Client: Portland Trail Blazers, Nike, Cordish Company
- Destination Strategy
- Venue Programming
- Strategic Tenant Identification
- Attractions Development
MRA developed a brand strategy and destination program for a 35-acre site surrounding the Rose Bowl for the Portland Trailblazers in collaboration with Nike Sports and the Cordish Company. The destination program included the conceptualization of 17 unique venues designed to support the identity of the “Jump Town” district as a center of sports, events, and performance, as well as Portland’s vibrant arts and DIY culture. The strategy also incorporated a re-use of Portland’s Veteran’s Coliseum and Memorial Gardens, and the development of hotel and residential blocks, all around a pedestrian friendly street grid. The brand strategy and development program was endorsed by the City of Portland and is undergoing plan approvals and urban design guideline review.