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
Sponsored | | Nov 26, 2014
Virtual reality in 3D models, iPhone thermal imaging: Inside one very cool tech toybox
A little over a year ago, I embarked on a search to find individuals in the AEC space who were putting new hardware to work in the field.
| Nov 25, 2014
Behnisch Architekten unveils design for energy-positive building in Boston
The multi-use building for Artists For Humanity that is slated to be the largest energy positive commercial building in New England.
| Nov 25, 2014
Study: 85% of employees dissatisfied with their office environment
A vast majority of office workers feel open floor plans cause multiple distractions and that more private spaces are needed in today's offices, according to a new study by Steelcase and research firm IPSOS.
| Nov 25, 2014
Emerging design and operation strategies for the ambulatory team in transition
As healthcare systems shift their care models to be more responsive to patient-centered care, ambulatory care teams need to be positioned to operate efficiently in their everyday work environments, write CannonDesign Health Practice leaders Tonia Burnette and Mike Pukszta.
| Nov 24, 2014
Midsize construction firms see a brighter business horizon
Uncertainty about government spending clouds an otherwise positive economic outlook among 59 middle market construction firms polled recently by GE Capital.
| Nov 24, 2014
Adrian Smith + Gordon Gill-designed crystalline tower breaks ground in southwestern China
Fitted with an LED façade, the 468-meter Greenland Tower Chengdu will act as a light sculpture for the city of Chengdu.
| Nov 21, 2014
Rental apartment construction soars to 27-year high: WSJ report
The multifamily sector is now outpacing the peak construction rate in the previous housing cycle, in 2006, according to the WSJ.
| Nov 21, 2014
Nelson adds to its stable with EHS Design acquisition
This represents Nelson’s fifth merger or acquisition in 2014, during which the firm’s net fee revenue has increased by 60% to $65 million.
| Nov 21, 2014
Nonresidential Construction Index rises in fourth quarter
There are a number of reasons for optimism among respondents of FMI's quarterly Nonresidential Construction Index survey, including healthier backlogs and low inflation.
| Nov 21, 2014
NCARB: Number of architects in U.S. grows 1.6% in 2014, surpasses 107,500
The architecture profession continues to grow along with a gradually recovering economy, based on the results of the 2014 Survey of Architectural Registration Boards, conducted by the National Council of Architectural Registration Boards.
