skip navigation

Stadium Plan


Leading stadium planners and architects ICON Venue Group and Populous have studied the region, the city and the Al Lang Stadium site and have developed a concept that provides a world-class soccer experience, while maintaining the scale and character of the downtown waterfront.

The concept is consistent with – and contemplated by – the Waterfront Master Plan developed by the community and approved by the city.


The project will not overwhelm the site or the waterfront; specifically:

  • The expansion will be built completely on the existing site and will not protrude into the surrounding streets or water.
  • The expansion will provide a stunning waterfront view corridor from the stadium seats east into the bay.
  • The expansion is designed to operate in harmony with the Mahaffey Theater, the Dalí, Saturday Morning Market and Firestone Grand Prix of St. Petersburg circuit.
  • The project will provide the public with an expanded multi-use venue for sporting events, festivals and concerts, while allowing for the long term success of the Rowdies.
  • The project will be funded with private dollars!

  1. 1 of 5
  2. 2 of 5
  3. 3 of 5
  4. 4 of 5
  5. 5 of 5


The stadium design is inspired by the adjacent St. Petersburg Municipal Marina. Each building component of the new expansion design directly relates and pulls from the neighboring sailboats and water that populate the Marina.

The stadium is organized around the intimate relationships of a boat and the water that supports it. The main canopy relates and pulls inspiration from the fabric lightweight sails, the architectural façades relate to the wood and fiberglass bow and hulls and are organized to suggest movement from front to back or entry to back of house. Additionally each stadium component is held together and unified by the large iconic masts. The concourses and plazas have been design and coordinated to mimic the changes of elevations and the irregular patterns of the wake that is left from a moving vessel while provide 360 degree views and connections to the adjacent neighborhood.


ICON Venue is the leading owner’s representative firm in the sports and entertainment industry. They act as a facilitator among all project stakeholders to ensure the team’s vision and objectives are achieved. Their projects include Mercedes-Benz Stadium, Atlanta; BBVA Compass Stadium, Houston; Orlando City Soccer Stadium, Orlando; U.S. Bank Stadium, Minneapolis; Milwaukee Bucks Arena, Milwaukee; Rogers Place, Edmonton; Wrigley Field Restoration, Chicago; T Mobile Arena, Las Vegas; The O2, London; FC Barcelona Venues Strategic Analysis and many more representing NFL, NHL, MLB, MLS, MLL, AFL, CHL, NBDL, DEL and BBL teams.

Over the course of three decades and more than 2,000 projects, Populous has been awarded 250 global design awards for work in 34 countries, including 34 American Institute of Architects awards, 15 awards from the International Association for Sports and Leisure Facilities, a Royal Institute of British Architects Building of the Year award and a Royal Australian Institute of Architects International Building of the Year award. They are the world-leader in sports and entertainment architecture and have designed numerous renowned projects including Tottenham Hotsur Football Club Stadium, London; Parc Olympique Lyonnais, Lyon, France; London Olympic Stadium and Stadium Transformation, London; Estadio BBVA Bancomer, Monterrey, Mexico; Etihad Stadium Expansion, Manchester; Arena das Dunas, Natal, Brazil; Sochi 2014 Winter Olympic & Paralympic Games Venues, Sochi, Russia; BBVA Compass Stadium, Houston; Children’s Mercy Park, Kansas City; Soccer City, Johannesburg, South Africa; Dick’s Sporting Goods Park, Commerce City, CO and many more.