The University of Utah is mapping out a $26 million makeover for Rice-Eccles Stadium, with the work aimed at giving the building a more premium feel while also opening up new revenue streams.
According to documents obtained by The Salt Lake Tribune, the school and its new company, Crimson Brand Partners, are pursuing a renovation plan that would update existing suites on the stadium’s fourth and fifth levels, add six new suites and a club on the sixth level, and build a new field-level club.
The university has already started looking for architects and engineers for the project. If everything moves forward, the first phase is expected to wrap up in August 2027.
Most of the work would be concentrated in the West Tower. The project description says the suite upgrades are intended to provide an “elevated fan experience and sustainable revenue growth.”
The sixth level would also be part of the overhaul, even though that space currently houses Utah’s main gameday operations and media areas, including the John Mooney Working Press Area, Varsity Room and Bill Marcroft Radio Booth.
Another piece of the plan would reshape an existing storage area in the stadium’s northeast corner into a “Corner Field Club.” The rendering included in the documents shows a “pass-thru” bar, a feature bar and other dining areas.
That setup points to the possibility of another spot where alcohol could be sold during games. Utah added an alcohol option in the south end zone this season, and no other alcohol sales are currently allowed during football games.
A Utah Department of Alcoholic Beverage Control spokesperson said the Ken Garff Red Zone’s licenses are held by OVG Alumni Club Holdings LLC, which operates independently of the University of Utah. The company holds a full-service restaurant license and a banquet catering license, both of which permit alcohol sales.
In the architect solicitation, Utah said it is looking for services “for a period of three years with the option of two one-year extensions” for the stadium renovation.
Utah Athletics and the university both declined to comment on the proposal when reached by The Tribune.
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