Sports & Entertainment
What College Athletic Departments Want in Stadium Seating
Lessons from Irwin’s installation at the University of Kansas’ $809M David Booth Kansas Memorial Stadium renovation – and what it reveals about the future of fan experience.
Redefining the Fan Experience
College athletic departments are no longer just filling seats – they’re creating experiences. As the primary seating partner for the University of Kansas' $809 million transformation of David Booth Kansas Memorial Stadium, we helped deliver one of the most ambitious college stadium projects in the country. What KU prioritized reflects what we hear from athletic departments everywhere.
Inside the KU Project
The two-phase rebuild — designed by HNTB and Multistudio — began in 2023 with complete demolition and reconstruction of the west and north stands. Phase I opened for the 2025 season with fans sitting up to 80 feet closer to the field, new glass-walled suites, open-air terraces, and ~2,300 club seats across three distinct club spaces. Phase II (completion 2027) rebuilds the east stand, bringing total capacity to approximately 47,000.
The transformation of KU's stadium is redefining the fan experience, combining innovative seating design with enhanced comfort, closer connections to the action, and a strong sense of Jayhawk pride. Every detail reflects a forward-looking approach that supports athletes, engages fans, and creates new opportunities for the program and community.
Aerial view of the stadium renovation with new seating sections taking shape. Photo: Kansas City Star
“I think the new stadium has made a huge impact on KU Athletics and NIL opportunities for football players.
As a NIL Agent, I see many opportunities to come in the future where KU Athletics will become a revenue-sharing program — and for the town of Lawrence, this new stadium has brought KU Football fans closer together, and there is so much excitement to what is coming in the future.”
— Dallin Tatum, KU Junior, Sports Management Program
What Athletic Departments Are Asking For
Every project is different, but the priorities we see consistently across college athletics are clear:
- More space per fan. KU specified a 50% increase in legroom — a shift away from aluminum benches that is now the baseline expectation rather than a differentiator.
- Seatbacks everywhere. Every seat on KU's renovated north and west sides is an individual seatback chair, from Centura CT306 armless chairs in the upper deck to Citation and Signature models in suites.
- Custom branding as a visual asset. Multi-colored seats in blue, navy, red, and white form the iconic “K Flag” design in the north bowl, with “Rock Chalk” across the west view level — turning the seating bowl into a broadcast identity.
- Future-proof flexibility. KU's installation is built on our Venue360 rail-mounted system, allowing sections to be reconfigured as fan expectations evolve — no full replacement required.
- Tiered premium revenue. Suites 80 feet closer to the field, multiple club tiers, and a planned 750-seat mega suite in Phase II give the program new revenue streams at every level.
Built for What’s Next
The seating decisions at David Booth Kansas Memorial Stadium aren’t just about comfort – they reflect a broader philosophy that a great venue elevates the entire program. We’re proud to be part of that story at KU, and we bring the same thinking to every partner we work with.
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