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
| Oct 5, 2012
2012 Reconstruction Award Bronze Winner: Pomeroy Senior Apartments, Chicago, Ill.
The entire interior of the building was renovated, from the first floor lobby and common areas, to the rooftop spaces. The number of living units was reduced from 120 to 104 to allow for more space per unit and comply with current accessibility requirements.
| Oct 5, 2012
2012 Reconstruction Award Bronze Winner: Walsh Group Training and Conference Center, Chicago, Ill.
With its Building Team partners—architect Solomon Cordwell Buenz, structural engineer CS Associates, and M/E engineer McGuire Engineers—Walsh Construction, acting as its own contractor, turned the former automobile showroom and paperboard package facility into a 93,000-sf showcase of sustainable design and construction.
| Oct 5, 2012
2012 Reconstruction Award Silver Winner: 220 Water Street, Brooklyn, N.Y.
The recent rehabilitation of 220 Water Street transforms it from a vacant manufacturing facility to a 134-unit luxury apartment building in Brooklyn’s DUMBO neighborhood.
| Oct 5, 2012
2012 Reconstruction Award Silver Winner: Residences at the John Marshall, Richmond, Va.
In April 2010, the Building Team of Rule Joy Trammell + Rubio, Stanley D. Lindsey & Associates, Leppard Johnson & Associates, and Choate Interior Construction restored the 16-story, 310,537-sf building into the Residences at the John Marshall, a new mixed-use facility offering apartments, street-level retail, a catering kitchen, and two restored ballrooms.
| Oct 4, 2012
2012 Reconstruction Awards Silver Winner: Allen Theatre at PlayhouseSquare, Cleveland, Ohio
The $30 million project resulted in three new theatres in the existing 81,500-sf space and a 44,000-sf contiguous addition: the Allen Theatre, the Second Stage, and the Helen Rosenfeld Lewis Bialosky Lab Theatre.
| Oct 4, 2012
2012 Reconstruction Awards Gold Winner: Wake Forest Biotech Place, Winston-Salem, N.C.
Reconstruction centered on Building 91.1, a historic (1937) five-story former machine shop, with its distinctive façade of glass blocks, many of which were damaged. The Building Team repointed, relocated, or replaced 65,869 glass blocks.
| Oct 4, 2012
2012 Reconstruction Awards Gold Winner: Rice Fergus Miller Office & Studio, Bremerton, Wash.
Rice Fergus Miller bought a vacant and derelict Sears Auto and converted the 30,000 gsf space into the most energy-efficient commercial building in the Pacific Northwest on a construction budget of around $100/sf.
| Oct 4, 2012
2012 Reconstruction Award Platinum Winner: Building 1500, Naval Air Station Pensacola Pensacola, Fla.
The Building Team, led by local firms Caldwell Associates Architects and Greenhut Construction, had to tackle several difficult problems to make the historic building meet current Defense Department standards having to do with anti-terrorism, force protection, blast-proofing, and progressive collapse.
| Oct 4, 2012
2012 Reconstruction Awards Platinum Winner: City Hall, New York, N.Y.
New York's City Hall last received a major renovation nearly a century ago. Four years ago, a Building Team led by construction manager Hill International took on the monumental task of restoring City Hall for another couple of hundred years of active service.
| Oct 4, 2012
BD+C's 29th Annual Reconstruction Awards
Presenting 11 projects that represent the best efforts of distinguished Building Teams in historic preservation, adaptive reuse, and renovation and addition projects.
