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InduSTry and ASSociATion nEWSLocal ingredients at Wells Fargo Center, p.24Member Highlight:Dennette Thornton and John Farrell, p.28Washington State University leads by exampleOn the heels of a $65 million stadium renovation, WSU is a leading standard of the Pac-12 construction boomAccording to research from the SportsBusiness Journal, the projected aggregateof college football stadium constructioncosts for 2012-2014 will eclipse $1.5 billion.The investment in facilities is especiallyconsiderable in the Pac-12 Conference, wherealong with Washington State, Cal, Washington,Arizona, Arizona State, USC, and UCLA(who plays at the under-renovation Rose Bowl)are all at different points along constructiontimelines. In a message to Cougar fans onwww.thecougarfootballproject.org, WashingtonState Director of Athletics Bill Moos notes,“There are roughly $1 billion in facility projectsthat have been completed or nearing completionthroughout the conference, and we can’t beleft behind.”First out of the renovation gates this pastseason was the $321 million overhaul of Cal’sMemorial Stadium and $65 million in upgradesat Martin Stadium in the center of WashingtonState University’s campus. Although the WSUproject was less comprehensive, the attention topremium seating was every bit as close.As the college facility industry builds itselfout over the next few years, it will behoove athleticdepartments to look at the benchmarks setand lessons learned at WSU in Pullman, Washington.“We need to continue tocultivate our fans and providethe unique perspectives thatyou can only get inside thefacility.”– John Johnson,Washington State UniversityPREmIUm SEATINGThe keystone of the Martin Stadium improvementsis a transformation from few premiumseats and only six small suites to 21 new suites,1,183 outdoor club seats, 83 indoor club seats,and 42 loge boxes that stretch from goal lineto goal line along the stadium’s south side. Accordingto WSU Senior Associate Director ofAthletics John Johnson, this premium seatingCougar Den: Twenty-one new suites, 1,183 outdoor club seats, 83 indoor club seats, and 42 loge boxes now stretch from goal line to goalline along the south side of Martin Stadium, overlooking the Washington State Cougars.inventory is worth about $3 million annually tothe athletic department.Suites, which range in size from 12-, 18-, and24-person capacities, are priced from $30,000-$50,000 annually which includes the ticket costand donation to the Cougar Athletic Fund(CAF). The covered, open-air loge seating is a$10,000 ($1,200 ticket cost; $8,800 CAF donation)annual cost for a four-person box and$15,000 ($1,800 ticket cost; $13,200 CAF donation)for a six-person box. Both suites andloge boxes are available on three-, five-, andseven-year lease terms with pricing locked overthe length of the lease.All club seats are renewable on an annualbasis with indoor seats priced at $2,500 andoutdoor seats ranging from $1,700-$2,000. Allclub seat tickets cost $300 with CAF donationrequirements ranging from $1,400-$2,200.Premium inventory is sold out with the exceptionof a few outdoor club seats which areexpected to also sell before next season.CommON AND CUTTING-EDGE AmENITIESMartin Stadium premium seating provides theusual amenities – such as premium parking,stylish furnishings, access to the 10,000 squarefootClub Room, and an 80% tax deduction – aswell as some additional cutting-edge, high-techofferings. In the loge seating, indoor-outdoorTVs are installed and can be viewed in anytype of weather. And all suites are equippedwith 3-D HD TVs linked to iPads that controlunique live-game-action feeds and replays frommultiple vantage points in 3-D and traditional2-D formats. “Our fans, particularly the youngerdemographic, enjoy the opportunity to goback and look at replays of a particular play orfocus on an individual player from four uniquecamera angles,” Johnson explains.The 3-D interactive was developed by SankarJayara, a WSU professor and co-founderof 3D-4U, a company incubated in the WSUResearch & Technology Park which offersstart-up businesses affordable office space andcampus resources.Martin Stadium is the first sports facilityto install the interactive; therefore, WSU tookbaby steps implementing it, rolling out more ofits nuances as the season went along. Future opportunitiesexist for 3D-4U’s technology outsideof the suite environment through handheldand mobile devices. “That’s where our industryneeds to go,” contends Johnson. “We need tocontinue to cultivate our fans and provide the[continued on page 92]Photo courtesy of Jason Krump, Washington State University20 | S E A T | www.alsd.com | #SEATWinter2013