Green Bay Packers President Bob Harlan fondly tells the story of how he was leaving Lambeau Field one day during this year's training camp and he saw a van pull into the stadium's parking lot filled with a family.

"I stopped to watch and the father gets out and kneels on the ground and bows to the stadium," Harlan said. "It was a perfect reminder of how much this stadium and this team means to people throughout the country."

Harlan and the Green Bay Packers are going to be counting on that love and loyalty over the next decade as they unveil their $295 million renovation of the historic stadium, first built in 1954.

The primary aim is to greatly increase the annual revenue earned by the team to allow it to remain competitive in the National Football League. In fact, Harlan told a group of business people gathered at Lambeau Field this week that the renovation is expected to increase the Packers' annual revenue by up to $30 million.

"Increasing our revenue stream is the most important thing we do around here after winning football games," Harlan said. "The renovated stadium is going to save this team. Without it, we would have continue to fall and eventually ended up in dire straits."

Harlan was speaking at a seminar that is just one of the new ways the Packers are attempting to earn more money. The three-day seminar, called "Officials Training Camp for Business Leaders" allows business executives a chance to interact with team officials and also get a behind-the-scenes look at the Packers.

The session, now in its fourth year, is touted to provide new ways to motivate employees, develop leadership skills, grow teams and achieve goal, while at the same time providing exclusive behind-the-scenes setting and extraordinary one-on-one access to team leaders

Twenty-nine business executives traveled from as far away as Naples, Fla., to be part of the three-day event that cost $2,500 and included presentations by Harlan, John Jones, the team's executive vice president, Packer middle linebacker Hardy Nickerson and former Packer Jerry Kramer, who delighted the business executives with tales of the Packers of the 1960s and their legendary coach Vince Lombardi.

It also included some fun -- a flag football game in the Packer's indoor practice facility with rookies Marques Anderson and Javon Walker as the coaches, a tour of the new locker room and a picture opportunity on Lambeau Field.

The main message to business executives was that the Packers were greatly expanding their efforts to earn revenue, thanks to the renovation of Lambeau Field, which will also include a five-story, 336,000-square-foot atrium.

"We have to keep up with the other teams in the league," Harlan said.

Jones said it is the Packers' intention to make Lambeau Field a 365-day-a-year tourist destination location.

"We want to make Lambeau Field available to people who can't experience the Packers' mystique because they can't get a ticket to a game," said Craig Benzel, the Packers' director of corporate sponsorships. "We want to make this the number one tourist attraction in the state of Wisconsin."

Added Jones, "We want people to spend hours in the atrium, touching and feeling it. If you love football, this is going to be the place to go."

One of the major components will be a partnership with Miller Brewing Co., announced earlier this year, that will include a sport tavern, styled after the popular ESPN Clubs, located throughout the country. The tavern will include the history and tradition of the Packers and Miller Brewing and include an interactive game area.

Other major components are likely to include:

• About 10,000 additional seats will be added to the stadium, boosting Lambeau field's capacity to approximately 71,500.
• A renovated merchandise shop and the relocation of the team's Hall of Fame to a much larger space in Lambeau Field.
• The Stadium Club, which will be rented to groups and businesses for meetings.
• Relocation of the State Football Coaches Hall of Fame.
• Two 30-foot statutes of Packer legends Curly Lambeau and Vince Lombardi.

• A food court and possibly, an upscale restaurant.
• And frequent community events in the atrium that could include an annual fan fest each spring, modeled after other successful fan conventions that are held throughout the country, including the Chicago Cubs.

The team is also looking to sell the sponsorships of the five main entrances to Lambeau Field. Two have already been secured -- Miller Brewing and Oneida Nation -- and team officials are seeking to sell the three other entrances.

"We have a lot of opportunities in this stadium to do year-round partnerships that will benefit both the Packers and the company," Jones said.

Harlan said it is going to be a major challenge for the team to go from operating a stadium 10 days a year to being opened every day. But, he was quick to point out that there is already tremendous interest from the public as evident by the fact that 30 couples have booked weddings at the facility even though it will not be available for use for another year.

"This is going to be the hottest retail space in the NFL," Jones said. "We believe that people are going to travel to Green Bay from all over the country, who can not attend games, but want to experience the Green Bay Packers."