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CVC Plan To Improve Dome Improves Broadway

February 6, 2012 Downtown, Featured, Planning & Design, Politics/Policy 18 Comments

Last Wednesday the St. Louis Convention & Visitors Commission announced the plan it submitted to the Rams to remake the Edward Jones Dome into a “top tier” facility.  Rather than rush to post about the plan I decided to take my time to revisit Baer Plaza (between the Edward Jones Dome and I-70), read & reread the plan, and offer more than a knee-jerk reaction. I’m not going to rehash the big picture you’ve read elsewhere but I’ll focus on a couple of areas: the point where the Dome and convention center meet and Baer Plaza. Click here to download the 22-page PDF plan.

ABOVE: Existing courtyard space between the convention center (left) and Dome (right), January 2011.

On page 14 of the CVC’s plan they talk about the boring space shown above:

We are proposing the conversion of the courtyard between the convention center and the Dome into a flexible pre-game fan destination for pre-game concerts, food and beverage sales and exciting fan entertainment offerings. This can facilitate earlier ingress into the Dome and reduce congestion created by new NFL Security requirements for wandings or patdowns. It will also generate additional food and beverage sales and create a ‘friends’ gathering place for pre-game activity. 

The courtyard is certainly not an asset in it’s existing condition. The CVC plan includes an image of how they think this courtyard could be revised.

ABOVE: The CVC caption reads: "Create an exciting and highly flexible pregame fan destination in the courtyard between the Convention Center and Edward Jones Dome . Pregame concerts, food and beverage sales, and exciting fan entertainment offerings define the new environment."

Presumably this updated courtyard space could be useful throughout the year as other events are hosted in the convention center and Dome. If so, this could be a good investment in updating a drab area. But it’s outside around Broadway and in Baer Plaza that big changes will take place so lets go there.

ABOVE: Baer Plaza with the Lumiere Link entrance in the foreground, August 2010

From up high this looks nice but both sides of Broadway are dreadful.

ABOVE: Looking south at the sidewalk on the east side of Broadway with Baer Plaza on the left, February 2012

ABOVE: Looking south from Cole you can see the post-9/11 security barricades, February 2012

ABOVE: View of Baer Plaza and the elevated I-70 from the west side of Broadway

The exciting part for me is a new 50,000 square foot multilevel building to be built here as part of an expanded club experience for the well-off football fan:

The new club seats will become part of an exciting contemporary club experience, with the addition of a new 50,000 square foot building referred to herein as the Baer Plaza addition. The suite corridors on the club level will be remodeled with lighting upgrades and finishes to flow nicely into newly remodeled club lounges. The club level renovations will add an ADA platform and expand the club floor plate by filling in the open sections to the floor below. All club level guests will be able to enter the facility through a new club entrance in Baer Plaza. This new building will improve the club experience and enhance the facility as a whole. It will provide a premium entrance for the Rams’ highest dollar customers and will be outfitted with club lounge space, a technology area currently dubbed the ‘Geek Suite’ and an open air deck for a rooftop beer garden. The Geek Suite will be outfitted with Wi-Fi connections and an abundance of HD flat screen monitors and is intended to be a location for the club/suite customers who want to stay connected to Fantasy Football with their handheld Smart devices. This space would be similar to a high-end technology store like an Apple store in fit and finish. The development of Baer Plaza will function as a gateway to the stadium, offering the Rams premium seat fans a new front door experience. The bridge connects to the stadium at the suite and club level(s).

I’m not a fan of bridges over roads but the massing of this new structure is worth a pedestrian bridge over Broadway. This new building, with a “street level restaurant”, will enclose Broadway and give it a needed urban feel that’s been missing since buildings on that side were razed for the open Baer Plaza. The building would also include a team store and rooftop space. Building massing is absolutely needed on the east side of Broadway so this has great potential. Ideally the restaurant and team store would be open all year. Hopefully the rooftop space could be used for other events when the Rams are playing.

Retractable bollards would allow Broadway, a major road into downtown, to be closed on game days. The bollards would be attractive whereas the current concrete barriers are not. It would also close off the disabled drop off area on Broadway. I’ll need to ask how the CVC plans to address that.  This new building would serve as a connector between the CBD to the south and the future “Bottle District” to the north of Cole.

