Rethinking the design of venues: Meet Andrea Patry
In this Changing the Game blog series, we dive into the creative minds shaping the future of stadium and arena design; exploring how they elevate the fan experience, drive commercial revenue growth, and bring new life to communities.
Andrea Patry is a design leader focused on improving the fan experience and integrating sponsorship in sports and entertainment venues. She works at the intersection of sport, culture, and design to develop practical, community-centered solutions. Through a fan-first approach, she designs dynamic, future-ready spaces that spark connection, engagement, and lasting impact.
Tell us a bit about yourself – your role and career journey.
I’ve always been passionate about design and sports. Early in my career, I worked on branding projects with Nike, where I learned the power of collaborative design and storytelling. I also played professional hockey, which gave me a deep appreciation for both athletes and fans in these spaces.
I’ve worked with Dan Meis, AECOM’s global director of sports design for nearly a decade. A key part of my role is championing emotion-driven design and pushing creative boundaries that celebrate fan experience. I am committed to integrating new ideas and technologies that reflect the world around us in new ways — like AI tools — to enhance our creative process, from materials and mood boards to shaping interiors and exteriors.
My role sits at the intersection of sport, culture, and design, ensuring that every detail enhances fan experience and drives revenue. I aim to push creative boundaries, helping teams explore new ideas and deliver impactful, forward-thinking designs.
Sports venues should be more than just buildings; they should serve as cultural hubs. My goal is to reimagine the future of sports venues as catalysts for communities.
I focus on integrating new ideas and technologies—like AI tools—to enhance our creative process, from materials and mood boards to shaping interiors and exteriors. My goal is to reimagine the future of sports venues as catalysts for communities.
Talk to us about a project that has impacted or been a major highlight of your career. How is it solving the challenges and issues our clients and communities are facing today?
It would be hard to answer this without mentioning Everton Stadium, the new home of Everton Football Club in the UK. I had the opportunity to collaborate with the team and explore new ideas throughout the entire process. A highlight for me was an early trip to Liverpool to explore materials and design inspirations. Now, seeing those initial ideas come to life at Bramley-Moore Dock is truly rewarding. I’m proud of what we contributed—it’s a beautiful stadium, but more importantly, it was designed with the community in mind, not just as a home for the historic club, but as a versatile, year-round venue for concerts, sports, conferences, and local events that benefit the wider city.
Stadiums don’t naturally unite communities. You have to craft an experience that speaks to everyone. The scale needs to be broken down into a series of meaningful moments that become core memories for fans. This approach creates a seamless connection between the stadium and the surrounding community, setting the stage for positive change.
Everton Stadium was designed to feel like it grew out of the dock—a true football ground with fans right on top of the pitch. We knew the stadium had to feel deeply rooted in fans’ hearts despite its new location, so we built trust by making the design process a true dialogue through sharing sketches, inviting feedback, and actively involving supporters every step of the way. It’s about more than just a venue; it’s about placemaking, inclusivity, and creating diverse experiences that make a lasting impact.
Stadiums don’t naturally unite communities—you have to craft an experience that speaks to everyone. The scale needs to be broken down into a series of meaningful moments that become core memories for fans.
Can you share some of the creative brand activations you’ve been involved in and their impact on the overall fan experience?
We designed a graphic system for Live Nation U.S. Concerts that would help uniquely position the identity of each venue and to celebrate the place. We combined these graphic details with innovative design elements that enhance guest engagement — including guest-facing amenities, premium seating, back of house upgrades, and hospitality experiences — to transform the overall strategic design of the venues to deliver seamless experiences.
Across my work, I look for ways to communicate a story throughout the venue and sometimes the small elements like graphics create space for the bigger design elements to thrive. A graphic language unifies opportunities for subtle brand integration into the artist’s experience and helps to position space for a story that the artist and venue can create in partnership. Setting the tone for the street-to-stage experience is key.
Fans today expect deeper connections with their favorite artists, teams, and athletes, wanting an active role in shaping event experiences. During the early design process, I focus on crafting standout moments along the fan journey—moments that not only enhance engagement but also create layered, immersive experiences.
We look for ways to incorporate sponsorship as part of the overall experience — not an afterthought, or something applied. We help our clients create a plan and position them for the future so that the story of the space can continue without interruption. I think this is the most impactful way to help our clients is in the upfront planning — to create a design guide to help them collaborate with stakeholders on executing their vision and making the design process appear seamless. This approach maximizes Return on Investment (ROI) by uncovering new opportunities within the live event experience.
I like to celebrate the small ideas — those early creative sparks that may seem minor but often shape the final design. Some become defining elements, like hidden “Easter eggs” discovered with the client and fans, while others evolve or fade. But the process itself fuels innovation. Ultimately, the goal is to create shareable, memorable experiences that bring the project’s story to life.
We look for ways to incorporate sponsorship as part of the overall experience – not an afterthought, or something applied. We help our clients create a plan and position them for the future so that the story of the space can continue without interruption.
How do you balance the global appeal of sports with the need to create spaces that reflect the identity of the local community?
I think the answer is in the question — sport is about authenticity and is elevated when the local community can engage with the design. The design process needs to embrace the community, the fans, the people — creating a place where we imagine the future and celebrate a holistic design approach.
Stadiums and arenas function like mini cities, drawing massive crowds and requiring thoughtful placemaking. The goal is inclusivity — offering diverse experiences that cater to a broad audience. In recent years, there have been significant advancements in accessibility, from ADA/mobility accommodations to sensory-friendly spaces and family-oriented facilities. Sustainability has also become integral, with innovations in energy efficiency and responsible construction practices shaping the future of these venues.
A well-designed stadium isn’t just about aesthetics; it’s about optimizing the fan journey. From minimizing queuing and travel times to creating a seamless flow of experiences, every element should enhance engagement while respecting the identity of the local community. The best designs make a lasting impact by balancing global appeal with a strong local connection.
A well-designed stadium isn’t just about aesthetics; it’s about optimizing the fan journey. From minimizing queuing and travel times to creating a seamless flow of experiences, every element should enhance engagement while respecting the identity of the local community.