Why the Mercedes-Benz Stadium is a Game Changer
Rising out of downtown Atlanta is the Mercedes-Benz Stadium. More sculpture than stadium in appearance, it has the look of something Picasso and Frank Lloyd Wright might have dreamt up.
In fact, the stadium was designed by Hok, an architectural firm famous for its innovative styling and focus on sustainability. Construction began in 2014 and the stadium was opened to the public in 2017, earning recognition as the “most sustainable sports venue in the world.”
Why Was the Stadium Built?
In 2010, Atlanta Falcons owner Arthur Blank expressed a desire to replace the Georgia Dome with a brand new, open-air stadium. The motivation behind this was largely so that the city could host another Super Bowl in style. The team itself supported the idea, since it meant they would be able to play outdoors.
Initial plans kept the Georgia Dome standing as a non-athletic venue. However, the final location for the new stadium meant that the two venues would be too close in proximity, and the Dome was ultimately demolished.
The Georgia World Congress Authority approved the plans in December 2012, and the City Council officially signed off on the project on March 19, 2013. $200 million in public contributions would be collected through the city’s motel-hotel tax to help finance construction.
What Does the Stadium Look Like?
The most prominent feature of the Mercedes-Benz stadium is its retractable roof. While retractable roofs have been standard on most stadiums since the 2000s, HOK and its principal, Bill Johnson, refreshed the technology with a unique spin.
Most retractable roofs operate using a single mechanism that opens side-to-side. The Mercedes Stadium has not one, but eight triangular panels that move outward from the center. When viewed aerially, the process is highly reminiscent of a blooming flower. The roof can open completely in 10-12 minutes. By contrast, single-mechanism retractable roofs take 20 minutes to open or close.
The building itself was designed to be as transparent as possible. Walls of glass jut downward from the gleaming metal facade, and clear ETFE plastic elements maintain the open and airy aesthetic.
The transparency serves more than an aesthetic purpose, however. Just under the roof is a marvel of technology and the first of its kind in any stadium anywhere: the video halo. An LED scoreboard arcs 360 degrees and can be viewed nearly anywhere in the building, thanks to the transparent floors and walls.
Thanks to the video halo, fans don’t have to worry about missing something important if they leave their seats to go to the bathroom or get concessions. This is part of an overarching theme of the venue, which was designed to be as fan-centric as possible. With sports broadcasting becoming more and more sophisticated, fans need a good reason to leave home to view the game. Focus groups were held to improve the fan experience, with concessions being a priority.
An increase in the quality and consistency of food and beverage items, along with the ability to view the game while waiting in line, means prices can be kept lower without losing a profit.
How Is the Stadium Sustainable?
The Mercedes-Benz Stadium is the most sustainable sports venue in the world, and is the first in the US to receive the LEED Platinum Certification. The Leadership in Energy Efficient Design (LEED) rates buildings on four levels, with platinum being the most difficult to achieve. From top to bottom, the stadium has been constructed to reduce waste, lower energy costs, and save water. Among other accomplishments, the Mercedes-Benz Stadium:
- Uses 29% less energy compared to a typical stadium.
- Incorporates water fixtures that utilize 47% less water than standard venues.
- Generates 6 million kilowatt hours of renewable energy every year from its 4000 solar panels. This is enough to completely power nine Falcons home games.
- Encourages alternative transportation by offering electric car charging stations
- Maintains a 680,000-gallon cistern that collects rainwater to be used for land and urban garden irrigation.
- Equips a 1.1 million gallon underground water vault to capture stormwater and slowly release it, preventing floods.
Why is It Called Mercedes-Benz Stadium?
The Falcon’s home stadium masters the difficult balance between beauty and functionality-something Mercedes-Benz knows a thing or two about. In 2015, Mercedes-Benz acquired the naming rights for the new stadium. Steve Cannon, then US CEO of Mercedes, agreed to a sponsorship of 27 years, citing it as the largest marketing deal in the company’s history. It is estimated that sponsorship sales for Mercedes-Benz Stadium have reached $900 million.
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