Coors Light Roof Deck

Location
Oriole Park at Camden Yards

Industry
Sports Event Marketing

Coors Light Roof Deck

Baltimore sign company installs new signage at Camden Yards for the Coors Light Roof Deck

The Making of a Stadium Showpiece at the Heart of Center Field

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.  

Baltimore sign company installs new signage at Camden Yards for the Coors Light Roof Deck

The Challenge

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.

Coors Light Roof Deck Thumbnail

Bringing the Vision to Life

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.

Design

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.

Bringing the Vision to Life

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.

Design

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.

Fabrication

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.

Installation

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.

The Results

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.

Key Contributors

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.

Jack Lunkenheimer

Senior Solutions Consultant
Jack Lunkenheimer, Senior Solutions Consultant at Gable, was one of many key contributors to this project's overall success from start to finish. Jack said, "We take great satisfaction in our commitment to being 'all in, every client every time,' but we certainly love the home team of our state's landmark projects.”  

Jessica Wurtzer

Senior Project Manager
Senior Project Manager at Gable, Jessica Wurtzer, oversaw several essential coordination and communication tasks and played a vital role in the success of the project. Some of her roles included handling scheduling with the Orioles and Wasserman to produce an accurate timeline that guaranteed on-time completion, ensuring security and stadium access, and managing relationships with subcontractors.

Curtis Arbaugh

Senior Designer
Senior Designer Curtis Arbaugh, developed the concept designs for the sign and coordinated the numerous design requests and options with the client.

Steve Mawn

Technical Design Lead
For the detailed technical engineering drawings required for this project, Steve Mawn, our Technical Design Lead performed field visits and regular coordination with our engineering partners to ensure that the drawings were precise, structurally sound and delivered on time.

Bill Sackman

Vice President of Technical Resources
“It is an honor to work on these jobs, and the only reason we're getting them is because our company is performing. We are blessed as a company to have the key personnel in place to be able to handle a job of this magnitude. It makes you feel proud to be a part of a company that can produce this kind of work in our industry at this level.”

Kenny Berge

Senior Field Superintendent-Project Management
Senior Field Superintendent-Project Management at Gable, Kenny Berge, oversaw field management and involvement, ensuring all hardware and tools were onsite and ready to go. When Kenny was assigned to another project, Justin O’Connor, Installation Mechanic at Gable, stepped in to complete the project.

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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