Overview
As with many aspects of the building, the flow within Mercedes-Benz Stadium is unique. While many other facilities restrict access to upper general admission levels, MBS visitors will be allowed access to all GA areas within the stadium. This provides visitors with the freedom to fully explore what the facility has to offer and increases sponsors’ brand exposure. When developing brand activations, please keep in mind that lower-level ticket holders are likely to engage with sponsored spaces on upper levels, and vice versa.
For the safety of all Mercedes-Benz Stadium visitors, uninterrupted traffic flow is critical. All brand activations must preserve traffic flow and not create or contribute to congestion. Free-standing pop-ups and interactive elements that may attract sizable crowds must be positioned off of primary paths of travel. Clearance is especially critical along ingress/egress paths and areas of vertical circulation, like escalators and stairs. The flow surrounding restrooms, concessions and portables must also be accounted for. The following pages offer a high-level overview of the flow considerations in and around Mercedes-Benz Stadium. Please log-in to your partner portal for a detailed, zone-specific flow assessment.