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Lambeau Field Atrium to undergo $140.5 million renovation

Posted Jan 8, 2013

Pro Shop, Curly's Pub, Hall of Fame all gaining better locations and access


GREEN BAY—A $140.5 million renovation will rearrange and redevelop the decade-old Lambeau Field Atrium and improve consumer access to all the businesses within it.

The Packers outlined the plans for the renovation on Tuesday in front of the Green Bay/Brown County Professional Stadium District Board. The plans were first introduced at last summer’s shareholders meeting and the Packers spent the ensuing months finalizing them prior to Tuesday’s presentation.

“It’s been 10 years now with the Atrium, and this is an opportunity to refresh it and also improve the operation of our Atrium businesses,” Packers President/CEO Mark Murphy said.

The highlights of the project, which will be completed over the next two offseasons, are as follows:

  • A new ground level, underneath the current Atrium floor, will be created via excavation to house an expanded Packers Pro Shop with close-up parking and direct access on both the north and east sides.

  • A revamped Robert E. Harlan Plaza, including the statues of Vince Lombardi and Curly Lambeau, will remain the main entrance to the Atrium itself, but will be elevated above the new ground floor Pro Shop entrance.

  • Curly’s Pub will move from the second floor of the Atrium to the current Pro Shop location, and customers will have direct access on the north side and through a new east-side entrance via escalator.

  • The Packers Hall of Fame will move from the Atrium basement to Curly’s current location on the second floor.

  • The entrance to the Oneida Nation Gate on the stadium’s east side will be expanded to better connect with the pedestrian walkway that stretches to Oneida St.

  • The players’ parking lot will be moved to the south side of the Oneida gate, with access via tunnel underneath the new, extended gate entrance.

The Pro Shop will nearly double in size, from its current 11,500 square feet to 20,000 square feet, and be housed on one floor rather than its current two floors.

Meanwhile, Curly’s and the Hall of Fame will both move to more prominent locations, and access to all the businesses will no longer be complicated by any special event taking place within the Atrium itself.

“We’re renovating to provide a better experience for all of our fans,” Murphy said. “The Pro Shop will have a much better design, and the new layout for the Atrium will benefit all our visitors.”

The entire project is being paid for by the Packers, through their own funds and the NFL’s G4 loan program. As with the first phase of the stadium renovation – a $146 million project that featured a new sound system and video boards plus the south end zone stadium expansion now nearing completion – no public tax money is being used.

The expansion of the Oneida gate also will allow for some upgrades to the football facilities, including new equipment and space for a strength and conditioning and walk-through area that will be larger and more efficient than the current gymnasium.

“We’ve always had great facilities, and we want to keep the football team on the cutting edge in terms of what’s available for our players and coaches,” Murphy said.

The entire project is expected to be completed by 2015. The Pro Shop will remain open throughout the renovation and construction as it transitions to the new, excavated space. Curly’s and the Hall of Fame will have to undergo temporary shutdowns, but when they’ll occur and how long they’ll last has not yet been determined.

“We’re very excited about this final phase,” Murphy said. “Like anything else, during construction there are going to be some inconveniences, but when it’s all done, the Atrium will be much improved.

“With these changes to both the stadium and the Atrium, we will stabilize the financial future of the organization and help ensure that we remain competitive both on and off the field.”


 
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