Role: Creative Director

Challenge: The H-E-B Center’s Bud Light Lounge and adjacent concessions area were outdated and no longer matched the premium experience expected by VIP ticket holders. The client needed a complete reimagining of both spaces to elevate the fan experience and attract more use from high-value guests.

Solution: I led the redesign of the lounge with a dark, elegant Gatsby-inspired aesthetic, developing multiple new space plans to optimize flow and visibility. The bar was relocated to the exterior wall, opening sightlines to the promenade and allowing for future walk-up service during events. The updated design introduced a 16-person bar, high-top seating, lounge areas, banquet seating, and a hidden food service zone. In parallel, I transformed the outdated concession into The Concierge, a modern cocktail bar concept that elevated the arena’s premium hospitality offerings.

Impact: The redesign created a sophisticated, high-end hospitality experience that aligns with the client’s vision while improving traffic flow and service efficiency. The project is currently in the design development stage, with the Bud Light Lounge and The Concierge set to deliver a revitalized, revenue-generating destination that enhances the arena’s reputation and premium fan experience.