Picture This:
A New Look for a New Stadium
Steven Litt
The Plain Dealer
March 2, 1997
Watching the evolving design of Cleveland's new lakefront NFL stadium is like waiting for a World Wide Web picture to emerge on a computer with a slow modem. Patience is required.
Many details are in flux. But this much is certain: Architects from the Sport Division of Hellmuth Obata & Kassabaum (HOK) of Kansas City, Mo., now know exactly how far fans will be from the action.
New drawings prepared recently by HOK give distances of selected sight-lines in the new stadium for the first time. They also compare those distances to the old Stadium and other new NFL stadiums designed by HOK.
The news is good and bad, depending on where fans sit in the new 72,000-seat stadium. Another factor is that while average ticket prices will be lower than the NFL average, they will be 28.5 percent higher than in the old Stadium. Those prices don't include the one-time cost of permanent seat licenses, which range from $250 to $1,500, before discounts.
Of course, the discussion could be moot if backers of a dome for the stadium put a ballot issue before voters and the current design is derailed.
But if the project goes ahead, it's clear that fans along sidelines in the two lower tiers of the three-tier building will be as close or closer to the field in the new stadium than in the old - in some cases, significantly closer.
But fans along sidelines in the front row of the third level upper deck will be 30 feet farther from the 50-yard sideline than fans in upper deck seats in the old Stadium.
Columns Unacceptable
The main reason for the greater distance of the upper deck from the field
in the new stadium is simple: The building has no overhangs and no columns.
The upper deck could be brought closer to the field, if the designers supported the structure with columns. But columns would obstruct seats below.
"Columns within the seating bowl are unacceptable," HOK Architect Dennis Wellner declared flatly in a telephone interview last week.
Other factors also contribute to the increased distance. "Current [building] codes have additional requirements in terms of dimensions for exits, aisles and [seat] tread depth, which all push the stadium outward," Wellner said.
The Americans with Disabilities Act requires significant seating areas for wheelchairs at every seating level, which pushes the size of the building. An increase in restrooms adds square footage. Two tiers of loges, sandwiched between the three tiers of outdoor seating, push the building higher.
All of those factors add up to a bigger building. The new stadium will be roughly 1.6 million square feet, or half again as large as the old Stadium.
Fans in the upper deck along the sidelines will feel the difference. But they wouldn't be much closer to the action in other new NFL stadiums.
HOK's drawings show that the sightline distances in the new Cleveland stadium will be roughly comparable with new NFL stadiums in Charlotte, N.C., and Tampa and Jacksonville, Fla., also designed by HOK. Cleveland wanted a new stadium that meets NFL standards, and that's what it's getting.
Fans in the 21,750 lower section seats in the new stadium should rejoice. They will be 65 feet from the 50-yard line, compared to 144 feet in the old Stadium.
The main reason for the gain is that the seating bowl is configured tightly around the football gridiron. The old Stadium, designed as a multipurpose facility, had seats that curved away from the gridiron at the 50-yard line.
Holders of club seats in the new stadium should also be pleased. The front row of the club section at the 50-yard line is 151 feet from the sideline in the new stadium, 15 feet closer than the upper deck section in the old Stadium.
From there up, the numbers aren't as good. The upper deck in the new stadium is roughly twice as high as the upper deck in the old Stadium. The front row of the section is 196 feet from the 50-yard sideline, as opposed to 166 feet in the old Stadium.
Fans in the upper and lower sections of the West end zone are all winners. The first row of field-level seats are 31 feet from the end line of the field, as compared with 89 feet in the old Stadium. The first row of upper deck seats in the West end zone is 125 feet from the field, 14 feet closer than in the old Stadium.
Life in the Dawg Pound
Fans in the Dawg Pound, where roughly 10,000 seats are located in two tiers, will enjoy a comparable sense of closeness to the game. A public restaurant with 600 seats at tables and a bar will be sandwiched between the upper and lower tiers of the Dawg Pound.
Unlike the restaurant at Jacobs Field, which is open only to holders of premium seats during games, the stadium restaurant will be open to all ticketholders - as long as they have a reservation. The restaurant should be a hit, because it will have sweeping views of the field and of North Coast Harbor.
A quantitative analysis of sightline distances offers only a limited perspective on how the new stadium will feel.
A recent batch of computer-generated drawings shows that HOK is designing a gutsy, robust stadium with muscular steelwork resembling the Hulett unloaders on Whiskey Island and other bits of industrial engineering on the waterfront. The building will offer dramatic skyline views through notches in the southwest and southeast corners of the seating stands.
But designers don't know yet whether plazas around the stadium will be hard and windswept, or softened with greenery. It isn't known whether upper concourses will be protected from weather, or whether high quality public art is part of the project.
Written comments by staff members of the City Planning Commission say that plans for the reconstituted Donald Gray Gardens on the north side of the stadium look too friendly for muggers and not friendly enough to migratory birds, who used to roost in the old gardens. The design is sure to change.
