In 2016, a market study for the University of Wisconsin athletic department told of a demand for premium seating for football games beyond what was available at Camp Randall Stadium.
Armed with that information and a waiting list for the facility's 920 existing club seats, UW officials have moved toward a renovation of the stadium's seating area between the south end zone and the Field House.
There, they plan to add indoor club spaces with bars and food service; small loge boxes that offer semi-private seating areas and amenities; and rows of chairback seating that contrast with the metal bleachers available elsewhere in the stadium.