James Madison University

Harrisonburg, VA

Stadium Premium Seating Market Study

In 2007, B&D was selected by James Madison University—in conjunction with Moseley Architects—to complete a market analysis and programming study for the potential renovation of its football stadium.  The current facility, Bridgeforth Stadium, was consistently sold to capacity and lacked the premium seating options typical to most football stadiums.  We were tasked with identifying the optimal seating capacity and premium seating program based on market demands. To accurately measure those demands, we conducted a series of focus groups with alumni, booster clubs, and prominent supporters of the athletic department.  That information was used to define seating options and price points that were tested with an online survey.  Additionally, a review of comparable facilities was completed to provide a context for the program to be recommended. Our findings revealed significant market demands for luxury suites, outdoor club seats, and outdoor loge seats.  They also revealed a clear market appreciation for the social atmosphere at games, which was addressed in the program with a singular premium club to be shared by all seat holders. The university proceeded with a $62.5 million renovation and expansion to Bridgeforth Stadium.  Completed in August 2011, the project added nearly 10,000 seats to the facility, including a new media center, hospitality suites, and 17 luxury boxes.