Re: Jam or Jerry....stadium question for ya.
"The night the stadium was opened in 1950, Bobby Bowden was the starting
quarterback for Howard College (now Sanford).
Doak turns 65 this year and
like a lot of us in our 60s is in need of more than cosmetic surgery.
She needs orthopedic work and some gastrointestinal as well. Doak is at
that age where maintenance includes foundation work, rust abatement and other
expensive repairs. What makes it so costly is that you have to remove all that
electrical wiring and plumbing stuff up under the stadium in order to sandblast
the rust before you can paint. The top side is relatively easy as all you have
to remove are bleachers. The underside is very labor intensive.
We
started looking at options three years ago with various stadium design/build
teams including HKS who built ATT stadium, TCU and many others. We commissioned
them to look at a comprehensive stadium plan, whether renovate or rebuild, and
they came to us with several options that included partial and full replacement
plans that each featured the endzone club seat project as the first phase, then
a continuation of that design down the east and west sidelines.
The
design/build team (EMI, Childers, Rosser International) that is building the
Champions Club has designed it to be compatible with east and west sideline
experience that will not block sight lines. While we don't know the time frame
for when phase 2 and 3 will be viable, we wanted the plan to be in place for
when that time comes.
The good news is that much of the really
expensive stuff in the stadium complex is built as part of the University Center
Complex and would not have to be rebuilt, things like the pressbox and skyboxes
are on top of the UCC buildings. The coaches offices and athletic center are
free standing on the North Side and the University Center Club and Champions
Club are also either free standing or will be built on solid structure.
All we need to do to renovate or replace is the metal structure in
between those four buildings and concessions and bathrooms. That's still a big
project -- most likely $60-70 million to renovate and about $200 million to
replace -- but it would be far more if we had to include the skyboxes and all
the other stuff.
There are two clear choices that the Boosters,
Athletics Department, and President's office have to consider. The Board of
Trustees asked if we had a plan for replacement as well as repair and we were
able to answer affirmatively.
Money is always a factor. The state, nor
the university, can spend money on an athletic facility so it comes down to
funding the project privately through a bond issue funded by ticket prices,
booster priority requirements and capital campaign gifts.
A painted
stadium will improve the fan experience and help justify increased ticket and
Booster priority requirements. A redesigned stadium would optimize revenue
generation as it would allow FSU to add mid-level skyboxes and sideline club
seats, which both drive a lot of revenue, and maximize capacity with more space
per seat not to mention improved concession and merchandising space. There are
financial models that point toward re-design which could be all new or part new
and part renovated.
In either case, the optimum fan experience in our
remote market, with our local infrastructure of hotels, roads leading to and
from stadium, parking and airport is 70-75k capacity. It is challenging to get
to that number when you meet all code requirements, ADA requirements and provide
your fan with a wider seat and more leg room.
We are pursuing the
ultimate answer with the leaders in the industry. We don't have the bonding
capacity to borrow all of the money that we need at once so we are approaching
it in phases. Our Champions Club project is phase 1. The Board of Trustees
scrutinized our pro-forma for that section before approving the plan which
requires bond financing. The fact we had more than 1500 seats already reserved
with cash payments at that time proved to the BOT that there is an appetite for
premium seating from our fans. Having the money in hand spoke louder than past
surveys. In June we go before the Board of Governors and the Legislature to
approve the plan and the bonding. We now have more than 1850 seats reserved
which will also demonstrate demand from our fans and help justify our
projections.
If sales of Phase 1 continues to be successful it will
encourage a more-aggressive vision. The sales process certainly has created many
conversations with our customers, and prospective customers, and given us a true
survey of what people want and what they are willing and able to pay for, not
just what they say they want. The most accurate survey is when the customer has
his pen and checkbook in hand.
We are making all the required safety
improvements to Doak this summer for the upcoming season and plan to have a
course charted later this summer as to a timeline for Phase 1 and 2.
The
interim step is to repair and paint what we need to for 2016 while building and
continuing to sell Phase 1 (Champions Club). As we sell phase 1 we will continue
to asses interest for Phase 2 and fundraise for stadium enhancement.
Someone asked about adding inches to each seat as an interim
improvement. Yes, that is being considered. While an improvement, it is a
capacity eater, requires a re-seating, and does not resolve the knees in your
back which we can't fix until we build a stadium with 30 inches or more between
rows (re-design and re-build).
This decision is being made in every
stadium across the nation, college and pro. Fans are demanding a "man cave"
experience and will stay home if that is a better experience than the stadium
experience. It fall's into that category: To not decide is to decide.
If
you don't renovate or build, you will lose customers and revenue and spend
marketing dollars trying to replace them which in our minds makes the decision
urgent."
"The new Champions Club gives us two new ballrooms bigger than the one we have
now on the third floor (which will almost be doubled in size) so we will have
the capacity to do a lot of things we've never been able to do before including
business conferences. We're adding some 50,000 square feet of indoor space plus
32,000 square feet of covered rooftop terraces that are also awesome spaces. It
will be one of the best rental spaces in all of North Florida and have a helluva
view for Seminole related events.
Your ideas are among the ideas we have
not only for the football weekend experience for Champions Club members and
their guests but year round for all Boosters and UCC members and fans when space
allows.
I see the possibility of the Champions Club becoming a 6,000
seat ampitheater during the year with the stage located about where the Marching
Chiefs sit during the game. You'd have an amazing indoor/outdoor entertainment
experience. There are many revenue-generating possibilities and with College
Town right next door. With Seminole Boosters partnership with Club Corps of
America (University Center Club) we can provide food and beverage year in the
spaces year round.
Its going to be fun... and may be unique in college
football. "