|
Target Interiors Division Guides Astros Through Ballpark Revisions
By DON MURET
Staff writer
SportsBusiness Journal
Published March 17, 2008
Page 15
The Target touch has spread to Minute Maid Park.
The Houston Astros were so impressed with the job Target
Commercial Interiors did to rebrand the Arizona Diamondbacks’
ballpark in Phoenix that they hired the firm to consult on their stadium
makeover.
When the Astros play their home opener April 7 against the St. Louis
Cardinals, fans should notice the
club’s brick-red, sand and black colors and its pinstripe and star
uniform design have replaced the forest green
tones on structural columns, directional signs and food service areas.
In addition, the Astros created a large timeline mural on the back wall
of the main concourse behind home plate, redesigned concession
stands with slate black walls and digital menu boards, and remodeled
the ballpark’s three group suites.
“The design of the stadium was completed before we developed the
new look of our uniforms, so there was nothing to reflect the team’s
brand,” said Pam Gardner, the Astros’ president of business
operations.
The Astros spent about $2 million to rebrand the facility, using Target
Commercial Interiors to guide them through the process, although
Gardner acknowledged the firm’s role was not as substantial as it was
in Phoenix.
In Phoenix, the Diamondbacks spent about $3.5 million to rebrand
public spaces at Chase Field, a job completed between September
2006 and April 2007.
Target’s lead designer Lynn Munyon, chiefly responsible for redoing
Chase Field, worked with two Astros officials, Marty Price, vice
president of customer relations, and Jennifer Randall, senior director
of marketing, providing advice on what to do at Minute Maid Park.
Munyon was on vacation last week and was not available for
comment.
“What Target did for us is they gave us a springboard, got us moving in
the right direction,” Gardner
said. “They are value-conscious designers that make simple but effectual
changes. They’re good at
making suggestions.”
The next two off-seasons the Astros will begin replacing their main
scoreboard with high-definition
equipment and installing more LED ribbon boards, Gardner said.
“When we opened the park in 2000, we had the biggest [scoreboard] face
in baseball,” she said. “It has
served us well, but it’s time to start looking.”
Link to article
Print article |
