University of Michigan, Ann Arbor, Michigan
CSL was retained by the University of Michigan to provide market and financial consulting services related to a renovation/expansion of Michigan Stadium. CSL completed approximately 725 telephone surveys with alumni and Ann Arbor-area corporations to assess demand for various potential premium seating options. In addition, other recent collegiate stadium renovation projects were reviewed to identify trends in premium seating and other such factors. Finally, a financial analysis was conducted to estimate the incremental revenues and expenses associated with various renovation options.
Based on the results of the CSL study, the Board of Regents approved a $226 million renovation of Michigan Stadium. The renovation was completed in 2010.