College Sports Are Changing – So Are the Facilities

By Michael Hessert

As the opportunities within college sports continue to grow, a more sophisticated professional mindset has emerged in the formerly amateur arena. Athletes and fans alike increasingly expect more refined, amenity-packed venues. Colleges and universities have responded accordingly by adapting their physical infrastructure to reflect this new sports culture — and to make themselves stand out. 

Recruiting Athletes 

The NCAA’s 2021 name, image and likeness (NIL) policy was a dramatic paradigm shift for student athletes. NIL allows amateur athletes to profit from their name, image or likeness. Coupled with the transfer portal, these athletes now have greater flexibility to transfer to the program that can grow their personal brand fastest. In addition to weighing a school’s success, coaching staff, reputation and athletic opportunities, students also join — and leave — schools based on their opportunities for acclaim and financial gain. College athletic departments are feeling amplified pressure to attract and retain top tier athletes. One of the tools to attract the best athletes is state-of-the-art stadiums and facilities that provide a national stage for increased exposure. 

As part of the bid for top talent, colleges are increasingly making professional-grade resources available to college athletes. Athletic facilities reflect this growing emphasis by providing best-in-class training through centers focused on strength and conditioning, sports performance and wellness, and athlete nutrition among others. Cutting-edge equipment, technology, and dedicated coaching and support staff are now the norm in providing every competitive advantage possible. Extensive upgrades, renovations and new facilities can create an environment of excellence, designed to meet the athletes’ every need. College sports are becoming a career, and athletes are approaching it as such and expecting schools to do the same. 

Bigger stages also garner more attention for athletes, serving as an additional draw for those picking their college team. Stadiums are the external face of an athletic program. Colleges are updating or upgrading their stadiums accordingly to represent their dedication to athletics and garner more attention for their athletes, among other reasons. Consequently, professional-quality stadiums are becoming normal – even expected – at the collegiate level. 

As schools work to align their approach to sports with athletes, their buildings are a prime opportunity to attract more elite talent. Building a culture of excellence into the very design of facilities and stadiums is key to standing out amidst a throng of programs vying for athletes.  

Attracting Fans 

Fan expectations have shifted as well. Professional sporting venues have reshaped their tastes, creating more sophisticated expectations about what constitutes a memorable or excellent fan experience. In response, colleges are elevating their offerings to capture potential increases in revenue. 

A much broader range of amenities and options are quickly becoming the new normal. Allotting more space for a variety of food and beverage and merchandise offerings gives fans more options while diversifying the revenue streams for stadiums. Seating standards have also shifted to reducing seating in favor of crafting additional bespoke fan experiences. Instead of having just a few types of seating at different price points, stadiums are packed with a wide variety of options including party decks, terraces, loge boxes, suites, clubs and lounges. By exchanging less revenue producing seats for a host of upscale options, schools can maximize their revenue and enhance the fan experience. 

Colleges are also adapting their technology to meet the demands of today’s fans. Video boards are bigger with higher resolution than ever, enhancing the experience of fans across all seating options. Similarly, sound systems are becoming top priorities, with fans looking for an exceptional experience that incorporates all the senses. Wireless internet, cellular and digital applications are among some of the technologies that are being deployed to create connected content for fans. All these technologies are geared towards one goal: giving fans an elite experience.  

Capturing Opportunities 

Athletes and fans are the beating heart of any sports program. Universities and athletic programs can attract and retain both by designing stadiums, ballparks, arenas, and facilities with their needs and preferences in mind — and each makes the other stronger. State-of-the-art facilities attract top athletes, who bring in more fans, which in turn bolsters future program success. Investing in stadiums and their supporting facilities will yield long-term dividends for universities, their athletic programs, students, and alumni. The game is always evolving, and high-performance venues continue to be a foundational piece of a successful program. 

Michael Hessert is senior principal at the sports arm of PBK, a leading architectural and engineering design solutions firm. 

This feature originally ran in the November/December issue of School Construction News.