PowerPoint Presentation

04/23/24 City Council Workshop - Project Update

INTRODUCTION
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City Council authorized the 
City Manager to enter into a 
ground lease agreement 
with AEG Management LLC 
(ASM Global)
Council discussed the item in 
Executive Session.
City of Glendale has had a 
strong relationship with ASM 
Global since 2016
FEBRUARY 14, 2023
JANUARY 24, 2023

DEDICATED PARTNERSHIP 
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Since 2016, ASM Global rebated back to the City   
                  $11.4M
New Agreement between parties: 20 yr Ground Lease
Lease Agreement Payments to City:  
 
 
 
 
 
      $33.29M
$40M Renovation in 2024
ASM Global Contribution:   
        
 
 
 
 
                   $15M
City of Glendale Contribution:             
 
 
 
                   $25M

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GLOBAL EXPERIENCE, LOCAL KNOWLEDGE
A domestic and international team of 
experts to analyze, plan, create, and 
construct a new experience for live 
event fans.
ASM contracted following using ARS Title 34 
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Architect
- HOK
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Owners Representative
- Nations Group
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Experiential Consultant
- Forward Associates
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Construction Manager @ Risk (CM@R),
- AECOM HUNT
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Digital and Technical Consultant
- Anthony James Partners

STRATEGIC OBJECTIVE - FAN EXPERIENCE 
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Venue’s structure is in good shape,  allows 
focus on fan facing enhancements and 
maximize renovation dollars.
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Upgrading the physical appearance of 
both the interior and exterior.
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Increased speed of service.
•
Expanded food and beverage 
offerings.
•
Enhanced and Premium Services for 
all event attendees.
•
Sequencing renovations around events so 
the venue remains open.
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Improvements will differentiate this venue 
in the marketplace.

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OUR AIM

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Current Use
New Use
Storage Tunnel – Arena Floor Level
Grab & Go Convenience Market
Former Team Merchandise Store
Arena meeting and banquet room & pre-event premium space 
(currently noted as Tower Bar)
Executive Loges Boxes
Reconstruct and refresh current North end Executive Loge boxes (16)
Main Concourse Concession Stands and 
center open areas
Remodel and convert current concession stands (6) to Grab & Go. 
Additionally, adding two new bars in center on east and west side.
Main Entrance Bars (2)
Replace temporary bars with more permanent bars and build out 
storage leading to adjacent concession stand that, additionally, will help 
service Executive Loges.
PREVIEW OF RENOVATION
PROJECTS TO BE DISCUSSED

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PREVIEW OF RENOVATION
PROJECTS TO BE DISCUSSED
Current Use
New Use
West Side Upper Suite Level
Reconstruct Upper West Side Suites level to support new “Network 
concept”
East Side Upper Suite Level
Reconstruct Upper East Side Suite level to support new “Social concept”
Venue Exterior 
Remove metal gates on north end and repaint all exterior
Lower Suites (current Club Level) 
Refresh lower suite level walkways and meeting areas (not shown in this 
presentation)
Technology
Adding and upgrading technologies to enhance and expedite the guests 
experience, such as additional points of sale, new digital screens, 
lighting, and touchless checkout systems.  Potential to synergize data 
collection efforts with Westgate to better serve event goers

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A BETTER PRODUCT MIX

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STAGE
MAIN CONCOURSE LEVEL (L2)
UPPER SUITE LEVEL (L3)
SECOND & FLOOR LEVEL (L1)
KEY RENOVATION AREAS

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STAGE
ARENA FLOOR LEVEL

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1,559 SF new concession space
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Designed as a Grab & Go bar 
to service the event floor
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10 new double door fridges for 
increased speed of service with 
wider selection of prepackaged 
products
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5 Frictionless Point of Sale 
stations which should allow for 
an average 10 second 
transaction for each purchaser
STAGE
S T O R A G E
FEATURES:
TUNNEL BAR – ARENA FLOOR LEVEL

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INCREASE SPEED OF SERVICE WITH ACCESS TO THE FLOOR & PREMIUM SEATING
ON THE FLOOR & MORE
ARENA FLOOR TUNNEL – GRAB & GO

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STAGE
MAIN CONCOURSE LEVEL

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1 - Tower Meeting Room & Bar (1)
2 - Grab N Go Concessions (6)
3 - Refreshed Concession Stands (2)
1 - New Center Inner Bars (2)
1 - Enhanced Lobby Bars (2)
1 - Executive Loge Boxes (16)
Numbered to show sequencing throughout the 
year in conjunction with the arena calendar
MAIN CONCOURSE WORK AREAS

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MEETING AND PRE-EVENT ROOM (FORMER TEAM STORE)
MAIN CONCOURSE LEVEL
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Replaces former Team Store
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Separate restrooms, bar, and food service
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Meetings, Presentations, Banquets, etc.
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Pre-event Arena Premium socializing
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Private business meetings
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Open seven days a week for rental
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Exclusive and separate entrance
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Premier location for hosting private 
events year round
FEATURES:

MAIN CONCOURSE - TOWER BAR (FORMER TEAM STORE) 
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FLEXIBLE VIP SPACE FOR PRE, POST-SHOW AND PRIVATE PARTIES 
PREMIUM LOUNGE & CLUB

