We help clients deliver the best experience for guests and teams, activate communities, and create a return on investment by designing sports and entertainment venues with enhanced technology, service, and amenities.
We will soon see sports and entertainment venues designed to be seamlessly integrated into mixed-use urban districts.
—Jonathan Emmett, Sports leader

Venues will evolve beyond the “one ticket, one seat” model.

Guests no longer expect to sit in one seat solely to watch the game. They want options beyond the seat or the suite. From standing only tickets with access to communal viewing decks to sponsor zones and boxes, a wider range of ticket access enlarges access to more economic levels and heightens the game day experience.


A new generation of ticket buyers will expect a game day experience that prioritizes social connection and fellowship.

Casual fans go to sports venues primarily to have a social experience with their family, friends, co-workers, and even to meet new people. Venues that foster social connection and fellowship by creating spaces where groups can gather before, during, and after a game will attract a new generation of ticket buyers.


Sports venues that work in tandem with the surrounding community will thrive in the off-season.

For decades, sports venues have suffered as single-use typologies, sitting vacant in the off-season. To address the economic challenge of the empty stadiums when teams are off the field, owners can leverage the bustling commerce, entertainment, and culture of a surrounding district center. This also encourages citizens to utilize programming within the venue, heightening revenue and relevancy year-round.

Casual fans crave spaces that allow them to meet new people and have diverse experiences.
2 circle charts showing percentage of fan personas who agree with the statement regarding the sports venue they visited.
A person walking in front of a large white building.
Design Forecast 2023
10 Meta Trends That Will Transform the Future of Cities
Design Forecast identifies the trends and design strategies that are shaping the future of the human experience and the built environment. We provide strategic advice, research, and projects from all 29 of Gensler's practices to help clients prepare for transformational times.