All of those details will have an impact on the success of the stadium. But sightline distances should give an idea of how intimate the new stadium will feel. It depends on where you sit - and what you pay.
The lighting at the new stadium is designed to give it a "crown effect" at night. Plans for the seating had to be reduced from 74,300 to 72,000, as well as the number of ticket booths and elevators in order to avoid budget over-runs.
Stadium Design and Construction.
* Demolition of the Cleveland Municipal Stadium began in November 1996.
* Browns President, Bill Futterer and Facilities Manager, Dean Phillips, are working closely with all organizations related to stadium design and construction.
* HOK Architects based in Kansas City, MO is the architectural firm for the stadium.
* Robert P. Madison is the lead local architect
* Clark Sports, Inc. was selected by the Cleveland Browns early October of 1996 to provide consulting services in stadium constructions. Clark will ensure that the stadium is designed in compliance with NFL's minimum program requirements, and is constructed according to plans.
* On August 7, 1997 the City of Cleveland announced its hiring of Huber, Hunt and Nichols, Inc to provide construction management services for the new stadium. Also announced was the hiring of Jim Conrath from the firm of O'Brien-Kreitzberg as the Owner's Representative for the project and Bill Reidy, from the firm of Coopers and Lybrand, who will provide construction accounting services.
* Groundbreaking ceremony for the new Stadium was May 15,1997.
Details, Details.
* 31 acre site
* Ramps positioned in each corner of the facility
* 4 escalators
* 14 elevators
* 4 unisex restrooms -- a wonderful option for parents and children
* 8,000 Club seats
* 10,000 Dawg Pound Seats
* 116 Luxury Suites
* 2 Club Lounges of 50,000 square feet each
* 21" width for Club Seats
* 19" width for General Seats
* 2 color video screens
* 2 black and white matrix scoreboards
* 3 auxiliary scoreboards
* 4 game clocks
* 2 forty-five second clocks
* Soccer facilities have been designed into the base building, including a 69 yard and a 114 yard field
We Have Some of the Closest Sight Lines in the NFL.
The first row of the lower deck is barely a first down away from the sideline. The only way to get any closer is to become a coach or trainer. But you're not just close. You've got a clear view from any seat in the place -- no posts, no overhangs, nothing to look at but the game.
The new Stadium will have three times as many rest rooms as old Municipal Stadium. And they'll really be something to see. But the good news is you won't see much of them, you'll be in and out so fast. And back to your seat. Which will be closer to the field than ever.
Stadium Notes
* Designed by HOK Architects.
* At full ADA compliance capacity will be 72,300.
* Absolutely no pillars, no posts, no obstructed views.
* Unique notches in the design allow for dramatic glimpses of the city.
* Many seat in the Stadium are angled toward the field.
* This is an open-air, natural grass Stadium -- just the way Cleveland Browns fans like their football to be played.
CLEVELAND KEEPS NAMING RIGHTS, BUT SELLS ENTRIES TO SPONSORS
July 1, 1999
Copyright 1999 MediaVentures
The Cleveland Browns have opted not to sell naming rights to their stadium when it opens this fall, but they have not forsaken sponsorship money entirely and have sold rights to the venue's four entrances. The name of the stadium will remain Cleveland Browns Stadium.
Prices paid for the sponsorships were not disclosed, but National City Corp., Steris Corp., CoreComm Inc. and the Cleveland Clinic Foundation have purchased the rights to have their names emblazoned above each of the four main gates and on signage inside the stadium. Each of the sponsors will also participate in stadium operations. Steris manufactures hand sanitizing equipment and will have its products in stadium restrooms; National City will provide banking services; CoreComm will provide telecommunication services and Cleveland Clinic will be the medical provider.
While the program created by the Browns is unique, the idea of selling entryways to sports venues was first used at the Air Canada Centre which opened this year. Companies were given the chance to sponsor entrances to the building and a budget in which to work. If they decided to go over the budget, the company was responsible for the overage. While prices weren't disclosed, the minimum investment was CAN$500,000.
FANS TOUR BROWNS NEW STADIUM
August 19, 1999
Copyright 1999 MediaVentures
The Cleveland Browns new $283 million stadium opened for tours this week, giving fans a chance to see what the team's new digs are like. People, bearing gifts of food for a local food bank, lined up around the venue, in some cases waiting 90 minutes for a chance to see the inside. Early reviews of the 72,000-seat stadium were positive with the official opening set for Saturday.
August 27, 1999 (AP) - The Cleveland Browns spent $283 million on their new stadium, outfitting it with the finest in everything to make it one of the NFL's nicest homes.
Chris Spielman wonders what happened to the lawn.
"The field needs work," said Browns' middle linebacker said. "I about blew my knee out on it. You go and plant and you dig up divots. That needs to get fixed."
