Lamar Wakefield

The power of live sports is hard to deny. Whether professional or college level, both diehard and casual fans are drawn to the teams they follow, and the experiences shared. As a result, more sports venues across the country are improving the fan experience through updates, additions, or starting anew by creating all-encompassing human-centered public experiences that have broad appeal. This session will center on reimagining real estate to transcend singular events (game, concerts), instead focusing on creating year-round live/work/play environments with multiple leisure and entertainment options. Panelists will explore the emerging trend of designing and constructing dynamic mixed-use neighborhoods, anchored by sports facilities, that serve as both local and regional economic catalysts. These carefully curated social hubs, boasting a diverse array of dining, retail, hospitality, residential, and entertainment options, are designed not only for major events but also to engage and captivate individuals before, during, and after the events as well as the days without events. The panelists' discussion of the Battery Atlanta (completed in 2014) as a proof-of-concept case study, will include sharing successful strategies, challenges faced, and future prospects in this evolving landscape with in-progress as well as on the boards and prospective sports-anchored mixed-use projects.