Interior Designer Tiffany Hoffman has played a key role in transforming basketball venues into destinations that reflect school pride and elevate game day energy. One standout example is her work on the State Farm Center, where thoughtful design meets the electric atmosphere of college basketball. From enhancing premium seating areas to reimagining fan-focused spaces, Tiffany’s contributions demonstrate how interior design can amplify both the excitement of March Madness and the everyday moments that make college sports so special.

Can you tell us about your role and what initially drew you to interior design for sports and entertainment venues?

I’m an interior designer with 91Ӱ��, and I’ve been with the firm for about 12 years. What drew me to sports and entertainment venues was how different they are from almost any other project type. These buildings have to handle huge surges of people entering and exiting at the same time, hold up under heavy use and still create an experience that feels exciting and memorable. That balance of atmosphere, functionality and durability is something I’ve always found compelling.

I’ve always been interested in designing spaces that make an impact, and venues give you the chance to do that on a large scale. Interior design plays a big role in shaping that experience — not just in how a space looks, but in how it flows, how it functions, how well it holds up over time, and how it makes people feel when they’re in it.

I also like that these buildings are rarely one-dimensional. They may be centered around a specific sport, but they also have to support concerts, events, premium spaces, back-of-house needs and a wide range of user groups. That mix of technical problem-solving and experience-driven design is a big part of what made this field feel like such a strong fit for me.

What did your work entail for State Farm Center? Can you tell us a little about the project.

State Farm Center was a major renovation of the University of Illinois basketball arena with a strong focus on modernizing the building while also respecting its historic character and overall identity. The project involved updating key fan, athlete and support spaces and improving how the facility functioned for a much wider range of needs, all within the context of a venue with a strong legacy on campus. What made it especially interesting was that it was not just about making the building feel newer but improving the experience and usability of the arena while being thoughtful about preservation. The balance between modernization and maintaining the historic integrity of the facility was a defining part of the project.

My primary role on the project was focused on the furniture package. I was also involved to a more limited extent in the interior design effort during design development, particularly in some of the club spaces and in detailing work, but the majority of my contribution centered on selecting and coordinating furniture in a way that supported both the design vision and the functional needs of each space.

A big part of that work was coordinating closely with the design team to make sure the furniture felt integrated with the interior architecture and contributed to one cohesive design approach. At the same time, it had to respond to the practical demands of a high-use collegiate venue.

When you first began work on State Farm Center, what was the overarching vision for the interior experience?

The overarching vision for the interior experience was to make the arena feel substantially more current, comfortable and versatile for today’s users. A big part of that was improving the arrival and circulation experience, so the building felt more intuitive and welcoming from the moment people entered, while also enhancing how fans moved through and experienced the concourses and shared spaces.

Another major part of the vision was the creation of an entirely new premium and hospitality experience. Before the renovation, the building did not have designated premium seating, so the project introduced a much broader range of offerings, including suites, loge seating, courtside seats with club access, a student club, and additional hospitality spaces like the Traditions Club and the Legacy Club. To me, that was a key part of the transformation because it expanded what the building could offer, elevated the overall fan experience and helped reposition the arena for both game-day use and a wider range of events. What was especially remarkable was that the project maintained the historic integrity of the original building while also significantly expanding and reimagining how the facility could be used.

What were some key design moves that helped transform the arena from a traditional basketball facility into a multi-purpose entertainment venue?

Some of the key design moves were the creation of new east and west entry sequences, improved concourse circulation, the addition of permanent concessions and restrooms, and the introduction of a new premium and hospitality program. Together, those moves helped transform the arena from a traditional basketball facility into a more flexible entertainment venue that could better support year-round use.

What strategies did you use to create a sense of arrival and excitement from the concourses to the seating bowl?

A lot of that came from strengthening the arrival sequence and improving how people moved through the building. One of the biggest moves was widening the main concourse by pushing the glass outward and adjusting the angle, which created more usable space for concessions, restrooms, and other amenities without losing the overall character of the arena. Expanding the west lobby sequence also helped create a stronger sense of arrival, so entering the building felt more open and welcoming.

From an experience standpoint, those kinds of moves matter because they help build energy before fans even get to their seats. When arrival feels more open, circulation works better, and the concourse offers more comfort and activity; it naturally creates a greater sense of anticipation.