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MAIN CONCOURSE EXECUTIVE LOGES
Gate 4 - Main Entrance
MAIN CONCOURSE LEVEL
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14 upgraded loge boxes experience
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Undercounter fridge, rear counters 
and drink rail
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New vibe sound studio look for 
each loge box
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Easy access off main concourse
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Perfect end stage concert view
FEATURES:

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MAIN CONCOURSE EXECUTIVE LOGES
UPGRADED EXPERIENCE FOR FANS AND HIGHER SELL THROUGH RATE
AN INTIMATE
PREMIUM EXPERIENCE

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GATE 4 - MAIN ENTRANCE
MAIN CONCOURSE LEVEL
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Easy access
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Frictionless point of sale locations 
for increased speed of service
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Six new Grab & Go locations
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Adding 28 additional points of sale
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Diverse offerings with easier guest 
access
FEATURES:
MAIN CONCOURSE GRAB & GO CONCESSIONS (6)

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DESIGNED TO INCREASE THROUGHPUT AND MAXIMIZE POINTS OF SALE
TASTE ON THE GO
MAIN CONCOURSE GRAB & GO’S

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NEW CENTER BARS (2)
MAIN CONCOURSE LEVEL
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Two new Center main bars
– east & west side – centrally located
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Eight new points of service per bar
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Expedited speed of service
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Enhanced and extensive menu
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New locations with back of house support
FEATURES:
GATE 4 - MAIN ENTRANCE

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MAIN CONCOURSE CENTER BARS (NEW)
FEATURE BARS PROVIDING ADDED POINTS OF SALES
FULL-SERVICE BAR

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MAIN ENTRANCE BARS (2)
STAGE
MAIN CONCOURSE ENTRANCE
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Two new bars located on each side of the 
main entry gate, next to Loge
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First bars seen when entering main gate
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6 additional points of sale positions
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Support bar for Loge boxes
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Connecting / shared back of house to 
north concessions hot Grab & Go
FEATURES:
GATE 4 - MAIN ENTRANCE

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MAIN CONCOURSE ENTRANCE (GATE 4)
NEW BARS & POS FOR FANS RIGHT WHEN THEY ENTER THE ARENA 
EASE OF ACCESS & SUPPORT
MAIN ENTRANCE BARS (2)

UPPER SUITE LEVEL
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STAGE
NETWORK LOUNGE
SOCIAL CLUB
CREATION OF 
TWO NEW
CLUB CONCEPTS

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NETWORK SUITES & LOUNGE
STAGE
UPPER SUITE LEVEL WEST
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Creation of new premium club product from former suites
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22 suites with additional seating around club and bar
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9 & 12 seat banquet plush seating in suite
FEATURES:
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Two full bars serving premium mixology drinks
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Hot plate served premium food service 
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Four larger suites on corners will have sponsored lounge area

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FANS ENJOY A COMFORTABLE AND OPEN LOUNGE SPACE CREATING 
NETWORKING OPPORTUNITIES AND AN INTIMATE PRIVATE SUITE TO VIEW THE SHOW
ULTIMATE EXCLUSIVITY
NETWORK SUITES & LOUNGE

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STAGE
UPPER SUITE LEVEL EAST
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Premium club experience with open seating
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No suites except for two on each end
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Premium seat and drink rail seating 
FEATURES:
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Two full bars serving premium mixology spirits
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Complimentary hot plated premium food service
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Nearly identical to Network Club, except more open seating
SOCIAL CLUB

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UPSCALE LOCATION TO SOCIALIZE, GATHER & 
CONNECT AT EVENTS
FLEXIBLE EVENT SPACE
SOCIAL CLUB

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STAGE
ADDITIONAL WORK AREAS
MAIN CONCOURSE
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Paint Main Concourse
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Add Digital Signage
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Upgraded wayfinding
and theming/branding
ENHANCEMENTS:

GATE 4 ENTRY MAIN CONCOURSE 
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GATE 4 ENTRY MAIN CONCOURSE
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Main entry gate and 
concourse to be painted
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Loge Box entry façade 
upgraded 
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26 new LCD screens added 
through out main concourse 
areas for digital marketing
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Four - 163” LCD screens at 
entry gate
ENHANCEMENTS:

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EXTERIOR ENHANCEMENTS
VENUE EXTERIOR
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Separating from the 
past with new look 
and vibe
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Medium & Light Gray 
with silver detail
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Removal of all outer 
metal gates (gate 4)
ENHANCEMENTS:

EXTERIOR PAINTING & GATE REMOVAL
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SCHEDULE
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4/23
8/23
4/24
8/24
12/24
2/25
12/23
PROJECT START
PROJECT COMPLETE
CONCEPT DESIGN COMPLETE
SCHEMATIC DESIGN COMPLETE
100% CONSTRUCTION DOCUMENTS - GMP
CONSTRUCTION STARTS
6/24
50% DESIGN DEVELOPMENT - ESTIMATE
100% DESIGN DEVELOPMENT - ESTIMATE

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In summary, the renovation of this key stakeholder venue located in the heart 
of the Westgate Entertainment District will continue to support future 
entertainment opportunities, including popular concerts, family, and sporting 
events, and other mainstream entertainment.  
Creating new spaces for private events and enhancing key fan facing areas 
throughout the venue will ensure comfort for all visitors along with revenue 
enhancement, which will include increased tax collection and area economic 
impact as the founding facility in the Westgate Entertainment District and 
Arizona’s true entertainment destination.
SUMMARY