Lambeau Atrium Getting $140.5 Million Face Lift

[PkrsBcksGphsMqt]

GREEN BAY—A $140.5 million renovation will rearrange and redevelop the decade-old Lambeau Field Atrium and improve consumer access to all the businesses within it.

The Packers outlined the plans for the renovation on Tuesday in front of the Green Bay/Brown County Professional Stadium District Board. The plans were first introduced at last summer’s shareholders meeting and the Packers spent the ensuing months finalizing them prior to Tuesday’s presentation.

“It’s been 10 years now with the Atrium, and this is an opportunity to refresh it and also improve the operation of our Atrium businesses,” Packers President/CEO Mark Murphy said.

The highlights of the project, which will be completed over the next two offseasons, are as follows:

A new ground level, underneath the current Atrium floor, will be created via excavation to house an expanded Packers Pro Shop with close-up parking and direct access on both the north and east sides.

A revamped Robert E. Harlan Plaza, including the statues of Vince Lombardi and Curly Lambeau, will remain the main entrance to the Atrium itself, but will be elevated above the new ground floor Pro Shop entrance.

Curly’s Pub will move from the second floor of the Atrium to the current Pro Shop location, and customers will have direct access on the north side and through a new east-side entrance via escalator.

The Packers Hall of Fame will move from the Atrium basement to Curly’s current location on the second floor.

The entrance to the Oneida Nation Gate on the stadium’s east side will be expanded to better connect with the pedestrian walkway that stretches to Oneida St.

The players’ parking lot will be moved to the south side of the Oneida gate, with access via tunnel underneath the new, extended gate entrance.

The Pro Shop will nearly double in size, from its current 11,500 square feet to 20,000 square feet, and be housed on one floor rather than its current two floors.

Meanwhile, Curly’s and the Hall of Fame will both move to more prominent locations, and access to all the businesses will no longer be complicated by any special event taking place within the Atrium itself.

“We’re renovating to provide a better experience for all of our fans,” Murphy said. “The Pro Shop will have a much better design, and the new layout for the Atrium will benefit all our visitors.”

The entire project is being paid for by the Packers, through their own funds and the NFL’s G4 loan program. As with the first phase of the stadium renovation – a $146 million project that featured a new sound system and video boards plus the south end zone stadium expansion now nearing completion – no public tax money is being used.

The expansion of the Oneida gate also will allow for some upgrades to the football facilities, including new equipment and space for a strength and conditioning and walk-through area that will be larger and more efficient than the current gymnasium.

“We’ve always had great facilities, and we want to keep the football team on the cutting edge in terms of what’s available for our players and coaches,” Murphy said.

The entire project is expected to be completed by 2015. The Pro Shop will remain open throughout the renovation and construction as it transitions to the new, excavated space. Curly’s and the Hall of Fame will have to undergo temporary shutdowns, but when they’ll occur and how long they’ll last has not yet been determined.

“We’re very excited about this final phase,” Murphy said. “Like anything else, during construction there are going to be some inconveniences, but when it’s all done, the Atrium will be much improved.

“With these changes to both the stadium and the Atrium, we will stabilize the financial future of the organization and help ensure that we remain competitive both on and off the field.”

[humanrefutation]

It seems like yesterday that they built that atrium. I was there twice this past year and it still seems like it's brand new.

[MickeyDavis]

The Hall of Fame is already great, I'm curious as to the new set up. $140 million is a lot of cabbage to spend for the atrium. Need to maximize revenue however we can.

[MickeyDavis]

It's cool that the yard lines in the atrium line up exactly with the lines on the field. Hope that stays the same.

[PkrsBcksGphsMqt]

It's funny (sad) how the Packers are so popular that they can do this sort of thing and the Bucks can't seem to get anything right.

[Run-MKE 311]

God bless this state loves the Packers, I also feel like we just built this atrium, the Packers can do no wrong. That is what happens when you win, you are in the most popular league and people like you.

