Dolphins Rename Digs, Unveil Plans For $300M+ Renovations

Huizenga Puts Dolphins’ Name On Stadium

Dolphins Owner Wayne Huizenga has changed the name of Pro Player Stadium to Dolphins Stadium and unveiled a three-phase plan to renovate the 18-year-old facility using private financing. Phase I, which would cost an estimated $100-125M, includes a remodeled club level and luxury suites, new scoreboards, covered exhibition space, improved traffic, better pedestrian access and relocation of the team’s offices to the stadium. The $200-300M renovations in Phase II, which cannot begin until the Marlins are relocated, potentially include expansion of concourses, a permanent or retractable roof, additional seating, exhibition and parking space, upgraded media facilities, retail shops, restaurants and entertainment areas. Phase III projects under consideration include a mixed-use development consisting of an office complex, hotel, residences, retail shops, restaurants and entertainment areas. Finally, the club is creating Dolphins Enterprises, LLC, to serve as an umbrella for all of Huizenga’s sports and entertainment operations. Huizenga is searching for a CEO to lead the new company. Meanwhile, Hammes Company has been hired to develop the master concept for the stadium renovations and additions. Huizenga: “It’s our vision to transform the stadium into a year-round destination and a venue that is ready-made for the Super Bowl” (THE DAILY).

WON’T YOU TAKE ME TO DOLPHIN TOWN? In Palm Beach, Charles Elmore writes changing the name to Dolphins Stadium “signals that Huizenga was unable to reach a stadium-naming deal with a sponsor such as DHL,” as had been expected when the delivery company signed a two-year deal to sponsor the Dolphins and the stadium last July (PALM BEACH POST, 1/11). In Ft. Lauderdale, Sarah Talalay notes the Dolphins “regained the naming rights” in April ’00 after Pro Player parent Fruit of the Loom filed for bankruptcy in ’99. Huizenga “did not rule out a corporate partner, as long as ‘Dolphins’ remains” in the stadium name. Huizenga added that the name and renovation plan “are about rebuilding the Dolphins’ brand.” Huizenga: “Maybe someday this whole area around the stadium will be called Dolphin Town. That would be good for the Dolphins” (Ft. Lauderdale SUN-SENTINEL, 1/11). In Miami, Matthew Haggman writes pro sports teams “are increasingly seeking to turn stadiums into year-round destinations.” Huizenga cited Ford Field and Lambeau Field as “models of what he wants in Florida.” He also spoke “admiringly of condominium developments built near NASCAR race tracks,” adding, “It never dawned on me that maybe a condo around our stadium would be a possibility. Maybe it is” (MIAMI HERALD, 1/11).

FUNDING: Huizenga said of the renovations, “The Huizenga family will pay for this, all of these things. We will not ask the city, the county or the state for any money.” Huizenga indicated that the club “likely will raise ticket prices ‘every year,’ and did not address whether concession and parking prices would go higher. But those increases, he said, reflect a need to keep up with increasing player salaries, not the coming construction” (MIAMI HERALD, 1/11). Huizenga added that the cost “will not be borne by season-ticket holders,” and he “hopes the costs will be covered by attracting world-class events” (SUN-SENTINEL, 1/11).

Dolphins To Tackle Phase II After Marlins Leave

WHAT ABOUT THE MARLINS? Huizenga informed the Marlins last year that they will not be permitted to play at Dolphins Stadium after the 2010 season. Marlins President David Samson believes that the stadium name change “does not hurt the Marlins ‘at all.’” Samson, on whether the Marlins could be out of Huizenga’s stadium and into a new ballpark in three years: “We’re trying to get this built as soon as possible. [Huizenga] has made it clear from Day One he’s looking forward to a time Dolphins Stadium [has no baseball]” (MIAMI HERALD, 1/11). More Samson, on playing at Dolphins Stadium for the time being: “As long as there are four bases and a pitching rubber, and our fans continue to have a good experience, we’re happy. We’re merely a renter. We have no consulting rights” (SUN-SENTINEL, 1/11).

NOT GOING ANYWHERE FOR AWHILE? Huizenga indicated that he assured new coach Nick Saban that he is “committed to owning the franchise for a long time,” adding, “If I was going to sell the team, I would sell it before I put all this money in and not after” (PALM BEACH POST, 1/11).

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