Farmer's Field will be designed by Gensler, a city-based firm. (Artist's rendering)
The National Football League remains at a labor standstill, but that hasn't stopped the developer of Farmers Field from moving full speed ahead in its quest to bring the NFL back to Los Angeles.
Anschutz Entertainment Group took a major step in the direction Friday by selecting Los Angeles-based Gensler as the architect for its privately financed $1 billion project adjacent to the Convention Center.
Gensler was selected over two other firms and has a long relationship with AEG, having designed the 54-story hotel and residence tower at L.A. Live.
In addition, Ron Turner, the director of the firm's Sports/Entertainment division, was extensively involved in the design of Staples Center while with the firm NBBJ.
"Today's announcement represents a significant milestone and is a further sign that AEG is determined to make Farmers Field a reality while providing the leadership to modernize the Los Angeles Convention Center," said Tim Romani, president and CEO of ICON Venue Group, AEG's owners representative for the project.
Gensler's first order of business is to supply immediate assistance for the extensive environmental impact report, which is already under way for the project.
A complete draft of the EIR is targeted for completion by year's end.
In addition, Gensler will begin work on the overall design of the 64,000-seat retractable-roof stadium, which will be built on the site of the Los Angeles Convention
Center's West Hall.The goal is to complete initial design drawings by early 2012.
The ultimate goal is to return the NFL to Los Angeles for the first time since 1994.
"Adding Gensler to our Farmers Field project team now gives us the technical planning and creative design elements that we need to complete the comprehensive environmental study and move into the critical phases of the project," Romani said.
Gensler's familiarity with L.A. Live could help expedite the environmental report.
"It (will) allow us to accelerate our EIR work product and continue AEG's mission to return the NFL to Los Angeles," Romani said.
Gensler's team is led by Andy Cohen and Turner.
"We are thrilled to be a part of this important landmark project.
"Farmers Field will create a gateway to downtown Los Angeles and an anchor to L.A. Live and the L.A. Convention Center," Cohen said.
Although Gensler does not have experience designing a football stadium, Turner has an extensive NFL background, having worked on Paul Brown Stadium for the Cincinnati Bengals and Lincoln Field, home of the Philadelphia Eagles.
"This project presents an extraordinary opportunity for Los Angeles.
"We are excited to be working with AEG and ICON to help realize this new vision for Los Angeles and the L.A. Live sports and entertainment district," Turner said.
AEG announced a separate process Friday to select an architect to design the Convention Center that will ultimately relocate the existing West Hall. Construction of the new "Pico Hall" is expected to begin in 2012.
Although the stadium will be privately financed, the Convention Center project will require $350 million in bonds. AEG is negotiating with Los Angeles to float the bonds with the guarantee it will be paid back through the new tax revenues the project will create.
Additionally, AEG has promised to personally pay back any shortfall on the bonds.
AEG's plan is one of two area stadium proposals hoping to lure the NFL back to Los Angeles.
Majestic Reality, headed by billionaire Ed Roski Jr., is proposing a privately funded $800million, 75,000-seat stadium in the City of Industry.
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