In early 2000, Future Cities conducted a workshop for the Phoenix Suns’ owner Jerry Colangelo to determine what improvements might be developed to enhance both the guest experience and revenue production of the America West Arena.
The resulting study provided the framework for a $70 Million upgrade that was developed over a four year period. The project has become one of the first in a series of privately financed arenas to recognize the need for complete and systematic regeneration through the development of new sponsorship and premium upgrades in seating, clubs, retail and food, and beverage.
Since the arena was required to remain open during upgrades, the project was executed in phases and resulted in a series of new innovations that were marketed at the start of each new season to the delight of fans who continually wanted to experience new and exciting things as part of their patronage.
Some of the new improvements included: the Chairman’s club, the Bud Light Paseo, a new main entrance – the Casino Arizona Pavilion, expanded retail, the Lexus Club, the B Lounge, and a new children’s play area – the Verizon Wireless Jungle. New club boxes and ‘ledge suites’ were also developed to serve a niche that existed between traditional suites and premium arena seats.