Building community through recreation, cuisine, and nostalgic design
By Noah Bell and Justin Huguet
In a city renowned for its dynamic food culture and growing sports scene, Seattle’s SODO neighborhood is preparing to welcome a one-of-a-kind entertainment destination: Picklewood Paddle Club — Courts & Kitchen. Set to open in summer 2025, Picklewood offers more than courts and dining. It’s a bold experiment in community-building that merges pickleball—the fastest-growing sport in America, founded in 1965 on Bainbridge Island, Wash.—with Seattle’s celebrated food scene and a nostalgic design vision, courtesy of creative studio People People.
Filling A Community Need
With Seattle's notorious rain (averaging over 150 days a year), outdoor pickleball courts are often off-limits, sidelining many players. As pickleball grows in popularity, this has created a demand for dedicated, year-round, indoor facilities. Picklewood rises to meet this challenge, offering Seattle’s first dedicated indoor pickleball venue, featuring seven indoor and four outdoor lighted courts for all-season play.
Nathan Talbot, one of Picklewood's co-founders, sees the facility as an answer to more than a recreational need. "Picklewood is about creating connections," he says. "We want to offer a space where people can come together, enjoy the healthy and fun activity of pickleball, share a great meal, and build lasting friendships. It's the perfect antidote to Seattle's infamous ‘freeze.’”
The project’s mission aligns with a core challenge for many community recreation managers: how to create spaces that foster connections and keep people coming back. Picklewood’s response is to not only offer top-tier sports facilities but also create an atmosphere where people want to gather—and stay.
A Culinary And Social Experience
Picklewood goes beyond the court with a culinary experience led by renowned chef Ethan Stowell. With three food and beverage hubs—courtside dining, a full-service restaurant and bar, and an outdoor beer garden—the facility seamlessly integrates dining into a recreational experience. Rubinstein Bagels, fresh from Stowell's adjacent commissary kitchen, offers a casual bite, while the restaurant delivers a more refined menu, turning Picklewood into a destination for both food lovers and sports enthusiasts.
This blend of pickleball and cuisine isn’t only about adding amenities; it’s about building a holistic experience that caters to diverse interests and demographics. By offering something for everyone, from competitive athletes and novice players to food lovers alike, Picklewood broadens its appeal and deepens its community impact.
Design That Melts The Seattle Freeze
One of the most compelling aspects of Picklewood is its aesthetic, defined by the local creative studio People People. The design isn’t only about making the brand visually appealing—it plays a key role in the community-building mission. Drawing inspiration from the retro country clubs of the 1960s and ‘70s, the visual identity evokes a sense of nostalgia, bringing people together through a shared love for vintage sports culture and playful charm.
People People’s branding and visual identity are woven into every aspect of the space, from the lobby and pro shop to the courts themselves. The design features a sophisticated yet whimsical mix of bold patterns, warm wood finishes, and classic sports references. Exterior signage, wall murals, and even paddle graphics evoke the relaxed, familiar vibe of a bygone era, encouraging visitors to feel comfortable, stay longer, and connect with others.
As People People’s Design Director and Brand Designer Noah Bell explains, “We want Picklewood to feel like a place where the nostalgia of old-school athletics meets the modern-day social scene. It’s not just a place to play; it’s a space for interaction and shared experiences.” This identity serves a higher purpose: breaking through Seattle’s sometimes isolating social atmosphere, or “Seattle freeze,” by providing an inviting, familiar space where social connections come naturally.
Lessons For Parks And Recreation Leaders
Picklewood’s innovative model offers valuable insights for parks and recreation directors and developers who want to create spaces that foster community. One key takeaway is the importance of creating multi-use facilities. By integrating sports, dining, and social spaces under one roof, Picklewood maximizes its potential to draw people in for various reasons, keeping the community engaged.
Another critical lesson is the power of collaboration. By partnering with local experts, such as Ethan Stowell and People People, Picklewood brings a unique flavor to its offerings—both literally and figuratively. Parks and rec projects can benefit from engaging local creatives to help define a brand’s character, making it feel more connected to the community it serves.
Finally, Picklewood emphasizes the importance of designing spaces that feel both nostalgic and accessible. The visual identity crafted by People People creates a sense of belonging and inclusivity, encouraging a diverse range of people to gather, participate, and socialize.
Key Takeaways
Opening in the summer of 2025, Picklewood is set to become a key player in Seattle’s evolving recreational landscape. Through its fusion of pickleball, food, and nostalgic branding, the project exemplifies how spaces can be thoughtfully designed to foster community, creating social hubs that serve both the body and the mind. People People’s creative touch, combined with the culinary expertise of Ethan Stowell, ensures that Picklewood will offer not only a great game but also a great experience—where lasting memories and friendships are made. For parks and recreation professionals, Picklewood serves as a model for how to reimagine recreational spaces, melding sport, community, and creativity into a cohesive, people-centered vision.
Noah Bell is Design Director and Brand Designer at People People. He can be reached at noah@people-people.com.
Justin Huguet is People People’s Senior Creative Producer & Strategist. He can be reached at justin@people-people.com.