Nassau Coliseum, Forest City Ratner/Nassau Events Center Proposal, May 2013

Download as pdf or txt
Download as pdf or txt
You are on page 1of 16

NASSAU LIKE NEVER BEFORE

PROPOSAL BY NASSAU EVENTS CENTER LLC.

NASSAU VETERANS MEMORIAL COLISEUM


MEDIA BOOK

Nassau Events Center, LLC (NEC) is delighted to submit its response to Nassau Countys Request for Proposals for the redevelopment of the Nassau Veterans Memorial Coliseum. Under our extensive plan, the Coliseum has the potential to deliver Long Islanders a Nassau like never before. We have assembled an unmatched partnership group in order to bring the best entertainment and sports expertise to Nassau County. Joining me in leading this momentous effort is Brett Yormark, CEO of Barclays Center and the Brooklyn Nets and a visionary sales and marketing executive. Our experience developing the critically acclaimed Barclays Center makes us uniquely qualified for this opportunity. In order to bring Brooklyn and New York City the venue it so richly deserved we overcame many challenges during the past decade through innovation and know-how. Today we are thrilled that one of the worlds most spectacular arenas has entertained nearly 1.7 million guests. In our work at Barclays Center and other large entrepreneurial developments, we always value building strong community relationships and being a good neighbor. This is the record of accomplishment we seek to bring to Nassau. Our vision for the renewed arena that Long Island deserves is rooted in iconic design, marquee programming, and first-class hospitality. We want to create an economic engine for Nassau County that brings laughs, cheers, applause, and delight, and that will become part of the fabric of the County. We are proud of our track record at Barclays Center and incredibly grateful to those who give us the opportunity. We are pleased to present our plan to bring Nassau County a development that we all can be proud of. Sincerely,

Bruce C. Ratner Executive Chairman Forest City Ratner Companies

Bruce C. Ratner Executive Chairman Forest City Ratner Companies

NASSAU LIKE NEVER BEFORE

ABOUT NASSAU EVENTS CENTER, LLC

Nassau Events Center, LLC (NEC) has assembled the most dynamic partnership in sports and entertainment to re-imagine, redesign, and reinvigorate the historic Nassau Veterans Memorial Coliseum. NEC comprises leaders in design, development, programming, sales, and financing, and would recreate the Coliseum into a marquee venue delivering world-class entertainment to the people of Nassau and beyond. NECs leadership team would draw on its success in building, opening, and operating Brooklyns landmark Barclays Center, as well as Forest City Ratner Companies proven development history of 42 completed innovative projects spanning nearly three decades.

PROPOSING TEAM

Bruce Ratner, Executive Chairman of Forest City Ratner Companies, leads NEC. Mr. Ratner is one of New Yorks most prolific and innovative developers. Over the last 28 years, he has completed 42 ground-up developments, and his extensive experience in public-private partnerships prepares him for the complexities of a repositioning like the Coliseums. His long history of successful, place-building real estate projects includes, in addition to Barclays Center and Atlantic Yards, the midtown Manhattan headquarters of the New York Times Company, downtowns landmark New York by Gehry, and the 42nd Street Retail and Entertainment complex (the latter includes AMC Theatres highest grossing facility). His companys solid in-house construction expertise, unique among real estate developers, is a key component in NECs ability to deliver high design with low risk. Onexim Sports and Entertainment Holding USA, Inc. Established by Mikhail Prokhorov, Onexim Sports and Entertainment owns 80% of the Brooklyn Nets and 45% of Barclays Center. Mr. Prokhorov is among the most successful and prominent Russian businessmen, and was recently featured on the cover of Forbes magazine. His personality and entrepreneurial skills were a driving force behind the renaissance of the Russian economy, as well as numerous businesses and other initiatives. Under the companys leadership, the Brooklyn Nets qualified for the 2013 NBA Playoffs.

