The future of the fan experience- Richard Breslin & Brian Mirakian
October 31, 2012
With the access and availability of this technology the design thinking must elevate the focus toward more adaptive buildings that offer new social engagement platforms geared toward a comprehensive fan experience that is far more stimulating and accessible than simply watching the game on television. The process itself must become forward-looking and anticipate, rather than react, to the evolving needs of fans. While it’s difficult to predict where technology is headed and how the fan experience will be impacted, we continue to ideate toward what stadium design will encompass in the next 10 years and beyond. There are a number of trends that will emerge to define the fan experience, including:
• Augmented reality: The use of augmented reality has slowly started to make its way into the stadium experience. In 2011, Super Bowl viewers were able to pull up a 360 degree tour of Dallas Cowboys stadium, receive player stats and view playbacks from their mobile devices. As time progresses, this sophisticated technology will allow attendees at a game to be able to scan every aspect of the stadium with their smartphone allowing for a virtual roadmap leading to essential fan amenities such as concessions, clubs, and retail. The in-seat experience will be enhanced with fan access to realtime player statistics just by pointing their phone in the direction of a player, viewing such instantaneous information as the last play and speed of the ball , and creating a more interactive and engaged experience.
• Technology: The need for advanced technology will dictate the future of sports design. We now are not only thinking about how fans move around a facility, but how they engage with the facility and how the design can enhance this social experience. These interactive options, such as targeted mobile advertising during games and branded experiential locations throughout a stadium, also open up important revenue streams for teams that are invaluable.
• Options, options, options: The next generation of sports facilities will continue the rapid evolution to highly adaptive entertainment destinations with an experiential inventory for all fan segments. We’ll likely see more options that appeal to children and younger generations aimed to build essential fan loyalties that will ensure future viability, entertainment options other than the game (like at The Clevelander, a nightclub and pool in Marlins Park) and opportunities and rewards for connecting to social networks while in the stadium.
Over the next 10 years, we will continue to create more tangible ways for fans to engage with sports facilities. By taking them beyond being a spectator, we make fans active participants in shaping their social experience. The desire for connectivity is perhaps the most basic aspect of the human spirit and the powerful event when people come together to share a memorable experience is what every fan ultimately desires. We define our success when fans can sense a feeling of connectivity the moment they arrive at the venue and that intangible response is at the core of what keeps fans coming back– win or lose– time and again.
Richard Breslin is a Senior Principal at Populous and a Director of the Asian/Pacific office headquartered in Brisbane. Richard also sits on the worldwide strategic Board of Populous. Richard is responsible for all of the firm’s projects in New Zealand and Australia.
In 1997, Richard commenced work with the team on the design of Stadium Australia (now ANZ Stadium), the main venue for the Sydney 2000 Olympic and Paralympic Games. At this time, he also worked on the event overlay for the Games, reviewing initial designs for Homebush Olympic Park.
Following the successful delivery of the 2000 Summer Games, Richard worked on the design of the 90,000 seat Wembley Stadium, before leading the design team for two stadia constructed in Portugal (Estadio da Luz in Lisbon and Estadio Algarve in Faro) in preparation for the UEFA Euro 2004 soccer competition.
In 2006, he was Project Leader for the design of the Soccer CIty Stadium in Johannesburg, South Africa, for the 2010 FIFA World Cup. He was also appointed project leader for Populous’ successful master plan for the London 2012 Olympic Park. Populous designed the main stadium for the London Olympics and was part of the Overlay team for the Olympic Park.
In 2007, Richard emigrated to New Zealand, where he led the teams on the design of the 60,000 seat Eden Park redevelopment in Auckland and the 30,000 seat Forsyth Barr Stadium in Dunedin, the first fully covered fixed roof stadium with a natural grass pitch. Both were venues for the 2011 Rugby World Cup. Richard is now working on a range of projects in Australia and New Zealand, including the sports hub which is part of the blueprint for the rebuilding of Christchurch, following the earthquakes.
Richard Breslin’s 
Brian Mirakian serves as Director of Populous Activate in the Americas. Populous Activate uses the power of design to link fans, brands, teams and properties by enhancing and extending the in-stadium experience.
Mirakian is a master of bringing brands to life by identifying strategic opportunities for immersive fan engagement on all levels, locations and media formats. His work has helped create transformative social experiences in such places as CONSOL Energy Center in Pittsburgh, the KFC Yum! Center in Louisville and Arrowhead Stadium in Kansas City.
Mirakian has also developed brand and fan engagement platforms for the Beijing 2008 Summer Olympic Games, the PepsiMax Field of Dreams and the Sochi 2014 Winter Olympic Games.
His work with Populous Activate has led to collaborations with such leading organizations as Draftfcb, a global advertising agency, and Sporting Innovations, a technology and consultation company focused on the sports and entertainment industries.
Brian Mirakian’s
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