HOW TO USE THIS EXPERIENCE GUIDE
The intention of this Experiential Guide is to provide a way of thinking and an invested approach to the Mercedes-Benz Stadium experience.
Not only does this guide provide brand standards that outline strict usage for each property associated with the Mercedes-Benz Stadium, but it also fosters a consistent approach to creating best-in-class experiences across every touch-point. Use this Experiential Guide as a road map to follow as we define the value, understanding, consistency and the relationships around the Primary and Parent brands.
Value
The Mercedes-Benz Stadium brand is one of the city’s most important assets. It is essential that everyone understands the value of the brand and knows how to use it.
Understanding
This Mercedes-Benz Experiential Guide operates at two levels: It explains why our partners and marketing agencies should use the collective brands to achieve business objectives and provide practical instructions on how to use brand elements in environments consistently. This Experiential Guide also explains how we can reflect brand values, such as fan experiences, innovation and technological leadership, in a way that is inspirational, magnetic, and elevating.
Consistency
The key goal of this Experiential Guide is to ensure that all parties use the brand elements consistently. Not only will this Experiential Guide provide information and tools that set the standards for our Parent Brands, names, logos, typefaces and other design elements in and outside the Mercedes-Benz Stadium, but the Experiential Guide will also provide direction to sponsorship partners to help keep their brand assets visually consistent throughout the Mercedes-Benz Stadium environment.
Relationships
The Experiential Guide will demonstrate the relationship between Mercedes-Benz Stadium, the Atlanta Falcons, and The Atlanta United in association with your Partner Brand.
Partnership
We Are Here To Help, Not Hinder
Not only have we created this Experiential Guide as a road map to navigate, educate and inspire, we have also combined the best-in-class teams of experienced professionals to help guide, define, and provide solutions to your brand activation needs. If your team has any questions ranging from processes and project management, to creative and design/build executions, the Mercedes-Benz Stadium core teams are available to ensure your partnership activation process is as seamless and enjoyable as possible.
All of the information provided in this Experiential Guide has been collected by AMBS+E, Darden & Company, and Dimensional Innovations in an effort to communicate every aspect of the partnership activation process. As we bring the Mercedes-Benz Stadium to life, our united goal is to provide you — the valued brand partner — an informed and energized service experience. And ultimately, an experience that builds a foundation for the iconic destination known in our community and around the world.
THE ROLE OF
AMB Sports and Entertainment
AMB Sports and Entertainment Group (AMBS+E) is the Atlanta, Georgia-based subsidiary of AMB Group LLC. AMBS+E comprises the National Football League (NFL), Atlanta Falcons Football Club LLC, and the Atlanta Major League Soccer (MLS) Atlanta United. The AMBS+E Group is part of the Blank Family of Businesses and shares a strong organizational culture, rooted in core values that are lived through their associates.
AMBS+E is committed to excellence in the development of the Mercedes-Benz Stadium and it is a company that embraces the communities it is a part of.
As owners of the Mercedes-Benz Stadium, it is AMBS+E’s role to build relationships that connect sponsors brands to the promise and opportunity that this remarkable facility represents for Atlanta’s future.
Through understanding the mission of the sponsorship partner, AMBS+E will work closely to elevate, guide, and represent the sponsors brand equities, maintaining the highest standards, ultimately growing and fostering each individual partnership brand as it relates to the stadium experience.
THE ROLE OF
Darden & Company
Darden & Company’s primary role is project manager and developer’s representative for AMBSE on the Mercedes-Benz Stadium project, in its entirety.
As a logical extension of those management services, their role in the sponsor partnership is to carefully work with each team to ensure that all activity is incorporated into and streamlined with the ongoing stadium construction process and schedule.
Regardless of the size and scope, large or small, Darden & Company is always committed to delivering leadership, enthusiasm, and solutions through efficient communication and a shared vision for all parties involved. To date, D&C lives up to that belief and it works hard every day to make sure that does not change.
THE ROLE OF
Dimensional Innovations
While you may only be asking for design services at this point, or only build services, you still get all of the benefits of DI’s Design-Build Approach. The Dimensional Innovations creative team, brand strategists, engineers, fabricators and estimators are there every step of the way.
Dimensional Innovation’s consistent methodology ensures staying on-time, on-budget and on-target to deliver a high quality, world-class experience. Regardless if DI is working directly with you, or your valued agencies of record, the goal is to be a helpful and creative resource providing good, old-fashioned American craftsmanship and service.
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. After initial concept delivery, sponsorship partners can continue to work with DI or use their own creative resources to finalize the activation process.
No matter which path is 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 the environment’s infrastructure. See the Activation Process to learn more about the many development and management scenarios DI can provide on your project.