University of Houston

Houston, TX

Stadium and Arena Market Study and Financial Analysis

In 2010 B&D was selected by the University of Houston, in conjunction with Ellerbe Becket, to conduct an athletic facilities market study and financial analysis for a potential renovation or replacement of its athletic facilities.  We were tasked to optimize existing revenue streams and introduce net new revenues by recommending a market-responsive premium seating program for both Hofheinz Pavilion and Robertson Stadium. Our market analysis included a comparable market, Conference USA, and peer school analysis of premium seating programs, seat mix and capacity, and pricing strategies.  The market analysis offered an overview of premium seating programs and was supplemented by focus groups with university staff, alumni, and supporters of university athletics and a detailed Internet survey.  The focus group analysis allowed us to test findings from the quantitative analysis and to determine user preference in relation to seat location, pricing, and amenities.  Based on the findings of the study, we recommended that the total premium seating program add 1,360 seats, including 25 luxury suites, 40 loge boxes, and 800 club seats, for a new or renovated Robertson Stadium. The recommendation for Hofheinz Pavilion included adding 15 loge boxes and 250 club seats. The 40,000-seat, $128 million John O'Quinn Field at TDECU Stadium opened in 2014.  The Hofheinz Pavilion renovation project is in the funding phase.