Purdue University has brought in consulting firm Elevate Sports Ventures to oversee a fan-centric study that will determine the strategy surrounding extensive renovations to Ross-Ade Stadium, home of the Purdue Boilermakers American football team.
Surveys will be sent to specially-vetted participants, including Purdue Football season-ticket holders, single and multiple-game purchasers, current students, alumni and fans across the state of Indiana and in the Chicago area. Questions about areas of entry and egress, wayfinding, concessions, entertainment, parking, communication and restrooms will be included in the study.
The goal is to gather actionable data from about stakeholders’ preferences surrounding game-day experiences at Ross-Ade Stadium.
The move follows a period of extensive growth in season-ticket and single-game ticket sales. From 2016 to 2018, Purdue Football’s average home attendance grew nearly 50 per cent, from 34,451 to 51,120.
“This fan-centric approach is the trend towards which professional and university sports is heading. Not only does this fan-dependent study method put the power back in the hands of the fans, it empowers Purdue Athletics to make smart, data-based decisions on behalf of those fans, and with the best interests and use of our donors and season ticket-holders in mind,” said Tom Moreland, Purdue Athletics associate athletics director for strategic initiatives.
Elevate was formed in partnership between the San Francisco 49ers and Harris Blitzer Sports & Entertainment last year. It has brought in Oak View Group, Ticketmaster and Live Nation as partners.
Al Guido, Elevate Sports Ventures’ chief executive, added: “Purdue University’s choice to take this analytics-based approach to renovations at Ross-Ade Stadium is reflective of the widely-larger trend we see across the sports ecosystem today, and one that is not exclusively for professional sports franchises.
“In our experience, we see that strategic, fan-centric surveying, on a massive scale and infused with consumer-focused methodology, is the most proficient way to gain insights that will produce changes that reflect fans’ desires and cost and time-efficient renovation or build strategies.”