Through a Quicken Loans Arena renovation project, the Cleveland Cavaliers will work to make corporate partnership spaces a focal point in the facility.
Over the next few years, work will take place at Quicken Loans Arena to renovate several aspects of the fan experience. Among the plans on tap for the renovation include a new glass facade, improved concourses, social spaces, and more.
As they undertake this renovation, the Cavaliers will be focusing on sponsor integration spaces throughout the venue. This includes working with the Salt Lake City-based Infinite Scale Design Group, which has experience in designing partner spaces in major professional sports facilities. The goal, according to the Cavaliers, is to make the partner spaces stand out while allowing them to seamlessly fit into the arena. More from Crain’s Cleveland Business:
The Cavs are working with Infinite Scale Design Group, which was founded after the work of partners Amy Lukas, Molly Mazzolini and Cameron Smith was so well-received during the 2002 Winter Olympics. The company, according to this 2016 Sports Business Journal feature on Mazzolini, designs “spaces at sports facilities tied to sponsor and team integrations, directional signs, halls of fame, and a variety of other services that fall under how fans experience a venue.”
Basically, Infinite Scale tries to incorporate new spaces in arenas and stadiums that look like a natural fit, not what Len Komoroski, the CEO of the Cavs and The Q, referred to Monday as “an afterthought.”
A corporate partner’s message in a sports facility often can look like an “add-on,” Komoroski said.
“As you look at the building, you have competing messages at times,” the Cavs CEO said of The Q.
The Quicken Loans Arena renovation is currently slated to be completed for the 2019-20 NBA season. In order for that plan to come to fruition, renovations will take place in phases, with the arena closing over the summer months following the 2017-18 and 2018-19 NBA seasons to accommodate construction. As part of the agreement relating to the project, the Cavaliers have extended their lease through 2034, with a pair of options potentially extending their stay through 2044.
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