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
| Feb 10, 2012
Task force addresses questions regarding visually graded Southern Pine lumber
Answers address transition issues, how to obtain similar load-carrying capabilities, and why only some grades and sizes are affected at this time.
| Feb 10, 2012
Atlanta Housing Authority taps Johnson Controls to improve public housing efficiency
Energy-efficiency program to improve 13 senior residential care facilities and save nearly $18 million.
| Feb 10, 2012
Besculides joins New York Office of Perkins Eastman as associate principal
Besculides joins with more than 17 years’ experience in design, business development, and account management for the government, healthcare, and corporate practice areas with a particular focus on the financial and media sectors.
| Feb 10, 2012
Mortenson Construction research identifies healthcare industry and facility design trends
The 2012 Mortenson Construction Healthcare Industry Study includes insights and perspectives regarding government program concerns, the importance of lean operations, flexible facility design, project delivery trends, improving patient experience, and evidence-based design.
| Feb 10, 2012
LAX Central Utility Plant project tops out
Construction workers placed the final structural steel beam atop the Plant, which was designed with strict seismic criteria to help protect the facility and airport utilities during an earthquake.
| Feb 8, 2012
Nauset completes addition and renovation for Winchester senior living community
Theater, library, fitness center, and bistro enhance facility.
| Feb 8, 2012
Mega-malls expanding internationally
Historically, malls have always been the icons of America – the first mall ever was built in Minneapolis in 1956.
| Feb 8, 2012
World’s tallest solar PV-installation
The solar array is at the elevation of 737 feet, making the building the tallest in the world with a solar PV-installation on its roof.
| Feb 7, 2012
AIA introduces seven new contract documents to Documents-On-Demand service??
AIA Contract Documents are widely-used standard form contracts among the building industry to support construction and design projects.
| Feb 7, 2012
Data center construction boom driven by healthcare and technology
The study includes insight and perspective regarding current investment plans of stakeholders, potential challenges to the data center boom, data center efficiency levels, the impact of new designs and technologies, and delivery methods.
