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Hard Rock Stadium, a newly reimagined Global Entertainment Destination

Centerplate worked closely recently with the Miami Dolphins to solve a design challenge by enhancing the “best seats in the house” while reducing the "worst seats.” The result was profound, garnering widespread industry acclaim: downsizing the 77,000-seat Hard Rock Stadium and creating a new template where all seats now carry greater value, regardless of location. And, making this a truly iconic South Florida location, and global entertainment destination. 

As part of the team’s $500 million, privately funded renovation, design officials eliminated about 10,000 total seats across multiple levels of the stadium and resulted in seats that are now 25 feet closer to the field. The result also created multiple seating products across different price points, with multiple value propositions, which has resulted in the Dolphins generating more revenue from fewer seats.

Amid the research to determine the new seat mix, the Dolphins surveyed groups of 20 to 30 people tailgating together in the parking lots next to the stadium. In many cases, those groups would separate after going through the gates and sit in different seating sections. This multi-tiered solution addresses this pain point, while also spearheading premium sales at what has quickly become a top-tier global entertainment destination:  

  • 15 spaces capable of hosting an array of private events, each one customizable to fit a variety of budgets and event designs
  • On the 100 level alone, over 6,000 seats near midfield on the stadium’s south sideline became 32 living room boxes and nine outdoor suites 
  • In the end zones on the 200 level, instead of a row with 16 continuous seats, the areas were redesigned with table space for fans to have a place to hold their food and drink instead of having to put those items on the floor.

 

October 20, 2020

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