Episode 59 of the DSMSports Podcast w/ Bill Johnson, SVP & Design Principal at HOK (Sports Architecture)

Best Of...Bill Johnson on theDigital and Social Media Sports

Podcast

Bill Johnson, Senior Vice President and Design Principal for HOK, a highly respected architecture firm, with particular specialty in sports and entertainment venues, was the featured guest on episode 59 of the DSMSports Podcast.

What follows are some snippets from the interview. Hear the full episode on www.DSMSports.net or download it on iTunes and Stitcher.

Enjoy...

@njh287DSMSports.net


PodcastBill's career path

Graduated with 5-year degree from University of Kansas → Practiced architecture in Kansas City, establishing the sports practice with HOK

“The specialization (of sports and entertainment architecture) existed (when Bill was at Kansas), but I had no inclination to be a sports guy...What happened was I graduated and found myself in a city that was really the birthplace of sports facility design...”



PodcastBill's career path

Bill started at a firm called HOTB and later ended up at HOK just as they were starting as a specialist firm in sports facility and design

“I not only understand what happens on the field, but understand what happens to make things happen in the business (off the field).”



Podcast“There are two things that make this type o specialization

unique – It can be intimidating to have a blank piece of paper and realize you're about to build something as large as these (venues) are...

The other thing that is different about it is that, as a young guy, you have to be really patient about getting these things built. The cycle from when you start to design to getting a shovel in the ground and get something built can be anywhere from four to six years. So if you're an impatient guy...it's probably not for you.”



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On how sports facility design has evolved in his career

“The fundamental need to get people in and out of buildings and provide a line of sight and experience; those things haven't changed as much. There are a series of things that have changed. From a tie where anyone could take on a (sports and entertainment) project...when architects started to ofcus on (that type of) design, they became more quality-driven...



Podcast“We realized there could be a premium...generated by a

premium seat offering and a sponsorship opportunity. When those two things started to insert themselves in to the business of sports facility design, you saw some really rapid change and some really revolutionary things happen in the buildings.

First of all they got bigger. Because we put layers of suites and club seats in the middle. Then, they started to become commercial. So we had to find ways to put advertising and graphics and sponsorship in the buildings.”



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On buildings driving revenue

“It's a real circular conversation because what happens is, the reason (teams) need that revenue stream is to afford the good quality perpetuates the salary of the players and on and on. It wasn't so much the pocket lining of the owners, it was the necessity (of paying a good team).”



Podcast

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PodcastHow HOK and teams with whom they work help evolve and

innovate in sports facility design

“It has always been incumbent upon us to come up with a new offering. We always said let's try to do one unique thing in this building because we don't want to see architecture in sports become stagnant...That keeps things fresh, too, and that really propelled a lot of the (new ideas) in buildings...”

[Bill explains how buildings kept one-upping each other in various areas and identifying more revenue streams]

Bill talks about a supposed 'bubble' for sports architecture firms that has not come to fruition due to continued building improvements



Podcast“The arms race (in sports facilities) continues...because fan

expectations and the economic drivers for the business continue to change and evolve over time.”

“The value of (biggest and best) is really more (important) or sponsorship value...on the fan side o the ledger, it's more to the fact of different pro sports teams in the same market and pro versus college teams in the same market...[and how fans compare venue experience and amenities]...There is only so much money companies have to spend on (sponsorships with sports)...All those things contribute to what the market will bear and the buildings have to adjust to that.”



Podcast

“I think when (teams) hire someone like HOK, they do expect us to provide the benefit of the years of understanding (and working in) the industry...I'm not a rabid fan that wants an autograph. I have to understand the business model and I have to understand what they're going to do be competitive...They look for a business savvy about the industry, in general.”



PodcastOn specific areas of innovation in sports venues

“The innovation arrow is pointed toward technology...The NFL, like other major sports, have done such a great job of creating digital and electric content and made it so accessible that it dis-incents people from leaving their (comforts of home)...and go out in the cold and buy an expensive parking ticket, do a tailgate, buy expensive seats, buy expensive food, and spend an entire day out at the stadium...[we] have to come up with some spectacular venue that is going to convince everybody they have to come out to see this game because the only way they're truly going to experience it is by actually being there. That's a tall order for an architect...”



