Lumen Field Reimagination

ROSSETTI partnered with the Seattle Seahawks to study the region’s diverse fan base and align evolving preferences with new offerings for Lumen Field. Using the strategic Return on Design™ (ROD™) approach, ROSSETTI led a Discovery Workshop that guided the Seahawks team in defining the project’s purpose and passion. This session offered an in-depth exploration of the entire “12th man” fan community, aligning both the Seahawks and Sounders FC brands with Seattle’s local culture. The ROSSETTI team identified and assessed numerous opportunities across the entire venue and campus. Extensive benchmarking and market analysis for the Seattle region considered fan demographics, purchasing behaviors, corporate presence, and income trends to shape preliminary design concepts. This process set the direction for proposed renovations to complete a master plan vision for the next generation of Lumen Field.

The master plan concept is a relevant, adaptable, and exciting approach that amplifies Seattle’s unique and vibrant sports and entertainment culture. Research indicated that while Lumen Field’s ticket sales were strong, retail and hospitality sales were not reaching their full potential. ROD™ analysis highlighted these areas for the first phase of renovations, leading to the addition of the Brougham Beer Hall and the renovation of the Pro Shop and press box areas. Inspired by a European supporter club, the new Brougham Beer Hall fills a previously unused space within the concourse and offers the flexibility to switch team graphics on game days for an immersive fan experience. Team merchandise for both the Seahawks and Sounders FC is now combined in a unified Pro Shop, designed to optimize visibility and access from the street and concourse, boosting sales. Additionally, the existing press box was downsized, with the former press box space repurposed to add four new suites beginning at the 40-yard line.

Through its strategic approach, ROSSETTI identified key opportunities and delivered new concepts that enhance the fan experience while driving revenue growth.