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
| Apr 16, 2012
$80 million in export financing for solar project in India
The project, “Rajasthan Sun Technique Energy Private Limited,” is a subsidiary of Reliance Power and is being co-financed by the Asian Development Bank and FMO, the Dutch development bank.
| Apr 13, 2012
Arcadis merges with Davis Langon & Seah
Merger will help company expand business in Asia.
| Apr 13, 2012
Goettsch Partners designs new music building for Northwestern
The showcase facility is the recital hall, an intimate, two-level space with undulating walls of wood that provide optimal acoustics and lead to the stage, as well as a 50-foot-high wall of cable-supported, double-skin glass
| Apr 13, 2012
Best Commercial Modular Buildings Recognized
Judges scored building entries on a number of criteria including architectural excellence, technical innovation, cost effectiveness, energy efficiency, and calendar days to complete, while marketing pieces were judged on strategy, implementation, and quantifiable results. Read More
| Apr 12, 2012
Solar PV carport, electrical charging stations unveiled in California
Project contractor Oltman Construction noted that the carport provides shaded area for 940 car stalls and generates 2 MW DC of electric power.
| Apr 11, 2012
Shawmut appoints Tripp as business development director
Tripp joined Shawmut in 1998 and previously held the positions of assistant superintendent, superintendent, and national construction manager.
| Apr 11, 2012
Corgan & SOM awarded contract to design SSA National Support Center
The new SSA campus is expected to meet all Federal energy and water conservation goals while achieving LEED Gold Certification from the United States Green Building Council.
| Apr 11, 2012
C.W. Driver completes Rec Center on CSUN campus
The state-of-the-art fitness center supports university’s goal to encourage student recruitment and retention.
| Apr 10, 2012
JE Dunn completes two medical office buildings at St. Anthony’s Lakewood, Colo. campus
Designed by Davis Partnership Architects, P.C., Medical Plaza 1 and 2 are four-story structures totaling 96,804-sf and 101,581-sf respectively.
