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Case Study of the Redevelopment of Historic Camp Randall Stadium - University of Wisconsin

Mark Schmitz, Creative Director/President, ZD Studios
Vince Sweeney, Senior Associate Athletics Director, University of Wisconsin

The "Facility Brand" Experience

The "art" of creating special human places has been around a few thousand years, but the practice has never been more important than now in the quest for the ultimate guest experience. Believe it or not, your facility is being judged by every ticket holder, vendor, maintenance worker and employee in the building. The "facility experience" has become such an important part of our culture that future consumer and financial success WILL depend on it.

Senior associate athletics director at the University of Wisconsin, Vince Sweeney, and creative director/president of ZD Studios, Mark Schmitz will discuss contemporary methodology behind facility brand design. Mr. Sweeney has successfully incorporated facility brand design into comprehensive sales and marketing plans for suites and other premium seating and for impactful donor recognition opportunities. Mr. Schmitz has recently developed facility design programs for Historic Camp Randall Stadium and the renovation of Lambeau Field. The two will discuss the four-year image and sales plan to renovate Camp Randall Stadium and "Celebrate the Legacy" of the 88-year old stadium on the grounds of a civil war prisoner of war camp.

Insights to cost effective interior design plans will be shared along with current techniques to integrate, create and share historic authenticity. You will leave this session energized with ideas and tools to bring your athletics facility, recruiting rooms, hall of fames and athletics department to life!