New Orleans Saints
New Orleans, Louisiana
- Client: New Orleans Saints, Louisiana Stadium Authority, SMG Inc.
- Destination Strategy
- Branding Strategy
- Creative Programming
- Eventscape Development / Events Programming / Media Integration
- Strategic Tenant Identification
- Phased Execution Plan
MRA advised the NFL’s New Orleans Saints Ownership Group, the Louisiana Stadium Authority and SMG, on the development of a sports destination district around the Mercedes Benz Super Dome in New Orleans. The project, which focused on the redevelopment of a 4-block urban site included the creation of a year round Eventscape; 200,00 sf of dining, shopping and entertainment venues; and a 1,500 room hotel. Branded as “Champions Square”, the phased development opened as a media-enhanced event space for the 2010 Saints Season and served as the Pre-Game Experience for Super Bowl XLVII in 2012. The NFL has recognized Champion Square as a model for Pre-Game and Post-Game Events Activation.