ASU optimizing Mountain America Stadium as fan interest grows

Ready to welcome at least 96% of its 2024 season ticket holders, alongside 7,500 new season ticket holders, coupled with a student crowd that is likely to break the single-game student attendance record of 14,084 set against UCLA in 2014, Arizona State unveiled the upgrades for Mountain America Stadium, in place for the 2025 season. 

According to Athletic Director Graham Rossini, all levels of the concourse are adding a larger variety of food and beverage options for Sun Devil fans, as well as new ways to get fans back to their seats faster.

“Our premium (seating) inventory is sold out throughout the entire stadium,” Rossini said Thursday. “Single game suites are sold out, the San Tan Ford club is sold out, etc. So we want to flex some culinary muscles for fans who are investing in these spaces. 

“A lot of what you’ll see is intended to focus on concession stands for the main concourse, a lot of really creative, exciting food and beverage, and focus on getting people in and out of concessions quickly.” 

Deputy Athletic Director Lisa Young continued about the diversity of fans that will be attending football games. For the first time, suites will include Pizza as a buffet menu item. The goal is to diversify the range of services and amenities available to Sun Devil fans, as well as the ease with which they can access concessions, beverages, attire, and the people who help or care for them. 

“There are a lot of fans that can afford that $30 price ticket, and there are fans that wanna afford a much higher price point,” Young said. “There’s something for everybody… we want to get everybody to come here and feel welcome.” 

Young noted a unique strategy to aid fans in their comfort on game days, understanding that Mountain America Stadium may reach new heights in terms of attendance, which means new fans will be entering the gates each week. 

The athletic department created physical fans for people to use as a tool to cool off, but creatively, the fans will feature a map of the concourse and stadium amenities, making it easier for fans to get from point A to point B effectively. 

“We have fans for our fans,” Young laughed. “But with a map on the back, why did we do that? Because we want everyone to feel empowered, so they know ‘Where do I sit? Where’s the nearest concession or restrooms, or where can I find help?’ It’s those kinds of simple touch points we want to make sure are available.” 

The buzz surrounding the Sun Devils has taken another leap since the team was ranked No. 11 in the AP preseason top-25 poll, the highest ranking of a Big 12 school by a wide margin, and the favorite to repeat the conference championship. After seeing growth skyrocket on the field, head coach Kenny Dillingham and the Athletic department are rewriting the standard for Sun Devil fans as well. 

“We’re in the growing stage of becoming, in my opinion, a national brand,” Dillingham said Thursday.” What it takes is what it takes, and I think that’s a sold-out crowd, and I think our fanbase has stepped up to the challenge to do that. I’m really excited to run out versus NAU in 16 days and feed off the energy it brings.

“That was the mission here from the beginning: to give back … on Saturday night, you came to this stadium to watch ASU football. You can see by the renewal rate at 96% that’s incredible.” 

ASU will be upping its game to make it easy and fun for fans to enjoy watching the reigning Big 12 champions defend their crown in 2025. For Dillingham, he sees the value in this support becoming a sustainable give-and-take. Like blue blood programs in college football, the support given to the programs by fans is immediately turned into more opportunities to attract and retain the most talented coaches and players in the nation. For Dillingham, becoming another university in the upper echelon of the sport is the ultimate goal for the Sun Devils. 

“That’s the reciprocal part, I think the fans have deserved this for a long time, and I think the players, reciprocally wise, deserve it as well,” Dillingham noted. “Our players feed off of running out of the tunnel, and they sprint to the student section.

“I’m excited for this place to be the hottest ticket in town.”