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FIRSTENERGY STADIUM<br />
“We are dedicated to creating the best<br />
experience in the NFL both on the field and<br />
through every connection we have with our<br />
deserving fans and the City of Cleveland.”<br />
Jimmy Haslam | Cleveland Browns Owner<br />
LOCATION<br />
Cleveland, OH<br />
EXTENT OF SERVICES<br />
Master Planning<br />
Architecture<br />
Interior Design<br />
Wayfinding<br />
Team Branding<br />
Sponsorship Branding<br />
REFERENCE<br />
Dee Haslam<br />
Owners<br />
Cleveland Browns<br />
76 Lou Groza Boulevard<br />
Berea, OH 44017<br />
865.805.3320<br />
dhaslam@clevelandbrowns.<br />
com<br />
Brent Stehlik<br />
Executive Vice President/<br />
Chief Revenue Officer<br />
Cleveland Browns<br />
76 Lou Groza Boulevard<br />
Berea, OH 44017<br />
440.824.3392<br />
bstehlik@clevelandbrowns.<br />
com<br />
DESIGN<br />
Phase I: June 2013 - Oct 2013<br />
Phase II: Jan 2014 - May 2014<br />
CONSTRUCTION<br />
Phase I: Jan 2014 - Sep 2014<br />
Phase II: Jan 2015 - Oct 2015<br />
CONSTRUCTION COST<br />
$120 Million<br />
SIZE<br />
1.7 Million Sq. Ft.<br />
KEY COMPONENTS<br />
New escalators and elevators<br />
to upper concourse/<br />
created new exterior<br />
entrances for clubs<br />
New gate structures and<br />
entry layout for increased<br />
security screening and<br />
faster entry<br />
Widened the main<br />
concourse, added new<br />
concourses in end zones<br />
Remodeled suites, including<br />
FFE and technology<br />
Team store and operations<br />
New premium kitchen and<br />
commissary<br />
New premium concessions<br />
Three new clubs/renovation<br />
of existing sideline clubs<br />
Major modification of end<br />
zone structure to reduce<br />
total capacity from 75,000<br />
to 68,000/new sponsor<br />
zones in the end zones<br />
New sponsor zones at entry<br />
gates<br />
ADA review in collaboration<br />
with ADA consultant<br />
New Wi-Fi network<br />
throughout concourses<br />
and seating bowls<br />
Updated seating bowl sound<br />
system/new sound system<br />
in clubs and suites<br />
Replaced 27’ x 96’ video<br />
boards with 40’ x 142’<br />
video boards/new exteriorfacing<br />
video boards for<br />
sponsorship advertising<br />
Major Browns branding and<br />
wayfinding in all public<br />
areas<br />
Home of the Cleveland Browns since its opening in 1999,<br />
FirstEnergy Stadium needed to be modernized to accommodate<br />
new sponsorship revenue streams. Working closely with the<br />
Haslam family, the <strong>Gensler</strong> Sports team, led by Jonathan Emmett,<br />
developed a multi-phase, two-season effort that revitalized the<br />
stadium and fan experience. Renovations completed for the<br />
2014 season included state-of-the-art, 40’ x 192’ HD video board<br />
technology—roughly three times the size of the original boards, as<br />
well as ribbon-board displays, dedicated sponsor decks, improved<br />
circulation elements and a new sound system. Renovations<br />
for the 2015 season encompassed an extensive interiors and<br />
branding upgrade to the main concourse, concessions, suites and<br />
hospitality spaces, including full renovation of the stadium’s two<br />
clubs.<br />
4 | BMA | GENSLER UNIVERSITY OF TENNESSEE
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