STONE PLANNING LLC

159 N. Sangamon Street, Suite 200

Chicago, IL 60607

David Stone - david@stoneplanningllc.com, (312) 933-3618

© 2019 Stone Planning LLC

Surveys and Other Stakeholder Feedback

PREMIUM SEAT SURVEY FOR RENOVATION OF WILLIAMS-BRICE STADIUM

University of South Carolina

In conjunction with AECOM Sport + Venue, David completed a comprehensive analysis of a renovation of the University of South Carolina’s 80,000-seat Williams-Brice Stadium’s premium seating offerings. New seating would replace a section of "red seats" on the stadium's east side. The study included an analysis of the premium offerings at other SEC stadiums and a set of national peer stadiums (such as inventory, demand, and rates), as well as a survey that was sent to more than 135,000 USC donors and ticket buyers. The survey quantified interest in various premium seating offerings and at specific price points, and also collected demographic data and responses related to the gameday experience, interest in providing capital contributions, and other subjects that will aid in facility planning and a future sales effort for new premium seating.

Based on the market analysis and working closely with project architects, our team then provided program recommendations and cost estimates for new premium seating. We then forecasted future demand for the seating, including rates, occupancy, and other types of attendee/donor spending. This led to estimates of the project's return on investment, based on incremental revenues and estimated operating and capital costs, for multiple scenarios of premium inventory and occupancy rates.