According to a survey released today, NCAA athletic directors (ADs) are increasingly focused on enhancing athletic facilities to attract top student athletes and maintain or grow their fan base amidst an extremely competitive environment.
The Trends in Collegiate Athletics survey, conducted by AECOM and Ohio University's Center for Sports Administration, was completed in July-August 2014. The survey gauged the sentiment of 136 ADs from all three major NCAA divisions, including over 60% from Division I conferences, on topics related to venues, facilities, and student-athlete and fan experience.
According to the survey, more than eight in 10 participating ADs plan to make significant investments in facilities over the next five years to target potential recruits and spectators. Of those, one in five plans on spending more than $50 million on renovations and new construction projects. Nearly 95% of ADs are concerned about the funding of their programs.
The majority of participating ADs are investing in upgrades and amenities that they believe will drive game-day attendance and enhance the fan experience, notably connectivity, better food and beverage options, and, particularly at the Division I level, premium seating.
“This survey shows that, as traditional funding streams become less viable, ADs are increasingly focused on fiscal responsibility and making their programs sustainable,” said Jon Niemuth, AECOM Director of Sports, Americas. “One way they are doing this is by investing in upscale amenities, once reserved for the professional level, that will attract fans willing to pay a premium for a unique game day experience.”
“A big issue keeping athletic directors up at night is the funding and performance of their programs,” said Dr. Heather Lawrence-Benedict, Associate Professor of Sports Administration and the AECOM Professor of Sport Business, Ohio University. “ADs are caught in a cyclical pattern—to generate funding they need talented recruits, to attract recruits they need the top facilities, and to build those facilities it goes back to funding. On top of this, they need to appeal to alumni and donors. An unexpected donation, a breakout athlete or a Cinderella season can all be major catalysts for an athletics program.”
To help generate awareness for their upgrades and promote games and game-day activities, the vast majority of ADs (96%) in the study find social media to be an effective marketing tool for drawing fans or first-time visitors to games. That compares to 59% who view paid advertising as effective. Lowering ticket costs was ranked as the least effective option to draw fans by one-third of participating ADs.
ADs are also focused on facility upgrades that will enhance the student athlete experience, and ADs overwhelmingly agree that practice and training facilities are a primary force that attracts recruits, while academic, housing and dining facilities are also rapidly becoming important. If funding was not a factor, ADs would invest heavily in practice and training facilities and locker rooms to appeal to potential recruits.
AECOM and Ohio University’s Center for Sports Administration developed the Trends in Collegiate Athletics through a collaborative effort as part of their ongoing strategic partnership, which began in 2007. The joint effort, which was extended for the third time in 2013, is aimed at educating the next generation of sports business leaders.
To view the full results of the survey, click here.
Related Stories
Building Technology | Jun 18, 2024
Could ‘smart’ building facades heat and cool buildings?
A promising research project looks at the possibilities for thermoelectric systems to thermally condition buildings, writes Mahsa Farid Mohajer, Sustainable Building Analyst with Stantec.
University Buildings | Jun 18, 2024
UC Riverside’s new School of Medicine building supports team-based learning, showcases passive design strategies
The University of California, Riverside, School of Medicine has opened the 94,576-sf, five-floor Education Building II (EDII). Created by the design-build team of CO Architects and Hensel Phelps, the medical school’s new home supports team-based student learning, offers social spaces, and provides departmental offices for faculty and staff.
Healthcare Facilities | Jun 18, 2024
A healthcare simulation technology consultant can save time, money, and headaches
As the demand for skilled healthcare professionals continues to rise, healthcare simulation is playing an increasingly vital role in the skill development, compliance, and continuing education of the clinical workforce.
Mass Timber | Jun 17, 2024
British Columbia hospital features mass timber community hall
The Cowichan District Hospital Replacement Project in Duncan, British Columbia, features an expansive community hall featuring mass timber construction. The hall, designed to promote social interaction and connection to give patients, families, and staff a warm and welcoming environment, connects a Diagnostic and Treatment (“D&T”) Block and Inpatient Tower.
Concrete Technology | Jun 17, 2024
MIT researchers are working on a way to use concrete as an electric battery
Researchers at MIT have developed a concrete mixture that can store electrical energy. The researchers say the mixture of water, cement, and carbon black could be used for building foundations and street paving.
Codes and Standards | Jun 17, 2024
Federal government releases national definition of a zero emissions building
The U.S. Department of Energy has released a new national definition of a zero emissions building. The definition is intended to provide industry guidance to support new and existing commercial and residential buildings to move towards zero emissions across the entire building sector, DOE says.
Multifamily Housing | Jun 14, 2024
AEC inspections are the key to financially viable office to residential adaptive reuse projects
About a year ago our industry was abuzz with an idea that seemed like a one-shot miracle cure for both the shockingly high rate of office vacancies and the worsening housing shortage. The seemingly simple idea of converting empty office buildings to multifamily residential seemed like an easy and elegant solution. However, in the intervening months we’ve seen only a handful of these conversions, despite near universal enthusiasm for the concept.
Healthcare Facilities | Jun 13, 2024
Top 10 trends in the hospital facilities market
BD+C evaluated more than a dozen of the nation's most prominent hospital construction projects to identify trends that are driving hospital design and construction in the $67 billion healthcare sector. Here’s what we found.
Adaptive Reuse | Jun 13, 2024
4 ways to transform old buildings into modern assets
As cities grow, their office inventories remain largely stagnant. Yet despite changes to the market—including the impact of hybrid work—opportunities still exist. Enter: “Midlife Metamorphosis.”
Affordable Housing | Jun 12, 2024
Studio Libeskind designs 190 affordable housing apartments for seniors
In Brooklyn, New York, the recently opened Atrium at Sumner offers 132,418 sf of affordable housing for seniors. The $132 million project includes 190 apartments—132 of them available to senior households earning below or at 50% of the area median income and 57 units available to formerly homeless seniors.
