The Herd Zone Team Store creates a year-round retail point-of-sale location ideally situated within Marshall University’s Joan C. Edwards (football) Stadium.
Constructed from the ground up, the 2,400 sf store is situated beneath and carefully threaded between the stadium’s main structure. Its position maximizes visibility and ease of access when games are not being played, but during home games an additional, stadium side entrance is opened to permit better customer access and flow. The store also includes a window for walk-up ticket sales that helps increase retail traffic on game days. While the existing structure’s columns, beams, and bracing could not be used due to differential loading conditions, ETA utilized them to visually frame the store’s entries without directly connecting to any of the stadium’s structure. Store sales exceeded expectations during its first year’s operation, being especially robust on game days.