What the Packers are thinking about Lambeau Field
By Don Walker of the Journal Sentinel
May 28, 2010 7:44 a.m. |(27) Comments
As we reported earlier, the Green Bay Packers have hired consultants to hold focus groups in Milwaukee and Green Bay on the possible expansion of Lambeau Field.
Based on conversations with people who have attended the focus groups, the Packers are thinking about an array of options for the south end-zone area at Lambeau Field. Fans may recall that that area is generally wide open in contrast to the north end-zone, which is closed.
At the focus groups, attendees were shown various renderings that show what the Packers have in mind. They range from a simple expansion of the club seating area to more creative ideas like a Bavarian-style pub, a barbeque-tailgate themed area, or a so-called play zone that would have pool tables and an arcade area.
The club-seat expansion could add anywhere from 6,000-8,000 seats to Lambeau Field. Capacity is 72,928. Some of the other options would add considerably fewer seats.
It should also be noted that the current south end-zone scoreboard would have to be raised higher.
Here is a rundown of some of the options that were discussed:
1. A tailgate-theme area, with barbecues, seating in front and picnic tables in the back.
2. A large seating area, half of it indoor and half of it outdoor.
3. A Bavarian-style brew-pub setting, in which fans would sit at long tables to watch the game.
4. A play-zone area, featuring pool tables, arcade games and other interactive types of games. This area would have minimal seating, according to the rendering shown to attendees.
5. A fully-enclosed Press Box-type setting, in which radio or TV stations could host live events, and fans would sit in traditional seats. One attendee said this concept called for moving the current press box to the south end-zone area, and building the new Press Box-themed area for fans in the current Press Box area. The current Press Box is located in the southwest corner of the stadium.
6. Another concept would be the creation of a restaurant along the lines of Friday's Front Row Sports Grill at Miller Park. Fans would be able to sit at tables and watch the game at the restaurant. The Packers presumably would contract with a national chain to run the restaurant.
7. There was some talk of a rooftop type setting, similar in nature to what fans can do in buildings across the street from Wrigley Field in Chicago. Cubs fans sit in bleachers atop buildings on Waveland and Sheffield Aves.
A spokesman for the Packers declined to comment on the ideas being batted around, but said none of the ideas would be adopted in time for this season.
Depending on which concept the Packers ultimately adopt, the move is clearly aimed at generating more in-stadium revenue for the franchise. In the National Football League, in-stadium revenue is king because the team does not have to share that money with the other clubs.
The Packers are mindful of messing with a good thing. Every season, NFL commentators wax poetic about the wonders of one of the best stadiums to watch a football game. That would explain why the Packers are getting advice from their best customers: the fans who hold season tickets.