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Atlanta Dream Gets A New Home In College Park And A New Logo
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Come next WNBA season, the Atlanta Dream will have a new home in College Park.
The team announced Friday, they would play their home games in the 2020 season in Gateway Center Arena.
“We saw this as a fantastic opportunity to expand our fanbase,” Kelly Loeffler, an owner of the Dream said. “College Park was so welcoming, not to mention the tremendous hospitality.”
The new $46 million arena is located on the grounds of the Georgia International Convention Center in the shadow of Hartsfield-Jackson Atlanta International Airport.
“We are an economic generator for College Park,” Mercedes Miller, executive director of the convention center said. “This is big for us. We’re on the brink for something great.”
She said the stadium was financed by bonds, city money and the hotel and motel tax.
Miller said the goal is to build up the area around the arena to make it somewhere for people to eat, play and live; much like The Battery in Cobb County which is home to SunTrust Park where the Atlanta Braves play their home games.
And while that serves as a model, Miller said The Battery and State Farm Arena are not her competition because Gateway simply isn’t that big. At most, it can hold 5,000 for concerts.
Miller said she wants to capitalize on that sweet spot.
“We joined forces with the Fox Theatre,” she said. “They book our concerts and the College Park Skyhawks are the anchor tenant. Once we get you to the Convention Center. We’re going to keep you.”
This marks the third stadium in as many years for the Dream. Two years ago, the team played their home games at Georgia Tech’s McCamish Pavilion while State Farm Arena underwent renovations.
The Dream moved back into State Farm last year but struggled with attendance as they won a league low eight games in their 34-game season.
Loeffler said the move wasn’t based on basketball.
"There was a business decision made at State Farm Arena to not bring the Dream back,” Loeffler said at the team’s announcement. “We completely understand, and we also view this change as an opportunity."
But she said she still believes the team has a future in Atlanta.
The Dream hope to have an easier time filling the new 3,500 seat arena. By comparison, State Farm Arena seats some 21,000.
“This is a competitive market,” she said. “We need to do our part to make sure we’re getting in front of the public.”
Loeffler said the transient nature of the team has also not helped fill the stadium.
“Our attendance has been impacted by two consecutive years of arena shifts,” she said. “Coming to College Park will help provide a true home for the Dream and start to be able to build the fan base.
Homecourt advantage can often be the defining factor in a win for teams. Dream head coach Nicki Collen said they want to have a true advantage playing in their new home.
“It’s about creating a homecourt environment that helps build a championship environment,” Collen said.
Her model is the Washington Mystics who recently moved into a new, smaller stadium. This season, they were crowned WNBA champs. She said a sold out arena was often the difference in the Mystics championship run and that’s what she wants to duplicate.
“Our players are going to be treated like rock stars here,” Collen said. “From where they park to how their families are going to be treated to catering and food. I think that’s what it’s about.”
Atlanta's WNBA team will also share the stadium with the College Park Skyhawks, the developmental team of the Atlanta Hawks.
So what will success look like for the Dream in their first season in the new arena?
“We’re gonna measure it on every front possible,” Loeffler said. “From the business side, to the fans, to sponsorship and certainly making it to the playoffs and competing for a championship. Ticket sales is going to be a big metric and we’re certain we can hit that right out the gate.”
The Dream also showed off their new logo. The new logo was inspired by a rising phoenix, a shooting star, and a basketball. It also takes some parts from the Atlanta United and Hawks logos.
“The Atlanta Dream’s new brand reflects our strong heritage as a city and a team, while looking toward the future,” Dream President and General Manager Chris Sienko said. “It reflects the strength of diversity, talent and athleticism that all Dream fans and the City of Atlanta can be proud to wear.”
The new logo will be on all team apparel and their website ahead of the fresh start in a new arena.
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