Financing is another issue.

ABOVE: Breakdown of revenues and expenses to reach the $124 million dollar total, click to download PDF

Congrats to Kitty Ratcliffe and her team at the CVC, I’m not easily impressed but I think these improvements (plus interior changes) will greatly improve the game day experience for those attending the games, increase revenues for the Rams,  and improve the area the rest of the year. Remember if the Rams accept this solution, and stay in the Dome until 2025, we must think about what happens after then. The new natural lighting, massive video scoreboard and this building could serve other uses in the Dome after a new facility is built for the Rams for after 2025.

- Steve Patterson

  • Lance Johnson

    Thanks for the detailed explanation of the plan.  My biggest concerns are the pedestrian bridge being an eyesore and the closing of Broadway.  Closing that street on game day is a great idea for the fans having a good time next to the stadium but it will cause major traffic problems.  I live on the IL side of the river and usually take the MLK bridge over.  Broadway is the fastest way to go south and provides for a large amount of traffic throughput.  Once closed, traffic will have to travel into The Landing or go much farther west and hit 10th street.  Neither of those choices currently provide for the amount of traffic that hits that area.  Hopefully with proper planning they can address these issues.  The new bridge might be an attractive alternative to MLK when it is completed.  I hope the Rams and CVC agree on the plan so we can keep the Rams in town and I look forward to partying it up in the new additions.

  • Lance Johnson

    Thanks for the detailed explanation of the plan.  My biggest concerns are the pedestrian bridge being an eyesore and the closing of Broadway.  Closing that street on game day is a great idea for the fans having a good time next to the stadium but it will cause major traffic problems.  I live on the IL side of the river and usually take the MLK bridge over.  Broadway is the fastest way to go south and provides for a large amount of traffic throughput.  Once closed, traffic will have to travel into The Landing or go much farther west and hit 10th street.  Neither of those choices currently provide for the amount of traffic that hits that area.  Hopefully with proper planning they can address these issues.  The new bridge might be an attractive alternative to MLK when it is completed.  I hope the Rams and CVC agree on the plan so we can keep the Rams in town and I look forward to partying it up in the new additions.

    • http://urbanreviewstl.com/ Steve Patterson

      Agreed, I’m concerned about closing Broadway on game days too. Perhaps this would encourage more to use MetroLink?

  • Anonymous

    I disagree that this would be an improvement, especially along Broadway.  Take off your rose-colored glasses, this is a sports venue, not much different than Busch Stadium or the Scottrade Center.  These are destinations that attract a large number of fans when there are games or concerts going on, the rest of the year they’re truly dead spaces.  Look at the energy that occurs (not!) every day now around our existing venues, why would you believe that it would be any different with these changes, especially since the Rams will be using these facilities less than a dozen days every year?!

    The ONLY reason I can see urbanists liking these changes is that it looks like another building-like structure would be built on the east side of Broadway.  If you think a parking garage is bad, I can’t see where this would be much of an improvement, if any.  Realistically, the best thing that could happen for downtown would be for the dome to go buh-bye and to repurpose this multi-block site with something that sees daily activity.  And I don’t care if the Rams land in LA, on the Chrysler site in Fenton, on the site of Northwest Plaza, at Riverport  or somewhere on the east side, the best football venues aren’t downtown, they’re set in a sea of parking where serious tailgaiting can happen.  We need to cut our losses with this white elephant and not continue to put lipstick on this pig . . . .

  • JZ71

    I disagree that this would be an improvement, especially along Broadway.  Take off your rose-colored glasses, this is a sports venue, not much different than Busch Stadium or the Scottrade Center.  These are destinations that attract a large number of fans when there are games or concerts going on, the rest of the year they’re truly dead spaces.  Look at the energy that occurs (not!) every day now around our existing venues, why would you believe that it would be any different with these changes, especially since the Rams will be using these facilities less than a dozen days every year?!