NASSAU LIKE NEVER BEFORE

Brett Yormark, the CEO of Barclays Center and the Brooklyn Nets, would lead the dayto-day operations for all facets of the Coliseum, including the marketing, programming, sponsorship sales, and guest experience. In Brooklyn, Mr. Yormark secured a 20-year strategic marketing partnership with Barclays, which includes the naming rights to Barclays Center, and spearheaded the highest sponsorship budget of any single-team building in America. In building Barclays Centers acclaimed programming schedule, Mr. Yormark aligned with the leaders in concerts, professional boxing, top college basketball, and family shows. Prior to joining Barclays Center and the Nets, Mr. Yormark served as an executive with NASCAR, in which he oversaw the landmark partnership between the stock-car racing company and Nextel Communications. Live Nation has joined NEC as a partner, giving the enterprise significant programming clout. Live Nations global reach encompasses more than 22,000 annual shows featuring more than 2,300 artists. With the companys extensive presence on Long Island it operates the Nikon at Jones Beach Theater, The Paramount Theatre in Huntington, and The Theatre at Westbury Live Nationwould maximize the volume and variety of content available to the Coliseum and the County. Roc Nation, founded by Chairman JAY Z, is a full-service entertainment company, inclusive of artist, songwriter, producer and engineer management; music publishing; touring & merchandising; film & television; new business ventures; and a music label. It is home to a diverse roster comprised of critically acclaimed recording artists, writers and producers including Rihanna, Shakira, J Cole, Rita Ora, Calvin Harris, NO ID, Solange, M.I.A., Santigold, deadmau5, Wale, etc. Roc Nation has partnerships with award winning production team Stargate in Star Roc as well as global management company, Three Six Zero. Legends is a pioneering sports and entertainment company owned by the New York Yankees, the Dallas Cowboys, and Checketts Partners Investment Fund. Legends provides food service operations in its two first-class stadiums and partners with some of the most iconic properties in sports, including Manchester City FC, San Francisco 49ers, Churchill Downs, Rose Bowl, and the Cleveland Browns. Legends would oversee

NASSAU LIKE NEVER BEFORE

the buildings food and beverage program, and its experience would be augmented by Barclays Centers success with its Brooklyn Taste program. This program, whereby Brooklyns diverse eateries are brought into the arena, has proven tremendously popular and is setting sales records. Guggenheim Partners, a diversified, New York-based financial services company with more than $170 billion under management, will be an NEC equity partner. With prominent experience including Major League Baseballs Los Angeles Dodgers and premier event company dick clark productions, Guggenheim is intimately familiar with the sports and entertainment industry. SHoP Architects, fresh from its successful Barclays Center collaboration, would design the Coliseums iconic exterior. Located in Lower Manhattan, SHoP Architects produces intelligent, exciting and evocative architecture for international projects ranging from cultural buildings to multi-story housing to academic buildings to large master plans. Gensler, the interior designer for the Coliseum, is an international award-winning design firm with more than 3,500 professionals worldwide. With expertise in every design discipline, from planning to architecture to brand expression, Gensler collaborates with clients of every building type. Its interiors group collaboratively and strategically delivers innovation, quality, and sustainable performance. Projects are international in scope and range from offices to stores, academic and civic buildings, convention centers, and entertainment and cultural venues. Hunt Construction would be NECs construction manager. Hunt is one of Americas largest construction companies with nearly $1.4 billion in annual revenues and would bring to the Coliseum the same expertise it delivered to Barclays Center and many other sports venues throughout the country. Goldman Sachs Public Sector and Infrastructure Banking Group would provide underwriting and financial advisory services to NECs partnership. Goldman Sachs is one

NASSAU LIKE NEVER BEFORE

of the largest diversified financial services companies in the world, with 2012 revenues of more than $40 billion. The Public Sector and Infrastructure Banking Group working with NEC houses the experts in stadium and arena finance who successfully underwrote Barclays Centers $511 million PILOT bond financing in December 2009.

