Sports stadium architecture: Welcome to the new temples of pleasure – CNN.com. — on several levels, from special event venues (stadiums are the new malls) to marketing, this new phenom is something to observe.
Step inside today’s stadiums, and you’ll find an entertainment juggernaut where fans are encouraged to dig deep into their pockets long before the first kick-off. “Over the last 50 years corporate interests have changed stadiums more than anything else. Years ago, stadiums were just bare concrete and no seats, just bleachers,” said Lewis. “Today, it’s a lot more about the corporate experience — the internal lounge, corporate boxes, restaurants. Which means that people are coming to the venue an hour or two before the event and not leaving for an hour or two afterwards.” The goal for stadium owners is to create an icon for the city — one worthy of their name stamped across it in bright lights. “The mayor asked us for something that would ‘put Durban on the map,'” says Nienhoff of the Moses Mabhiba Stadium, in Durban, built for the 2010 South African World Cup.