The Disappearance of the Fixed Seat
Ballparks Kickstart a Sports Venue Evolution
Read time: 9 minutes
The era of constructing high-capacity sports stadiums is on its way out, replaced by a more strategic approach to venue seating.
Prior to the turn of the century, sports venues packed their facilities with as many seats as possible � their primary tactic for increasing ticket sales and revenue. Now, as more than half of these venues near their 30-year benchmark, there is awave of new and renovated stadiumsthat follow a new trend: reduced fixed seating.A trend that began in ballparks has now spread across all sports, with modern venues prioritizing flexible, social spaces over endless rows of traditional fixed seating.
Modern sports venues are prioritizing flexible, social spaces over endless rows of traditional fixed seating.
Vying for Views
Historically, when fans think of attending a game in person, they envision parking hassles, cramped seating, and overpriced concessions. This negative game-day image, rooted in an outdated facility experience, has led many to rethink how they consume sports. Increasingly, fans are choosing to enjoy the game from the best seat in the house: their couch.
According to,nearly 90 million Americans are expected to watch sports digitally by 2025 - an almost 10% increase from 2021. This shift underscores a growing competition: the live, in-venue experience versus the comfort of at-home viewing.
These evolving viewership behaviors are reshaping the traditional sports revenue triangle of media rights, sponsorships, and ticketing. While ticketing remains a cornerstone, its contribution varies significantly by league - from as low as 17% to as high as 44%, according to Sportico.
Regardless of its proportion, ticketing is a critical revenue stream that can be enhanced through one powerful lever: facility improvements. Upgraded venues are essential to redefining the fan experience and drawing audiences back to the stadium. To protect and grow ticketing revenue, organizations must modernize their facilities to meet the expectations of today’s fan and compete with the convenience of digital viewership.
SPORTS REVENUE TRIANGLE
Fan Expectations for Game Day
According to Deloitte’s, fans of all ages, team loyalties, and sports preferences have a “core four� set of expectations for their live, game-day experience. This study found that meeting these prerequisites is essential for cultivating an engaged fanbase that repeatedly attends in-stadium games.
While seating might not be the first thing that comes to mind, your venue’s ticketing and seating strategy significantly impacts these expectations.A strategic approach to your sports arena's seating is imperative to improve the fan experience, diversify revenue streams, and attract new demographics of attendees.
Nixing the Nosebleeds
Few things are more disappointing than a lackluster game-day view in uncomfortable, shoulder-to-shoulder seats. You find yourself squinting at tiny figures on a distant field and questioning whether staying home would have been a better choice.
“A lot of what gets cut out when you reduce venue capacity are the cheap seats in the upper deck,� explains Erik Johannes, business development executive with Mortenson. “Ironically, the cheap seats in the upper deck tend to be the most expensive to build because they require the most structural work.� Considering the cost and return on investment for a sub-par fan experience, venue owners are repurposing their upper decks to better serve their fanbase.
Ironically, the cheap seats in the upper deck tend to be the most expensive to build because they require the most structural work.
Built nearly 30 years ago,Progressive Field, home to the Cleveland Guardians, is the tenth-oldest ballpark in MLB. Ready for a revamp, the Guardians’renovations aim extended the life of the stadium and provided fans with an enhanced game-day experience. The first phase of the project, completed ahead of opening day 2024, unveiled revolutionized upper deck experiences.
In left field, the Guardians replaced several outdated upper seating sections with the Terrace Garden, a rooftop patio atmosphere open to all 400-level fans that offers grab-and-go beverage stands and great city views.In right field, the team transformed box suites into the Pennant District, a reservable, open-air group space that can host events for up to 1,200 attendees.
Previously restrictive “shipping container� suites (left image), Progressive Field’s new Pennant District (right image) offers 360-degree views and adaptable hosting spaces for groups ranging in size from 100 to 1,200.
Revitalizing these low-impact seating sections provided fans with better views of the city skyline and the game, more easily accessible concessions, and more comfortable gathering spaces.Simultaneously, the Pennant District is flexible in nature and can accommodate a wide variety of group events, during and outside of the baseball season. These strategic preconstruction decisions allowed the Guardians to offer multiple uses for a single space and maximize revenue-generating opportunities.
The anticipation of the renovations has contributed to an increase in game attendance over the last year. Since 2022,–�hosting, on average, over 10,000 more fans per game in 2024 than they did in 2022.
Video created by the “Progressive Field Reimagined� architects, Manica.
Premium over Plastic
Across all sports, stadiums are shifting their focus fromfixed seating to premium and club spaces. This trend reflects the changing preferences of fans and the opportunity for stadium owners to maximize revenue.
In a, Flavil Hampsten � CEO of Elevate Sports Ventures, a sales strategy agency for some of the world’s most high-profile events and venues likeClimate Pledge Arena� explains,“In the ‘A� properties, you can’t build enough beachfront,”�comparing premium real estate with premium venue seating.
Premium spaces are particularly in demand by younger demographics of sports fanswho crave experiential, photo-worthy moments. As a result, premium seating’s share of total venue capacity is steadily increasing.
