Birmingham-Jefferson

Convention Complex

Master Plan

JULY 20, 2016

STUDY PROCESS
Introduction The planning team has conducted a thorough investigation of the Birmingham Jefferson Convention
Complex (BJCC) facilities in addition to an interactive and ongoing dialogue with project stakeholders.
Work included a feasibility study, visual facility assessment, staff interviews, compilation of program
recommendations, and master planning recommendations contained in this document.

Projects Outlined below and detailed in the following chapters, this master plan has combined the analysis,
input and project goals into a number of projects which are categorized as Campus Enhancements
and Potential Projects
Campus Enhancements Campus Planning
Vehicle Circulation and Parking
Campus Pedestrian Experience
Campus Entry Enhancements

Master Planning Goals In conjunction with the BJCC project team,

Populous formulated the following goals for the Master Planning effort:
Primary Goals
To investigate the renovation of the Legacy Arena and the development
45,000 seat open air NCAA football stadium to host UAB and multiple bowl games as well as the
Magic City Classic. Also capable of accommodating 10,000 additional temporary seats
Enhancement of the BJCC campus buildings facades and entries
Supporting Goals
Develop a multi-use campus that includes events, sports, retail and hospitality
Enhance customer and attendees experience
Create a flexible framework for the future vision for the BJCC
Reinforce a walkable and connected campus
Higher density hospitality development in support of the existing development
Use the renovated arena and new stadium to anchor the campus at the east and west ends

Potential Projects Reinforce Central Walkway

Enhanced Entertainment District
Stadium
Event Plaza
Arena Renovation
New Entry / Way-finding
Piazza Renovation
Campus Gateways
Underpass Connectivity
Hotel and Parking Garage

Market Feasibility Analysis Market investigations, conducted as part of this master planning study, by Conventions Sports & Leisure
International (CSL), recommended a series of enhancements to the facility based upon current and
projected market conditions.
In addition to customer priorities, a series of important facility improvements were suggested and
incorporated into the Master Plan as a result of the dialogue between BJCC Staff, Populous, and CSL.
These recommendations are documented in subsequent chapters of this report.

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

POTENTIAL PROJECTS
LEGEND
1

STADIUM

LEGACY ARENA RENOVATION AND EXPANSION

ENHANCED PEDESTRIAN WALKWAY

ENTERTAINMENT DISTRICT EXPANSION

EVENT PLAZA

PIAZZA ENHANCEMENTS

WAY-FINDING SOLUTIONS

GATEWAYS

UNDERPASS DEVELOPMENT

10

HOTEL AND PARKING GARAGES

SOCIAL
SECURITY

13th Ave N

12th Ave N

CONCERT
HALL

Stree
t
19th

et N

tre
hS

25t

ARENA
EXPANSION

UPTOWN

PLAZA
7

10

tN

LEGACY
ARENA

e
Stre

EXHIBITION
HALL

NEW EVENT
PLAZA

11th Ave N
POTENTIAL PARKING
GARAGE

24th

1
NEW
STADIUM
22nd Street

MAGIC CITY
THEATER

POTENTIAL
PARKING
GARAGE
10
MEETING
ROOMS

NEW
HOTEL

EXPANSION

3
FORUM
BUILDING

EXHIBITION
HALL

SEC
HQ

NEW ENTRANCE /
EXIT RAMP

UPTOWN
ENTERTAINMENT
DISTRICT

PARKING
GARAGE

NEW GATEWAY

MEETING
ROOMS

BOUTWELL
AUDITORIUM

BIRMINGHAM
MUSEUM OF ART

SHERATON
HOTEL

WESTIN
HOTEL

NEW I-59/I-20 BRIDGE

treet N
23rd S

PARKING
GARAGE

Richard Arrington Jr. Blv

dN

9th Ave N

JEFFERSON COUNTY
SHERIFF DEPT.

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

FUTURE PEDESTRIAN EXPERIENCE

LEGEND
PEDESTRIAN WALKWAY

SOCIAL
SECURITY

PARKING

13th Ave N

PROPOSED PARKS AND PLAZAS

PROPOSED MASS TRANSIT

5 MIN WALK ZONE

CAMPUS PEDESTRIAN FLOW

CITY PEDESTRIAN FLOW

POTENTIAL
PARKING
GARAGE

APROX 5 MIN WALK ZONE

NEW RETAIL

FEDERAL BUREAU OF
NEW STADIUM LOCATION
INVESTIGATION

MAGIC CITY
THEATER

ARENA EXPANSION LOCATION

CONCERT
HALL

MEETING
ROOMS

N
Stree
t

19th

*
*

UPTOWN
FORUM
BUILDING

EXHIBITION
HALL

et N

LEGACY
ARENA

tre
hS

PIAZZA

NEW HOTEL

tN

* *
*

e
Stre

ENHANCED ENTRY LOCATIONS

EXHIBITION
HALL

SEC
HQ

EXPANSION

NEW PEDESTRIAN GATEWAY

ARENA EXPANSION

###

9th Ave N
MEETING
ROOMS

BOUTWELL
AUDITORIUM

BIRMINGHAM
MUSEUM OF ART

SHERATON
HOTEL

WESTIN
HOTEL

NEW CITY PROPOSED PARKS AND PLAZAS

UNDER HIGHWAY TO LINK THE BJCC TO THE
DOWNTOWN AREA

5 MIN WALK

NEW I-59/I-20 BRIDGE

treet N
23rd S

PARKING
GARAGE

UPTOWN
ENTERTAINMENT
DISTRICT

PARKING
GARAGE

Richard Arrington Jr. Blv

dN

NEW ELEVATED WALKWAYS

NEW EVENT
PLAZA

11th Ave N
POTENTIAL PARKING
GARAGE

24th

RENOVATED PIAZZA

NEW
STADIUM

22nd Street

POTENTIAL HOTEL LOCATION

RETAIL GROUND LEASE

25t

NEW PLAZA LOCATION

12th Ave N

JEFFERSON COUNTY
SHERIFF DEPT.

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

STADIUM AERIAL FROM NORTHWEST

Social Security Building

Downtown Birmingham

Sheraton Hotel
The Westin Hotel

Uptown Entertainment District

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

STADIUM AERIAL FROM NORTHWEST WITH EXPANDED SEATING

Social Security Building

Downtown Birmingham

Sheraton Hotel
The Westin Hotel

Uptown Entertainment District

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

STADIUM - VIP ENTRY AT 11TH AVENUE NORTH

Westin Hotel

New Sky Walk

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

RENOVATED PIAZZA
Legacy Arena Renovation

Magic City Theater

VIEW OF POTENTIAL PIAZZA RENOVATION

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

ARENA NEW MAIN ENTRY

New Digital Signage

Sheraton Hotel

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

ARENA NEW NORTH ENTRY

Sheraton Hotel

Piazza

VIEW OF POTENTIAL ARENA RENOVATION

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016

ARENA AERIAL VIEW

Social Security Building

Sheraton Hotel
New Stadium

Exis
isti
ting
ng En
nttra
tra
ranc
an
ncce

Expa
Ex
pand
pa
n ed Loa
nd
oadi
ding
ng Doc
ocks
ks

VIEW OF POTENTIAL ARENA RENOVATION

Birmingham - Jefferson Convention Complex

BIRMINGHAM, AL

JULY 20TH 2016