At many NCAA Division I institutions, the mantra for facilities projects is "bigger is better." But Stanford University has bucked conventional wisdom by rebuilding Stanford Stadium with a drastically reduced seating capacity—from 85,000 seats down to just 50,000. The main motivation was to increase season ticket sales, and the plan appears to be working.

It sounds counterintuitive. How does a smaller stadium translate into more tickets sold? Ray Purpur, Senior Associate Athletic Director at Stanford, says the concept is simple. "We decided that if we shrunk the stadium, people would realize it's harder to get tickets to the games they really want to attend, and that would increase demand for season tickets," he explains. "So far it looks like we were right. We are already up about 40 percent in season-ticket sales over last year."

The big jump in sales is due to more than just the stadium downsizing. Part of the new facility's appeal is its state-of-the-art design, amenities, and overall attention to the fan experience. "The old stadium was built 86 years ago, when people came out just to watch a football game," Purpur says. "There was a lot of history in that facility, but it was uncomfortable, hard to get into, and hard to sit in. It was hard to buy a hot dog, even hard to get to the bathroom.

"In the new Stanford Stadium, every seat in the house will have a back, we'll be in full ADA compliance, there will be new media and skybox facilities, and we'll have very well designed concession areas and restrooms," he continues. "Our fans are going to be extremely pleased when they walk inside this fall."

Some architectural features of the new stadium are intended to recreate the feel of the old one, including replicas of the original stadium arches in the north end zone and use of the old earthen berm in which the stadium sits. Other features are completely new and innovative, such as the large grass-covered promenades at the top level in both ends of the facility, behind the seating area. "That's the most unique part of the whole place," Purpur says. "It's a space for people to walk, and for kids to run around and have fun. We know we'll discover other uses for it, too."

Stanford is giving a further boost to its football ticket sales by beefing up its marketing budget this year, introducing new family seating packages, and offering free tickets to all undergraduate and graduate students who pay a small registration fee. The hope is for all 50,000 seats to be filled every game this season, and Purpur believes it's a realistic goal.

As part of an aggressive marketing plan for the new facility, Stanford athletics representatives held a total of 27 information meetings around the state this off-season, both to educate current season-ticket holders about the new digs and to drum up interest among the community at large. "We gave a complete presentation, with diagrams and pictures of the new stadium, an overview of the ticket sales plan, and a Q&A session with audience members," says Chris Hutchins, Special Assistant to the Athletic Director for the stadium project. "We even brought along sample seats to some of the meetings. People could actually see and touch and sit and get a sense for what it would feel like to be in the new Stanford Stadium."

What happens if all these efforts prove so successful that 10 years from now, the athletic department starts to miss the extra capacity of the old stadium? "We talked to a lot of individuals and advisory groups at the university, and we're comfortable that 50,000 is the right number for us," Purpur says. "But if the time ever comes that we need to expand, the stadium is designed so we can make additions to increase the size of the spectator area."

Perhaps no one is more enthusiastic about the project than Head Football Coach Walt Harris, who is starting his second season at Stanford. "Walt is absolutely overjoyed," says Purpur. "Last year we averaged 45,000 fans per game, and you can image what that looks like in an 85,000-seat stadium. He also has a great new tool to attract recruits."

View the latest on Stanford's renovation project, including a construction site Webcam, at: www.stanfordstadium.com.