University of Oklahoma

CSL was recently engaged by the University of Oklahoma to conduct a market assessment to determine potential demand for new premium seating at Gaylord Family-Oklahoma Memorial Stadium and the Lloyd Noble Center. In order to assess the current and future market potential for premium seating at the stadium and arena, CSL implemented a comprehensive market research process, which included (a) an assessment of local/regional market characteristics; (b) benchmarking analysis of Big 12 and other top collegiate program stadiums/arenas; (c) completion of over 7,000 surveys with Sooner Club donors, Oklahoma football and basketball season ticket holders and single-game buyers, University of Oklahoma alumni and others; and (d) completion of five focus groups with current Sooner Club donors and ticket holders.

Based on the results of the market study, CSL made recommendations for new premium seating inventory, pricing, and amenities at both Gaylord Family-Oklahoma Memorial Stadium and the Lloyd Noble Center, and estimated the resulting potential of incremental revenues to fund construction.

Following completion of the market analysis, the University engaged CSL to conduct a detailed evaluation of the existing donor seating program at Gaylord Family-Oklahoma Memorial Stadium to understand the potential to generate incremental revenue from donor seating. Subsequent to this analysis, the University re-engaged CSL to provide sales execution services for the approximate $160 million renovation of Gaylord Family-Oklahoma Memorial Stadium that was completed in 2017 and included 20 luxury suites, 66 loge boxes, 1,810 club seats.