fans in Green Bay.”
MillerCoors’ long
Lambeau history
The Packers and MillerCoors have partnered since the 1940s, when Miller first
sponsored the team. Frederick C. Miller,
then the brewery’s president, even worked
as a voluntary assistant on the Green Bay
coaching staff in 1950. In addition, many
Green Bay players worked at Miller during
their off-seasons.
With that as a backdrop, the Packers
and MillerCoors recently renewed their
sponsorship that will keep Miller Lite as the
Official Beer of the Packers and Lambeau
Field through the 2022 season. Over the
past 70-plus years, the interwoven histories
of the Green Bay Packers and MillerCoors
have resulted in a partnership that’s been
as rewarding for football fans and beer
drinkers across Wisconsin as it has been for
the two organizations themselves.
“The Green Bay Packers is one of the
premier sports organizations in the world,
with a fan base that’s as passionate and
devoted as you’ll find anywhere,” said Andy
England, MillerCoors chief marketing officer.
“That’s why we’re so proud to continue our
ing-age fans across the state of Wisconsin.
“Enhancing the fan experience on
gameday and throughout the year is the filter through which the Packers put everything they do,” Dettman said. “The team
understands and protects its brand identity
and equity with vigor and looks for opportunities to drive equity and growth. In that
way, we’re very like-minded.”
Dettman said it is exciting to be part of
how they are transforming an iconic football stadium, the NFL's oldest, and bringing
it to the same level as some of the newer
NFL stadiums, while retaining the Lambeau
charm and character.
“The team has struck an ideal balance
between enhancing the fan experience in
the concourses and new spaces while
keeping the in-bowl experience focused on
the game itself,” he said.
Building Excellence at
LEGENDARY LAMBEAU FIELD
“Perfection is not attainable. But if we chase perfection,
we can catch excellence.” vince lombardi
At MIRON CONSTRUCTION, we believe in the magic
of dreams, the strength of teams, and the power of passion and
we are honored to be the Official Provider of Construction Services
for the Green Bay Packers and Lambeau Field.
FIND THE LATEST LAMBEAU CONSTRUCTION NEWS AT miron-construction.com/category/lambeau
You’ve got to dig down deep
to uncover greatness.
Whether it’s on a football field or the field of medicine, you can’t break
new ground without digging deeper than others are willing to go.
Congratulations to our Packers partner for completing another
stadium expansion and reaching another milestone.
14A
❘
september 2-8, 2013
Lambeau Field At a Glance
hammes
• Dedicated: Sept. 29, 1957, Green
Bay 21, Chicago Bears 17.
• Location: 1265 Lombardi Ave.,
southwest Green Bay.
• Capacity: 80,750 (present), 73,094
in 2003, 65,290 to 66,110 in 2002,
60,890 in 2001, 32,500 in 1957
(original seating).
• Original name: “City Stadium” (new
City Stadium).
• Original cost: $960,000 (paid off in
1978).
• Renamed: Rededicated as
Lambeau Field Sept. 11, 1965,
following death of Curly Lambeau
the previous June.
• Owner: City of Green Bay
and Green Bay/Brown County
Professional Football Stadium District
(operated/maintained by the team).
• Field: Installed in 2007, the top
level of the field system is 12 inches
of root-zone sand and Kentucky
bluegrass turf. DD GrassMaster
synthetic fibers are stitched into
the surface, providing strength
and stability to the field. Fibers
extend approximately seven inches
below the surface, are exposed
approximately one inch above
the surface and are spaced
every three-quarters of an inch.
The SEZ: A lofty Lambeau upgrade.
Mission accomplished
The Packers’ Mark Murphy and his staff
are sure to agree.
“I believe we’ve accomplished what we
set out to do,” Tim Connolly said. “The new
‘Wall’ at Lambeau looks like it’s been here
forever. It’s a classic look without clutter. We
have our players elected to the Pro Football
Hall of Fame. We have the retired jerseys of
our great players and the years of our
championship teams. It’s not a lot of frills,
just green and gold and football.”
Curly Lambeau: A Packers legend.
Approximately 20 million individual
stitches make up the process.
• Heating system: Installed in 2007
and contains more than 30 miles
of radiant heating pipe, which can
maintain a root-zone temperature of
55-plus degrees to keep the ground
from freezing during the season’s
latter months. First system was put in
by Vince Lombardi for 1967 season
(failed during Ice Bowl).
• NFL Championship Games: Three
(1961, 1965 and 1967).
• Packers’ all-time record, Lambeau
Field: Regular Season: 194-108-4
(.641), Postseason: 14-4-0 (.778),
Overall: 208-112-4 (.649).
“The South End Zone project was a top
priority for us. After all, even with our waiting
list, we have to compete with the experience of fans at home watching the game
on their high-definition television sets and
surround sound. Our goal is to make sure
the in-stadium experience is great as well,”
Murphy concluded. “Today, fans expect
modern amenities. The challenge was how
can you add them without detracting from
what makes Lambeau Field special? I think
with good planning and design, community/fan support, great work by our Packers
staff and a tremendous team of partners,
we’ve met that challenge.”
■
The new SEZ features two sets of escalators climbing 7 stories in all.
september 2-8, 2013
❘
15A
it just keeps getting better.
And Bigger. And Louder. Delaware North Sportservice is excited to serve more fans in more
ways than ever before. The south end zone is sure to become an iconic vista in the NFL.
Congratulations to the Green Bay Packers on their forward-thinking approach to the fan
experience. We are proud to be your food and beverage partner at Lambeau Field.
16A
❘
september 2-8, 2013

and Renovation expansion and Renovation expansion

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