Price of progress or sticker shock? FSU stadium renovations hit season ticket holders
Florida State's $265 million commitment to modernize Doak Campbell Stadium may reflect the price of progress, but some super fans are feeling the "sticker shock."
The ambitious project has been a hot topic of conversation among season ticket holders, specifically those impacted in the west stands that will be under construction during the 2024 season. Some fans are excited about the changes, others not so much.
A variety of new seating options will be available for FSU's season ticket holders to purchase at an increased price.
This pricing includes a one-time capital gift contribution that is tax deductible and can be paid over three years. That contribution will be used directly toward funding the stadium renovation project that is scheduled to be completed for FSU's home opener against Alabama in 2025.
FSU is currently in planning and preselling of this project.
Seminole Booster, Inc. sales representatives are scheduling and holding appointments with season ticket holders by their priority (level of contribution). Meetings are planned for an hour in person at its Presentation Center in CollegeTown or virtually to explain and answer questions regarding the seating process and options.
The fund-raising organization's commitment is to meet with every donor (around 8,000) among its 33,000 season ticket holders.
Some have been easy conversations and others emotional as season ticket holders try to better understand the changes that will affect their seat location.
Mike Harrison, 52, said his family has had season tickets "longer than I've been alive" but has declined to renew following his virtual meeting with Seminole Boosters.
Harrison described the cost of nearly $80,000 to purchase six club seats in the area near his current seats (section 35, rows 13 and 14) around the 25-yard line as "sticker shock" The price included a one-time contribution fee of $10,000 per seat and $3,250 per seat cost (includes booster fee). The cost of Harrison's four seats this season was $2,700 - $350 per ticket plus $325 booster fee per ticket, according to FSU.
"We've enjoyed and loved attending games for years and have been Florida State fans through and through, to the core," Harrison said. "I understand revenue is important in college athletics. But I believe the price increase from one year to the next is just so astronomical. "
Michael Alford, FSU's vice president and director of athletics, recognizes the smiles and frowns surrounding a project that will impact season ticket holders and all fans in attendance.
FSU also points to the results of recent surveys that revealed 91% of donors and fans support enhancing the game-day experience and improving seat comfort. They also showed FSU ranked 8th in the ACC in stadium investments over the past 20 years − FSU spent $85 million compared to the $99 million average by its ACC peers.
"The overall response has reflected what the survey revealed – our people enthusiastically endorse us creating an enhanced game experience," Alford told The Tallahassee Democrat. "These projects always present multiple challenges and trying to please everyone is one of those.
"This is a longer process because we care about that but, in my heart, this is the best kind of process because we have a responsibility to personally inform and educate our supporters on changes like this... You explain the reasons why you're doing it. You explain the data. You explain that the environment has changed…"
"To compete at the level we are expected to compete at, we need to modernize."
How Doak Campbell Stadium is being transformed
Renovations to the west stands are scheduled to start following the Seminoles' home finale next month against North Alabama (Nov. 18).
Alford described the timeline as "Pardon Our Dust" as FSU will have three construction projects underway simultaneously at and near Doak Campbell Stadium − the west stands renovation, the Dunlap Football Center , and environmental health/safety building code work in the east stands, funded in part by a controversial vote by elected officials to steer $27 million in sales taxes to the project.
▶ Are you a Booster who wants to share your thoughts on the stadium improvements and ticket prices? Send us letter to the editor at letters@tallahassee.com . We will select the best to publish in a future edition of the Tallahassee Democrat.
West sideline capacity will be reduced to 7,000 temporary seats next season for a home schedule that currently features non-conference opponents Memphis, Charleston Southern and Florida. While the ACC annually announces its full football schedule each January, it will unveil its schedule model (opponents) for 2024 through 2030 Monday, Oct. 30, on the ACC Network.
FSU guarantees each season ticket holder the same number of seats next season. Available seats will include temporary seats on the west side, widened bleacher seats on the east side and current bleacher seats in the south end zone.
Members can renew their Booster contribution and season ticket quantity for 2024 starting Nov. 1. Season ticket prices in the west stands will be slightly increased as temporary seats will be plastic chairbacks. Seat selection will be conducted based on Booster tier, in member priority, in the spring of 2024.
When finished, the renovation will reduce stadium seating by nearly 10,000 from its current capacity of 79,560. Basically, every fourth row of bleachers in the west stands will be removed as spacing is increased between and in front of seats.
FSU explained that season-ticket holders are not being "kicked out of their seats."
