SPT 401 7-1 Final
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Apr 3, 2024
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docx
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Running head: FINAL PROJECT 1
SPT 401 7-1 Final Project
Antonio M. Taul
Southern New Hampshire University
The facility we’ll be analyzing throughout the course of this document will be Lumen Field in Seattle Washington. Currently it is the home of The Seattle Seahawks professional football (American) team, as well as The Seattle Sounders, which is a professional soccer team. Although those teams are individually owned and operated, the facility itself is owned by The Washington State Public Stadium Authority. This means that the facility is owned by the public trust and operated by a state run government agency. The stadium complex is 325,000 square feet
and has a seating capacity of 68,740 for football games (37,722 for soccer games), an additional 5000 seats for special events, and 1400 seats for fans with disabilities. (Lumenfield.com, n.d.). Along with sporting events the facility also hosts concerts trade shows, and fairs such as job fairs
or art fairs. The primary users of this facility are the sports teams themselves, and the fans that attend events at the facility. These fans or attendees are typically from the Seattle metropolitan area and are local to the facility, but they do also see attendees from other parts of the country as well as the world. This facility is important to the community because the community has made it a point to become important to the success of the teams that play there. They call themselves the 12, meaning the 12
th
man on the field. Their energy affects the play on the field and they have
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been designated one of the loudest fan groups in sports, which also affects the rating of the facility.
Before considering any recommendations regarding this facility, a S.W.O.T analysis on Lumen Field should be considered. A SWOT analysis is vital in determining a facilities Strengths, Weaknesses, Opportunities and Threats, to present a proper assessment and recommendations moving forward. As stated in the introductory paragraph, Lumen Field, formerly known as Century Link Field, is home to the Seattle Seahawks NFL franchise and the Seattle Sounders MLS franchise. It was constructed in 2002 and has hosted many events since opening the gates to the facility. It is known for being one of the loudest stadiums in the NFL due
to its unique architectural design and has offered home teams the ultimate advantage throughout the years.
We are going to address the Strengths of the facility first. One of the biggest strengths of the facility is its inherent homefield advantage that it offers the home teams. This stadium has broken Guinness World Records for loudest venue, and the hometown fans take pride in being the “12
th
” man that affects the game by drowning out communication of opposing teams. Not only does homefield advantage play a tremendous role, but it also plays a crucial part of the game day experience inside the arena. Another strength for the facility is the surrounding area. There are many bars and nightclubs, which continues to keep that area of Seattle thriving. Many of these bars and clubs are paced on gameday.
Even with having a loyal fan base, there are several Weaknesses
that I have identified, and would consider to be things that could easily be corrected and overcame. Some weaknesses that I identified are parking and pricing for parking, the overall speed of concessions, and the location of the facility with regards to traffic. These weaknesses can be addressed. The parking
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situation can be rectified by simply building more parking structures and space around the stadium itself. This would cut down on price gouging from local parking attendants looking to take advantage of fans on gamedays with extremely high pricing. One of the biggest weaknesses of the stadium currently is that concessions are extremely slow. This prevents fans from getting back to their seats in a timely manner and causes long lines at concession stands throughout the stadium. This has become a problem during live broadcast because it makes the stadium appear empty on television. Another weakness that has been identified is the location of the Stadium. Not only is it located directly next to the stadium The Seattle Mariners plays in, but its a heavily trafficked area, and not the easiest to get to. Fans have complained about getting to and from the arena due to lack of parking in the area.
Some Opportunities that I have identified are new technologies that emerge, more community engagement, and improving on the overall stadium experience. Technologies are constantly evolving every day. This presents new opportunities to implement that technology in sports facilities across the planet. The goal being to be at the forefront of new technology to install and renovate while incorporating into the facility. Also, the stadium has been tasked with hosting the world cup. Events like this will make the stadium an alluring place for other leagues to possibly host events in the near future. This would ultimately build up mystique of the stadium.
Finally, we must address the Threats
of the stadium that I have identified. With its proximity to the baseball stadium, some events could possibly affect things at Lumen Field. Also
with the parking and pricing situation, some fans might feel like just attending the local bars and clubs to watch events. This could affect day to day operations tremendously causing the stadium
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FINAL PROJECT 4
to lose fans. Lastly, other stadiums around the country implementing newer technologies making them more of an attraction than Lumen Field.
Three SMART Goals, that I have considered would be focusing on technology specifically. Technology drives the world so making the arena a more fan friendly experience like an app that fans can order and purchase food and drinks from that would bring those items directly to their seats. This type of technology would take about a year to install and perfect. Also continuing to renovate the seating to add more seats for future events would also make the stadium even louder. This is an ongoing project, and something that can be done yearly. The last goal would be to improve upon the parking situation. By adding more parking and reliable shuttle type transportation from lots to the arena, would improve the overall experience for the consumer. Something of this magnitude takes a few years to logistically plan it out correctly. That concludes my SWOT analysis and assessment of Lumen Field in Seattle Washington.
