The Bank of America Stadium Experience Center, unveiled by Tepper Sports & Entertainment on Thursday, is “the most technologically advanced preview center in sports,”
TSE is opening the Experience Center in support of the 30-year-old stadium’s just announced $1.3B renovation. Sales preview centers are becoming an increasingly sophisticated staple of stadium and arena developments, whether renovations or new builds, because they can generate interest and revenue earlier in a project.
“It gives the momentum for everything,” TSE CEO Kristi Coleman said later. “It allows fans and people to see a tiny taste of what we’re doing.”
The experience center was designed by Advent and boasts several interactive technologies that support Sudol’s claim. That includes what the Nashville-based firm calls its Advent operating system, which exists on a tablet or mobile phone and enables TSE sales representatives to customize the tour and pitch they provide to prospects based on in-the-moment feedback and reaction.
“The sales experience is no longer linear,” said Advent CEO John Roberson. “It used to be like stairsteps, one step to the other. Now it’s much more like a thermostat, I’m dialing in based on what resistance I’m seeing from you, what obstacles, what objections I see from you.
“They have to have at their fingertips nuance,“ he added.
The sales preview center is located across the street from the stadium in uptown Charlotte, and will remain open until the renovation is completed in 2030. The nearly 16,000-square-foot space on the ground floor of Honeywell’s global headquarters will house TSE’s commercial sales team, selling for the Carolina Panthers and Charlotte FC, for that duration.
The sales center experience commences in a room lined with digital bank deposit boxes — a nod to the stadium’s naming-rights sponsor — that contain customizable memorable moments in the venue’s history.
A further progression of small rooms includes one dominated by a large video screen playing a sizzle video, followed by another with two hologram boxes offering the testimonals of 85 notable people, including former Panthers players and NFL Commissioner Roger Goodell, in support of the stadium’s relevance to the city.
The tour then moves into an open expanse featuring an immersive cube technology similar to what the A’s have at the preview center for their under-construction ballpark in Las Vegas. It allows a standing user to move through a virtual, post-renovation Bank of America Stadium in a mini-Cosm-like setting. Nearby is a large, interactive 2D display of the stadium site where sales representatives show prospective buyers where they would park and how they would enter the stadium and get to their seats or suite.
Replicas of a row of premium seats and the stadium’s Press Club bar fill out the open space. A hallway leads past the bar to a replica suite and the deal-closing rooms, where prospects that become buyers can have a suite key card laser printed on the spot.
Paired with the technology, tactile things such as the seats and bar make “this feel solid,” Roberson said. “It’s not a pop-up shop. It feels substantial. All these things are working in your subconscious.”
Advent created a sales preview center for The Star, the Cowboys’ practice facility-centered development that opened in Frisco, Texas, in 2016. That project is where Advent first crossed paths with Sudol, who is leading sales efforts related to the renovation. Sudol was with the Cowboys from 2007 to 2025.
The Bank of America Stadium renovation project includes an additional $500M contribution by TSE to the original project budget. The project team includes HOK (architect), Clark Construction and D.A. Everett (contractors), and CAA Icon (owners’ rep). Fan-facing renovation work begins in early 2027.