Bleachers will be replaced by at least five new distinct seating options. That will feature premium seating at the lower midfield, chair backs in designated sections, in addition to new concourses, concessions, bathrooms and social spaces.
Changes impact generations of fans: The price of being competitive or unaffordable season tickets?
About 54 percent (around 18,000) of FSU's season ticket holders are seated in the west stands, including generations of fans who have had season tickets in their family for decades. There are fans who have decided not to renew and cite FSU greed over loyalty. There are also those who have reupped and believe change is necessary to modernize the 73-year-old stadium and make it a revenue driver for athletics.
Seminole Booster's representatives are meeting donors in the highest tiers first and working their way through the list until each product (seating selection) is sold out. The sold out options include eight mid-level suites and 28 loge boxes (private seating with an open space).
Booster reps are halfway through the sale of approximately 2,200 club seats, where many heartfelt and hurt feelings are being shared by season ticket holders across social media.
Not all season ticket holders will see an increase, however. According to FSU, most bleacher seats will be priced the same, or have a modest increase.
Approximately 20 percent of donors FSU has met with committed to the new options, according to Seminole Boosters. Overall, 8 to 10 different seat selection options will be featured in the stadium.
Brent Brackin, 52, a longtime season ticket holder from Atlanta whose father Richard initially had season tickets, was hesitant about the renovation project. In fact, Brackin had reduced his booster priority during the Seminoles' struggles under coach Willie Taggart, who went 9-12 in less than two seasons and was fired in 2019.
Brackin, however, believes in the direction of the program and has committed to club seats in the west stands. No. 4 FSU (7-0) has won 13 consecutive games and 17 of its last 20 under fourth-year coach Mike Norvell heading into Saturday's game at Wake Forest (4-3).
"You can see it (seat costs) in different ways," said Brackin, an FSU graduate who has two season tickets in section 34.
"As a booster, we've contributed to the program for years and received benefits from those contributions for years. Personally, a benefit for me is for the damn program (football) to be competitive. And I think there's other aspects of being competitive, like your experience in the stadium. Nothing has changed in that concourse area, those bathrooms, in forever.
"You can't live in one world and expect the other. You have to move forward and be a player in this world (college football elite)."
Charlie Pope, 73, a season-ticket holder for nearly 45 years with four tickets in section 34, has declined to purchase club seats due to the cost. However, he remains interested in other seating options once they are offered.
"I just can't throw money up in the air. If it's too much, we will have to make adjustments," said Pope, who splits time between Orlando and Tallahassee, where he played football at Leon High and in college at Kansas and the University of Tampa.
"I haven't decided (on ticket options) because they can't give me a price yet on the different areas. I guess we will roll the dice and see what happens."
FSU Board of Trustees to consider a plan to issue bonds for renovations
The renovation project was presented to FSU's Board of Trustees for approval Friday.
The Board unanimously approved the plan to issue up to $265 million in bonds, a resolution that will be passed to the state university system's Board of Governors for approval. Money from a variety of sources would back the bonds, including ACC revenues distributed to FSU, Seminole Boosters, Inc. membership fees, sponsorships and ticket sales, according to the resolution.
Mark Cameron, vice president of stadium development and sales strategy for Seminole Boosters, Inc., wants to make sure FSU season ticket holders and fans are receiving accurate information regarding their ticket renewals, pricing and options.
Cameron, who leads a team of 18 sales and development staff, also wants individual meetings with these most loyal fans to feel more like an information sharing session, with an open dialogue, than a sales presentation.
While Cameron said season ticket holders are not given a specific deadline to renew, they are encouraged to make their decision in a timely manner. That would allow season ticket holders to lock into the best seating options being presented.
FSU is expected to receive a $10 million lift annually in ticket plus seat requirement revenues.
"A lot of people have sentimental attachments so we want to thank them for their support, their family support. (We) understand obviously what they've given to this university over five, six decades," Cameron said.
"But then it's helping them understand we've reached a point with Doak Campbell Stadium where to make the improvements necessary, it has to be dramatic in the sense we are completely dropping the entire west stands and rebuilding something new."
"When you help them understand that we are basically guaranteeing you a spot somewhere in this that is going to be more comfortable, a better seating experience with more amenities, it helps ease that transition of 'Oh, they are just kicking me out of my seat.' We are helping prioritize you and we are working with you to find the best fit for you. It may not be the first product we show you, it might not be the second, but we are going to get there.
"And we are going to make sure you have that same priority throughout the process."
This article originally appeared on Tallahassee Democrat: Many FSU football fans upset with 'astronomical' ticket prices
