User focused design always wins. Founders Tom Proebstle and Mike Kress have been shaping 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 among others. Since founding Generator studio, Tom and Mike’s legacy in the world of sports architecture continues to grow, with recent clients including the St. Louis Blues, Minnesota Vikings, Tampa Bay Lightning and Minnesota Wild. What distinguishes Generator’s work is a passion for the business of sports, 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 an immersive fan experience.

Our venue clients often ask us what issues to consider at the onset of a potential major renovation or master plan. Over time, we’ve developed a list of the top 50 items we typically consider to keep our clients’ venues competitive in the current and future markets. Learn more about recommended core strategies in our RE|VENUE® brochure.