Coors Light Roof Deck
Location
Oriole Park at Camden Yards
Industry
Sports Event Marketing
Coors Light Roof Deck
The Making of a Stadium Showpiece at the Heart of Center Field
Days before the 2024 Major League Baseball season opener, the Baltimore Orioles and Molson Coors Beverage Company announced a new partnership, making Coors Light a major sponsor of Oriole Park at Camden Yards. Molson Coors partnered with Wasserman, a leading marketing, management, representation and sales business that serves sports brands on a global scale. The firm was hired to craft a marketing strategy, with a strong focus on signage.
Gable, a Baltimore-based visual communications company specializing in signage and fabrication, was called on to join the project team just 20 days before the public announcement. No stranger to quick turnaround projects, this project however was no small feat — it would become one of the largest illuminated signs at Oriole Park.
The new Coors Light Roof Deck, featuring standing sections and premier seating options, is in center field, 490 feet from home plate. Positioned prominently across from the press box and home plate camera, it is a prime location for branding both at the ballpark and on television. It was clear that placing the new illuminated identification signage above the roof deck would capture the attention of millions of fans and at-home viewers.
Gable offers a comprehensive suite of visual communications capabilities. The Coors Light Roof Deck sign project called for three of the firm’s primary services: design, fabrication, and installation.
After Wasserman provided a rendering to present its vision, Gable’s concept design team began work. They presented the media group with a variety of letter styles and typefaces to convey how the brand name would complement the renowned blue mountains on the lefthand side of the signage.
During the design process, Gable identified a unique challenge—the pavilion where the sign would be installed had a sloped surface, which would require precise accommodations to ensure structural stability. To address this, the team designed custom components that would allow for a seamless and secure installation.
After a rigorous review process and considering the range of possibilities for sign sizes, it was determined that the largest option would be the most preferred.
Once deciding on all these factors, Gable completed a structural analysis of the canopy in collaboration with Carol Engineering, which has provided civil, landscape, architectural, and structural work at Camden Yards for over 20 years.
Gable offers a comprehensive suite of visual communications capabilities. The Coors Light Roof Deck sign project called for three of the firm’s primary services: design, fabrication and installation.
After Wasserman provided a rendering to present its vision, Gable’s concept design team began work. They presented the media group with a variety of letter styles and typefaces to convey how the brand name would complement the renowned blue mountains on the lefthand side of the signage.
During the design process, Gable identified a unique challenge—the pavilion where the sign would be installed had a sloped surface, which would require precise accommodations to ensure structural stability. To address this, the team designed custom components that would allow for a seamless and secure installation.
After a rigorous review process and considering the range of possibilities for sign sizes, it was determined that the largest option would be the most preferred.
Once deciding on all these factors, Gable completed a structural analysis of the canopy in collaboration with Carol Engineering, which has provided civil, landscape, architectural, and structural work at Camden Yards for over 20 years.
Since the Coors Light Roof Deck sign will be installed in a baseball stadium, selecting materials that would not break easily if a ball were to strike the signage was crucial. It was also vital to consider the impact of inclement weather on the sign’s functionality.
For the blue mountains and the word “Coors,” a flex-face solution was used, allowing the unique shapes to be covered by the brand’s colors. Given that the flex-face is a seamless, high-impact material, its appearance and functionality are exceptional. The front of the “Light” and “Roof Deck” channel letters are made of Lexan, with a metal trim preventing easy breakage. Gable’s manufacturing team illuminated the sign with a 24 Volt white LED product for long-lasting and prominent lighting.
Gable collaborated with Baltimore Steel Erectors to raise the sign above the roof deck at Oriole Park.
Thanks to the careful design planning and the incorporation of precisely measured structural components, the installation team was able to navigate the pavilion’s slope efficiently. The team put one-inch sleeves through the 56 penetrations on the pavilion and had the frame bear down on channels. This process required the penetrations to be perfectly connected and then sealed by IronShore Contracting, the approved roofing company for Camden Yards. With the help of Computer-Aided Design (CAD) and accurate construction drawings from Steve Mawn, Technical Design Lead at Gable, the team solved the challenge of the sloped pavilion.
The Orioles aimed to keep a cohesive look and atmosphere across the stadium. To replicate the infrastructure of the current stadium, Gable incorporated elements like steel gussets. Although the back of this landmark sign may not seem as critical as the front, it too is highly visible and needed to be considered. Gable cleverly painted the back of the framework dark green to match the color of the canopy so it would blend in with the surrounding environment, not detract from it.
Beyond aesthetics and engineering, Gable worked meticulously to ensure the sign’s placement was optimized for live broadcasts. Positioned as a hero shot, the sign takes center stage in television coverage, reinforcing the Orioles’ brand presence during every game.
With the collaboration between the Baltimore Orioles, Wasserman, and Molson Coors Beverage Company, Gable fabricated and installed the illuminated channel letters and logo for the Coors Roof Deck which now stands as the second largest sign inside the ballpark reaching 9’8” tall and 63’8” wide.
The completion of the Coors Light Roof Deck sign resulted in being awarded the design, manufacturing, and installation of a new project at the stadium — a new and even bigger sign for the Orioles’ new partnership with T. Rowe Price.
The entire Gable team is honored to have played a significant role in the Coors Light Roof Deck sign project and is proud to support their home team, the Baltimore Orioles.
To learn how our team can bring our design-build expertise to your next stadium or convention center project project, contact us online or reach our Solutions Consultants by phone at 800-854-0568.
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