Image of Cleveland Browns Stadium by Mark Lyons of Allsport
THE ULTIMATE SPORTS ROAD TRIP
By: Andrew Kulyk & Peter Farrell
| Cleveland Browns Stadium Ranking by USRT |
| Architecture |  | 6.5 |
| Concessions | | 7 |
| Scoreboard | | 7.5 |
| Ushers | | 7 |
| Fan Support | | 8 |
| Location | | 8 |
| Banners/History | | 4 |
| Entertainment | | 6 |
| Concourses/Fan Comfort | | 5 |
| Bonus: Tailgate Scene | | 2.5 |
| Bonus: Dawg Pound | | 1 |
| Bonus: Named Gates | | 1 |
| Total Score |  | 63.5 |
October 29, 2000 & October 17, 2004 - Browns Stadium opened in 1999, and it is the new home of the Cleveland Browns. The Stadium was built on the site of the old Cleveland Stadium, which was demolished after the old Browns moved to Baltimore in 1996. The configuration and topography of the venue is such that it is hard to even picture how the old stadium was laid out.
The stadium is designed and built much like the new generation of NFL venues such as Baltimore, Tampa Bay and except for the closed end zones, actually bore a striking resemblance to the Coliseum in Nashville. It is built on the shores of Lake Erie, and ample parking and easy access to downtown makes this an easy facility to access.
The team did not sell naming rights to the stadium, but rather solicited corporate sponsors for each of the four gates... the names of these corporations are displayed everywhere and printed on the tickets as well. The one drawback in terms of being a sponsor is that these companies get no play on television... tune in and you will see "Live from Cleveland Browns Stadium", not "Live from Cleveland Browns Stadium and the Corecomm, Steris, National City and Cleveland Clinic Gates".
The facility itself is beautiful, although we still rate M&T Bank Stadium in Baltimore and Raymond James Stadium in Tampa as somewhat nicer. There are many amenities to add to the experience - for the premium ticket holders there is a private club level as well as a membership only facility called the "Legends Club" which offers a pregame buffet. For the average fan there is a terrific complex at the main entrance called "Gridiron Square" which includes a large sports bar and restaurant, a huge team store with attractive displays and a big selection of merchandise, and a Browns Hall of Fame. On the lake side is an indoor/outdoor concession area called the "Budweiser Barking Lot", which was sort of a huge beer garden. All the concession stands have a football motif (e.g. "Punt, Pass and Pizza") on the marquees and a great food selection.
And just as in St. Louis, on the inside main concourse there is a permanent display listing all the team's charter PSL holders handsomely engraved on the wall. Their building is sold out on a season ticket basis and there is a waiting list for season tickets. The team sells 3000 of the cheapest seats on a game by game basis to single seat buyers.
The bowl is also attractive - with all seats in team colors and the helmet logo molded into each seat. Along the field wall there is a decorative Browns mural ringing the entire field. Jumbotrons at both ends, and three separate information boards... one with streaming individual game stats, one with out of town scores, and the third with 3 clocks --- time of day, time in the game and a 40 second clock... nice. Oh.. and another favorite --- a uniform changeable ad panel on each upper deck.
The "Dawg Pound" theme is everywhere - nacho chips are sold in dog food dishes; a great souvenir is a brown and orange dog collar for people to wear, and professional sports' tired anthem "who let the dogs out?" is TOTALLY appropriate here, and rightfully should be adopted by the Browns (We are SO SICK of this song!).
We were wondering what kind of experience we would have as far as the staff working the game... would it be the warm friendly ushers and staff who work the Cavs games, or the surly and ornery folks who run the show at the Indians games? Gratefully, the personnel were very nice.. after our ticket was torn, there was actually a "greeter" at the gates, stopping fans at random to welcome them and praise their outfits. Nice touch!
Retired Numbers/Banners
One of the deals when the old team left was that the nickname, colors, and team history and records would remain in Cleveland. We were surprised, then, not to see any wall of fame, ring of fame, retired numbers or championship banners anywhere. The Hall of Fame we mentioned earlier had very little to it. Furthermore, there was not even one photo of the old stadium anywhere to be found. Granted it was a pretty dismal place, and pretty gut wrenching as far as memories, especially for the Indians.. but is still a part of their heritage, and it has pretty much been obliterated. We thought that was too bad. Of course, the Browns haven't had too much to cheer about in recent times..most of their great moments occurred in the 40s in the AAFC and then in the 50s in the NFL. Judging from the team's performance on our first visit, their fans could be in for a long wait.
Overall, we found Cleveland Browns Stadium to be a terrific place and one we would go back to in a heartbeat...
Touchdowns, Extra Points, Fumbles...
Extra Point - Cleveland has its Dawg Pound, Wrigley has its bleachers and St. Louis has its Big Mac Land... ways of putting an aura or a mystique on the crummiest seats in the house... But somehow the new Dawg Pound has lost the mystique of its predecessor in the old stadium.
Touchdown - Nachos served in dog food bowl.
Touchdown - A 99 yard pass play, no less, which we witnessed on our return visit, only the 11th time this has happened in NFL history.
Extra Point - On our first visit here in 2000, we had our car towed even though we had left our vehicle in a legally marked spot. We tempted fate again on our return visit, parked for free, and our car was there after the game! Worth a mention.
