(From Sports Business Journal, November 4, 2013) USC is starting the process of renovating the Los Angeles Memorial Coliseum. They are looking for an architect that is qualified to upgrade the 92-year-old stadium. They started by selecting six architecture firms to compete for the position in the Master Facilities Renovation and Development Feasibility Plan.
Out of eleven firms that were selected in September, DLR Group, Gensler, HNTB, NBBJ, Populous, and 360 Architecture were the firms that were short listed after the first cut. Of these six firms, four of them were chosen to schedule an interview Monday, November 4th. Of the six firms that were short listed, HNTB is the company with the most sports experience on the USC campus. They designed the school’s basketball arena, the Galen Center, and the football operations and support building, the John McKay Center. Because of their work on the school’s campus in the past, the public is wondering if this is who USC will choose for this renovation as well.
USC plans to make its decision in the next six months. Dan Stimmler, USC’s Associate Senior Vice President for Auxiliary Service, said, “The plan calls for new premium seating and concession and retail.” As of right now, there are no permanent suites or club seats offered in the coliseum. There are only four temporary suite structures, so the renovation plans to fix this.
In addition to the architect, USC plans to hire a marketing research consultant. This consultant will help them decide the right amount of premium seating as well as naming rights and other possible revenue opportunities tied with the upgrades. CSL International has shown interest in filling the position of marketing research consultant. CSL International’s sister organization, Legends Hospitality, already runs the food services at the facility and at the Los Angeles Sports Arena which USC runs.
This is a big step for the coliseum since it has not been renovated since it was damaged by an earthquake in 1995, so the public will be waiting to see what the architects can come up with.