The Arizona Cardinals have turned to one of the brightest young stars in architectural design to help reimagine luxury for their fans. Sam Fox, a renowned designer and entrepreneur known for his innovative work in hospitality and lifestyle spaces, has been enlisted by the franchise to spearhead the transformation of an exclusive new luxury club inside State Farm Stadium. This collaboration marks a fusion of high-end design, cutting-edge amenities, and sports culture, all rolled into one ambitious vision aimed at redefining the stadium experience in Glendale, Arizona.
Fox, a native of Arizona and the visionary behind dozens of acclaimed restaurant concepts, has built a reputation for creating spaces that are not only visually striking but also functional and immersive. His projects often go beyond aesthetics, focusing on how people feel and interact within them. That sensibility is what drew the Cardinals to him in the first place. In an era when professional sports franchises are fiercely competing to deliver premium experiences to their highest-paying customers, the Cardinals saw in Fox an opportunity to do something that feels uniquely Arizonan, yet globally sophisticated.
While details of the design are still being finalized, the Cardinals have confirmed that the luxury club will be located on the west side of the stadium, offering prime sightlines of the field and a host of premium amenities that go far beyond traditional VIP treatment. According to a source familiar with the project, the space will feature a blend of contemporary architecture, bespoke furnishings, and curated culinary offerings. Fox is expected to bring in some of his restaurant brands or concepts into the fold, providing members with access to a rotating menu of dishes and drinks that reflect his signature approach to hospitality.
The decision to reimagine luxury seating within State Farm Stadium is part of a broader effort by the Cardinals to reinvigorate the gameday experience and deepen fan engagement. Though the team has faced ups and downs on the field in recent years, leadership within the organization has remained steadfast in its commitment to long-term success—both competitively and commercially. The luxury club initiative is being framed as a long-term investment not only in the fanbase but in the community, with Fox’s deep ties to Arizona playing a central role in that narrative.
A representative from the Cardinals organization said the club’s goal is to create something that feels “authentic to the Valley” while still pushing the boundaries of what fans can expect from an NFL luxury experience. “This is about more than just seats or food,” the rep said. “We want people to walk into this space and feel something. We want it to be electric, inviting, and unlike anything else in the league.”
For Fox, the opportunity represents a new chapter in a career already marked by boundary-pushing creativity. Having opened dozens of restaurants under concepts like True Food Kitchen, The Henry, and Flower Child, Fox has demonstrated a unique ability to scale hospitality without sacrificing originality. His partnership with the Cardinals allows him to stretch that creativity into the sports world—a challenge he reportedly relishes. Those who have worked with Fox describe him as a perfectionist with an artist’s eye and a CEO’s pragmatism, qualities that should serve him well in navigating the complex logistics of stadium design.
Industry insiders are already buzzing about what this project could mean for the broader trend of stadium luxury. In recent years, venues across the NFL have leaned hard into premium experiences, from private suites with concierge service to club areas with Michelin-star dining. But few have gone so far as to embed a recognizable hospitality brand directly into their facilities—let alone one that was born and bred in the same city as the team. That local authenticity, combined with Fox’s national profile, gives the Cardinals a potentially game-changing edge in the battle for fan loyalty.
Though the space is not expected to be ready for the start of the 2025 season, construction is set to begin later this year. The timeline is aggressive, but both parties are optimistic that the collaboration will yield something truly special. The Cardinals have reportedly brought in top-tier contractors and project managers to ensure the space is delivered on time and to specification. At the same time, Fox and his team are focused on designing a space that doesn’t just meet expectations—it exceeds them.
One of the more intriguing aspects of the project is the potential for crossover between Fox’s restaurant empire and the Cardinals’ fanbase. Sources say that in addition to in-stadium dining, the luxury club could serve as a testing ground for new food and beverage concepts, some of which may find their way into Fox’s standalone restaurants or future ventures. That kind of symbiosis is rare in the world of sports hospitality, where concessions are often an afterthought. By putting food and design at the center of the fan experience, the Cardinals and Fox are making a bold bet that good taste and great football are not mutually exclusive.
The buzz around the project has also attracted the attention of sponsors and corporate partners eager to align with what many are calling one of the most exciting developments in stadium luxury. Though no official sponsors have been named, it’s expected that the club will feature branded spaces and exclusive opportunities for select partners. In the past, Fox has demonstrated a keen understanding of how to integrate brand partnerships in a way that feels natural and enhances the overall experience. That skill will be put to the test in the high-stakes world of NFL hospitality, where expectations are sky-high and every detail is scrutinized.
Local leaders have also praised the initiative, citing it as an example of how the Cardinals continue to invest in the region’s cultural and economic fabric. Glendale Mayor Jerry Weiers said the project “represents a meaningful step forward in how we think about sports, entertainment, and community development. Sam Fox is a homegrown talent who understands the soul of this city. His involvement ensures that this won’t be just another club—it will be a place that reflects who we are.”
The excitement isn’t just limited to the higher-ups. Fans have already begun speculating on social media about what the new space might look like, what dishes might be served, and how hard it will be to score a membership. Though pricing information has yet to be released, industry observers predict it will be on par with the most exclusive offerings in the league—potentially costing tens of thousands of dollars per season for full access. Still, the demand is expected to be strong, especially among the region’s growing population of high-net-worth individuals and corporate clients.
As for Fox, those close to him say he sees the project as both a challenge and a homecoming. Despite his success on the national stage, he has always kept a strong connection to Arizona, often referencing the state’s unique desert landscape, culinary diversity, and resilient spirit as sources of inspiration. Bringing that ethos to a place like State Farm Stadium—a space already filled with emotion and energy—offers a rare chance to create something timeless.
It’s not every day that the worlds of sports, design, and fine dining intersect in such an intentional way. But in teaming up with Sam Fox, the Arizona Cardinals are aiming to prove that when done right, the result can be far greater than the sum of its parts. By leaning into authenticity, elevating design, and prioritizing experience, the organization is staking a claim to the future of sports hospitality—one that’s as much about what happens off the field as what happens on it.
In the end, the luxury club may serve as a blueprint for the next generation of stadium design. It will offer not just a new way to watch a game, but a new way to feel it, taste it, and remember it. With Sam Fox at the helm and the Cardinals fully behind the vision, fans in Arizona—and across the NFL—have every reason to be excited for what comes next.
