Populous Moves Beyond Stadiums to Masterplan Urban Ecosystems

KANSAS CITY, Mo. – January 07, 2026 – Populous, the global design firm behind some of the world's most iconic sports and entertainment venues, announced today a significant strategic expansion aimed at reshaping the urban landscapes surrounding its creations. The firm has launched a new Real Estate Strategy service, formalizing its role not just as an architect of stadiums, but as a master planner of vibrant, year-round mixed-use districts.

To spearhead this initiative, Populous has appointed industry veteran Cary Hirschstein as its first Head of Real Estate Strategy for the Americas. The move signals a pivotal shift in the industry, acknowledging that the long-term success of major venues is inextricably linked to the economic and social vitality of their surrounding neighborhoods.

The Strategic Evolution of Venue Design

The announcement represents a natural evolution for a firm that has long influenced how cities host major events. "Populous is about designing places that draw people together for great experiences," said Bruce Miller, Global Chair and CEO of Populous, in a statement. "This new service is a natural evolution of that mission."

This evolution is driven by a powerful market trend. Across North America, over $100 billion is being invested into developing comprehensive districts anchored by venues. The industry is rapidly moving from an "event-driven" model, focused on game-day crowds, to a "place-driven" model that aims to create self-sustaining, human-scale ecosystems. These districts are designed to be active 365 days a year, integrating residential, commercial, hospitality, and retail spaces to create dynamic destinations. By pairing design expertise with upfront real estate strategy, Populous aims to "help create dynamic districts that elevate the fan experience and strengthen surrounding communities year-round," Miller added.

A New Playbook for Urban Development

The new service is designed to provide clients—from team owners and developers to city governments—with a holistic framework from the project's inception. The Real Estate Strategy team will guide complex decisions on everything from initial site strategy and financial feasibility to governance, phasing, and public entitlements. The goal is to align market realities with design ambitions early in the process, ensuring developments are not only visionary but also economically viable and beneficial to the community.

This integrated approach addresses a growing demand from venue owners and sports franchises seeking to diversify revenue streams. With the high cost of modern stadiums, real estate development offers a consistent income source that is not dependent on seasonal ticket sales. Research indicates that team ownership groups are increasingly taking the lead, with their involvement in planned venue-anchored projects jumping to 68%, up from 43% in existing developments. This hands-on approach maximizes return on investment and solidifies the venue's role as a long-term economic asset. The positive ripple effects are well-documented, with studies showing that proximity to new sports facilities can increase surrounding housing values by an average of 4.7%.

The Mastermind Behind the Districts

Central to this new venture is the appointment of Cary Hirschstein, a renowned figure with over two decades of experience in shaping complex urban developments. Before joining Populous, Hirschstein was the Managing Partner at HR&A Advisors, where he led the firm’s Sports and Entertainment District practice. His portfolio includes advising major league organizations across the NFL, NBA, MLB, MLS, and NHL, with clients such as the Chicago Bears, Bulls, and Blackhawks, as well as the Kansas City Royals.

"Cary is a proven leader in real estate strategy, urban land use and development," said Jonathan Mallie, Global Director and Managing Director of the Americas for Populous. "Cary's ability to translate vision into economically viable, community-focused districts makes him the ideal leader for our new offering."

Hirschstein's expertise lies in navigating the intricate web of public-private partnerships and large-scale pre-development initiatives that are crucial for such projects. His arrival allows Populous to offer a uniquely integrated service. "Populous has an unmatched ability to shape places that deliver lasting value for both fans and communities," Hirschstein stated. "In joining Populous, we now have the capacity to integrate real estate strategy, experiential district planning, and venue design through a singular team."

Building on a Legacy of Landmark Projects

While the new service formalizes the offering, Populous has a deep history of designing venues that catalyze broader urban renewal. The firm's work on Oriole Park at Camden Yards in Baltimore is widely credited with pioneering the retro-classic ballpark design that reconnected stadiums to the urban fabric. Similarly, its designs for Pittsburgh’s PNC Park and Acrisure Stadium were instrumental in the successful redevelopment of the city's riverfront district.

These projects, along with international examples like the BMO Centre expansion in Calgary and the massive Kai Tak Sports Park in Hong Kong, serve as foundational case studies. They demonstrate the firm's long-held understanding that a venue's success is measured not only by the experience inside its walls but also by its contribution to the life of the city outside. The new Real Estate Strategy service builds directly on this legacy, equipping the firm to more intentionally and strategically replicate these successes for future clients.

The Future of Cityscapes: Beyond the Game

Populous's strategic pivot reflects a broader transformation in how modern cities are planned and developed. With over 40 major stadium leases set to expire between 2030 and 2039, a wave of new construction and large-scale renovation is on the horizon. This presents a generational opportunity to rethink the role of sports and entertainment infrastructure as catalysts for urban growth and community-building.

By integrating real estate economics with world-class design from day one, the firm is positioning itself to lead the creation of the next generation of urban destinations. These projects promise more than just thrilling games and concerts; they offer walkable, livable neighborhoods that generate economic activity, create public gathering spaces, and foster a stronger sense of community identity. As cities continue to compete for residents, investment, and tourism, these vibrant, venue-anchored districts are becoming a critical component of a successful urban strategy.