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Starting in 2008, Comcast-Spectacor and Cordish Company developers partnered for the proposed Art Nouveau design, applying neon- and LED-lighting-accented structures and walkways to create a virtual futuristic architectural experience. The original concept included an assortment of restaurants with outdoor seating, a hotel along Pattison Avenue, and a spa or health club. The December 2011 announcement by Cordish Cos., the developer, and Comcast-Spectacor, the operator, of renaming/reinventing the project as Xfinity Live! considering it to be a "fourth stadium experience" of the South Philadelphia Sports Complex complementing the immediate area of the Wells Fargo Center, Citizens Bank Park, and Lincoln Financial Field.
The "Philly Live!" construction began in the summer of 2011, and the first phase opened in late March 2012 as "XFINITY Live!" The development concept was redrawn as a "Dining & Entertainment District." The initial phase of construction created 500 jobs, and the complex will eventually lead to an estimated 400 permanent jobs. In addition, the project is projected to add $59.1 million to the city's economy. The announcement of "XFINITY Live!" is a less ambitious project concept centered on restaurants and bars. Main attractions of the complex include the NBC Sports Arena and its 32-foot HDTV.
Phase 1 building has a 60,000-square-foot cluster of businesses, enclosed with a 40,000-square-foot outdoor event space, and access to 20,000 parking spaces. The cost for the initial phase is an estimated $50 million.