Enterprise Center Master Plan

St. Louis, MO

665,000 SF Master Plan
Enterprise Center Master Plan

Generator Studio won the opportunity in 2016 to partner with the St. Louis Blues to create a strategic plan to improve Enterprise Center (formerly known as Scottrade Center) in St. Louis, Missouri. The arena had been largely untouched since its opening in 1994, and so a list of key priorities was established to help Enterprise Center compete with and possibly supersede other venues around the country.

The goals established for the Master Plan included: enhance the fan experience; provide increased and more diverse food and beverage services; provide adequate connection to the digital world; upgrade entertainment systems; optimize integration of the Blues’ brand; provide additional revenue streams for the St. Louis Blues as operators of the facility; address and identify deferred maintenance and infrastructure needs; and ultimately allow the St. Louis region to compete for more sports and entertainment events in the future via Enterprise Center. Generator provided the Blues with a single document that clearly identified scope, vision, cost of construction, schedule, and recommended phasing to help deliver on the established goals. In turn, the Master Plan enabled the Blues Executive Board to start dialogues with the city of St. Louis and state of Missouri for public funding and incentives.

Scope of the study included a significant renovation of the arena’s footprint to better engage the site and provide more retail & fan-focused amenities at the street as well as level-by-level analyses to identify opportunities to renovate and expand the five existing floors of the arena. Scope of work completed as part of the Master Plan included: renovation of the video production room and equipment, several technology upgrades, and a rebrand and renovation of three existing concessions on the lower concourse (locally known as Plaza level) of the center.