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New details emerged today on the proposed $1.2 billion mixed-use district surrounding the Haslam Sports Group’s (HSG) proposed all-purpose, roofed stadium in the Cleveland suburb of Brook Park. HSG announced that Lincoln Property Company, a global real estate firm, will be the development partner for the Cleveland Browns’ 176-acre mixed-use entertainment district.
The development, designed by renowned architecture firm HKS, will be anchored by a new $2.4 billion enclosed stadium for HSG’s 80-year-old NFL franchise. Located at Snow and Engle roads next to Cleveland Hopkins International Airport, the 67,000-seat stadium is planned to host the Browns’ home games. Lincoln is based in Dallas but has an office in Chicago.
In addition to the football games, the Haslams also have said that they intend to attract multiple concerts, major sports tournaments and events, and conferences year-round, with the goal of cementing Northeast Ohio as a world-class entertainment destination. Those extra events, made possible by the enclosed stadium, is what they say sets this proposed venue apart from the alternative — a $1.2 billion renovation of the existing Huntington Bank Field on Downtown Cleveland’s lakefront.
“Lincoln is working with the Browns and Haslam Sports Group to develop a well-thought-out and compelling vision for a live/work/play destination to complement the new Huntington Bank Field planned for Brook Park,” says Peter Kelly, executive vice president of Lincoln’s Midwest operations in a written statement.
“The economic impact that this entire project will bring to Northeast Ohio is unmatched — the mixed-use development alone is expected to generate $1.2 billion annually and create more than 3,300 permanent jobs for the region. Northeast Ohio deserves a vibrant development like this, which will engage residents and visitors alike.”
The mixed-use district surrounding the stadium will be developed across multiple phases and is intended to ultimately include 300,000 square feet of retail, two upscale hotels, 1,100 apartments and 500,000 square feet of office at full build-out, according to a project summary. The project is not directly affiliated with the mixed-use District 46, which the Haslams are partnering with DiGeronimo Companies to build in neighboring Berea, next to the Browns headquarters and practice facilities.
Phase one is planned in 2029 to deliver along with the stadium about 450 hotel rooms, 575 apartments, and 96,000 square feet of traditional retail — suited for unique food and beverage plus shopping destinations. Another 137,000 square feet of experiential retail will include a team store and other experience-based retail concepts that will drive year-round activation and community involvement.
“The most important component of any successful mixed-use project is the anchor,” says David Binswanger, co-chief executive officer of Lincoln. “The new enclosed stadium will bring year-round events to the surrounding district, activating this region in a way that has never been feasible before.”
“Having planned 2,000 acres of mixed-use development across the country and counting, our team understands what fundamentals are needed for a project like this to succeed,” Binswanger says. “Northeast Ohio and the Brook Park site have all the advantages, including a prime location and accessibility, to become a go-to entertainment destination in the U.S.”
“HSG is thrilled to partner with such a respected firm as Lincoln on the mixed-used development connected to our new enclosed stadium and know they will create a memorable experience for all of Northeast Ohio and visitors throughout the year,” says Dave Jenkins, chief operating officer of Haslam Sports Group.
“We have been focused on assembling a team of experts who create a best-in-class stadium experience that drives new visitors and economic activity to our region,” Jenkins continued. “Lincoln is internationally renowned, and we are excited for their work and impact on Northeast Ohio.”
Lincoln’s sports practice was established in 2003 to build the most innovative sports, motorsports, and eSports facilities in the world. The team has tapped into Lincoln’s six decades of expertise in entitlements, development, construction and project management to deliver entertainment destinations for several collegiate, professional and eSports organizations.
Earlier this year, Lincoln lost out on a bid to build Cuyahoga County’s proposed consolidated courthouse. Additionally, the firm’s development portfolio is comprised of $7.4 billion in active mixed-use projects, which includes 8,000 multifamily units that are complete or currently under construction.
Some of Lincoln’s most notable projects include The Star, a landmark development in Texas that serves as the headquarters and training center for the Dallas Cowboys; Legacy Union, a multi-phase development in Downtown Charlotte adjacent to the Bank of America Stadium; The Rock at La Cantera, a 50-acre project in Northwest San Antonio, which includes a new San Antonio Spurs training facility and a performance center; and The Point, a planned 99-acre redevelopment project near Salt Lake City.
HKS is partnering as the design architect for the new stadium and master planning the mixed-use development site. The architecture firm has created some of the most iconic multi-purpose venues in the U.S., including SoFi Stadium, U.S. Bank Stadium, Lucas Oil Stadium and AT&T Stadium. HKS’ designs have established new levels for
fan experience and entertainment environments.
“We’re proud to be working with the Haslam family to create a versatile sports and entertainment venue for all of Northeast Ohio,” says Mark A. Williams, partner and director of venues for HKS. “Our latest design for the National Football League will not only be home to one of the league’s most storied franchises, but it will also be
a generational project for the region that will attract a wide array of major sporting and cultural events for years to come.”
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