Podcast“We have to talk about the pregame experience, the post

game experience, we have to talk about connectivity. We're talking about special game feeds only accessible from the stadium. In the case of the video board in Atlanta, it's a 360 degree video display in the round...it is meant to provide a program content that is experiential in that you can see the game happening in three dimensions...and you cant get that on a flat screen at home. The technology is there...The arms race has now shifted to technology and the experience of going to a venue and going to a game in person.”



PodcastHOK partners with IBM to provide IT consulting for their venues

“We are IBM's architectural partner...they provide a fiber-optic network with the carrying capacity that is exponentially going to create a much better experience with technology in venues...the interesting thing about technology if you look at the research, and we have...we're seeing, especially in teens, is they really want to disconnect...

I think there's going to be a point when people are going to want to disconnect and be at the game for the game and not for the social media aspect of being in the crowd. He cautionary note is are we going to overbuild the technology side of things and miss the mark on this? You have to proceed with caution...you don't ultimately know what is going to be the next unique thing.”@njh287

DSMSports.net


PodcastOn future-proofing and flexible facilities

“We're huge fans of planning and flexible space.” [Bill explains about unique construction with walls, seating, and more to make them easy to renovate and remodel]

“My sense is the trend is people do not necessarily favor suites the way they (once) did...all we're talking about in this conversation is this social environment (at the game). It's a little counter-intuitive people are going to want to go in a 15-foot wide box and shut the door...I think we're going to see a lot fewer suites. Or suites that are re-configurable or have flexible seats within them...But, that said, our job is to be sure that, if that happens, we can accommodate the whole thing without starting over.”



PodcastOn data infusion into sports venue design and architecture

“It's a huge challenge, but a great opportunity...you are already starting to see some of this happening...We want to drive digital information to the fans from the minute they get in their car on the way to venue. Want to tell fans which exits to take...redirect them to a better security line. We want to welcome them with a personal message hen they enter the venue. By doing that, we can really track and monitor not only their use, but where they go, what they buy, and how long they stay. And that information can be used to customize a better fan package for the next season...It;'s a little big brother-like. He real value is to be able to know your fan base better and to be able to streamline their (game day experience) and really offer them a customize and unique experience in the venue.”



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If analytics and data informs sports venue design

“We are not collecting and tracking data from a research point of view as a company. The teams, and their ability to interact with their fan base...I think every team has their own approach to that.”



PodcastMaking venues for multi-use, year-round use

“These buildings have to have multiple events due to cash flow and to really be profitable. Most of the planning around the Mercedes Benz Stadium in Atlanta had to do with its location...they have an expansion MLS soccer team (there), they have he SEC, the Final Four...there are certain things you have to do to make (a venue fit for mixed use)...you have to have a roof...You have to have a (hanging scoreboard) and roof...most buildings, if they can afford it and are in the right location, will pursue a building (that allows them to host) multiple events.”



PodcastHow venues are designed fit the look, culture, and feel of

the cities in which they're located

“I think that there was a time when buildings were backwards-looking and nostalgic. Especially Major League baseball, they really wanted to focus on the history...and had unique environments. There was a time when those buildings were trying to be part of that urban fabric. I think we're more in a visionary time when buildings are looking to the future.



PodcastI think the European market, and to a certain extent the

Asian market, got out in front and wanted to much more contemporary architecture. And I'm a big advocate of that because I believe that, as much as history as you have around a team or a ballpark or a franchise, I think looking forward is always better than looking back. Technology and construction techniques...those things don't seem very sincere or honest when you put them in an old wrapper...I think you're going to see more contemporary venues.



Podcast“What is changing is this notion of the haves had have notes...What you'll start to see is we'll be providing more cool hangout places for everybody. Not just the people with the best seat or best ticket. Upper decks, ends zones, plazas, roof decks – things that maybe you don';t see now. There will be lounges, pales you can access the Internet..maybe an opportunity for autographs...

What we'll start to see s venues start to downsize and create these every kind of zones...we've got reconnect not just the fans that are spending the most and corporations...we've got to get the people in the upper deck fired up out about coming back out to the venues and provide places they feel special, too.”



PodcastThe process of HOK getting major sports venue projects

“It varies quite a bit. Generally speaking, there are a (few) firms established in this area, so we tend to see the same firms over and over...They need the expertise of firms like ours...The interview process is pretty painful...A lot o times we'll do models, drawings, animations to convey our point of view...In the case of Atlanta, we came in a with a full-blown scheme and Arthur Blank was blown away by it.” (including a full, scaled three-foot model)

“When you win (a project), there's nothing like it. It's great.”