After completing a SWOT analysis on the facility, we should then consider crating a high
level maintenance plan for the facility. This plan should include monthly task for employees and checklist of what things in the facility need the most attention devoted to maintenance. Creating documents such as this one is essential to the staff understanding and following the plan when it comes to maintaining equipment throughout the facility. This will keep up preventative maintenance by following the procedures and plans of the schedule. I would have daily communication with the head of maintenance as well as a checklist for him and his department that would be updated after each inspection. This is to ensure that as the facility manager, I am aware of needs to be serviced or not.
Things that should be considered on this monthly list are things such as seat maintenance,
grounds and equipment, landscaping around the facility, all concessions equipment, heating and
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cooling, lighting systems, sound systems, all refrigeration systems throughout the facility, locker rooms, stairs and railings, and roof maintenance. We should also consider restroom maintenance such as making sure all toilets work to their full capability, checking all locks and hinges on doors for fan privacy, an also the sinks and faucets are in working order. I would create a checklist document with all of these things on that list, that would be distributed to all department heads throughout the facility.
After considering and creating the maintenance schedule, we should then begin to evaluate the necessary security measures that we would exercise the day of an event. This is called an Emergency Action plan or EAP for short. This document is given to all the heads of each department. This document will have all the phone numbers of all law enforcement and medical staff that will be on site, as well as a map with all of the designated emergency exits throughout the facility. It will also tell the staff what they need to do in case of an emergency situation. Being properly prepared for these situations will cut down on any pandemonium causing fan injury or panic throughout the facility. To stay informed, Head of Security and Guest Services will work in conjunction with local law enforcement as well as Fire to best assess an emergency need. There will be numerous law enforcement AND EMS on site, and they will call 911 if needed. There are defibrillators located all around the stadium at first aid stations. Security
will be in charge of crowd control and will direct fans if necessary. Emergency equipment and supplies needed will also be documented such as, First aid kits at first aid stations, EpiPens for allergic reactions, crutches, bandages, or defibrillators.
For certain events we might not need the level of security that we would need on the day of a game. For instance, during a football game we may need up to 50-60 law enforcement staff with around 30 in stadium security officers. On a different day, for an event such as a trade show
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or concert, we may only staff around 20-30 law enforcement officers and around 20 security officers throughout the facility. As the manager it is up to you to gauge how many staff members you’ll need for an event. Staffing needs do cost money in the long run, and unnecessary staff on a day where they aren’t needed will cost more money to the daily operations. It is still a business at the end of the day that generates revenue. In order to stay in the black, you have to reconcile those budgets to make sure you’re making profit and not wasting it on unnecessary elements. This is called implementing a fiscally responsible plan for the facility. Following the last page of the appendix, I will enclose an Emergency Action Plan for this facility that can be viewed as an example.
To ensure that necessary maintenance upkeep is being checked and up to date, I would have daily meetings with the head of maintenance personnel, to go over the checklist of equipment throughout the facility. This level of communication sets the expectation of daily inspection of equipment as well as accountability for the roles provided throughout the facility. The ability to communicate is vital to a facility running at top efficiency. With no communication
between the departments, there would be no way of knowing what maintenance needs need to be
fulfilled, as well as the safety measures that have been implemented throughout the facility.
As a facility manager it is important to network and engage with the local community. This builds relationships with certain groups in the community and builds equity with your facility and the local citizens as well. Attending local events such as charity drives, and high school events is a great way to begin to build relationships within the community. Some organizations to consider would be The American Red Cross, Seattle Children’s Hospital, local high schools, silent auctions, and events like that. It is important to engage with the community, especially if there is a natural disaster of any kind. The facility could serve the community in
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FINAL PROJECT 7
many ways, as far as food and shelter and could also be a gathering place for these nonprofit organizations that are doing good within the community. After performing an analysis of the overall health of the facility, I have a few proposals or
recommendations to improve it. To better serve the community, I feel we should make the roof retractable. Now yes this could cost 20-40 million dollars (Pappas, 2014), but I feel in the long run it would better serve the community especially being here in the pacific northwest where rainy conditions are pretty standard. Also, it would improve the field conditions as they wouldn’t
get so wet and could cut down or eliminate drainage cost altogether. It could also be a draw for fans to experience this type of maintenance upgrade.
Another recommendation I would consider is making the entire stadium cashless. This facility already has Amazon technology with the cashless, cardless Amazon store in the facility, but it would improve overall wait times if fans could just scan a badge or phone to a kiosk and receive their orders. The idea as a manager is to have as many people int hose seats as possible. Not only does it look good for broadcasting purposes, but it also keeps the fans more engaged with the action on the field. Even during timeouts, it allows the kids to see their favorite players being coached up on the sidelines before resuming play. A happy fan is more likely to recommend the overall experience to their friends and family, which would only increase revenues over time from higher attendance.
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References
Boyle, J. (2022, June 19).
