Project Spotlight: Go Packers!

February 01, 2011

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Green Bay Packers Hall of Fame - Green Bay, Wisconsin

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For today’s Project Spotlight, we honor the NFC Champion Green Bay Packers in their quest for Super Bowl glory this Sunday.

Few sports franchises evoke such passion as the Green Bay Packers, and few stadiums embody that passion as much as Lambeau Field.  The only publicly-owned franchise in major league sports, the Green Bay Packers answer not to a single organization or individual, but to all of its 111,000 stockholders.  Lambeau Field, like its namesake, is a one-of-a-kind emblem of the love of American football and the will of a community.

Within this hallowed sports landmark, the five-story Lambeau Field Atrium transforms the stadium into a 365-day-a-year destination, with conference/banquet space, a themed restaurant, a food court, themed retail, exhibition spaces and the Green Bay Packers Hall of Fame.  The 25,000-square-foot Hall does more than simply enshrine the team’s best players and coaches. The Hall celebrates all facets of the Green Bay Packers franchise as well as the game of football. Attractions include a multimedia timeline, the Weather Theater, Ice Bowl diorama, trivia challenge game, re-created locker room and a re-creation of Vince Lombardi’s office. The Hall of Fame’s inner sanctum features a multimedia show, celebrating great moments in Packer history, as well as a display of the franchise’s three Super Bowl trophies, a database containing information about every Packer ever to play, and, of course, an exhibit dedicated to the 147 enshrined Packers.

“The Green Bay Packers organization was one of our best clients ever,” lauded Senior Project Manager, Rick Steele.  “They knew their subject, they were passionate about it, and they had 50 years of artifacts in excellent condition and knew exactly where and what they were.”

In addition to designing the Green Bay Packers Hall of Fame, JRA assisted the team in planning components of other major guest areas within the Lambeau redevelopment, including exterior plaza areas, food service venues and a games area to ensure consistent thematic treatments, efficient guest flow patterns, optimal revenue generation and an overall integrated guest experience. Jack Rouse Associates also designed and produced a number of interactive experiences for the museum and its surrounding area.  Adults can test their football skills in the Interactive Game Zone while children and families play and learn in an area themed to resemble a training camp.

“We’ve always been proud to be associated with the Green Bay Packers, one of the most well-known sports franchises in the world,” said Jack Rouse Associates COO, Dan Schultz.  “We’ll be watching Sunday and look forward to another Packers’ Super Bowl win.”

Thursday, we’ll begin our weekly series on the 16 Stages of Theme Park and Museum project development.


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