    The ONLY reason I can see urbanists liking these changes is that it looks like another building-like structure would be built on the east side of Broadway.  If you think a parking garage is bad, I can’t see where this would be much of an improvement, if any.  Realistically, the best thing that could happen for downtown would be for the dome to go buh-bye and to repurpose this multi-block site with something that sees daily activity.  And I don’t care if the Rams land in LA, on the Chrysler site in Fenton, on the site of Northwest Plaza, at Riverport  or somewhere on the east side, the best football venues aren’t downtown, they’re set in a sea of parking where serious tailgaiting can happen.  We need to cut our losses with this white elephant and not continue to put lipstick on this pig . . . .

    • http://urbanreviewstl.com/ Steve Patterson

      My prescription glasses do darken in the sun but there is no rose tint. Everyday thousands exit I-70 and drive south on Broadway. The lack of massing on the east doesn’t give an urban feel and leads to faster speeds. A 3-story structure with Rams store and street-level restaurant will completely transform this area for the better. Right now it’s unclear if the restaurant would be open for business all the time but the CVC has confirmed the building would be available for events other than the Rams 8 home games.
      I’d like to see the dome go away but the reality is it still has use ti the CVC.

  • http://urbanreviewstl.com/ Steve Patterson

    Agreed, I’m concerned about closing Broadway on game days too. Perhaps this would encourage more to use MetroLink?

  • http://urbanreviewstl.com/ Steve Patterson

    My prescription glasses do darken in the sun but there is no rose tint. Everyday thousands exit I-70 and drive south on Broadway. The lack of massing on the east doesn’t give an urban feel and leads to faster speeds. A 3-story structure with Rams store and street-level restaurant will completely transform this area for the better. Right now it’s unclear if the restaurant would be open for business all the time but the CVC has confirmed the building would be available for events other than the Rams 8 home games.
    I’d like to see the dome go away but the reality is it still has use ti the CVC.

  • Tpekren

    Why not go one step further then the 20,000 sf VIP building and add a slim office tower next too it.   The real potentional and gain is developing Bottleworks District mixed use and removing the raised section of I-70.  In my mind, what is being proposed outside of the physical improvements to the dome is rather timid and weak.  What it would it hurt to take a play out of Chicago’s playbook by looking at what they did with Lake Shore Drive nor did they have to build a new stadium for the Bears. 

    In other words, I don’t see the dome going away anytime soon and the plan proposed is really the only realistic way the region can afford stadium improvements.  Its a pipe dream to think the region can afford a new stadium to compete with LA.  No matter what St Louis proposes, Stan K is taking the RAMS to LA if he can get a deal.    

  • Tpekren

    Why not go one step further then the 20,000 sf VIP building and add a slim office tower next too it.   The real potentional and gain is developing Bottleworks District mixed use and removing the raised section of I-70.  In my mind, what is being proposed outside of the physical improvements to the dome is rather timid and weak.  What it would it hurt to take a play out of Chicago’s playbook by looking at what they did with Lake Shore Drive nor did they have to build a new stadium for the Bears. 

    In other words, I don’t see the dome going away anytime soon and the plan proposed is really the only realistic way the region can afford stadium improvements.  Its a pipe dream to think the region can afford a new stadium to compete with LA.  No matter what St Louis proposes, Stan K is taking the RAMS to LA if he can get a deal.    

  • moe

    I fail to see the improvements to the area.  I have to agree with JZ…it’s just going to be a dead space the other 358 days  of the year.  This is no different than building a parking building instead of a store.  And the readers would be up in arms if that is what was proposed instead.  Sounds hypicritical to me.  The cards are being dealt and St. Louis is not going to be getting a good hand. I and many others will not be voting for any taxes for the Dome. Plans should be made now as to what to do with all that space when the Rams leave.

  • moe

    I fail to see the improvements to the area.  I have to agree with JZ…it’s just going to be a dead space the other 358 days  of the year.  This is no different than building a parking building instead of a store.  And the readers would be up in arms if that is what was proposed instead.  Sounds hypicritical to me.  The cards are being dealt and St. Louis is not going to be getting a good hand. I and many others will not be voting for any taxes for the Dome. Plans should be made now as to what to do with all that space when the Rams leave.

