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Volume 20 No. 42


The Brooklyn Nets are opening a second team store at Barclays Center and have signed a long-term deal with a yogurt shop to fill the arena’s final retail space.

In addition, Forest City Ratner Cos., the arena’s developer, is investing more than $1 million in aesthetic improvements to the premium clubs, and concessionaire Levy Restaurants is expanding its Taste of Brooklyn food program, Nets CEO Brett Yormark said.

Yogurt shop Let’s Yo! is filling the final retail spot along the outside of Barclays Center.
Those tweaks are being made as the arena enters its second year of operation this week. It opened Sept. 28, 2012.

New Jersey-based Let’s Yo!, a frozen yogurt company with about three dozen stores in the Northeast and a couple in Florida, grabbed the final retail spot along Flatbush Avenue, Yormark said.

Two storefronts down from the Nets Shop by Adidas, a second team store will focus on selling Nets-branded lifestyle apparel by Mitchell & Ness and other sports clothiers that speak to a broader audience than the hard-core NBA fan, he said.

Retail therapy

Eight retail tenants make up
The Shops at Barclays Center:

Elbow Room
Let’s Yo!
Nets Shop By Adidas
Second team store
(to open by Nov. 1)

Sugar Factory

Source: Barclays Center

Adidas operates the main team store and will do the same for the smaller, 2,000-square-foot store, which has yet to be named. It will open by Nov. 1, the Nets’ regular-season home opener against Miami, Yormark said. The original team store has 3,350 square feet.

Sugar Factory, a candy store, is opening this season after signing a deal in 2012.
The arena’s retail stores, all tied to agreements extending more than five years, have streetside entrances and are open seven days a week.

Elsewhere inside the arena, floors in the north and south clubs and the Calvin Klein Courtside Club have been upgraded from carpeting to wood, Yormark said. New tile was installed at the High Point Solutions Lounge on the facility’s east side.

Levy expanded Taste of Brooklyn by adding more food items and increasing the number of vendors tied to that initiative from 37 to 55, Yormark said. Barclays Center was No. 1 in per caps for NBA arenas last season, according to industry sources.

Doug Beichley, a veteran of 20 years in sports architecture, has joined Populous as a principal, effective today.

Beichley moves to Populous from AECOM, where he was a principal and a project manager. He started with the company in 1993 when it was known as Ellerbe Becket. Beichley left the firm in 1994 to start DLR Group’s office in Kansas City before rejoining Ellerbe in 1996.

Over the past two decades, Beichley developed expertise in NBA arena design, both new and renovated, and college sports facilities.

He most recently worked on the Texas Tech athletics master plan, North Charleston (S.C.) Coliseum upgrades and the Kovalchick Convention and Athletic Complex at Indiana University of Pennsylvania.

In the 1990s, Beichley was part of the original team of architects designing the Moda Center in Portland, formerly the Rose Garden, as well as the Cleveland Clinics Courts, the Cavaliers’ 6-year-old practice facility.

The $25 million facility in suburban Cleveland set a new standard in the NBA for those building types, and the Philadelphia 76ers and Minnesota Timberwolves are using it as a benchmark to develop their new practice facilities, Beichley said.

At Populous, Beichley said he expects to help the company continue to expand its NBA and college work, both pursuing projects and designing them.

“It is the best place for me to pursue my career goals,” Beichley said. “It was time for a change.”

Don Muret
The downward trend in college football attendance has architects designing smaller stadiums that can grow in future years.

The sport has seen a 2 percent decrease in average attendance over the past four years, according to NCAA figures. It’s a small number but one that concerns athletic administrators as they take a harder look at how to fill seats by improving the fan experience.
On the design side, sports architects are developing new facilities that have infrastructure in place to expand depending on ticket demand.

Baylor University’s new stadium in Waco, Texas, is one example. It opens in August with 42,500 fixed seats and standing room for 2,500 more.

Baylor’s new stadium on the Brazos River, shown in a rendering, will be expandable to a capacity of 55,000.
Image by: POPULOUS
The stadium has the potential to add 10,000 more seats, most likely in the end zones and upper deck along the east sideline for a capacity of 55,000, said Jeff Spear, a senior architect and principal with Populous, the project’s design firm.

“People aren’t going to games as much,” Spear said. “Nobody wants to play in an empty building. Schools are looking at [the trend] and if there is a surplus of demand, there are strategies in place to grow.”

Baylor officials are aware of capacity issues. Floyd Casey Stadium, the Big 12 school’s home now, opened in 1950 with 50,000 seats. Over the past 10 years, that number was reduced to 47,000 after Baylor removed 3,000 seats in the south end zone and put a tarp over that space. (School officials stopped short of saying the tarp was added to cover unsold seats. It was done more as a “beautification project,” said Nick Joos, Baylor’s executive associate athletic director of external affairs.)

Last year, Baylor’s average football attendance was 41,194 for six home games. Over the past 62 years, only five crowds have reached 50,000, including a record 51,385 for the Texas A&M game in 2006.

The tarp was removed for that game, and Baylor expects to do the same Dec. 7 against Texas, an event expected to fill the building for the stadium’s final game. The south end zone will be sold as general admission, Joos said, with tickets priced about $50.

For the new stadium, the demand for premium seating among current donors has exceeded the number of suites, club seats and loge boxes planned for the facility, said Doug McNamee, Baylor’s assistant athletic director for premium sales and services.

The seats that could be added later are not premium seating, but that could change, for example, by introducing a new higher-end product in the end zones, Spear said.

As it stands now, there are six founders suites, 39 regular suites, 1,200 club seats and 77 loge boxes. All premium seats are tied to annual donations, including seven-figure gifts for the 20-seat founders suites.

All told, donations from premium seating have exceeded $100 million, McNamee said. Baylor has exceeded its goal of raising $125 million to $130 million for a project with a cost totaling $250 million, Joos said.

The balance is being funded through a city bond issue and television revenue Baylor receives from multiple sports networks, he said.

Baylor is not the first college stadium development with room to grow. Spear was project designer for Minnesota’s TCF Bank Stadium, a building that opened in 2009 with 50,000 seats that can expand to 80,000.

In Charlotte, DLR Group designed Jerry Richardson Stadium, the University of North Carolina-Charlotte’s new football facility. It opened last month with 15,000 seats. There is room on the east side to expand to 40,000 seats after UNCC moves up to the Football Bowl Subdivision in 2015.

> ALL’S WELL: Seating Solutions, the New York vendor tied to the 2011 Super Bowl seating fiasco at AT&T Stadium, recently signed a three-year deal with the Dallas Cowboys as their exclusive rental seating company.

The agreement is proof the two parties have put the unfortunate events of the NFL championship behind them, said Scott Suprina, Seating Solutions’ owner.

The first project tied to the deal is installing 2,628 temporary seats for the Baylor-Kentucky men’s basketball game Dec. 6 at the stadium.

For Suprina, there’s a silver lining after 1,250 Super Bowl ticket holders were left without seats when several sections of temporary seats were not usable for the game. Seating Solutions now tops the list of Google searches for “portable stadiums.”

“Even bad press is good press,” Suprina said.

Don Muret can be reached at Follow him on Twitter @breakground.