Nebraska’s Memorial Stadium is set to become a versatile venue for more than just football, as Husker Athletics unveils ambitious plans to rent out its spaces for various events. From corporate meetings to weddings, the department aims to attract a diverse clientele, including potential performances by international music stars.
“A bucket list item for me would be Taylor Swift,” expressed Arek Olson, Nebraska Athletics associate athletic director of special events. Although no performances are scheduled, Olson highlighted the stadium’s extensive capacity of 90,000, envisioning events like international soccer or even boxing matches. “I think there’s some really cool ideas about using Memorial Stadium for something other than football,” he added.
While football remains the stadium’s primary focus, Olson’s expansive vision aligns with Husker Athletic Director Troy Dannen’s plan to enhance the department’s financial prospects. Olson, one of Dannen’s initial hires for expanding event operations, previously spearheaded similar initiatives at the University of Arkansas, where he facilitated performances by artists like Alan Jackson and Garth Brooks.
With a focus on new revenue streams, Dannen emphasized the need for entrepreneurial thinking in recent media conferences, stating, “The days are past when we can just rely on, ‘Hey, there’s seven home football games, and we’re going to sell out the stadium.’ We have to find new ways to generate revenue.”
As part of this initiative, a new website launched in December discloses rental prices for Memorial Stadium’s Tom Osborne Field and club lounges. Renting the 85,000 square-foot field costs $10,000 per day, with additional expenses for services like catering billed separately. The pricing is competitive compared to other local venue options, which can range from $5,000 to $8,000 for an evening.
Since the official launch, five or six wedding inquiries have been received, according to Olson. Though no weddings are scheduled yet on the stadium’s 50-yard line, Olson is eager to create “something special” on the same field known for historic Husker football moments.
“We are open to anything and everything,” Olson remarked. “We’re trying to tap into newer markets and to folks that want to have their engagement photos here or have a wedding rehearsal dinner. We’re super excited that we have an administration that wants us to go out and get creative and think outside the box.”
Additional event spaces are also available, such as the West Stadium Club Lounge at $4,000 for four hours, the East Stadium Level 4 Club Lounge at $4,500, and the Skyline Club Lounge at $2,000. Other venues like John Cook Arena and the Hibner Soccer Stadium are part of this expansive rental offering.
Event organizers are required to utilize the university’s newly contracted caterer, Aramark, though specialty vendors can be approved on a case-by-case basis. Olson noted the financial potential of utilizing an otherwise idle venue, especially in the current climate where college players expect substantial compensation.
“All these Power Four and Power Five schools across the nation are facing budget challenges related to paying players,” Olson highlighted. “It’s a new world of college athletics that we live in, and in order to stay competitive, you have to be able to recruit and retain the best of the best, and that means paying these players.”
The push towards maximizing venue profitability aligns with broader trends in college athletics, where schools are investing heavily in facilities. According to the Sports Business Journal, colleges are projected to spend a record $2.5 billion on stadium upgrades this year, with expectations of $14 billion next year.
Nebraska Volleyball is also expanding its John Cook Arena to capitalize on its popularity, focusing on premium seating enhancements. Although plans for a $450 million upgrade of Memorial Stadium were paused due to budget constraints, the department remains committed to leading in college sports innovation.
Olson affirmed the department’s commitment to maintaining Husker Athletics’ legacy while adapting to the evolving sports landscape. “We’re excited about it,” he said. “We’re presented with a challenge in college athletics. How are we going to be part of the solution? Either jump on the train or you hop off, and we’re super excited to be a part of this really groundbreaking and evolutionary story.”
