Sports Authority Field at Mile High

An NFL stadium rebrands after getting a new sponsor.

Making connections, elevating experiences

A new naming-rights agreement between The Sports Authority and Denver’s Mile High Stadium called for a new brand, and an elevated fan experience.

In conjunction with the Denver Broncos, the Metropolitan Football Stadium District, Stadium Management Company and The Sports Authority, Monigle partnered in creating a new logo and environmental graphics package that would help optimize the fan experience at the stadium. The project included internal and external sign elements for facility identification and wayfinding. It also included facility lighting enhancements that would direct and inform the thousands of people who attended games and events.

Fan-focused solutions

Directing fans from major traffic arteries to parking lots, the stadium and their seats is a wayfinding challenge. Navigating a stadium with more than 76,000 seats can be daunting. Fans arrive full of energy, enthusiasm and anticipation — and with a certain sense of urgency to get to their seats. All kinds of media compete for their attention, as fans are bombarded with audio and visual images that can confuse and distract them.

It’s critical to understand the cognitive and reasoning processes that dictate what and how much information a person can take in to avoid sensory overload. Equally important are the physical elements relating to typography, landscaping and building characteristics that influence navigational decisions. Encouraging fan energy and enthusiasm means navigating around chances for confusion and frustration. So the team developed a wayfinding master plan with clear directional, informational and identification solutions.

Beyond the basics

The master plan capitalized on opportunities beyond helping fans navigate the stadium. For example, the team designed and implemented a changeable environmental graphics system that could be refreshed on an ongoing basis by the stadium’s internal graphics team. In addition to addressing critical issues, like the Americans with Disabilities Act, we also accounted for durability, vandal resistance and ease-of-maintenance. And, finally, through the diligent execution of value engineering across all components, the project came in on time and on budget.

A team approach to implementation

After receiving approval on the design concepts, the team tackled implementation — including coordinating multiple fabricators, paint crews, internal stadium staff and installation crews.

In all, this comprehensive project included:

 

  • Program Management
  • Conceptual logo development
  • Major sponsorship branding and identification
  • Experiential graphics and messaging
  • Architectural and event lighting
  • Comprehensive wayfinding
“We look at this as a deal that connects the community to its stadium. This stadium is a very vibrant part of the community. We know we need to elevate the fan experience at the stadium. We take that responsibility seriously.”AnonymousSpokesperson, Sports Authority

76,125 seats

The stadium’s seating is spread out over five levels and includes 8,200 club seats.

Sellouts Since 1970

The Broncos have sold out every home game for almost 50 years — the second-longest streak in the NFL.

1.7 million Square feet

Sports Authority at Mile High’s vast interior is set on an even vaster site — 89 acres — and includes 200,000 square feet of event space.

30 Meetings

To obtain approvals and permits, the team met on numerous occasions with various community and neighborhood groups, city politicians and Denver’s Community Planning and Development Department.