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
Healthcare Facilities | Aug 28, 2015
7 (more) steps toward a quieter hospital
Every hospital has its own “culture” of loudness and quiet. Jacobs’ Chris Kay offers steps to a therapeutic auditory environment.
Healthcare Facilities | Aug 28, 2015
Shhh!!! 6 ways to keep the noise down in new and existing hospitals
There’s a ‘decibel war’ going on in the nation’s hospitals. Progressive Building Teams are leading the charge to give patients quieter healing environments.
Architects | Aug 28, 2015
How to transition leadership within your architecture firm, Part 2
Close to retiring? Without a plan for leadership transition, you might not foster candidates who will be capable of taking over the reins, says Whitehorn Financial's Steve Whitehorn.
Retail Centers | Aug 27, 2015
Vallco Shopping Mall renovation plans include 'largest green roof in the world'
The new owners of the mall in Cupertino, Calif., intend to transform the outdated shopping mall into a multi-purpose complex, topped by a 30-acre park.
Libraries | Aug 27, 2015
Barack Obama Foundation begins search for presidential library architect
Both national and foreign firms will compete for chance to design the Chicago-based Presidential Center.
Architects | Aug 27, 2015
How to transition leadership within your architecture firm, Part 1
In order for your firm to thrive and preserve your legacy after retirement, it is essential that you create a strategic plan to not only transition ownership of your firm but its leadership as well.
Mixed-Use | Aug 26, 2015
Innovation districts + tech clusters: How the ‘open innovation’ era is revitalizing urban cores
In the race for highly coveted tech companies and startups, cities, institutions, and developers are teaming to form innovation hot pockets.
Office Buildings | Aug 19, 2015
Good design can combat open-office issues
Three tricks to maintain privacy and worker production in a cube-less world, according to GS&P's Jack E. Weber
Architects | Aug 19, 2015
Despite dip, architecture billings remain strong
The American Institute of Architects (AIA) reported the July ABI score was 54.7, down a point from a mark of 55.7 in June.
Architects | Aug 17, 2015
Historic power plant converted to modern offices in Minnesota
A landmark power plant in Owatonna, Minn., damaged in a 2010 flood has new life as the headquarters of Owatonna Public Utilities following a renovation by architects Leo A. Daly.