Teaming Up to Reimagine Underutilized Spaces
The nation’s leading food services and facilities management operator partners with Richardson Design to transform areas of opportunity.
A Decade of Creative Collaboration
A strong partnership isn’t built overnight. Like a muscle that gains strength with consistent focus over time, partnerships are fueled by ongoing communication and teamwork. Trust isn’t given. It’s earned.
Over the last 10+ years, we’ve been fortunate to work alongside the nation’s premier food services and facilities management operator. Our robust experience in sports entertainment, hospitality and restaurants makes us a valued strategic partner, especially in reinventing underutilized spaces with effective commercial design.
Unlock the value in your venue's underutilized spaces with a unique approach to commercial design.
The Vision
Uncovering Gateways of Opportunity
So, what does “underutilized space” mean? In terms of commercial design, we view it as an overlooked or neglected area that’s poised for increased engagement and profitable upgrades. The space can be a small utility closet or a large empty concourse.
Often, our partner spots the hidden potential of an unused space and leads the strategic vision to expand services. Then, together, we develop the spatial footprint and design for the highest functionality, considering flow, technology and signage.
Elevating Social Experiences, Customer Sales & More
Underutilized spaces often present creative and profitable prospects. Here’s how we leverage our experience and expertise to augment value for our partner and their clients.
Wayfinding/Signage
A new space requires strategic signage and wayfinding for both new and returning guests, especially in high traffic concourses. The crowds, which are highly diverse depending on the event, need to flow throughout the space seamlessly. Effective design guides guests where to go and helps them understand what to do once they get there.
Local Showcase
We take the opportunity to splash the transformed space with a team’s colors (where applicable), city, team nicknames, phrases, and/or local materials.
Savvy Technology
Our partner brings proprietary consumer research and technology to the table, then relies on us to incorporate it into former underutilized spaces. Self-ordering and self-payment stations, food lockers and more are exciting foodservice technology innovations we’ve incorporated into successful past projects.
Nothing Transforms into Something through Commercial Design
Our national facilities management partner knew these former blank canvases had budding potential. Together, we took these spaces from bleak to upbeat:
- Brewski’s: A former supply closet that never saw the light of day
- Dawg Pound Central: A desolate throughway used by Browns fans on the hunt for beers elsewhere
- Denver 127 Mile High: The cavernous space underneath a stadium pedestrian bridge
- PHX Huss Brewery: An empty conference center wing hungry guests used to exit the building
- Walter E. Washington Convention Center: The unused lounge that didn’t serve guests
FROM OUR PORTFOLIO
Brewski’s at FirstEnergy Stadium
A supply closet-turned-bar gets its big break
The Opportunity
When canned mixed drinks and seltzers grew in popularity, our partner knew it was time to cater to expanding palates. The Richardson team was tasked to create a fun, lively neighborhood bar atmosphere in the upper concourse of Cleveland Browns Stadium; our background in commercial design lent itself well to the project.
The Solution
Once a humble supply closet, we knocked out several walls to add more space and open the bar to passing fans. We knew the space’s footprint was small but could pack a punch by serving a short menu of mixed drinks and cold beer.
For the bar’s aesthetic, we borrowed inspiration for the color palette, materials and signage from cherished local dive bars.
FROM OUR PORTFOLIO
Dawg Pound Central at Cleveland Browns Stadium
Where fans go, the demand for game-day drinks follows
The Opportunity
Cleveland Browns fans who gather in Dawg Pound Central are the most die-hard, dedicated people in the stands. As section attendance grew, so did the demand for easy access to drinks. Our partner saw an opportunity to incorporate new portables and automated technology into an elevated space. We were brought in to execute a fan-friendly solution.
The Solution
What used to be an unremarkable, uninviting section of hallway was transformed into the upper concourse’s hub for drinks and team spirit. We added warm lighting to showcase additional portables stocked with beverages, team-branded artwork that covered unsightly support structures, and eye-catching signage.
Elevated signage and self-checkout systems in strategic locations increased sales and ROI almost instantly.
FROM OUR PORTFOLIO
Mile High Bar for Empower Field at Mile High
Neighborhood vibes round out food and drink offerings in the lower concourse
The Opportunity
The space beneath a pedestrian bridge that moved Denver Bronco fans to an upper stadium level begged for an upgrade. Heavy foot traffic indicated that a new spot for food and drink would be a welcome stopping point in the lower concourse.
Our partner asked us to reinterpret the space as a center of refreshment and community. We were up for the challenge.
The Solution
We overcame the space’s unusual layout to create a communal neighborhood bar filled with local flair, new technology and a richer food experience. Layers of light draw guests back into the space where a variety of seating options invite them to linger longer.
The new space keeps fans entertained with multiple food concepts and screens to watch the game on while dining. New, more efficient technology lowers the need for extra staffing. Happy fans equate to more sales for our partner.
From Our Portfolio
Huss Brewpub at the Phoenix Convention Center
Hungry convention goers discover new food options
The Opportunity
After a long day of breakout sessions and keynote speeches, convention guests were ready to unwind and grab a bite. The issue: they had to travel across town to do so.
Our partner wanted to retain guests on property and knew that, as a commercial design agency, Richardson’s team would serve up a creative solution.
The Solution
Near one of the building exits, a large space sat empty. We teamed up with a local brewery to build out a beautiful patio experience where guests could dine in, take out or relax at the bar.
Huss Brewpub retains convention center guests on property instead of taking their money elsewhere and also invites the public to take advantage of fast-casual dining.
FROM OUR PORTFOLIO
Multi-Purpose Markets at Walter E. Washington Convention Center
Convention center guests craving fast eats get served
The Opportunity
Once a conference session ended, hungry event attendees in search of a quick snack passed by an empty area. Our partner wanted to provide more value to guests and retain their money on-site. We weren’t fazed with the commercial design constraint of transforming a small space to make a big impact.
The Solution
We maximized the space’s limited footprint with three separate areas of interest: The Exchange, Shop Made in DC, and Corner Market. Each catered to different guest needs and brought in additional sales to a space that previously served no purpose. We incorporated existing artwork with modern environmental designs to create an area that feels as though it’s been there all along.
A Win-Win for
the Dream Team
Underutilized spaces have the potential to generate value and traffic where there was none before – literally! Once transformed, they create high impact for a relatively low investment for our partner.
For Richardson, we get to flex our creative design agency muscles and work in some of the largest, most energized venues across the country. It’s a win-win for all involved.
Our expertise in experiential design and wayfinding helps transform underutilized, under-performing spaces. Uninspired, bland areas are converted into energetic, popular hot spots with strategic design.
Connect with Richardson Design, a Cleveland design firm, so we can help you transform an underutilized space, and it can live up to its full potential.
Photography Credit: Unsplash
Photography used in this project is property of its respective owners.
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