News & Insights
Photo courtesy of: Greg Land
Today’s sports venues are more than just places to watch a game—they’re becoming full social destinations. Stadiums are being reimagined with layered premium experiences that reshape how fans gather, connect, and engage, while also generating significant revenue. We sat down with David Almany, a leader in our Venues practice group, to talk about how premium experiences are evolving to create memorable moments for fans and strengthen the economic engine behind modern sports venues.
Q: Tell us about yourself.
David Almany: I came to B&D from the architecture world and naturally gravitated toward sports and entertainment venues. Over time, I realized that while I appreciate great design, what really excites me is helping institutions and developers navigate the strategy behind bringing these venues to life. That’s what ultimately led me to B&D.
Q: What do you see as the biggest changes in premium experiences?
DA: Moving from a seat-based model to an experience-based one. It’s not just about where you sit anymore. With today’s broadcasting technology, you can get great camera angles at home, but you can’t replicate the social energy of being in the venue with thousands of fans. That’s why we’re seeing more venues add restaurants, bars, and clubs that operate year-round. They turn the stadium into a social hub and not just a game-day destination.
Q: Premium spaces often generate a disproportionate share of revenue relative to their size. From a design perspective, what makes them so valuable?
DA: One big trend is what we call the “premium ladder.” Instead of one premium product, venues now offer multiple tiers of experiences that appeal to different segments of fans. Each level offers something distinct, from accessible hospitality spaces to highly exclusive environments. That layering allows venues to reach a broader audience while still delivering top-tier offerings.
Q: Why are premium spaces so important to the economics of modern sports venues?
DA: Costs to build and operate venues have risen dramatically. In many cases, a relatively small portion of seats can generate 50 percent or more of ticket revenue. Premium offerings are key to that equation. When you combine seating with hospitality or exclusive experiences, you create additional revenue streams that help support operations and fund future upgrades.
Thank you again to David for his participation in Ask the Expert. If you have a topic you’d like one of our experts to cover in a future issue, submit it here.
