Gillette Stadium is about to roll out some new amenities, as the New England Patriots are undertaking changes to the upper concourse for the 2017 season.
Prior to the upcoming campaign, the Patriots will incorporate new spaces that offer a more social atmosphere. The landings in each of Gillette Stadium’s four corners will now offer covers, featuring garage-style doors that can be adjusted for the conditions. In addition, the Patriots are installing a new drink rail, along with a full-service bar with that includes a canopy next to the Super Bowl banners.
There has been a trend in NFL stadiums renovations of adding social spaces, whether it be through club level overhauls (such as the one set for Ford Field) or concourse improvements. That will continue in New England, where the Patriots took in considerable fan feedback in planning these changes, according to Jen Ferron, the team’s senior vice president for marketing and brand development. More from The Boston Globe:
The upgrades are an extension of the work started after the 2014 season, when the Patriots demolished 1,500 seats in one of the end zones to build the Optum Field Lounge. In 2010, new video displays were installed in the stadium that first opened in 2001.
“We really started to look at it 10 years in,” said Ferron. “How do you keep a stadium viable? What else can we be doing?”
To find out, offseason focus groups were organized, and fans were surveyed after games. What they learned, according to Ferron, was that fans wanted spaces where they could gather with other fans.
The Globe reports that work on the project is already underway, as it started some time after Gillette Stadium hosted the AFC Championship on January 22.
Rendering courtesy New England Patriots.