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THE MODERN ARENA ARENAS: A destination to appeal to many, and keep FOMO away. By Jennifer Stephens


We have all had that moment when an Instagram post or a Snapchat story of our friend makes us feel like we are not quite as cool or includ- ed as we should be. FOMO, or the Fear of Missing Out, refers to the feeling of “fear of not being included in something (such as an inter- esting or enjoyable activity) that others are experiencing.” It was add- ed to the Merriam-Webster dictionary in 2016. Following this current trend, millennials, and people in general, prefer to spend money on experiences instead of goods, and this new emphasis on experiences is changing the role of the modern-day arena. Arguably, today’s arenas stand to be more successful if they are


  renovations are often as much about the peripheral activities as they are about the events themselves. Peripheral activity begins with the arrival of the patron and the ac-


tivities available on site prior to and during the event. Active plazas and indoor/outdoor spaces have become very popular for event centers. The ability to see activities on the inside from the outside through walls of glass provides exposure for the venue and contributes to the FOMO phenomenon. Transparency and an active arena site can present se- curity concerns that have become the reality of public spaces. The activation of the spaces surrounding the building requires the ability to expand the security perimeter of the building through a variety of measures including metal detectors, security cameras, control rooms, temporary barriers, bollard systems, and physical security personnel. While these measures continually increase in the U.S., in other coun- tries, this has been a standard practice for years. For the Ulker Arena in Istanbul the adjacent plaza and parking lot is surrounded by bollards that must be raised and lowered by security personnel. Each car enter- ing the property is stopped and undercarriage mirror searched before they can enter the property. The key is to create a balance between security and experience, and maintain the safety of every patron. Once inside the building, the variety of activities and opportunities


     venue provides something for everyone. The typical patron today is moving quickly, uncompromising in their interests, and seeks to be entertained. Rare are the events where every patron is in their seat, watching every shot, foul, save or listening to every note. A family of   their own individual level of entertainment. For example, the Target Center in Minneapolis, Minnesota, is un-


dergoing a major renovation that will rejuvenate the building and dra- matically enhance the fan experience for all guests. Visitors at all price  premium seating opportunities, food and beverage options and addi- tional gathering spaces throughout the arena. Chairman’s Suites at the Target Center include a private suite with a balcony and access to the Chairman’s Club. The club provides an elite dining experience with a complimentary, communal bar that overlooks center court. Theater Boxes at the Target Center provide opportunity for those looking to entertain smaller groups with the amenities of an all-in- clusive club seating experience and a sideline premium level location. Other theater box amenities include a seated dining area behind the


48 Facility Manager Magazine


   Fixed bar and portable food carts are also included on the same


   in the modern venue is also a focus of the overall fan experience. Gone are the dried-out pretzels, soggy french fries and over-cooked hot dogs. Many modern venues have consulting or full-time chefs who ensure the quality of the food matches the expectations of the premium seat- ing patron. Many venues are creating a “food story” where the expe- rience of the fan can be told through the food. The Target Center club provides an elite dining experience with food being prepared and served by local Minneapolis Chef David Fema. Ultimately, every fan, from the die-hard who does not want to miss


a single minute of the action, to the experience-seeker whose primary   within the venue. In addition to a variety of seating price points, many arenas are cre-


ating a variety of “zones” scattered throughout a venue. A family with young children might arrive at an event early and participate in activ- ities set up on the concourse. At the University of Michigan’s Crisler Arena, activities like “how high is your vertical jump?” or getting a “green screen” shot that puts you in a photo with a player engages young kids and serves a variety of purposes. The activities turn the youngsters into early fans who build memories of going to games and want to continue that tradition as adults. It also encourages people to   the arrival experience better for all. Finally, those who arrive early are generally in the building for a longer period, increasing the individual expenditure while at an event. Other “zones” like hall of fame, or customized merchandise, which


are more adult focused, can serve the same purpose in distributing arrival times and creating revenue streams for the venue. Venues are also creating beer gardens, integrated local retail stores, team zone, donor walls, fan activation zones, sponsor zones for brand recognition, themed concession areas and any number of other areas to engage a          combining arenas with commercial uses on the same site. At the SM Bay Arena in Manila, the arena is part of a large complex that in- cludes a public shopping mall, an outdoor entertainment/amusement mall, and two parking garages all interconnected. A patron can arrive on site hours before an event and be entertained. At the PPL Center in Allentown, Pennsylvania, convenience is a focus on the urban site. A fan staying at the Renaissance Hotel can exit the hotel lobby directly into the arena concourse, never having to step outside. There is also the option of dining at the street level restaurant and entering the are- na concourse directly from the restaurant. The T-Mobile arena in Las Vegas takes combining experiences to a new level with the Hyde Lounge. Located at the upper back of the arena bowl, the lounge combines the experience of a Vegas night club with that of an arena event. The 18,000 square foot space features club amenities such as bottle service, high energy DJs and plush ban-


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