The Wisconsin athletic department is considering "major renovations" to Camp Randall Stadium, according to an email sent to supporters last week.
From the topics of questions included in a survey linked in the email, new premium seating areas like field-level club seats appear to be among the concepts being considered.
But an athletic department official cautioned that the survey was meant to gauge interest and generate feedback, not as an indication that any decisions on a renovation have been made or are imminent.
"Nothing's been decided or is concrete or anything like that," said Justin Doherty, the senior associate athletic director for external relations. "We're just looking for input and feedback and gauging interest from the folks that got sent that email."
The survey says that UW-Madison is considering a stadium renovation that "could include improved fan amenities (i.e. more restrooms and concessions, wider concourses, etc.) and the addition of a variety of new seating areas."
The stadium last underwent a major renovation from 2001 to 2005, when 72 suites and more than 900 club seats were added to the east side.
The survey questions ask for input on interest in buying tickets in new premium seating areas and how willing the user would be to pay various amounts for those tickets.
The survey advertises potential benefits of various new seating possibilities:
• New indoor and outdoor club seats with priority parking, a private stadium entrance and access to a club lounge.
• Loge boxes, indoor or outdoor, with seating for four to eight people in comfortable chairs and a counter, refrigerator and HDTVs. Those seats could be located along the sidelines or end zones or in a renovated press box.
• New suites, potentially located at field level.
• A field-level club near the end zone.
All include the ability to buy alcoholic beverages, which are not sold in Camp Randall's general seating areas.
Questions about pricing asked about the user's interest in purchasing the premium seats at possible annual ranges: $2,500 to $4,000 per indoor club seat, $2,000 to $3,500 per outdoor club seat, $12,000 to $18,000 per four-seat loge box and $60,000 to $80,000 per 16-seat suite.
Access to the field-level club would require a separate game ticket plus a membership fee; the survey asked about an annual range from $500 to $1,000 per person.
The stadium's existing 20-ticket suites cost between $61,500 and $67,600 per season, depending on the length of the lease agreement. Seats in the Buckingham Club and Varsity Club go for $2,000 to $3,500 per season.
The survey also asked for opinions on how a potential Kohl Center renovation to include new premium seating options there would impact the user's decision to purchase similar seating at Camp Randall.
Wisconsin hasn't been immune from a college football trend of declining attendance figures. A CBS Sports analysis showed that attendance for games at home sites (in other words, not including neutral-site games like Wisconsin played last season in Arlington, Texas) showed a fifth straight year of decline in 2015.
For Badgers games, the announced attendance in 2015 was down 1.9 percent over 2014. Using ticket scans as a measure of the number of people in the crowd, the actual attendance in 2015 was down 7.7 percent over the season before.
But Camp Randall's existing premium seating areas are sold out with a waiting list, according to information provided in the survey, an indication of why construction to create new opportunities could be profitable.
"It's fair to say they've been a popular option for people since we put them in in '05," Doherty said. "I would say the interest level in those has never really waned to a significantly measurable level."
The stadium added the suites and club seats outside the east side of the seating bowl in a four-year, $109.5 million renovation that was completed in 2005.
That renovation, which expanded the seating capacity by more than 4,000, reconfigured the south end zone seating, widened the concourses and upgraded some restrooms.
In recent years, a new video scoreboard has been installed and the stadium has been outfitted for public Wi-Fi and a new in-house TV system. An $86 million student-athlete performance center was completed in 2014 on the north end of the facility.
Doherty said plans for funding a potential stadium renovation haven't been drafted.