    • Tpekren

      Have to agree, what is going to keep RAMS in St Louis is the other NFL owners figure out how to get a team in LA and share the pie at the same time.  Can’t forget, there is a few other owners who would like to see themselves in a much bigger market with a new stadium to boot, starting with Vikings, Raiders and Chargers.  Not sure where Kahn is at with his new Jacksonville team, but would take any chance of leaving that market if I was him.  Even if it meant Stan K gets LA and he gets St. Louis. 

       

  • Tpekren

    Have to agree, what is going to keep RAMS in St Louis is the other NFL owners figure out how to get a team in LA and share the pie at the same time.  Can’t forget, there is a few other owners who would like to see themselves in a much bigger market with a new stadium to boot, starting with Vikings, Raiders and Chargers.  Not sure where Kahn is at with his new Jacksonville team, but would take any chance of leaving that market if I was him.  Even if it meant Stan K gets LA and he gets St. Louis. 

     

  • GMichaud

    Look at the narrow view. Again any plan to improve transit, density and the general urban environment is ignored. It is exactly where St. Louis is failing. Although the current Edward Jones Dome is an aesthetic nightmare to be sure.
    It makes perfect sense to build a more attractive city environment surrounding the dome. And the citizens actually get something for their money, not just the owners.
    Better mass transit, better access to the dome, a perfect fit. In fact the goal should be to eliminate the acres of parking that surrounds many major stadiums.
    In fact one small success of St. Louis is to avoid this oppressive no mans land of parking at least partially. A design strategy to humanize the environment around the stadium becomes a unique feature for St. Louis.
    How great would it be for fans to come out into a viable urban environment instead of acres of parking. It should be an easy choice.
    Include population density and other urban oriented actions that will supports shops, the stadium, the Rams and so on and it will be a success.
    Otherwise all of this is nothing else but greasing the pockets of the wealthy.
    Stan Kroenke is supposed to be a real estate developer right? He really should get his damn ass down here and at least pretend he is a capitalist, you know, the risk taker, the fabled job creator.
    The easy thing to do of course is what most lazy capitalists do, buy their way into LA, double their money and run. Yeah! that’s the way to build America. Move things around and collect unimaginable money for the effort.
    If there was a focus on the aesthetics of city planning and architecture it would be a major change from current approaches. If that doesn’t happen I don’t think there is a chance of citizen support for the stadium. And for good reason.

  • GMichaud

    Look at the narrow view. Again any plan to improve transit, density and the general urban environment is ignored. It is exactly where St. Louis is failing. Although the current Edward Jones Dome is an aesthetic nightmare to be sure.
    It makes perfect sense to build a more attractive city environment surrounding the dome. And the citizens actually get something for their money, not just the owners.
    Better mass transit, better access to the dome, a perfect fit. In fact the goal should be to eliminate the acres of parking that surrounds many major stadiums.
    In fact one small success of St. Louis is to avoid this oppressive no mans land of parking at least partially. A design strategy to humanize the environment around the stadium becomes a unique feature for St. Louis.
    How great would it be for fans to come out into a viable urban environment instead of acres of parking. It should be an easy choice.
    Include population density and other urban oriented actions that will supports shops, the stadium, the Rams and so on and it will be a success.
    Otherwise all of this is nothing else but greasing the pockets of the wealthy.
    Stan Kroenke is supposed to be a real estate developer right? He really should get his damn ass down here and at least pretend he is a capitalist, you know, the risk taker, the fabled job creator.
    The easy thing to do of course is what most lazy capitalists do, buy their way into LA, double their money and run. Yeah! that’s the way to build America. Move things around and collect unimaginable money for the effort.
    If there was a focus on the aesthetics of city planning and architecture it would be a major change from current approaches. If that doesn’t happen I don’t think there is a chance of citizen support for the stadium. And for good reason.

  • GMichaud

    The issue of how to handle the highways, stadium connections to the arch and other broader planning efforts come into play. The city government is falling down in efforts to coordinate various public expenditures of money in a larger cohesive effort. Would a nice walk from the stadium to the Arch be too much to ask?

  • GMichaud

    The issue of how to handle the highways, stadium connections to the arch and other broader planning efforts come into play. The city government is falling down in efforts to coordinate various public expenditures of money in a larger cohesive effort. Would a nice walk from the stadium to the Arch be too much to ask?

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