Case Study: Floyd Casey Stadium


Market Feasibility


In 2011, Baylor University engaged CSL to conduct a market and financial feasibility study to assess building a new campus football stadium along the north bank of the Brazos River near Interstate 35.  As an initial step in the project, CSL reviewed the University’s strategic plan, as well as the historical operations of the football program and the 50,000-seat Floyd Casey Stadium.  Subsequent to this analysis, CSL reviewed Big 12 Conference and other comparable stadium characteristics in order to provide a benchmark from which to assess the operations of a potential new campus stadium, completed nearly 4,900 email surveys of Baylor Bear Foundation donors, football season and occasional ticket buyers, alumni, faculty/staff, and students to determine demand for premium and priority seating at the new stadium, and conducted focus group sessions with various University constituents in order to supplement the results of the email survey.

Based on the results of the market analysis, CSL made recommendations regarding the appropriate premium and priority seating inventory, pricing and amenities, developed a financial model that reflected the incremental revenue and expense implications of moving football to a new campus stadium, and reviewed potential funding options that might be available to fund construction of the proposed stadium.

Subsequent to CSL’s analysis, the University engaged Legends Global Sales to provide sales consulting and advisory services related to the design of premium seating in a new stadium and the development of a sales plan and strategy to maximize revenues generated. As part of its analysis, Legends developed proper products and amenities, pricing, project goals, timelines, marketing and technology support, budget, staff and incentive plans.

The 45,000-seat McLane Stadium opened in 2014 at a cost of $260 million, 87 percent of which ($226.2M) was generated from private funding sources including capital seat gifts, premium seating donations, naming opportunities and other philanthropic gifts.

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