In 2002 Auburn University had a $30 million stadium expansion plan in conceptual design but did not yet have a full idea of where to best place those funds. The university wanted a market analysis of all potential clients in order to provide the best design and plan for the project. B&D provided that analysis, incorporating focus groups with potential clients, interviews with marketing staff, and sample surveys across broad market segments. The results of this analysis revealed the demand for premium seating, the price point barriers, and the essential architectural features and amenities necessary to associate with each seating package. We completed the study and made recommendations in 2002, and the renovation and expansion of Jordan-Hare Stadium was completed in 2004—a $24 million project that added 1,400 seats (including luxury suites) and brought total capacity to 87,451.