Surf’s up at Petco, along with a new project in right field

The $3.5 million project, funded by the Padres, is tied to a five-year deal the team signed with local surf shop Sun Diego to sponsor the destination. The overall theme is “Southern California cool,” according to Padres President and CEO Mike Dee.

To achieve the new look, the Padres are removing about 15 rows of bench seats in the right-field corner. The team, in search of a more appealing space to replace the original structure, worked with local architect Larimer Design to develop a two-level space themed for the region’s iconic piers and beaches. The design details extend to the pilings supporting the deck structure, which replicates the ocean pier look, Dee said.

Local surf shop Sun Diego will sponsor the destination, which will feature a “Southern California cool” theme. Photo by: COURTESY OF SAN DIEGO PADRES

For Padres games, the retrofit will be a mix of standing-room space and roughly 60 fixed bar stools along drink rails, with the flexibility to accommodate group purchases and individual ticket buyers. All told, it can fit groups of up to 500 people.

“We do really well with groups here,” Dee said. “On a busy night, there is more demand than we can accommodate. The vantage point is great, and it preserves the view of the game from Picnic Hill and the Tony Gwynn statue [within Park in the Park] without obstructions.”

Food and drink will be a separate fee. Portable carts will line both decks, and Delaware North Sportservice, the Padres’ concessionaire, will serve items unique to that space, Dee said.

Sun Diego, in business for more than 35 years, sells surf and skate products and accessories, among other items tied to the Southern California lifestyle. The firm runs nine stores in Greater San Diego and one location in Orange County. Sun Diego first started its relationship with the Padres last season by selling beachwear at the ballpark, some co-branded with Padres marks. As part of its new activation, the sponsor will expand its presence by offering well-known surf brands such as Quiksilver beach apparel and Chinook surfboards, Dee said.

The Sun Diego space will have an LED strip installed on the upper tier to flash the title sponsor’s brand and other vendors that the company uses, he said.

The renovation falls in line with the MLB trend for developing standing-room-only hangouts in outfield areas where teams have a tougher time selling tickets.

> WENTZELL OUT: Sportservice is searching for a new president after John Wentzell left the company in November. Wentzell spent less than three years in the position.

Both Sportservice and Wentzell declined to address the specific reasons for his departure from Delaware North, a private company owned by Jeremy Jacobs Sr., owner of the Boston Bruins. Sportservice Chief Operating Officer Carlos Bernal fills the role until the company finds a new president.

“It was time,” Wentzell said. “I spent close to 20 years with the company and had a great run. What I can say is the Jacobs family have been tremendous. I’m taking a breather for a few months for family time and personal travel. My frequent-flier miles will suffer a little bit.”

Wentzell joined the firm in 1996 as vice president of operations for TD Garden, the Boston arena owned and operated by Delaware North. Ten years later, he was named the company’s president of Boston operations until he took over as Sportservice president.

He previously worked eight years for SMG, which included running the former Worcester (Mass.) Centrum. Before he went to work for Delaware North, Wentzell was employed by the Philadelphia Flyers, where he helped launch the Phantoms, the team’s American Hockey League affiliate.

Wentzell will still have family ties to Delaware North: Daughter Erika Wentzell works in media relations for the Bruins.

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