SUMMARY OF ARENA DEVELOPMENT

The NEC proposal offers a vibrant new design for the Coliseum. SHoP Architects, designer of the internationally acclaimed Barclays Center, has created a stunning new faade that would broadcast the Coliseums reclaimed place in the first rank of American arenas. The renowned global design firm Gensler would recast the front- and back-of-house interiors into modern spaces aesthetically consistent with the marquee exterior. The Coliseum is being re-imagined as a more intimate building with a seating capacity of 13,000, which is more supportable by the buildings restroom, concourse, and concessions infrastructure. Within the arena bowl, a theater configuration would be created that would suit smaller events, seating 4,000 to 8,000 guests. As a finishing touch, NEC would commission a world-class architect or sculptor to design a monument to Nassau Countys veterans, to be located in a focal location near the arenas front entrance. NEC anticipates a 15-month construction timeframe for the arena development, during which the Coliseum would be closed. NEC estimates the total costs for the renovation of the Coliseum to be approximately $89 million.

SUMMARY OF CONTINUED DEVELOPMENT

NEC sees the Nassau Coliseum redevelopment as the beginning of a fruitful relationship with Nassau County. NEC envisions broader entertainment offerings in a continued development, including an approximately 2,000-seat theater (similar to Live Nations Fillmore Theater concept), a movie theater, and an approximately 2,500-seat outdoor amphitheater for concerts, films, and other summertime entertainment options like digital opera. The

NASSAU LIKE NEVER BEFORE

amphitheater would be surrounded by approximately 50,000 square feet of retail space, enriching the experience of the Coliseum as an entertainment destination. Retail would include an interactive food and beverage marketplace combined with boutique cafs and restaurants. NEC would work with the owner and operator of the existing Marriott Hotel to revitalize the exhibition hall into a modern convention facility, greatly increasing the number of events in this space and attracting new events to the County. NEC estimates total costs for the continued development to be approximately $140 million. Development costs for the entire project would total $229 million.

PROGRAMMING

NEC would develop a thoughtful and inspiring programming mix that would include more than 300 events annually ranging from concerts and family shows, to college basketball, NASSAU VETERANS MEMORIAL COLISEUM lacrosse, boxing, arena football, and hockey. In maintaining the venues historic connection EVENT SUMMARY BY TYPE to the New York Islanders, NEC would schedule at least six regular season home games at EVENT TYPE EVENTS TOTAL PAID ATTENDANCE the Coliseum per year, in addition to making it home to a professional minor league hockey team. Also, NEC would acknowledge the buildings ties to the Brooklyn Nets by scheduling Concerts 57 341,110 one preseason game a year. Islanders Games 6 49,000

Nets Games Minor League Hockey Other Sporting Events Family Shows Parking Lot Events Club Nassau Rentals / Trade Shows Exhibition Hall

1 38 29 54 83 22 6 13 Total 309

8,000 Beyond sports content, NEC partner Live Nation, together with Roc Nation, would enhance 114,000 the Coliseums standing as a must play venue for music acts. Live Nation and Roc Nation 135,750 would help attract more than 50 concerts per year, some of which would be held in the new theater configuration. Club Nassau would host curated music events on the arena floor. 170,500 This eclectic series would feature a diverse range of styles ranging from electronic dance 260,000 music to country music to Motown. 84,000 N/A Additional live outdoor events would include pop-up circus tent shows and BBQ N/A competition events, built on the national obsession with food and the drawing power of BBQ competitions nationwide. Total 1,162,360

