The Atlanta Braves and Texas Rangers, leaning significantly on public funding that came without taxpayer referendums, ditched parks built in the 1990s for smaller digs framed by the game’s new revenue engine – mixed-use developments at least partially controlled by the team. The Braves are in their third season at SunTrust Park (capacity, 41,000, replacing Turner Field’s 53,000) while the Rangers in 2020 will open Globe Life Field, a retractable-roof facility that will seat 40,000 compared to its predecessor’s 49,000-seat capacity…
For the Diamondbacks, A’s and perhaps a significant number of clubs that may replace – or revamp – their Camden Yards-era parks, finding the sweet spot of atmosphere, accessibility and inclusion will be paramount in a sport with an aging and occasionally alienated fan base.
The primary focus of the article is on how teams are trying to attract more fans to altered ballparks that offer a more exciting in-game experience. But, I find the passage above more interesting: as fans become fickle regarding attendance, the big long-term money may just be in the real estate surrounding the park. Even at high levels of attendance, a sports stadium only generates revenue a certain number of dates a year. Baseball has a lot more dates than football but the stadium still sits empty for more than 75% of the year.
Many teams and park owners have already shifted toward stadiums as concert venues as well as homes to other sports in the off-season. But, imagine the sports stadium more like an exciting shopping mall where people come to hang out in an exciting and safe space and they consume. Just like the shopping mall that features food, entertainment, and retail, the stadium could become a year-round home for entertainment, food, and shopping that has a great draw at the center: a professional sports team that happens to play there for part of the year.
One piece that may be missing from a number of ballparks as well as shopping malls: adding residential units near the facility could help boost the customer base and create a neighborhood feel. A number of stadiums are surrounded by parking lots. At least a few are located right next to other stadiums of professional teams so the stadiums can share parking lots. Instead, imagine apartments and condos right near stadiums: some residents would be excited to live right near the energy of a stadium and these residents also would partake of local businesses. This does not have to look like the neighborhood around Wrigley Field but there is certainly a lot of room for more neighborhoods to generate revenues for tams long after the games are over.
And then there can be conversations about whether public money should be used to finance real estate development in addition to sports stadiums. Do communities benefit from mixed-use developments around stadiums or does the money line the pockets of owners?