Zero Genie

One of the on-going arms races in professional sports is that of providing the most modern amenities in stadiums and arenas, which quickly become necessities. Whether it is fast WiFi or a high-definition scoreboard that can be seen clearly at any vantage point in the arena, teams are in a constant state of improvement. In some cases, like the Atlanta Braves and Texas Rangers, this involves replacing stadiums that are less than 30 years old.

The latest team to take their arena into the next generation of facilities is the Phoenix Suns, who last week unveiled renderings and gave insights into the $230 million renovation face lift of their Talking Stick Resort Arena home. The project is labeled “Project 201: PHX Reimagined” and will transform an arena that hasn’t had a major remodel in 27 years. One of the core upgrades will be a new video scoreboard in the center of the court that will be more than six times larger than the current scoreboard.  In total, the video wall will be over 8,500 square feet in surface area. 

The upgrades will be heavy in technology, as the team will be partnering with Verizon and will build out comprehensive 5G coverage for faster mobile coverage for fans, as well as fully enhanced suites and lower level seating that will provide improved views for most fans. The team will also make sweeping changes to the sound and lighting systems and install new seats for the entire lower bowl. 

“It’s still one of the best seating bowls in the NBA to watch basketball,” said HOK Design Principal Bill Johnson. “It was at the front of the building boom for the NBA, a small building that didn’t have requirements for club seats and VIP spaces, and loge seating had not been invented yet. Technology has changed exponentially. It’s really tight, which is good, but also a big challenge.”

CNBC got the financial details of the project; the City of Phoenix will contribute $150 million to the renovations and the Suns will provide another $80 million. Included in this agreement will be a new privately funded practice facility, costing in the range of $45-$50 million. With the modernization of their home, the Suns will also renew their long-term lease with the city that will keep the team in the city through 2037, with an option to extend the deal through 2042. Were the Suns to break the new lease before 2037, a $200 million fine would be incurred, as reported by the Arizona Republic.

The new advertising displays will also utilize LED technology, replacing the current static displays, in order to provide a more dynamic experience for advertisers. One of the under-discussed aspects of technology in sports is the utilization of LED advertisements that allow teams to change and adjust their displays in real-time to provide maximum reach for their variety of partners, encompassing different goals in execution of their strategy. 

Phoenix Suns owner Robert Sarver has said that the transformation will occur in two phases, with everything completed by the start of the 2021-22 NBA season. The first phase will include arena upgrades such as the scoreboard and 5G networks and the second phase will involve the two suite levels and the lower and upper concourses.

While there are many reasons for stadium/arena face lifts, technology largely drives the urgency. The Suns were operating in a facility designed not only before the smartphone age but largely before the internet age itself. With technology improving at a breakneck pace, all facilities need to have modern technologies in place to stay competitive for the consumer’s almighty entertainment dollar. While many of these facilities don’t feel that old, they can become outdated quickly so stadium upgrades are a never-ending exercise in keeping up with the next innovation.