NASSAU LIKE NEVER BEFORE

DESIGN

The design team for the Coliseum sees an opportunity to retain the strong structuralist qualities of the original design while transforming the solid mass of concrete enveloping the building into an intricate wrap of folded metal fins. Each fin in this fine latticework varies slightly in profile and dimension to create a subtle flow of light and reflection over its pleated surface. Its unique skin evokes Long Islands iconographic imagery, such as beach dunes, dune fencing, decks, and boardwalks. Its natural color palette will complement the beiges of the beach, the greys of sun bleached wood and greens and celadons of the beach grass and pines of Long Island. Captured in the space between the lattice and the Coliseums existing masonry envelope will be lighting, which will back wash the undulating surface adding depth and furthering the sense of the faades sculptural movement. On the interiors, Gensler has designed the lobby and box office entrance to the arena to create an understated but theatrical atmosphere that builds excitement and anticipation. Finish colors are crisp, high contrast, and emphasize the volume of the space while featuring the floating box office as the lobbys centerpiece. Integrated lighting and flat panel display elements animate the box office element, while transparent and enlarged ticket windows send a welcoming invitation to all the arenas patrons. The concourse design works to more clearly define the spatial experience of this main corridor. This is achieved with a Yin-Yang concept whereby the careful application of finishes and material colors unify the floor plane and perimeter wall; contrasted against the ceiling planes and the interior wall one side in dark tones and the other in light tones. In concert with soft, integrated lighting and simple materials, the concourse is a backdrop to sponsorship opportunities and retail experiences. Back of house locker areas would be repurposed as flexible artist and athletic dressing rooms, able to accommodate any type of talent graciously. For the signage and wayfinding program, the overall goal was to develop a comprehensive plan that strongly reflects the Coliseums distinctive rebrand strategy, further reinforcing a sense of place. The new signage and wayfinding system would enhance navigational ability

NASSAU LIKE NEVER BEFORE

throughout the complex, promote the overall identity, and improve visibility, consistency, and legibility of all signage elements. The integration of the branding and signage strategy into the architectural and interior design is key to creating a seamless and cohesive guest experience. A new exterior marquee would announce the building properly. The new faade, coupled with the selective interior upgrades, would lead to an entirely new, enhanced marketplace perception of the building.

BENEFITS FOR NASSAU COUNTY

An engine for jobs and economic activity, NECs project would directly and indirectly result in jobs and tax revenue. Forest City Ratner Companies builds with all union labor and brings to this project the support of Gary LaBarbera and James Castellane, Presidents of the Building and Construction Trades Councils of Greater New York and Nassau and Suffolk Counties, respectively. NEC would be delighted to become a member of the Nassau County community. In Brooklyn, the NEC leadership team works hard to be good neighbors and would continue that effort in Nassau County by working with community stakeholders ranging from individuals to institutions, such as Hofstra University and North Shore-Long Island Jewish Hospital.

SALES AND MARKETING

NEC has one of the most effective sponsorship sales teams in sports and entertainment. Led by CEO Brett Yormark, NEC would seek to create strategic alignment with worldclass corporate partners. Through its marketing efforts, NEC would establish a new brand direction and identity by launching a fully integrated marketing campaign for the closing and reopening of the Coliseum.

NASSAU LIKE NEVER BEFORE

THE NEW NASSAU COLISEUM / VIEW LOOKING NORTH PLEASE CREDIT SHoP ARCHITECTS

NASSAU LIKE NEVER BEFORE

10

BOX OFFICE / VIEW LOOKING SOUTH PLEASE CREDIT GENSLER

NASSAU LIKE NEVER BEFORE

11

CONCOURSE PLEASE CREDIT GENSLER

NASSAU LIKE NEVER BEFORE

12

BOWL / SHOWN IN THEATER CONFIGURATION PLEASE CREDIT SHoP ARCHITECTS

NASSAU LIKE NEVER BEFORE

13

NEW AMPHITHEATER / DINING AND RETAIL AS PART OF CONTINUED DEVELOPMENT PLEASE CREDIT SHoP ARCHITECTS

NASSAU LIKE NEVER BEFORE

14

SITE PLAN PLEASE CREDIT SHoP ARCHITECTS

NASSAU LIKE NEVER BEFORE

15

You might also like