Activation Process

General Considerations

In order to provide the sponsorship partner the highest level of service and communication, it is imperative the sponsorship partners are not working in a vacum. All sponsorship build-outs need to coincide with the base building’s construction schedule in all phases of the construction management process, including the overall direction, administration, completion and financial outcome of the brand activation deliverables.

Food and beverage areas, premium spaces, and larger sponsorship zones will require coordination with many 3rd parties, and will likely require additional meetings and approval time. Mercedes-Benz Stadium requests that all sponsors work closely with their Corporate Partnership Executive to ensure the activation development timeliness and construction time lines run concurrently.

Due to the ever evolving nature of project schedules, it is the sponsorship partner’s responsibility to remain in constant communication with Darden & Company for the most current scheduling and milestone information.

PROCESS OVERVIEW

Mercedes-Benz Stadium has teamed with Dimensional Innovations (DI) to guide sponsors through the brand activation process and ensure that all sponored spaces reflect the stadium’s greater vision. DI’s design services are offered as part of every sponsorship package, and include a Discovery session, aimed at better understanding brand activation goals, and initial Concept Design (both shown in white, below).

Discovery

Understanding goals, experiencing the environment.

  • Understanding brand goals
  • Asset acquisition
  • Creative brief
  • Identify adjacent art or exhibit installation locations/concepts

Concept Design

Ideation and exploring how the spaces start to look and feel

  • Initial translations of info gathered above
  • Sketches, scope assessment
  • 1-3 different scenarios based on budget
  • Confirm activation scope/budget
  • Describe/define activation experience

Schematic Design

Understanding specific details of each area

  • Elaborated spacial studies and user flow/experience
  • Graphic overlays in context
  • Perspective renderings (more developed)
  • Material and color/context confirmation
  • Preliminary Construction Materials & Infrastructure Requirements

Design Development

Fully developing schematic design drawings

  • Creation of production-ready artwork
  • Confirmation of construction materials, coordination with building infrastructure
  • Overall scope clearly confirmed
  • Final verification/coordination with adjacent art or exhibit installations

Construction Docs

Completing design intent, finalizing detailed drawings

  • Engineered drawings – technical drawings showing how things will be built, installed
  • Specifications of exact materials
  • Confirmation and final coordination of infrastructure
  • Final field survey

Fabrication & Installation

Reviewing shop drawings. Producing and installing the brand activation

  • Material procurement, subcontract management, if required
  • Fabrication
  • Installation

After initial concept delivery, sponsors can continue to work with DI or use their own creative resources. Regardless of the path chosen, DI will work closely with each sponsor throughout the entire process to oversee creative development, facilitate creative reviews, and make certain all solutions coordinate with building’s infrastructure. The following page depicts three possible development scenarios. DI’s Management role, shown within scenarios 02 and 03, is abbreviated “MNG.”

STANDARD ACTIVATION TIMELINE

The activation development process for Mercedes-Benz Stadium includes the same design milestones, regardless of scope. The timeline, below, depicts a typical process for a modest activation, which may include 2D graphic coverage, moderate custom built components, and minimal technology. For more robust build-outs or those containing advanced technology integration, timelines would scale up porportionally. For designs which include player imagery, additional time will be needed to obtain NFL and/or NFLPA approval. Darden & Company and Dimensional Innovations will work with you to develop a custom schedule for your project based on your vision and projected timelines.

Please note that all activation timelines must coincide with the stadium’s construction schedule. Adjustments to the building’s overall schedule will not be made to accommodate sponsorship zone build-outs. If activations require structural or system integration, considerable cost implications may arise if the activation installation falls after work to the base building has been completed.

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SCHEDULING & LOGISTICS

General Considerations

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Visitation & Installs During Stadium Construction

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