Podcast

Share-able Stat: 43,288 – the average football attendance at FBS schools for the 2015 season, way down since hitting its peak in 2008



PodcastOn how much social engagement and interaction enters

HOK's conversation with teams

“We spend an enormous amount of time talking about this...There is this real desire and need to reach out and anticipate what these fans want to do...Much of the time, they're in the (cheaper) seats. So, the social media, and how the building can become part of that interactive experience is a really big deal and a big opportunity in the future...the building will start talking to you and interacting with you depending on what you're doing and (where you are).”



PodcastThe most memorable design project of Bill's career and why

“It's hard not to say the last one isn't the most memorable...I think what is happening in Atlanta with the stadium is going to reset the industry...[Bill mentions all the innovation and eco-friendly design in it]

One other interesting experience was when I worked on the Gund Arnea for the Cleveland Cavaliers...At the time, Gordon Gesnt was the owner and he was blind. He wanted to take part in the design of the building, and we actually built models he could feel with his fingers and we had to go through plans and guiding him through this process. That was a moving and memorable experience for me.”



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Bill's favorite venue in which to watch a game

“The last two great experiences I've had is watching the Royals at Kauffman Stadium. And I was actually at a game five at Citi Field in New York to watch them capture the World Series...Maybe more about the game than the building, but it was still pretty cool.”



PodcastWhat is the process like from start to finish to get a sports

venue built?

“It always varies depending on the size and scope of the project. Design can take as a long as a year. Construction can take as long as three years. There are ways you can compress that...it's hard to answer, but I would say to be prepared for a long wait...A pressure point in the industry is that the owners...once the (contract) is signed, it's go-go-go...it always seems there is that pressure to compress the schedule and (complete the project) sooner.”



PodcastThe #1 reason why Allen Fieldhouse (where Bill's alma

mater, the Kansas Jayhawks play basketball) is the best place to watch a basketball game

“That building is a big barn with a lot of hard surfaces and a lot of crazy fans...It's a unique experience. I think the size of it, it's not quite as small...it has this history and this resonance; it's like being inside a drum...And the fans are the best. They're watching every aspect of the basketball game and they know what's going on. They are so locked in...It's just an amazing experience.”



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Bill's favorite University of Kansas sports memory

“It was the fiftieth anniversary of the NCAA. Final Four is being played in Kansas City and it was Oklahoma against Kansas and at halftime it was tied 50-50. All these layers of 50 just on top of each other and it was just this amazing experience.”



PodcastThe one piece of innovation about the new Atlanta venue

that will really wow the industry

“I don't know of the subtlety of this will resonate with everybody, but that building was designed as a completely integrated idea. The roof, the seats, the skin, the scoreboard...all of those things were part of one integrated idea...The big wow (element) will be the scoreboard, how the roof opens, and the focus on the skyline will be extraordinary. I think people will actually go there to see the structure (itself) and not just to see the events there.”



PodcastThe sports venue with the best food and what Bill gets

there

“I hate to say this, but I'm still looking...There is nothing I would say I have to go there to have some sort of regional or (specialty) food...

One thing you're going to see (with concessions)...is creating almost street pricing for food and concessions...more picnic style instead of everything being so individualized...maybe it would encourage you to take a family to a game as a family...the accessibility of food that is really well-done that is also served in a way that is more affordable.”



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The one sports event Bill would like to attend that he has not yet

“I worked on the Olympic Stadium and Turner Field in Atlanta and that was super-cool...I got to go to the Closing Ceremony of the Olympics, but I did not go to the Opening Ceremony, so I would love to go to the Opening Ceremonies of the Olympics in Japan.”



Podcast

Bill's Social Media All-Star to Follow

The #Sportsbiz nation, in general, on Twitter, a good source of sports business articles, including great writing on design

Bill also mentions @ESPN, @NASCAR, and likes to keep up with other less mainstream sports


https://twitter.com/search?q=#sportsbiz&src=typd


Podcast

Where to find HOK on social and digital media

@HOKSportsRecEnt on Twitter

Their website – www.hok.com and HOK Network on Facebook and LinkedIn


http://www.twitter.com/HOKSportsRecEnt

http://www.hok.com/

https://www.facebook.com/HOKNetwork

https://www.linkedin.com/company/hok


Podcast

Thanks so much to Bill for joining the Digital & Social Media Sports podcast!

For more info on the podcast, check out DSMSports.net and follow me @njh287


http://www.DSMSports.net/

http://www.twitter.com/njh287