TEMPE, Ariz. — Steve Patterson called Sun Devil Stadium "one of the
iconic spots in all of college football."
The label drew snickers from college football fans on Twitter given the home
team’s recent struggles and the stadium’s increasingly dilapidated look. But if
Arizona State’s new athletic director has his way, the old bowl between the
buttes will recapture the glory that made it a visual magnet for movies like
“Jerry Maguire” and U2's rockumentary “Rattle and Hum,” while also generating
increased revenue for a cash-strapped athletic program.
Patterson, football coach Todd Graham and a large contingent of local media
were on hand Tuesday at the Carson Student-Athlete Center for the unveiling of
the stadium’s renovation plans as well as two artist’s renderings of the dream
scenario.
“One of our first charges was to take a look at the work that had been done to
date on trying to renovate Sun Devil Stadium,” said Patterson, who was hired as chief operating officer about nine months ago. “What I found was a design and cost
structure that we didn’t think would be sustainable.
“We have to operate in a world that is very competitive out there in terms of
revenue generation, fan amenities and student-athlete amenities that the other
schools in the Pac-12 have. If you look at what’s gone on in the Pac-12 in the
last 10 to 12 years, there’s been nearly $1.3 billion worth of construction put
into football stadiums. (see: http://bit.ly/HCvXXm)
“That’s not unlike what’s gone on around the rest of the country. We have to
compete.”
Translation: ASU needs money. Lots of money. While Patterson said putting an
estimated cost on the project would be premature, given all the variables,
sources have said it could be upwards of $300 million.
The school hopes to have a business plan in place by June as it concludes its
market studies, an examination of its donor base and “a base of business for
suites and club seats and ticket sales.” Much of the funding for the project
will come from stadium district revenue and philanthropic donations, with
revenue from the Pac-12 Network also a possibility, although much of that money
has already been spoken for.
The school is considering a number of plans, including tearing the entire
structure down and rebuilding it in phases. Patterson said the phased approach
could take four to five years if the football team plays in a reduced-capacity
stadium. He said it would be a quicker timetable if if the team moves out for
up to two seasons and the school is able to raise the necessary funds to speed
up the time frame. He’d prefer the team remain in the stadium to keep fan
interest and accessibility as high as possible.
If the team does play off-site, Chase Field would seem the likely location
given its proximity to the main campus and ASU’s downtown colleges. There’s
also the fact that Diamondbacks president Derrick Hall is an ASU alumnus,
although Hall said Tuesday that ASU has not discussed the possibility of
playing in Chase while the stadium is renovated.
The Sun Devils could explore playing at University of Phoenix Stadium, but that
would require repairing a fractured relationship with the Cardinals from their
days playing at Sun Devil Stadium. It would also mean a hefty commute for the
team and its fans.
"Well, we wouldn't go play in Tucson," Patterson quipped.
Excitement over the renovation plans has been building for a few weeks as
details have leaked out. Here are a few of the more pertinent possibilities.
• The stadium would have a non-retractable cloth roof that would allow air flow,
but shade the stadium from Arizona’s withering sun and perhaps allow earlier
start times than the Devils’ traditional 7 p.m. kickoffs. “That’s probably
going to be required, given the Pac-12 requirements that we’ve got upcoming for
television,” Patterson said.
• The north end would be open to allow for a breeze off Tempe Town Lake.
• Seating capacity would likely be reduced to the 55,000-to-65,000 range from
the current 71,706. Patterson doesn’t feel the stadium needs so many seats. He
prefers more leg room.
• The playing surface would be field turf, a necessity of playing under a
non-retractable roof.
• Among the improvements would be better concessions, better restrooms, better
concourses, elevators, escalators and better seating. How many seat backs are
added will, again, depends on the breadth of renovations and the money raised.
• There will be a new press box “with actual modern amenities,” Patterson said,
laughing.
• Patterson would like the student section and the school band to be seated
together.
• Ticket prices will increase with improved amenities. “That’s just a fact of
life,” Patterson said. “They have to change if we want to continue to be
competitive in the Pac-12.”
• Club seating and suites will be a greater focus, given the more revenue
available with premium seating.
ASU’s donor base is one of the largest in the nation, but the actual dollar
figures raised through the alumni base falls well short of other universities
and the school’s ultimate goals. Without saying it explicitly, Patterson made
it clear that if a vocal Sun Devil fan base wants better programs and top-rate
facilities it will have to put its money where its mouth is.
The school is exploring other avenues of revenue, but the need for sizeable
donations is a simple reality of modern-day college athletics.
“We have operated around the bottom three in the conference in terms of
revenues, and frankly, we’ve got to get them up,” Patterson said.
