Jaguars Turn Stadium of the Future Sales Into an Immersive Fan Experience
Jacksonville’s new appointment-only sales center uses a 10-million-pixel Immersive Cube to help Season Ticket Members visualize and select their 2028 Stadium of the Future seats before the renovation is complete.
The Jacksonville Jaguars have opened a new Stadium of the Future Sales Center, using immersive technology, physical design, and personalized appointments to turn a future-seat selection process into a fan experience of its own.
The appointment-only center is designed for current and prospective Season Ticket Members selecting seating and hospitality options for 2028 and beyond, when the transformed EverBank Stadium is scheduled to open. Rather than relying on conventional seat maps, digital renders or a sales presentation, the Jaguars are giving visitors a guided journey through the franchise’s past, present and proposed future.
At the center of the experience is the Immersive Cube, developed by experiential design and technology company Advent. The installation wraps walls and floor in a high-fidelity LED environment containing 10 million pixels, creating a seamless 180-degree canvas of motion, storytelling, and conceptual stadium views.
The Cube is designed to make future premium products, seat locations, and fan environments feel tangible before construction is complete. Visitors can move from Jaguars history and brand storytelling into projected views of the reimagined venue, helping the team translate an architectural vision into a buying decision.
Mark Lamping, President of the Jacksonville Jaguars, said the sales center is intended to build confidence and excitement around the franchise’s long-term future in Jacksonville.
“From the moment our current and future Season Ticket Members come through the front doors, they will be immersed in an experiential journey crafted to truly ‘wow’ the fanbase. This curated environment blends the franchise's deep community roots and rich Jaguars history with a bold, confident vision for what lies ahead all the while instilling pride, confidence and excitement surrounding its future here in Jacksonville.” — Mark Lamping, President, Jacksonville Jaguars
The sales center is located at 501 Touchdown Drive on the former Jacksonville Fairgrounds property. Premium seating selection begins in September 2026, followed by club seating selection later this year. General 100 and 200 level selection is scheduled from winter 2026 into summer 2027, with upper-bowl selection beginning in fall 2027.
Existing Season Ticket Members from the 2025 and 2026 seasons receive priority access based on their current seat location. Prospective members can place a deposit to enter the selection process and schedule a sales-center visit as their seating phase opens.
The model reflects a growing shift in major venue redevelopment: teams are increasingly selling the future experience long before the building is delivered. For a project as complex as Jacksonville’s $1.4 billion transformation, the sales center functions as a bridge between construction schedules, premium inventory, fan loyalty and revenue planning.
The renovated stadium is planned to offer a broader range of premium seating from field to sky, 360-degree concourses that are four times wider than the current spaces, interactive social bars, local food and retail options, new gathering hubs and a public subtropical nature park.
The plan also includes a flexible capacity of more than 63,000, expandable to 70,000 for major events, alongside digital and lighting technology designed to create distinctive event environments. The Jaguars will play at EverBank Stadium with reduced capacity in 2026, relocate home games to Orlando’s Camping World Stadium for the 2027 season, and return to the completed stadium in August 2028.
John Roberson, CEO of Advent, said the Immersive Cube is intended to make conceptual spaces emotionally real for each visitor.
“The Immersive Cube is more than a piece of cool technology. It's a fully integrated system designed to make every visitor part of the next chapter for the Jaguars' Stadium of the Future. It transforms conceptual spaces into tangible, emotionally charged narratives that inspire connection and investment.” — John Roberson, CEO, Advent
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