Janet Marie Smith and the Canopy Team have been working with the Pittsburgh Pirates since 2021 to help think through ways to breathe new life into the revered PNC Park. Canopy was tasked with identifying opportunities for improvements focused on expanding access to ballpark spaces while preserving the iconic views and celebrating the history of the team and city at every turn.

Over the last three seasons, Canopy has been able to work with the Pirates and trusted partners to develop unique seating concepts, enhance the food and beverage program to include more local options and convenient grab-and-go markets, upgrade retail locations and offerings, improve the fan experience in both general admission and premium spaces, and implement powerful storytelling elements inside and outside the gates. Canopy also made sure that the architectural changes could help maximize operational efficiencies and were aligned with the organization’s goals for the future of the cherished venue.

Expertise

Capital improvements

Design

Placemaking

Project management

Retail strategy

Concessions strategy

Strategic advisement

Venue operations

Clients

Pittsburgh Pirates

Timeline

Current

2021-22 Off-Season

Canopy guided the Pirates through a set of renovations to upgrade the Riverwalk, the outfield concourse with views to the Pittsburgh city skyline and Allegheny River. By replacing redundant seating sections with open bars and drink rails equipped with flexible seating options, the Riverwalk renovations transformed site-lines into the field, creating a vibrant social area and excellent place to view the game.

The renovations maintained the iconic PNC Park post-card view while adding team colors and photo moments to celebrate the history of the team and ballpark. The renovations also created new kids-focused areas and a unique outfield concession program, providing an ideal spot for families to spend their time at the ballpark. In addition, Canopy worked with local landscapers and architects to reimagine the lower walk outside the gates with 3D baseballs, retired numbers, custom benches, and greenery to bring a welcoming and interactive experience surrounding the ballpark for community members to enjoy on both game and non-game days.

2022-23 Off-Season

Canopy worked with the Pirates to add artwork, furniture, and signage to the Main Concourse to further tell the story of the team through environmental graphics. The concourse enhancements aimed to elevate the fan experience and showcase the team’s commitment to community engagement by working with local artists to display their work at the ballpark. The new additions depicted scenes of iconic moments in the history of the team and city, portrayed the rich baseball history of the region, and told the story of the team over the years, from Hall of Fame players, to logo history and championship seasons.

Concessions stands in strategic areas along the main concourse were also renovated with a focus on bringing in new check-out technology and allowing easier access to items with walk-through markets. Canopy also worked with the team and graphic designers to redo concessions signage to create a consistent design look and increase throughput.

2023-24 Off-Season

Canopy Team members worked with the Pirates to unveil a series of improvements to the PBC Club Level at PNC Park, with new flooring, paint, furniture, and artwork that showcases the evolution of baseball in Pittsburgh. The renovations include themed areas that celebrate the city’s rich sports history, from tributes to Pittsburgh’s major teams to displays honoring Pittsburgh Negro League players and the Pirates’ early years. Canopy carefully selected historic memorabilia from the Pirates’ archives and collaborated with local artists to curate additional pieces, blending modern design with storytelling to create an immersive, baseball-centered experience.

Another aspect of the club level renovations was developing creative ways to integrate the team’s new partnership with Wigle Whiskey throughout the club space, focusing their branding across three bar areas to tie the brand into the overall look and feel of the club.