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Elevate launches Ross-Ade Stadium renovation study

Elevate Sports Ventures has been retained by Purdue University to oversee a study into extensive renovations to Ross-Ade Stadium in West Lafayette, Indiana.

The fan-centric study will analyse data from tens of thousands of stakeholder surveys and hundreds of focus-group interviews with specially vetted participants, to establish the best way forward for the remodelling of the home of the Boilermaker football programme.

Purdue’s adoption of the analytics-based approach to renovation follows a second-straight bowl game appearance by the Boilermakers and significant growth in season-ticket sales and renewal rates.

Fan feedback encompassing the areas of entry and egress, wayfinding, concessions, entertainment, parking, communication and more will be included in the study.

The first wave of distribution and collection of stakeholder surveys, probing Purdue football season-ticket holders, single and multiple- game purchasers, current students, alumni and fans from West Lafayette-Lafayette, Indianapolis, throughout Indiana, Chicago and more, will begin in mid-January via instructional emails.

Purdue vice president and director of intercollegiate athletics Mike Bobinskisaid:

Purdue Athletics is committed to providing our athletes and fans the most cutting-edge, dynamic environments in which to train, compete and cheer.

Our new partnership with Elevate Sports Ventures allows us to employ a modern, thoughtful approach to shape future strategies and initiatives, while also advancing Purdue’s role as a progressive force in collegiate athletics.

We are confident that Elevate’s professional sports experience, data-driven insights and cutting-edge methodology will lead to outcomes that excite current and prospective season-ticket holders, students, alumni and more. Purdue is proud to partner with Elevate on this project as they bring their expertise and impact to the college sports environment.

Purdue’s adoption of Elevate’s data-driven approach to stadium renovation based on direct fan feedback follows a period of extensive growth in season ticket and single-game ticket sales.

From 2016 to 2018, Purdue’s average home attendance grew nearly 50%, leading the nation in average growth among university football programmes; from an average home attendance of 34,451 in 2016 to 51,120 in 2018.

Purdue was the only school to see its season-long average attendance increase by 3,000 fans each game from 2016 to 2017 (achieving a nation-best, season-long average increase of 13,433 between the 2016 and 2017 seasons) and from 2017 to 2018 (achieving a season average increase of 3,236 from 2017 to 2018 seasons).

This season, the Boilermakers attracted two capacity crowds of 60,716 at Ross-Ade Stadium for matchups against Ohio State and Iowa, a first since 2007.

Al Guido, Elevate Sports Ventures CEO said:

Purdue University’s determination to approach this massive renovation with a smart, analytical eye and its unwavering desire to create the ultimate, fan-centric, college game experience make them an ideal partner through which to leverage Elevate’s insights and analytical approach from the professional sports front office to the college sphere.

This project allows Elevate the opportunity to maximize significant resources from our partners, from mastery of database management to proficiency in and aptitude towards a fan-first, diagnostic-based strategy. Purdue University Football has reached a critical point in the development and servicing of its thriving season ticket holder base, and its intention to deploy this smart, fan-centric strategy is evidence of their place as thought-leaders in the college ecosystem.