A venue that activates only on game day is leaving value on the table. The most forward-thinking teams are anchoring their venues to mixed-use entertainment districts and creating 365-day destinations where retail, hospitality, residential, and entertainment uses generate year-round economic activity and deepen community connection.

Fans today have more choices for how and where to watch their favorite teams, so it’s up to team owners and venue developers to create experiences fans can’t get elsewhere.

Gensler research shows the top game-day priorities are diverse food and beverage, an energetic atmosphere, and a social environment. Design should drive attendance and deliver higher revenues.

The athlete-as-client era has arrived. From WNBA training facilities to NFL performance campuses, the most successful sports organizations know that recruiting and retaining world-class talent requires world-class facilities.

Design that prioritizes performance, well-being, and brand identity gives teams a measurable competitive advantage on and off the field.