The University of Utah is moving ahead with a sizable upgrade to Rice-Eccles Stadium, and the plan has a clear target: make the place even more premium by the 2027 football season.
On Tuesday, the University of Utah Board of Trustees approved design and construction work that will add new suites and field-level seating in the north end zone. The project is projected to cost about $40 million and will be funded by the university and Crimson Brand Partners, the athletic department’s new for-profit company tied to its private-equity deal with Otro Capital.
The biggest changes are centered on the West Tower. Existing suites on the fourth and fifth floors are set to be refreshed, while new suites and club space will go in on the sixth floor. That area is currently used by the media on Ute football game days, so the press will have to move to a new location in the stadium that has not yet been determined.
“Exciting things are happening with Crimson Brand Partners,” said University of Utah Chief Operations Officer Jeff Labrum during his presentation to the board.
“Their mission is to go out and generate additional revenues and make it so that we can continue to support the growth of the university - as well as support the changing landscape of athletics.”
Because Rice-Eccles Stadium is a state-owned public asset, the trustees had to approve the project before it could move forward.
Labrum said the enhancements are aimed at bringing in more revenue through premium offerings, including upgraded VIP fan experiences and improved food service. He also noted that the added premium space drew interest from Olympics leaders ahead of the 2034 Winter Games.
“We’re excited … to really take advantage of those beautiful suites on the west side of the stadium,” said Labrum.
“The approximate $40 million project budget,” he added, “comes from that joint venture entity - from Crimson Brand, as well as from the University of Utah.”
The designs are expected to be finalized by the end of the year, with construction set to begin in early 2027 after the current Utah football season ends. Labrum said the goal is to have everything finished before the 2027 season kicks off in August.
“This is exciting - and it’s good to see what that joint venture is providing and that (Crimson Brands) are providing part of the funding for this expansion and these new seats,” said trustees chair Katie Eccles.
The north end zone plans include 45 new field seats and a corner field club space. Labrum called them “coveted seats right down on the field in the north end zone.”
Those permanent seats are slated for the 2027 season, but temporary seating will be installed for the Utes’ remaining three home games this year: Oct. 24 against Houston, Nov. 7 against BYU and Nov. 27 against West Virginia.
Fans in the new open-air section will sit in leather chairs and have individual TV screens with game video, replays and statistics. The seats also come with all-inclusive food and beverage service.
“There is significant demand from Utah football fans for new and immersive ways to experience our games at Rice-Eccles Stadium,” Utah athletic director Mark Harlan said in an earlier statement.
“I’m grateful to the Crimson Brand Partners team for the creativity and innovation they have shown in meeting that demand and delivering premium experiences that give our fans new ways to engage with and support our programs and student-athletes.”
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