[Run-MKE 311]

It's funny (sad) how the Packers are so popular that they can do this sort of thing and the Bucks can't seem to get anything right.

I think more people would be in favor of paying for another stadium for the Packers to play in Milwaukee than they would be to put money towards a Bucks arena. That may seem like a crazy example, but that is really the degree of seperation that exists between the Packers and Bucks.

[Run-MKE 311]

It's funny (sad) how the Packers are so popular that they can do this sort of thing and the Bucks can't seem to get anything right.

I think more people would be in favor of paying for another stadium for the Packers to play in Milwaukee than they would be to put money towards a Bucks arena. That may seem like a crazy example, but that is really the degree of seperation that exists between the Packers and Bucks.

[humanrefutation]

The Packers will have spent more money on renovations in the past 10 years than what it would take to build a new arena for the Bucks.

[jakecronus8]

I was a tad annoyed when they chose to renovate Lambeau rather than build a new stadium, and this is also a bit annoying. There's got to be a better way to spend 140 million dollars.

[humanrefutation]

The choice to renovate Lambeau, rather than build a new facility, was a difficult proposition which was accomplished brilliantly, IMO.

[PkrsBcksGphsMqt]

The choice to renovate Lambeau, rather than build a new facility, was a difficult proposition which was accomplished brilliantly, IMO.

+1

[BUCKnation]

The atrium atm seems fine, but the plans sound good. Im surprised all of that will cost $140 mil though, doesnt sound like much other than some rearranging.

[chuckleslove]

The atrium atm seems fine, but the plans sound good. Im surprised all of that will cost $140 mil though, doesnt sound like much other than some rearranging.

Excavating and adding a new basement level sounds pretty ambitious.

[humanrefutation]

They're basically restructuring the whole atrium. The original atrium cost almost $300 million to build, so it makes sense that it'll cost $140 million to renovate. I just never would've thought they'd feel the need to do so at the moment.

[PkrsBcksGphsMqt]

They're basically restructuring the whole atrium. The original atrium cost almost $300 million to build, so it makes sense that it'll cost $140 million to renovate. I just never would've thought they'd feel the need to do so at the moment.

I'm guessing it's because they raised a hell of a lot more than expected from the stock offering last year.

[MartyConlonOnTheRun]

I was a tad annoyed when they chose to renovate Lambeau rather than build a new stadium, and this is also a bit annoying. There's got to be a better way to spend 140 million dollars.

Unless you are going all feed the kids in Africa mode, i have know idea what you are talking about.

The stadium is beautiful. It blends state of the art suites with the traditional small town feel of the bowl. It has brought in enormous amounts of revenue for both the team and the city. It has allowed the team to be a financial success, which has allowed it to spend money on coaches and players. They obviously feel they the atrium is worth it if they are using their money and a NFL loan. I could understand being annoyed if we were paying for it, but otherwise no. Or if they ruined the stadium like the Bears.

What are you annoyed about? That they are still trying to improve while keeping tradition?

[humanrefutation]

They're basically restructuring the whole atrium. The original atrium cost almost $300 million to build, so it makes sense that it'll cost $140 million to renovate. I just never would've thought they'd feel the need to do so at the moment.

I'm guessing it's because they raised a hell of a lot more than expected from the stock offering last year.

Yeah, you're probably right. They need to find ways to use that money effectively. Stadium improvements are always an easy sell.

[BUCKnation]

They're basically restructuring the whole atrium. The original atrium cost almost $300 million to build, so it makes sense that it'll cost $140 million to renovate. I just never would've thought they'd feel the need to do so at the moment.

Yeah, I guess, but its pretty awesome as is. Im curious to see what the initial sketches look like.

[ReasonablySober]

I was a tad annoyed when they chose to renovate Lambeau rather than build a new stadium, and this is also a bit annoying. There's got to be a better way to spend 140 million dollars.

You were annoyed when they chose not to tear down Lambeau Field?

Secondly, there really isn't a better way to spend the money. The sale of the last stock was ear-marked for this construction and there are rules against any of that cash going elsewhere.