The renovation of the Atlanta Hawks’ State Farm Arena transformed the 20-year-old venue to maximize revenue, improve the fan experience and embody Atlanta’s unique culture.
Working with the Hawks, HOK’s design team approached the renovation as a transformation centered around the idea of creating a new, welcoming living room for Atlanta. The goal was to influence people to spend their entire evening here, as opposed to coming only for an event.
Providing diverse, personalized experiences in food, seating and other aspects is a common goal for today’s venues. With the Hawks, the team set out to go well beyond this trend—to truly capture what is special about their fans and city.
From the innovative seating concepts to a completely reimagined food and beverage experience, the 17,000-seat arena creates a new benchmark for sports venue design. Inspired by the BeltLine, an ambitious urban redevelopment project that is connecting Atlanta’s neighborhoods through a 22-mile loop of trails and parks, the team designed the arena’s open concourses to create diverse social experiences.
The design removed an existing wall of suites that spanned four levels on the arena’s west side and reconfigured this space into viewing terraces, multilevel connection points, open suites and the 18,000-sq.-ft. Atlanta Social suite experience.
The Hawks’ local partnerships and celebrity connections led to the creation of curated dining and service experiences, including Zac Brown’s Social Club, Killer Mike’s SWAG Shop and restaurateur Giovanni di Palma’s Little Italia collection of eateries. The renovation also includes the NBA’s first courtside bar.
Atlanta craftsmanship is on full display, with warm wood detailing reminiscent of a concert hall, hospitality-inspired finishes, intricate tile work, and eclectic materials and textures.
The arena, which was already among the country’s most programmed venues, now has the most inclusive and engaging experience for fans in the NBA, driving additional revenue.