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In 2017, the Falcons merchandise sales were 90% higher than in 2016,

the year that they went to the Superbowl."

Dr. Patrick Rishe, Director of Sports Business Program Washington University in St. Louis, Author of “They Shoot…They Score!”

The whole experience of Mercedes-Benz Stadium is decidedly greater than the sum of its parts. But its overall superior design also caused an unexpected chain reaction of improvement. Fans arriving sooner and staying longer caused two highly desirable things to happen: 1. “Rush hour” before game time was diminished so the ingress / egress experience vastly improved. 2. Merchandise sales skyrocketed because fans have more time and more pride in the environment.

673

points-of-sale within the arena experience.

24

sponsors with individual, designed activation points and branded environments.

 

DI was brought on to manage and implement all sponsorships within the stadium, which was made possible by creating the first-ever, online, stadium-wide, experiential Partner Portal, allowing sponsors to access and stay updated on the progress of their activations. With 29 total activations and 18 sponsored bars, DI’s impact on Mercedes-Benz Stadium is expansive. Some of the impressive activations that had more extensive involvement from DI include the AT&T Perch, American Family Insurance Fan Village, and the Home Depot Backyard.

 

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Justin Wood

Justin Wood

Principal / Sports Practice Director

With nearly 20 years experience in communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of experience to Dimensional Innovations as the Sports Practice Director. Justin feeds his passion... more about Justin Wood Justin Wood Justin Wood Principal / Sports Practice Director

With nearly 20 years experience in communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of experience to Dimensional Innovations as the Sports Practice Director.

Justin feeds his passion for developing matchless, engaging experiences for clients by focusing on dynamic environments primarily in the sports and entertainment industries. For the last five years, Justin has led the charge on building DI’s sports portfolio through developing sponsorship activations, halls of fame and branding experiences.

His leadership in projects help sports brands improve the fan experience by connecting their story to the interactive and physical environments. With over fifteen years of experience at DI, Justin’s resume also boasts seven years of running his own design-build consulting company.

Justin’s portfolio of projects has appeared in multiple sports market publications, and he has presented at ALSD, SEGD’s Dynamic Environments series and at multiple Sports Business Journal workshops.  Justin was named as an SBJ Power Player in 2020.

Rick Smith

Rick Smith

Executive Creative Director

A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in... more about Rick Smith Rick Smith Rick Smith Executive Creative Director

A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in mind. He manages creative direction and team efforts, streamlining design processes for all of DI’s projects.
Rick’s strength lies in his ability to connect brands and their customers to the physical environment. His collaborative and comprehensive approach details the project vision through words, ideas and images.

Not only a leader at DI, Rick is heavily involved in the Kansas City design community. A member of the Society for Environmental Graphic Design (SEGD) and AIGA, Rick chairs the local SEGD chapter, is on the AIGAKC Board of Directors and on the Kansas City Design Week Planning committee.

Married for over 10 years, Rick and his wife have two children. An outdoors-kind-of-guy, Rick enjoys climbing, camping, mountaineering, and just generally being outside. He also plays guitar and coaches his daughter’s softball team in his not-so-abundant spare time.

 
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