Coming this fall to North Shore: Stage AE
American Eagle Outfitters announced Thursday it won the right to name a new North Shore entertainment complex and the venue's Ohio-based developer said apartments and condos could be its next project.
Construction on the $12 million indoor-outdoor complex dubbed Stage AE began in April. It's expected to be completed in the fall with enough outdoor seating for up to 5,500 people and indoor seating for 2,400 people.
The mid-sized venue is owned and operated by a partnership of the Pittsburgh Steelers and Continental Real Estate Cos. and PromoWest Productions, both of Columbus, Ohio. As part of the construction of Heinz Field and PNC Park, the Steelers and Pirates got the right to develop the land between the stadiums.
Stage AE is the latest in Continental's North Shore developments, which include the Del Monte Foods and Equitable Resources buildings and the under-construction 178-room Hyatt Place hotel.
Frank Kass, chairman of Continental, said he met yesterday with Steelers brass to discuss a multi-family residential project on the North Shore.
Plans are in the early stages and likely would require the Sports & Exhibition Authority, which owns the stadiums, to build additional parking spaces to replace ones lost to construction, Kass said.
"We need to find out who's going to pay for the parking," he said. "The city loves Downtown living so we need to find out if there's help."
State taxpayers will chip in $2.5 million to build the entertainment complex, or about 21 percent of the overall construction cost. The Steelers declined to discuss the terms of American Eagle's contribution.
"I can't disclose those to you. We made an agreement with all of our parties not to do that," said Mark Hart, the Steelers' director of business.
An American Eagle spokeswoman also declined to disclose how much the company paid the Steelers for the naming rights. She said the multi-year agreement is the first time the company paid for naming rights.
"With its flexibility, versatility and excellent acoustics, Stage AE will be a world-class destination for great entertainment events throughout the year, and a source of pride for our region," Steelers President Art Rooney II said in a statement.
The 22,000-square-foot venue will be surrounded by a 30,000-square-foot lawn. It will offer reserved seating and 60 corporate boxes. It is expected to host about 100 events a year.
"Music is an important part of our customers' lives, as well as the AE brand experience," said Fred Grover, executive vice president for American Eagle.
Pittsburgh Planning Commission approval is not required for the naming rights, but signs related to the agreement would require the commission's OK, said Noor Ismail, director of city planning.
