Penn State Is Offering Fans More Ways to Spend at Beaver Stadium
Penn State is offering football fans more ways to spend money at Beaver Stadium, the latest providing a literal window onto the team. Penn State recently announced the new Tunnel Club at Beaver Stadium, a $10,000 membership space that will offer an open bar and "behind-the-scenes" views of the football team pre- and post-game. Further, the Tunnel Club will be available for other Penn State events, such as graduation and ArtsFest, marking it as a year-round revenue opportunity at Beaver Stadium. That's something Athletic Director Patrick Kraft has made a priority.
The Tunnel Club, scheduled to debut for the 2023 season, will be located adjacent to the tunnel that connects Penn State's locker room to the south end-zone field entrance. Fans gather in this space, notably after games, to connect with players as they leave the field. Now, Penn State can monetize the space. The $10,000 annual membership fee includes four passes per game or event.
The Tunnel Club continues Penn State's push to generate more revenue from the nation's second-largest stadium. Last year Penn State began selling beer at the stadium for the first time, which the athletic department projected would generate more than $2 million in annual profit. In March, Penn State announced the formation of Legacy Plaza, an outdoor space with plaques commemorating the Nittany Lions' football history. In addition, fans can purchase brick pavers, ranging in price from $350 to $1,000, to be located in the plaza.
Further, Penn State has announced a pair of theme events at Beaver Stadium for movies and yoga. The aptly named NamaStadium will host 300 people for yoga on the field July 15, while movie night will show (what else?) 'The Lion King" on the stadium scoreboard July 22. Now the Tunnel Club offers an exclusive in-stadium experience for fans and another revenue opportunity for the athletic department, which is going to spend plenty on Beaver Stadium.
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Penn State's Board of Trustees recently approved $70 million for the first phase of a planned four-year, $700 million Beaver Stadium renovation. During the first phase, Penn State plans to winterize Beaver Stadium, ensuring it can host a potential College Football Playoff game in 2024, and hire a firm to design the renovation.
A significant function of the redesign is expanding Beaver Stadium's utility year-round. "We're not going into this thinking about [using Beaver Stadium] seven days a year. We're going into it thinking 12 months," Kraft said in a recent interview.
The Beaver Stadium renovation will include a complete redesign of the venue's west side, adding a variety of suites and seating options that will increase in-season premium inventory. The additional club spaces also will be available for non-football events such as meetings and weddings. Beaver Stadium already hosts year-round events, but Kraft said that the renovation will expand those options.
"When we build these premium areas on the west side, we’re going to double or triple capacity for us to do weddings, receptions, meetings, all those things," Kraft said. "We use some of the east suites [for events], but now we can use the west and totally redefine more areas to use 12 months a year."
Penn State says it will sell a limited number of Tunnel Club memberships for the 2023 season.
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