University of Tennessee
Transforming Neyland Stadium with over 100 points-of-sale, innovative markets, and modular retail solutions to enhance the fan experience at one of the world’s largest venues.
Neyland Stadium is a football stadium in Knoxville Tennessee with an official capacity of over 101K. Home to the Tennessee Volunteers, Neyland Stadium has hosted conventions, concerts, and several NFL exhibition games. It has also received multiple awards, including #1 college football stadium in 2001 and the best college football weekend experience in 2004.
As the sixth largest stadium in the US (and 8th in the world), Neyland Stadium draws huge crowds, so they need well-designed paths of service to keep guests moving.
We worked closely with the University of Tennessee Athletics team to roll out new retail & concessions concepts and new styles of service as part of the stadium’s large-scale renovation this season. With the recent upgrades, there are now more than 100 points-of-sale throughout the stadium, including new quick-service markets and team shops.
End-to-End Process
SHOP
PAY
ENTER
The walk-in markets are connected end to end, allowing fans to continue through uninterrupted and preventing backups on the main concourse. Guests can walk in, grab what they need, and check out when they’re finished, using the upgraded self-serve technology.
In addition to these new concessions concepts, we also created retail mini-markets, designed with modular, rolling cabinets that form a flexible, configurable space. The interior of each cabinet features moveable merchandise displays that are ready to show off jerseys, hats, and more. When not in use, the cabinets close and lock, allowing them to be securely stored between events.
From Design to Installation
The Neyland Stadium project was executed with remarkable efficiency, progressing from design to completion between March and August, ensuring minimal downtime for this iconic venue. The panelized structure design enabled streamlined on-site installation using top-quality materials, ensuring durability and performance. With precision planning and execution, the new retail and concessions were ready well before game day, seamlessly enhancing the stadium experience for fans.
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