- University of Utah Board of Trustees approved a project to enhance Rice-Eccles Stadium.
- Slated to be finished by the 2027 football season, the stadium project calls for additional stadium suites and premier field-level end zone seating.
- The stadium enhancement project is to be funded by the University of Utah and Crimson Brand Partners.
Even while the 2026 Utah Utes football team is hovering on the cusp of top-10 rankings, school officials are preparing for a stadium mini-makeover in time for the 2027 season.
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The University of Utah Board of Trustees on Tuesday approved plans to move forward on design and construction enhancements at Rice-Eccles Stadium that include adding additional suites, along with new premium field-level seats in the north end zone.
The stadium project’s projected cost: Approximately $40 million.
The future improvements at Rice-Eccles Stadium were recommendations from Crimson Brand Partners, the University of Utah athletic department’s new for-profit company that originated as part of its private-equity deal with Otro Capital.
“Exciting things are happening with Crimson Brand Partners,” said University of Utah Chief Operations Officer Jeff Labrum during his Tuesday 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.”
Rice-Eccles Stadium is a state-owned public asset, so any changes or new projects require approval from the University of Utah Board of Trustees.
‘Suite-ening’ up Rice-Eccles Stadium
Most of the upcoming enhancements focus on the stadium’s West Tower.
Existing suites on the fourth and fifth floors of the West Tower will be improved — or “refreshed.”
Meanwhile, new suites and club space will be built on the tower’s sixth floor. Part of that area is currently used by the press during Ute football games, so the media section will have to be relocated to an undetermined spot in the stadium.
“We’re excited … to really take advantage of those beautiful suites on the west side of the stadium,” said Labrum, adding that Olympics leaders are also enthused about adding more premium space to the venue prior to the 2034 Winter Games.
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.”
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The new offerings are designed to increase revenues through additional premium offerings such as enhanced “VIP fan experiences” and improved food service.
“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.
Finalized designs on the now-approved enhancements will be ready by the end of the year, allowing for construction to begin in early 2027 as soon as the current Ute football season ends.
“We’d work through the events that are planned for the stadium,” said Labrum, “and then the intention is that this project would be completed before the football season begins in August 2027.”
Premium field-level seats in the north end zone
The Rice-Eccles enhancement project also includes adding 45 new field seats and a corner field club space in the stadium’s north end zone. “Those will be coveted seats right down on the field in the north end zone,” said Labrum.
The permanent north end zone seats will be installed for the 2027 football season. But temporary seats are being placed in the area for the Utes’ remaining three home games — Oct. 24 vs. Houston, Nov. 7 vs. BYU, and Nov. 27 vs. West Virginia.
Labrum said there’s already high demand for the new north end zone field seats.
Fans in this new open-air section will sit in leather chairs and have individual TV screens that will display game video, replays and statistics. The seats also include an 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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