Hunden Strategic Partners/University of Kansas
Leaked Memorial Stadium Proposal Gets It Right: 71 Days Until Kansas Football
The rumors about Memorial Stadium renovations have been swirling since early 2022. They got so loud that back in February, friend of the show Mike Vernon appeared on the Rock Chalk Podcast to talk about what we might get to see in those renovations.
Then during the height of the football run last year for the Kansas Jayhawks, athletic director Travis Goff announced plans to renovate Memorial Stadium and transform the area into a gateway to the University.
And today, a consultant's report finally leaked that gives us the first concrete look into what is being considered for the updated site. The highlights of the recommendations include:
- 55,000 square-foot conference center, 20,000 square feet of offices space, up to 55,000 square feet of retail space.
- Fan Plaza areas on the east and south sides.
- Seating-capacity of just under 40,000 (down almost 7,000)
- Multi-story buildings (no more than five stories) with the potential for rooftop dining.
The reaction have been mixed, definitely skewed towards the negative. Many Kansas fans are concerned about lowering the available seats in the stadium, especially as the team seems to be on the rise. Others concerns were related to the overall look of the building (too modern) or how cluttered the site seemed to be.
I do understand the concerns. But the reality of the situation is that Kansas needs to not only update an aging stadium with a lacking in-person fan experience, but they need to do it without the benefit of additional space. Plus, they need to do it in such a way that is financially sustainable and that will drive additional revenue.
If we are being generous, the stadium generates revenue on roughly 15 days out of the year. Expecting an increase in game-day revenues to fund a big portion of the costs doesn't seem reasonable. Turning the site into a multi-use area that can welcome people year-round will not only help to increase the overall revenue. It will also stabilize the revenue throughout the year and increase the capabilities of the University to hold events closer to campus instead of in Kansas City or Topeka.
As for the decrease in the seating capacity, that is more a reflection of the current sports-watching environment than a referendum on whether fans will be willing to support the team. Nearly every school and professional team that is looking to build new facilities or renovate their existing ones is decreasing the overall seating. Fans aren't attending games as often. When they do, they are asking for bigger seats, more leg room and better amenities. The shift is all about giving fans a compelling reason to come watch the game in person.
No matter how you feel about the details of these recommendations, just remember that they are recommendations, not concrete plans. A lot still can change, and most of it probably will. Instead, let's just focus on the positive sign that the process is still moving forward. And if it does end up looking like the proposal, fans should be very happy with the result.
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