NewsDickies Arena Opens In Fort Worth
Fort Worth, Texas has historically been a city supported by the longhorn cattle trade. Today, it takes great pride in this past and still hosts a two-week stock show and rodeo each year. As the area continues to grow at a rapid pace, there was a recognizable need to develop a central hub that would enhance this tradition and attract year-round events via a modern and flexible addition to existing venues. Two Twelve had the honor of contributing to the design of this versatile new space as wayfinding and signage consultants, developing a navigational system that responds to a facility with ever-changing needs. The result is a new multipurpose arena built adjacent to the city’s notable Will Rogers Memorial Center campus.
This new arena was funded by a public-private partnership between the City of Fort Worth, Tarrant County, the State of Texas, and Event Facilities Fort Worth, Inc. acted as the private sector, nonprofit development partner. Event Facilities' chairman Ed Bass, a Fort Worth businessman and philanthropist championed the development from early on. Meant to expand and modernize the Center while complementing the existing Will Rogers Tower and Auditorium built in 1936, the large scale, state of the art experience of the new arena will elevate the annual Fort Worth Stock Show and Rodeo and engage the city’s residents and visitors with opportunities for bigger and more frequent concerts, sporting events, and ceremonies.
To help realize this ambitious vision, Two Twelve was engaged as part of the Project Team - joining HKS Inc. and David M. Schwarz Architects - after having previously collaborated on The Smith Center for the Performing Arts in Las Vegas, Nevada. Our goal as wayfinding and signage design consultant was to develop a full graphic program for both the exterior site and plaza as well as the arena interior to provide visitors and staff with information when and where they need it. Two Twelve worked closely with the Project Team to develop a wayfinding strategy and design that is intuitive for visitors and helps establish a sense of place using three lenses: express the Art Deco architecture, embody the history of the rodeo with modern sensibility, and deliver designs that are flexible to support spectators’ and performers’ needs, regardless of the venue configuration.
Our close collaboration helped bring the Art Deco style of the architectural designs to life through custom finishes that invoke this visual style within the signage and wayfinding elements. Using cardinal orientation as a key tool, permanent and temporary design solutions allow the venue to adapt to six different seating configurations with flexible signage that enables easy navigation with each.
Many of the environmental graphic details are a subtle nod to the spirit of the architecture as well as the history of the rodeo. They can be seen in how the implemented wayfinding and orientation signage picks up on building features. Custom patterns and mosaics that depict scenes of historical significance to the area throughout the railings and banisters are mirrored in the graphic edging of wayfinding elements. Other features, such as the terrazzo floor inlays and detailed wood framing and trim inspired signage material choices. The resulting system is both aesthetically pleasing and functional, easily guiding people from approach to the plaza and into the arena.
Two Twelve’s design of sponsorship recognition standards adhere to a similar style and will enable the arena to manage any and all future support in a standardized fashion that coincides with the rest of the space without impacting wayfinding. The result of this creative collaboration is a celebration of the culture and history of Fort Worth and the stock show experience.
The new building, now called Dickies Arena, opened on October 26th with a Ribbon Cutting and Community Open House. The first show is scheduled for November 8th with a performance by Twenty One Pilots. If you're in the area, be sure to check out all of the events it has to offer!