How do interior design decisions influence fan energy and engagement during a game?

Interior design decisions can have a big influence on fan energy and engagement because they help set the tone for how a space is meant to feel and how people are meant to use it. In a venue environment, not every space is trying to create the same kind of experience. Some areas are meant to feel high energy and social; some are more premium and relaxed. Part of the design process is understanding who the user is and what kind of atmosphere the space is meant to create, then finding ways to reinforce that through design.

I also believe fan engagement becomes stronger when a space feels connected to the identity of the school, team or region. In sports and hospitality design, there is often an opportunity to layer in cues that feel authentic to the place. When people feel that connection, the experience tends to feel more personal and meaningful.

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Tell us about your journey. What drew you to a career in architecture and design, specifically in collegiate sports facilities?

Born and raised in Kansas City, I grew up surrounded by sports. I attended the University of Kansas and during my time there was introduced to sports architecture and the niche sports market in Kansas City. After graduation, I went on to work for HNTB for 13 years and 7 years at DLR Group. I joined 91Ӱ�� in 2024 as Director of Collegiate Sports, dedicated to driving innovation and excellence in the design and renovation of stadiums, arenas and training facilities across the nation. I’ve led projects in the collegiate space with 91Ӱ�� at universities such as the University of Central Florida, Tulane University and East Texas A&M.

You’ve spent over 20 years focusing on public assembly venues and athletic training facilities. What’s kept you passionate about this space?

I’ve worked on basketball arenas, football stadiums and training facilities across the nation that are all unique in their own way. Though the programs can be similar, it comes down to how you handle them, how you site the building and how people end up using the building. I grew up loving sports, so being able to turn on college basketball and see the legendary arenas that I’ve worked on is a rewarding feeling that keeps me going.

As Director of Collegiate Sports, how do you define “next-generation” sports environments?

We’re witnessing a more revenue-focused generation than we’ve seen in the past. For us, it’s all about creating environments that everybody wants to be in as opposed to staying at home and watching games on TV. The other factor that we’re seeing is more integration with technology. Venues are now utilizing apps to order concessions and interact with the space. The integration of technology and improving the fan experience will only continue to evolve.

Your leadership style emphasizes mentorship and collaboration. How do you cultivate that culture within your teams?

Honesty, openness and willingness to communicate with the team — particularly the reasons why we do something, not just what we’re doing. I’m always trying to cultivate people to think critically, be engaged and ask the question “why.”

You’ve worked with some of the most iconic collegiate programs. Are there any standout projects or moments that have stayed with you?

My first project out of school was at the University of Michigan’s football stadium, “The Big House.” I’ve stayed in touch with the client for nearly 20 years and can tangibly see the success of the project watching Michigan home games. It really showed me that this industry is about much more than the project, it’s the relationship with people around the project you’ve built. Additionally, my work at Duke University’s Cameron Indoor Stadium remains a career highlight, as being part of such an iconic and historic arena left a lasting impression on me.

What major trends are shaping the future of collegiate sports facilities right now?

It’s crucial to embrace the local environment where the facility is being built. We’re beginning to witness the importance of real engagement of the region or city where the university is and showcasing pride in it. This can occur through things like having local vendors or theming aspects of the facility around something specific to that city. Sports anchored lifestyle and entertainment districts are being developed all over the country and they are very exciting to think about the integration of sports and lifestyle.

You’re currently leading several collegiate pursuits involving stadiums, arenas and training centers. What excites you the most about being a part of these world-class projects? 

When it comes to a competitive venue, you’re engaging in the way that the fans, alumni, donors and staff experience sporting events. It’s special to be able to say that you played a part in influencing new traditions or the way that people experience a game. We see opportunities on the horizon with some of the largest and most respected universities in the country that directly align with 91Ӱ�� as a firm.

What advice would you give to young architects or designers who want to enter the sports facility space?

There are so many more variables to consider when entering the sports architecture field as opposed to designing commercial spaces. You have to be able to collaborate with a large team and articulate the things that you’re interested in early on in your career. Be curious about why design is done in certain ways.  In my opinion, sports design is the peak of what we do because it impacts so many people.

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