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Greg Johnston

The Evolving Fan Experience at NFL Games - An Interview with Scott Radecic of Populous



For over three decades, Populous has developed an extensive and impressive portfolio

of stadiums, arenas, and event venues from around the world. According to the firm’s website,

“Populous is a global design firm that began with a singular focus - to draw people together

around the things they love, through experiences that capture all the senses, amplifying the

atmosphere of excitement and pure joy shared in human moments” (https://populous.com/). In

the NFL alone, Populous has had their hand on over a dozen NFL venues, whether they

designed them from scratch like the State Farm Stadium in Glendale, Arizona, or renovations

like the current Highmark Stadium in Buffalo, New York.


Stadium Journey had the honor and pleasure of interviewing Scott Radecic, the founder

and senior principal planner of Populous. We discussed how the NFL fan experience is evolving

through design, whether it’s through the latest in technology, or the broader trends shaping the

future of sports venues.


Scott has an unique perspective on stadium design. Prior to founding Populous, Scott

had an impressive collegiate football career that included a national championship at Penn

State University. He went on to play twelve seasons as a linebacker in the NFL. Since he hung

up his cleats, Scott has worked with 13 NFL teams, and over 50 colleges and universities to

design new, or improve existing sporting venues.


Stadium Journey (SJ): From your biography, it’s evident you’ve spent a lot of time in football stadiums.

When did your passion for stadium design begin, and what are some of your biggest inspirations or

influences in the field of sports architecture?

Scott Radecic (SR): My passion for stadium design began while I was still playing in the NFL. At that

time, my focus centered around playing and potentially coaching. Yet, by having a degree in architectural

engineering, the idea of a second career designing and constructing stadiums clearly developed during

my five off-seasons, while playing with the Indianapolis Colts. When I began interning at Populous, my

desire to be on the design side of the game was quickly realized. Once I had been introduced to that

world, it became a significant goal of mine to join the industry once I retired from the NFL.

As for influences, I’ve been inspired by pioneers like Ron Labinski, who laid the foundation for sports as a

specialty in architecture. Additionally, my work with Populous’ global design teams over the past three

decades — from the U.S. to APAC and EMEA regions — has further enriched my perspective and

appreciation of the industry.


SJ: As a sports enthusiast myself, I’m constantly in awe of the new and innovative designs NFL

stadiums have introduced to enhance the fan experience. For instance, the unique vantage point rise of

bar seating and standing room only sections to view game action, instead of merely from your

ticketed seat. What are some of the most innovative features you've incorporated into recent stadium

designs?

SR: While working closely with the NFL, I’ve had the great pleasure to implement some groundbreaking

features into the league. For example, we introduced the first pool in an NFL stadium in Jacksonville,

offering a unique and fun game day experience for fans. Also, integrating on-field experiences like tunnel

clubs, where fans have exclusive access to players, equivalent to a backstage area in a concert venue.

Specifically, the new Buffalo Bills NFL Stadium (Highmark Stadium, coming in 2026) will take innovation

even further. It will be the first NFL stadium that will provide all food & beverages to their attendees via

market places. There will not be any belly-up concessions, so fans will enter each market place to select

their favorite foods — which are all freshly prepared and ready for purchase — providing a seamless fan

experience. We will also be the first to offer general admission standing room-only on the field, bringing

fans closer than ever to the action. Additionally, we’re also designing the closest concourse to an NFL

field, located only 12 feet above the field.


SJ: How do you ensure that the design maximizes the fan experience, both in terms of sightlines,

acoustics and amenities?

SR: Each design we create at Populous is tailored to the unique culture of the organization, city and fan

base. Our team conducts in-depth fan research to truly understand what they want in a stadium

experience. Populous is constantly refining our industry-best sightline criteria, balancing science,

architecture and design to curate intimate yet exciting atmospheres. We also focus heavily on acoustics,

ultimately enhancing the sense of connection, noise and energy within the space which greatly supports

the product on the field. By offering a range of diverse amenities — from intimate connection points to

the field and new hospitality offerings — we ensure that fans have more ways to experience the game

than just from their ticketed seats.


SJ: What role do you think stadiums play in their communities beyond just hosting events? Can you

give an example of how one of your designs has positively impacted its local community economically

and socially?

SR: Stadiums are often the catalysts for broader economic and social development, which offers visibility

to cities and supports tourism efforts as well. A great example of Populous’ work in this area is Coors

Field in Denver, which revitalized the area and attracted businesses, restaurants and a vibrant

community to its surrounding area.

Similarly, the Populous-designed Petco Park in San Diego was a project that successfully transformed its

surrounding area, spurring economic growth and creating a lively hub that is continuing to thrive. Today,

stadiums continue to provide their cities with more multi-functional spaces. When designed

thoughtfully, they truly become new assets to the community beyond game day.


SJ: Accessibility has become a major source of attention when building codes in new and renovated

structures. Most of the requirements are focused on the physically disabled. ESPN recently wrote an

article about the difficulty millions of sports fans have attending games who have non-apparent, or

invisible disabilities. The article interviewed a woman with Lupus, two brothers with autism, a legally

deaf woman and a man with low vision. How have your designs incorporated the variety of needs fans

could use for an enhanced experience at a game?

SR: At Populous, we put great emphasis on prioritizing accessibility and inclusivity from the earliest

stages of planning. We design for a range of needs, from physical disabilities to invisible ones, like

emotional or behavioral conditions. For physical access, we ensure the proper accommodations are

available in seating, building navigation and parking. For fans with sensory needs, we provide parent

lounges, sensory rooms and wayfinding systems to aid those who may have visual impairments. For fans

who are hard of hearing, we have included closed captioning for game and PA announcements in the

bowl. Our goal is to create as inclusive of an environment as possible, where every fan feels welcome

and can enjoy the event.


SJ: How do you envision the future of sports architecture evolving over the next decade?

SR: I envision growth in the areas of adaptable seating, advanced food and beverage technology and

more diverse hospitality options. New audio-visual and security technologies will also play a big role in

shaping the stadiums of the future. As we respond to changing demographics and emerging needs, our

designs will continue to prioritize immersive, engaging and safe experiences.

The future of sports architecture is very dynamic. Populous is constantly researching what could be next

in stadiums, arenas and thoughtful design. As sports evolve, so do fan expectations — especially with

technology and social experiences taking on greater importance in the fan experience.


SJ: How do you hope your work will be remembered or impact the field of architecture?

SR: My goal is to leave a legacy of stadiums that not only serve their immediate purpose but also

contribute positively to the communities and fans they serve. I hope that my work will be remembered

for its ability to translate experiences that fans are looking for into reality. Listening closely to the needs

of fans, strategic thinking, problem-solving and commitment to innovation, communities and teams – I

strive to push boundaries and create experiences that inspire and connect people.

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