03-04-2010, 06:34 PM
UC studies premium seating at Nippert
By Bill Koch • bkoch@enquirer.com • March 4, 2010
![[Image: bilde?Site=AB&Date=20100304&...mp;title=0]](http://cmsimg.cincinnati.com/apps/pbcsi.dll/bilde?Site=AB&Date=20100304&Category=SPT0101&ArtNo=3050368&Ref=AR&Profile=1064&MaxW=550&MaxH=650&title=0)
Enquirer file photo
Premium seating at Nippert Stadium could generate up to $3.2 million in additional annual revenue for UC's football program, according to a study commissioned by the school.
CINCINNATI - Premium seating at Nippert Stadium has the potential to generate from $2.7 million to $3.2 million in additional annual revenue for the University of Cincinnati football program, according to a market study commissioned by the school.
Completed last fall by Convention, Sports and Leisure International (CSL), the $62,500-study recommends that premium seating for Nippert include approximately 18 suites with seating for 16 people each; 50 loge boxes with seating for four people each; 500 regular club seats; 300 club seats for George Smith Society members; 300 young professional club seats; and 300 former athlete C-Club seats.
Over a 30-year period, the study estimates an additional $44.5 million beyond annual debt service payments could be generated by premium seating.
The Enquirer obtained a copy of the study under an open records request.
Andy Hurley, UC's senior associate director of athletics for development, emphasized that the study was done before football coach Brian Kelly left for Notre Dame in December.
"People answered the questions under a certain set of circumstances that are now changed," Hurley said.
Butch Jones, the former coach at Central Michigan, replaced Kelly in December, but Hurley said the vision for the program, which has won back-to-back Big East championships, has not changed.
Kelly pushed hard for new practice fields and an indoor practice bubble. That project, known as the Jefferson Avenue Sports Complex, is on track for completion in September, with groundbreaking scheduled for March 16.
The other major project that Kelly pushed for is the renovation and expansion of 35,000-seat Nippert Stadium, which was most recently renovated in 1992. It doesn't have any premium seating.
"It's full speed ahead because it's a program initiative," Hurley said. "If we want to sustain a championship caliber program within the Big East, we've got to respond to the market needs of the program.
"We are capped in our ability to generate revenue right now at Nippert Stadium. There's only so many seats you can sell at the rates that we can sell them. We've got to lift the ceiling on our ability to generate revenue."
Hurley emphasized the study provides only one set of data that will be examined when the school makes a decision about Nippert.
Architectural studies are progressing to determine how the stadium, which is located in the middle of campus and surrounded by buildings, can be renovated.
The information regarding the market for suites - which could range from a donation of $24,000 to $48,000 (not including the price of tickets) - is considered the weakest part of the study, Hurley said, because of the limited number of responses.
"One hundred and seven people fit that criteria," Hurley said, "and we only got nine responses. They didn't get the results that they felt were statistically projectable in a manner that would inspire a lot of confidence."
Respondents and focus group participants reacted positively to the prospect of expanding the stadium and adding premium seating, but some expressed concern about purchasing premium seating on a long-term basis because of questions about whether the school's recent football success can be sustained over an extended period.
UC operates under a difference set of circumstances from most BCS football schools, Hurley said, because of its location in a market with major league professional football and baseball.
"A lot of the most successful college programs, they own that marketplace, so they can set levels for the luxury boxes, for the premium experiences," Hurley said. "The market is defined for the premium sports experience here because of the Reds and the Bengals. We can't go substantially more or substantially less."
The study was conducted by reviewing historical athletic department operations; surveying UCATS members and season ticket holders and local premium seating holders; conducting focus groups with potential stakeholders; reviewing the premium seating at other comparable universities; and reviewing competitive premium seating in the local and regional markets.
http://news.cincinnati.com/article/20100...at+Nippert
By Bill Koch • bkoch@enquirer.com • March 4, 2010
Enquirer file photo
Premium seating at Nippert Stadium could generate up to $3.2 million in additional annual revenue for UC's football program, according to a study commissioned by the school.
CINCINNATI - Premium seating at Nippert Stadium has the potential to generate from $2.7 million to $3.2 million in additional annual revenue for the University of Cincinnati football program, according to a market study commissioned by the school.
Completed last fall by Convention, Sports and Leisure International (CSL), the $62,500-study recommends that premium seating for Nippert include approximately 18 suites with seating for 16 people each; 50 loge boxes with seating for four people each; 500 regular club seats; 300 club seats for George Smith Society members; 300 young professional club seats; and 300 former athlete C-Club seats.
Over a 30-year period, the study estimates an additional $44.5 million beyond annual debt service payments could be generated by premium seating.
The Enquirer obtained a copy of the study under an open records request.
Andy Hurley, UC's senior associate director of athletics for development, emphasized that the study was done before football coach Brian Kelly left for Notre Dame in December.
"People answered the questions under a certain set of circumstances that are now changed," Hurley said.
Butch Jones, the former coach at Central Michigan, replaced Kelly in December, but Hurley said the vision for the program, which has won back-to-back Big East championships, has not changed.
Kelly pushed hard for new practice fields and an indoor practice bubble. That project, known as the Jefferson Avenue Sports Complex, is on track for completion in September, with groundbreaking scheduled for March 16.
The other major project that Kelly pushed for is the renovation and expansion of 35,000-seat Nippert Stadium, which was most recently renovated in 1992. It doesn't have any premium seating.
"It's full speed ahead because it's a program initiative," Hurley said. "If we want to sustain a championship caliber program within the Big East, we've got to respond to the market needs of the program.
"We are capped in our ability to generate revenue right now at Nippert Stadium. There's only so many seats you can sell at the rates that we can sell them. We've got to lift the ceiling on our ability to generate revenue."
Hurley emphasized the study provides only one set of data that will be examined when the school makes a decision about Nippert.
Architectural studies are progressing to determine how the stadium, which is located in the middle of campus and surrounded by buildings, can be renovated.
The information regarding the market for suites - which could range from a donation of $24,000 to $48,000 (not including the price of tickets) - is considered the weakest part of the study, Hurley said, because of the limited number of responses.
"One hundred and seven people fit that criteria," Hurley said, "and we only got nine responses. They didn't get the results that they felt were statistically projectable in a manner that would inspire a lot of confidence."
Respondents and focus group participants reacted positively to the prospect of expanding the stadium and adding premium seating, but some expressed concern about purchasing premium seating on a long-term basis because of questions about whether the school's recent football success can be sustained over an extended period.
UC operates under a difference set of circumstances from most BCS football schools, Hurley said, because of its location in a market with major league professional football and baseball.
"A lot of the most successful college programs, they own that marketplace, so they can set levels for the luxury boxes, for the premium experiences," Hurley said. "The market is defined for the premium sports experience here because of the Reds and the Bengals. We can't go substantially more or substantially less."
The study was conducted by reviewing historical athletic department operations; surveying UCATS members and season ticket holders and local premium seating holders; conducting focus groups with potential stakeholders; reviewing the premium seating at other comparable universities; and reviewing competitive premium seating in the local and regional markets.
http://news.cincinnati.com/article/20100...at+Nippert