Will Bulldog fans, sponsors pay for premium stadium seating? Fresno State wants to find out
Fresno State is testing the appetite of its fan base and larger Valley community for premium seating at its football venue, a next step in developing plans to renovate an aged Valley Children’s Stadium or look toward new construction elsewhere on campus.
A market analysis and feasibility survey that went out on Thursday takes a deep dive into premium seating options, which could include sponsorships, to generate badly-needed athletics revenue for potential stadium upgrades as Fresno State move into the Pac-12 Conference on July 1.
Premium seat revenue is a source that Fresno State has been unable to tap through several failed proposals to upgrade its stadium built in 1980. The facility hasn’t seen substantive changes since 1991 when 22 suites were added to the east side of the stadium.
The value of premium upgrades is evident across the Pac-12, soon to be the Bulldogs new home.
“The national trends show that 70% of revenue from a football stadium comes from 30% of the seats,” athletics director Garrett Klassy said.
Football ticket revenue at Oregon State jumped to $8.2 million from $5.9 million in 2023 when it opened after a renovation of its football stadium, which included a new club level with loge boxes, living room boxes, club seating and a Founders Club.
San Diego State moved into Snapdragon Stadium in 2022 with field-level suites, open-air loge boxes and club seating along the sidelines. Its football ticket revenue spiked, hitting $5.7 million, up from $1.3 million the previous year.
Premium seating options in the Fresno State survey include terrace seating and suites, loge boxes, living room boxes that come equipped with theater seating or comfortable sofas and large televisions, luxury suites and a climate-controlled membership club lounge.
All would come with amenities that could include upgraded food service, private restrooms and access to a club lounge, before, during and after games.
The survey will assess interest and a willingness to pay for upgraded game day experiences, based on different price points inclusive of the cost of tickets and a scholarship contribution. It will also assess the game attendance and ticket-purchasing habits and behaviors of a fan base that has led Group of Six conferences in average attendance the past three seasons, averaging 38.030 last season, 40,600 in 2024 and 39,939 in 2023.
“This feasibility study is designed to help us better understand what matters most to Bulldog fans as we evaluate opportunities to enhance the future of Fresno State football and the game day experience,” Klassy said.
“No decisions have been made. Right now, we’re focused on listening, gathering feedback and ensuring the Valley has a voice in whatever comes next. The more feedback we receive, the better equipped we’ll be to make informed decisions that reflect the priorities of our community.”
Fresno State, despite strong attendance, lags behind many of its soon-to-be Pac-12 peers in football ticket revenue.
The Bulldogs in 2025 ranked only fifth among that group in football ticket revenue, just under $6 million. Washington State reported $8 million despite trailing Fresno State in per game average attendance by more than 15,000. Oregon State reported $7.6 million in football ticket revenue, Colorado State $6.9 million and Boise State $6.8 million.