Lumen Field Selected As Host Venue For FIFA World Cup 2026
. Seahawks.Com. https://www.seahawks.com/news/lumen-field-selected-as-host-venue-
for-fifa-world-cup-2026
Lumen Field - Event Calendar
. (n.d.). Lumen Field.Com. https://www.lumenfield.com/events-
tickets/event-calendar
Lumen Field - Fundraising & Non-profit
. (n.d.). Www.Lumenfield.Com. https://www.lumenfield.com/venue-info/fundraising-non-profit
Musgrove, K., & Musgrove, K. (2021, October 28).
Home-field disadvantage? The disappointing reality of Lumen Field
. Seahawks Wire. https://seahawkswire.usatoday.com/2021/10/28/home-field-disadvantage-the-
disappointing-reality-of-lumen-field/
Pappas, S. (2014, January 30).
Where’s My Roof? Why Northern Football Stadiums Go Topless
. Livescience.Com. https://www.livescience.com/42996-open-stadium-super-bowl-
2014.html
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Time
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
7:00-8:00 AM
CLOSED
CLOSED
Head of security arives CLOSED FOR CLEANING
CLOSED
Head of security arives CLOSED
to do an initial sweep to do an initial sweep of the grounds of the grounds Grounds Crew Arrives
Grounds Crew Arrives
9:00-10:00 AM
Department Heads arrive
Department Heads arrive
Away Team Practice
Away Team Practice
Full & Part Time Staff
Full & Part Time Staff
Box Office Opens
Box Office Opens
11:00-12:00 PM
EAP's Passed Out
EAP's Passed Out
Tv Crew Arrives
Tv Crew Arrives
Daily Meeting
Daily Meeting
Away Practice Ends
Away Practice Ends
1:00- 2:00 PM
Security Sweep
Security Sweep
Field Mantenance
Field Mantenance
Pre Production
Pre Production
Stands Cleaned
Stands Cleaned
Home Team Practice
Home Team Practice
3:00- 4:00 PM
Home Practice Ends
Home Practice Ends
Scoreboard Tested
Scoreboard Tested
PA System Test
PA System Test
Police & EMS arrive
Police & EMS arrive
5:00- 6:00 PM
Officials Arrive
Officials Arrive
Both Teams Arrive
Both Teams Arrive
Doors Are Unlocked
Doors Are Unlocked
7:00-8:00 PM
PA Announcements
PA Announcements
Russell Wilson Honored
National Anthem
National Anthem
Halftime
Halftime
9:00- 10:00 PM
2nd Half Begins
2nd Half Begins
Game Ends
Game Ends
Doors Locked
Doors Locked
11:00- 12:00 AM
Security Sweep
Security Sweep
Lights Out
Lights Out
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FINAL PROJECT 10
Part II Example: Facility Manager’s Personal Schedule
Mon
Tues
Wed
Thurs
Fri
Sat
Sun
7:00 – 8:00
Meeting with community members OFF Arrive at the Stadium OFF Plan Saturday event Arrive at the stadium OFF 8:00 – 9:00
Meeting with security Schedule EMT’S Meeting with Security 9:00 – 10:00
Phone call with local law enforcement Greet Department Heads Conference Call with Non Profits Meet with department heads 10:00 – 11:00
11:00 – 12:00
Lunch Daily Meeting with all staff Oversee Maintenance All staff meeting 12:00 – 13:00
13:00 – 14:00
Create Event Script for Week Late Lunch Lunch Late Lunch 14:00 – 15:00
Set expectations 15:00 – 16:00
16:00 – 17:00
Day Ends Game over Day Ends Game Over 17:00 – 18:00
Go Home 18:00 – 19:00
19:00 – 20:00
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Strengths:
Fan Experience, Sound, Surrounding Attractions, Design Weaknesses: Parking and pricing, No real roof coverage, Speed of concessions, Location Opportunities: New Technology, More Events, Community Engagement, Arena Experience Threats: Weather, electrical issues. Global Pandemic, surrounding events Use the following matrix to organize information from your SWOT analysis to create three SMART goals
for improving your facility: Opportunities
Threats
Strengths
Strength-Opportunity Strategies
Fan Experience Surrounding Attractions Sound Acoustics Strength-Threats Strategies
Homefield Advantage International Events Fan Experience Weaknesses
Weakness-Opportunity Strategies
How can you minimize the facility’s weaknesses using the opportunities you identified? By implementing new technology and featuring the current technologies of the stadium, we then minimize the number of fans who have to wait in line for food and beverages at concessions stands, and get them in their seats at a higher clip. Also there has been complaints about the location of the arena located in a very busy area in Downtown Seattle. We can leverage our fan experience to keeping the masses in attendance at events at games.
Weakness-Threats Strategies
How can you minimize the facility’s weaknesses to avoid the threats you identified? Some of the threats I identified can not be avoided or planned for. No one could plan for a global pandemic, but as a facility we have been able to overcome profit loss from it. The stadium attracts millions of people annually because of two professional sports teams as well as concerts and events. Even braving extreme weather conditions.