Strategically designing your club spaces is extremely important.One of the largest factors in the success of your premium spaces is how flexible they are, a vision that should be captured during the design and preconstruction phase to optimize layouts and utilizations.This adaptability plays a significant role in maximizing your revenue.
In the past, exclusive and intimate suites were the best of the best. While they serve a purpose, your operations are married to a single configuration. Programming premium areas with flexible venue arrangements enables your facility to increase event opportunities and maximize your revenue on non-game days.To achieve best use, it’s crucial to make decisions around flexibility from the onset of your project.Early decisions about space planning will allow your organization to capitalize on anticipatory marketing and selling.
Incorporating a variety of adaptable gathering spaces can significantly expand year-round revenue opportunities. Arizona State University’s Mullett Arena exemplifies this approach, featuring multiple premium areas designed to maximize their hosting capabilities.
Prior to buildingTruist Park, the Atlanta Braves called Turner Field home. Originally constructed to host the 1996 Olympic and Paralympic Games, the 50,000-seat stadium hosted the Braves for nearly 20 years. Aligned with the high-capacity tendencies of the time, the venue had a limited approach to premium seating, featuring 58 private suites, three party suites and a single club space. Picking up on emerging trends,the Braves made intentional decisions to increase flexible premium spaces in Truist Park.
[What stands out about Truist Park is] the compact beauty of the stadium and its exciting approach to combining baseball, business, and social activities. It’s a winner!
Despite reducing total stadium capacity by nearly 8,000 seats, the Braves added six clubs/group gathering spaces spanning over 51,000 square feet. This plethora of group areas � ranging in size from 2,000 to 20,000 square feet � are complemented by an additional 45 private suites. The move towards more flexible, premium spaces has paid off greatly for the team, both in attendance and value.
In their last season at Turner Field, the Braves were listed 13th in home game attendance across the league.Since moving into Truist Park, their attendance has drastically improved, ranking in fifth place for home game attendance for the 2024 season.The added attendance has led to success on and off the field. Beyond clinching a 2021 World Series win, according to,the Braves increased their valuation by more than 72 percent, reaching $3 billion, since moving into Truist Park in 2017 –�a benefit of investing in a strategic, sports-anchored development.
The No-Seat Ticket
The disappearance of the fixed seat is also driven by another change in fan behavior: mobility. “Fans are fluid these days,� explains Jack Hogan, senior business development manager with Mortenson.“Instead of buying a ticket and sitting in their seat for the entire game, fans want to move around and experience all the venue has to offer.�
Enter the standing-room-only ticket.
As the name implies, these tickets do not come with a seat reservation but access to standing-room plazas with bars and accessible concessions stands. Often marketed as party decks or social zones,these tickets target fans who want a more social, non-restrictive experience.“Oftentimes there's interactive technology or other activations in these spaces to augment the fan experience and provide additional entertainment value beyond the game,� continues Jack.
An added benefit of this ticketing style is that it attracts a different type of audience.According to, Gen Z (those born between 1997 and 2012) “crave social sports experiences,� with community and socialization listed as top necessities for an impactful entertainment experience.
Decisions regarding standing-room-only tickets greatly influence the venue’s design and preconstruction efforts, specifically regarding facility flow and organization.It’s important for your facility’s design to complement the behavior of “fluid fans� who follow a “go, play, watch� pattern, as. Ultimately, your venue should make it easier for active fans to explore and engage with various amenities and touch points.
Committed to providing all fans with a top-tier game experience, the Minnesota Twins uncovered that one of their high-end clubs exclusive to season ticket holders atTarget Fieldwas underutilized. The club’s previously sealed windows and restricted access made fans feel the space was “too closed off from the game experience,� explained Twins President and Chief Executive Officer Dave St. Peter.
This discovery led the Twins to convert the club into a unique, social bar available to all fans: Truly on Deck (originally named Bat & Barrel).Combining the social atmosphere of a ballpark with the best of sports bars, the all-access club provides open space with multiple bars, plenty of casual seating, bi-folding curtain wall doors and several high-definition displays to bring fans closer to the game.
During the season, you’d see plenty of folks moving in and out of the space, many for an inning or three. It certainly was a hot spot and attracted a prime sports-going demographic: millennials who don’t spend nine innings glued to their seats.
The Truly on Deck renovation at Target Field has drawn acclaim, receiving thein 2018.This improvement elevated the fan experience and continues to situate Target Field as one of the most awarded stadiums in the major leagues.
A Level Up with a Fan-Centric Approach to Seating
As fans� needs and expectations evolve, sports organizations must re-evaluate their venue’s seating configuration. Rather than focusing solely on capacity, consider a fan-first approach. Upper decks become dynamic gathering spaces, tucked-away suites transform into flexible premium areas, and standing room tickets foster new levels of fandom and connection. A fan-first mentality is key for long-term vitality. As Mortenson Project Executive Taylor Gunkel summarizes,“Once you understand what experience your fans want to walk away with, we can drive your facility design to the needs and budget you’re working with.