Jaguars' Daily's Place To Open May 27

New amphitheater and flex-field are adjacent to EverBank Field, Jacksonville, Fla.

  • by Brad Weissberg
  • Published: May 17, 2017

Rendering of the new Daily's Place flex-field and amphitheater, Jacksonville, Fla

The Jacksonville Jaguars and Everbank Field, Jacksonville, Fla., are saying hello to the new 5,500-capacity amphitheater and flex-field, which are connected to it via sky bridges, and will open May 27, with a concert by Tedeshi Trucks Band.

Called Daily’s Place, the new venue was built to fill a hole in the 5,000-6,000-capacity space in the Northeastern Florida market.

The conversations regarding the project started three years ago when Shad Khan bought the Jaguars, said Chad Johnson, SVP, sales and service, Bold Events and The Jacksonville Jaguars.  Bold Events is a sister company of the Jaguars, formed for the purpose of planning events and concerts at both Daily’s Place and EverBank Field.

“We’ve been steadily investing in the facility to improve the fan experience and investing in the community to strengthen our relationship with our fans,” he said. “We were looking at new and creative things we could do to drive the business forward to help overcome some of the inherent challenges that come with a small market like we have here.”

161107_16x9_Jax_Images3.jpgRendering of the interior of the new Daily's Place amphitheater.

Johnson and his team started by “looking at areas where we currently aren’t delivering in the marketplace” and noticed there was a gap in the 5,000-6,000-seat event space. The amphitheater idea came from those conversations.

“We have a great arena, a great football stadium and a smaller outdoor amphitheater that only seats 3,700,” he said. “We noticed there was a market for these 5,000-6,000-seat performances but not a venue to host them.”

The project is a part of a private-public partnership between Khan and the city of Jacksonville. Ninety-million dollars was budgeted for Daily’s Place along with improvements to EverBank Field, split 50-50 between the two entities. The naming rights deal with Daily’s Place is for five years and there is an option to extend.

Phase one of the project were improvements to the stadium including enhancements to their US Assure Clubs, which sit on the 50-yard line, and the East and West Clubs got full renovations. Both projects were completed for the 2016 National Football League season.

Phase two, Daily’s Place and the flex-field, broke ground for 2016. The entire flex-field and amphitheater are under a shared-roof structure. The flex-field will be used for Jaguar practices, pregame hospitality events for Jaguars games, trade shows and community events that would require a covered space.

“The stage of the amphitheater backs up to the flex-field and those airline-hanger doors will open up,” said Johnson. Combined, the venues are 160,000 sq.-ft; 94,000 sq.-ft. for the flex-field and 66,000 for the amphitheater.

Populous is the designer of the new venues. “Populous has been working with the Jaguars for several years,” said Jonathan Mallie, principal and director of the New York office, Populous. The design process took about two months. The contractor was Hunt Construction.

“It was an extremely aggressive construction schedule,” said Mallie, who added that digital modeling allowed them to expedite the construction.

Mallie said that he looked at the challenges of designing around an existing facility as opportunities. “The new venues work off the south end-zone of EverBank Field and make a movement toward the waterfront and this allowed us to connect EverBank Field to the waterfront and greet the public.”

“The predominate architectural move of the roof-scape that hovers over the venues really creates an iconic presence on the waterfront,” said Mallie.

Co-facility management partner Live Nation is the content provider, and SMG will be the co-facility partner with Live Nation on the operational side.

There are 28 confirmed shows including Train, Incubus, Journey and Asia, Matchbox Twenty and Kings of Leon. Johnson expects to add more events to coincide with home games for the Jaguars. “When we are fully operational, we expect to have 40 events a year,” he said.

There are three levels of seating at the amphitheater including premium lounges and premium loge sections, with couches and in-seat service.

The concessionaire will be Delaware North, who also services EverBank Field. “We will serve everything from healthy options to grab-and-go snacks,” said Johnson. 

The resources and infrastructure of EverBank Field will be shared by the new venues and all ingress will be done through the gates of EverBank Field.

“The goal is to be a first-class facility for the fans and the artists,” said Johnson. “We have a unique state-of-the-art back-of-house where we created patios for the artists to enjoy the great Florida weather.”

Initial studies suggest that Johnson and his team were right-on in their assessment that the area needed a venue such as Daily’s Place. Tickets are selling briskly — and to people who’ve never stepped foot in EverBank Field.

“We didn’t build Daily’s Place to reach the same people who come to Jaguars games,” said Johnson. “As we’ve gone through our first round of studies, we’ve found that 75 percent of the people purchasing tickets for Daily’s Place have never been to a Jaguars game.”

 

 

  • by Brad Weissberg
  • Published: May 17, 2017