We are all fans of something. Sports teams, whether professional or local, have pulled heart-string connections from adolescence to adulthood. Memories are created from big wins, crunching on peanuts, and singing, “We are the champions…”. These moments have brought a sense of belonging to spectators all over the world.

Over the years, the fan experience has expanded to be much more than a parking lot tailgate and the stadium hot dog (does anyone really like relish…?). Sports fans are desiring a holistic and elevated experience, often to keep them entertained for days at a time.

First and foremost, fans want a team to call their own and a stadium to visit. But these days they’re also looking for more: craft beers, shopping, easy transportation, music and entertainment, and a destination for a pre-game meet-up and a post-game celebration. These spaces have brought a refreshing energy to the sports stadium design itself and the surrounding real estate.

The fan experience is something that RSM Design is striving to improve while enhancing the navigation and placemaking attitude of sports stadiums and adjacent mixed-use developments. Our portfolio of signage design projects have touched a number of professional sports teams and additionally our studio has now expanded with experts in the fan experience realm.‍

Elevating the Sporting Experience at The Star

Many can agree that the Dallas Cowboys have made a legendary name for themselves in the overall sports industry. From star quarterbacks to iconic playbooks to an elevated game-day experience, the Dallas Cowboys are essentially leading the pack on the fan experience.‍

The Star, in Frisco, Texas, is a 91-acre property that the Dallas Cowboys call home. A featured destination during the recent season of “Hard Knocks,” which premiered on HBO, highlighted the dynamic sports facility created for America’s Team. A true Texas destination, the project draws visitors from Dallas and beyond. RSM Design worked closely with the Jones family and a number of consultant teams to design an unforgettable fan experience that explores the legendary sports team’s history and future endeavors. ‍

Digital signage integration, sponsorship and donor recognition, sculptural art installations, hall of fame walks, arena wayfinding, graphics for plaza spaces, and wayfinding to Omni Hotel and a nearby sports medicine facility, combine to create multiple destinations throughout the project. Each of these pieces fit the puzzle we’re referring to as the fan experience: elevating spectators' experiences and encouraging them to return again, while also remaining authentically Cowboys inspired.

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Principle Centered Design™