University of Arizona

Tucson,

Stadium And Arena Market Analysis

In 2008 the University of Arizona selected B&D to conduct an athletic facilities market study and financial analysis as a component of its larger athletic master plan. We specifically were tasked with defining appropriate seating programs for Arizona Stadium and McKale Memorial Center by measuring the market potential for luxury suites, loge seats, club seats, and other revenue enhancements. Our analysis included a comparable market, Pac-10 Conference schools, and a peer school analysis of premium seating programs, seating capacities, and pricing strategies. The exercise also included a premium market share analysis and a focus group consisting of University of Arizona athletics donors and supporters. The focus group discussions enabled us to test project concepts informed by the quantitative analysis and to examine potential user tastes and desires related to seating location, price points, and amenities. Based on its quantitative and qualitative market analysis, we identified a demand for between 20 and 25 new luxury suites and between 600 and 800 club seats. And so in 2013 the University applied our market-responsive premium seating mix, moving forward with construction of a north end-zone facility, Lowell-Stevens Football Facility. This 183,683 GSF, $72.3 million expansion provided upgraded premium seating and fan amenities, relocated and provided new facilities for the football program, and provided new concourses cross-connecting access to the east and west stadium seating sections. Additionally, the release of existing space from the football program relocation allowed for the reconfiguration, renovation, and expansion of the administrative and athletic programs in McKale Memorial Center. This nearly 323,000 GSF, $80 million project will be completed in two phases ending in 2017. Phase I of the project was completed in 2014 and included updates to seating, lighting, concessions, locker rooms and bathrooms.