Sports have long been a part of Loretta Fulvio’s life. Raised in St. Louis, her family attended sporting events throughout the year, so it made sense that she’d take that lifelong interest into her role as associate principal at Dallas-based firm HKS Architects, marrying her two passions as the design director for sports and entertainment interiors. With a portfolio that includes Lucas Oil Stadium, home of the Indianapolis Colts, she most recently completed work in 2016 on U.S. Bank Stadium, home of the Minnesota Vikings as well as this year’s Super Bowl. Here, Fulvio talks about how she turns sports arenas into luxury destinations and what it’s like to have all eyes on her work for the big game.
What drew you to designing sports venues?
Growing up with sports being part of my family life, it only made sense that I would gravitate toward the experiences that I have loved from an early age. Through all those years of attending professional, college, and high school games and events, there was something missing. My old habit of trying to recreate a space or experience continued to thrive. [But] our advancements on how we, at HKS, create a sports and entertainment venue, and the ultimate fan experience, is the key differentiator from other interiors practices. We do the research, we understand the market, the team, the client, and the purpose. We apply the data that is derived from the research—we create from fact not just from belief.
U.S. Bank Stadium in Minneapolis
What was one of your most challenging projects?
AT&T Stadium in Arlington Texas, home of the Dallas Cowboys. It was the first time a sports client challenged us to match the experience of a 5-Star luxury hotel property. Not just for a small high-end segment of the patrons, but for the masses. Everyone would feel as though they were entering a new and exciting era for sports. There was a segment of the marketplace that craved to be at that level of having access to a full-service, high-end entertainment experience. That segment exploded with the introduction of the Cowboys new venue to the world and continues to grow every year. That was the career changing moment for me—it was like designing Oz with endless possibilities.
What inspires you?
Sporting events are the ultimate chance to have a big social experience with family, friends and everyone else that loves to be in the game. It’s a positive purpose that brings people together, and it transcends everything. Just being part of the crowd at one of these events stimulates ideas about how the experience can be enhanced. I also find it through traveling and by embedding in with the locals and seeing how they like to spend their time. I am constantly inspired by what delights and enhances an experience in that culture.
Interior at AT&T Stadium in Arlington, Texas
What is your design process?
While a strong leader is important, I believe it comes down to teamwork. My design studio is a well-seasoned team. We work together as one and take every new project to the next level. To steal a phrase from one of my idols, Vince Lombardi, it is our teams’ ‘commitment to excellence’ that drives us to the finish line every time.
Any upcoming projects you’re excited about?
Globe Life Field in Arlington, the future home of the Texas Rangers [opening in 2020], will be one of the most fan immersive experiences that one will ever see in MLB. The seats will be lower and closer to the field, providing a more intimate fan experience. Enhanced transparency of connection from concourse to field by turning arches 90 degrees along the 360-degree Upper Concourse. There will be a variety experiences around the concourses, including a spin on what’s happening locally in the food scene and a nod to some of the classic foods that one expects to have when coming to the Dallas/Fort Worth area—all that and the environment to back it up. No doubt you are in Texas!
