Marketing / Venues


Coming home

Author Lauren Mulhern, University of San Francisco

Posted: November 3, 2017

Tagged: value

Colorado State University, for the past 49 years, has struggled with ticket sales and encouraging consumers to directly interact with the university (Muret, 2017, para. 2). Through the new stadium, the University has been able to create an atmosphere that significantly increases perceived value through delivery variables and experience variables. They have also focused heavily on localization and design factors within the stadium to increase value.

One of the major benefits of the new Colorado State University football stadium is the location. Previously, Hughes stadium was located 2 miles west of campus (Muret, 2017, para. 2). The new stadium is located directly on campus and has had a significant influence on the acquisition value, and more specifically has affected delivery variables. A delivery variable reduces inconveniences for consumers, like driving off campus to attend football games (McCarville & Stinson, 2014, p. 53). This will especially affect student consumers allowing those who may not have transportation, to now easily walk to the stadium for games.

The stadium also increases the acquisition value through experience variables.  Experience variables are those that focus on the immersion and engagement of consumers (McCarville & Stinson, 2014, p. 53).  One unique feature in the new stadium is the field-level club seats; these seats are midfield behind the home bench (Muret, 2017, para.7). What makes the club seats so special is the similarity in design to the 49ers, Vikings, and Cowboys stadiums. With this layout, the Rams will pass through the lounge on their way to and from the field (Muret, 2017, para. 7). The new club level seats and lounge that the Rams will walk through will also play off of the emotional assessment of value, increasing the overall perceived value (McCarville & Stinson, 2014, p. 55).  Clients and consumers will include emotions and feelings when evaluating the value (McCarville & Stinson, 2014, p. 55). Having the Rams walking through the lounge will give consumers a sense of belonging, a behind the sense view and provide a unique opportunity to interact with the players.

One key delivery variable is sportscape, or the physical environment (McCarville & Stinson, 2014, p. 55).  Within sportscape, localization has increasingly become a popular marketing tool to add value and a way to differentiate from other stadiums (McCarville & Stinson, 2014, p. 56). As a $400 add-on for season-ticket holders, they can purchase access to the New Belgium Porch (Muret, 2017, para. 5). This porch includes two bars with multiple levels, with a 1,200 capacity space and can be booked for non-game days (Muret, 2017, para. 5). New Belgium is a very popular Fort Collins brewery with one of their signature brews being Fat Tire. As a distinguishing design feature, old-school bikes were placed hanging from the bar ceiling (Muret, 2017, para. 5). This bar may give consumers a sense pride and stronger attachment because of the Fort Collins specific brand support in turn, increasing the perceived value.

I was lucky enough to attend a wedding at the new CSU football stadium, and something that really stood out was the servicescape. This can be defined as the man-made physical surroundings including animate and inanimate stimuli like lighting, materials and the people around you (Hightower, 2014, p. 144). One aspect of servicescape is the design factors of the new stadium including the layout, materials and fixtures (Hightower, 2014, p. 145). The New Belgium bar includes creative and different artwork and the common area on the suite level includes plush seats with dark colored wood giving the stadium an inviting, homey vibe (Muret, 2017, para. 6).  They also used the natural surroundings to increase appeal by having floor to ceiling windows facing the mountains. The stadium features a new video board as well that is the largest in the Mountain West conference (Muret, 2017, para. 6).  All of these details will greatly enhance the perceived value by consumers allowing CSU to continue to grow its ticket sales and revenue.




Hightower, R., Jr. (2014). Leveraging sport brands with the servicescape. In M. P. Pritchard, & J. L. Stinson (Eds.), Leveraging brands in sport business (pp. 142-156). New York, NY: Routledge.

McCarville, R., & Stinson, J., L. (2014). In M. P. Pritchard, & J. L. Stinson (Eds.), Leveraging brands in sport business (pp. 51-65). New York, NY: Routledge.

Muret, D. (2017). New college football stadium rises in Rockies. SportsBusiness Journal, 20(18), 10-11.

About Lauren Mulhern, University of San Francisco

Lauren Mulhern is a graduate of Colorado State University where she played four years as a Division I tennis player. She is currently enrolled in the Sport Management Graduate program at the University of San Francisco. Presently, she works as an Event Manager for the Stanford Athletic department, an Athlete Leader for the Bay Area Women’s Sports Initiative, and as the Assistant tennis coach at Woodside Priory High School. This article is an edited version of a paper Lauren prepared for Dr. Michael M. Goldman’s Sport Marketing class at the University of San Francisco.