Oregon State University Reser Stadium
Welcome to Beaver Street
project
Reser Stadium Westside Expansion + Welcome Center
Oregon State University
role
Creative Director
opportunity
Oregon State was known for having the best half of a college football stadium—until they set out to complete it. Partnering with Populous, they transformed the west side of Reser Stadium with 360-degree concourses featuring open-air “Beaver Street” concessions and a first-of-its-kind Welcome Center that doubles as the university’s front door. With standout programming and rich storytelling, both canvases needed to embody the spirit of Corvallis and the soul of Oregon State.
outcome
The result is a $2.1MM investment that celebrates the full breadth of Beaver Nation. From academic showcases and interactive stories about student life to dynamic donor recognition and fan-forward photo ops, the experience speaks to every audience. Whether it’s a prospective student visiting for the first time or a lifelong fan on game 1,000, the space meets the moment—sparking pride, connection, and a reason to come back.
A Love of the Pacific Northwest
A blend of Beaver legacy and Oregon State’s love of a good pun, these Beaver Street icons draw from early timber-cutting practices, retro type pulled from alumni yearbooks, and a playful jab at their least favorite neighbors—you won’t find Lane County anywhere on the back wall of the Oregon community outline.
Literal and Virtual Placemaking
Visible from the main ticketed entry, these monumental photo ops anchor the entrance to Beaver Street—establishing a strong physical sense of place within the concourse and a digital one across Beaver Nation’s social media footprint.
Fans, Friends and Families
These photo ops shine even in a packed house. Fans can choose the evergreen Beaver head backdrop or a more personalized, game-specific shot against a time-stamped Oregon outline. Whether you're a first-timer or a lifelong fan, there’s always a sharable moment—and a bite to eat—waiting on Beaver Street.
