User focused design always wins. Founders Tom Proebstle and Mike Kress have shaped the landscape of sports architecture over the last two decades. While at previous firms Ellerbe Becket and Crawford Architects, they shaped landmark projects such as Conseco Fieldhouse, Lambeau Field, UNI’s McLeod Center, Fenway Park, and Qwest Field. Since founding Generator studio, Tom and Mike’s legacy in the world of sports architecture continues to grow, with clients including the Kansas City Current, Seattle Kraken, Seattle Sounders FC, Brooklyn Nets, New York Liberty, St. Louis Blues, Minnesota Vikings, Tampa Bay Lightning, and Minnesota Wild. What distinguishes Generator’s work is a passion for sports business, first understanding an organization’s unique challenges, market, brand essence, and revenue goals. What results is differentiated design, with branding rooted in the very architecture itself and revenue opportunities steeped in immersive fan experiences.