There have been a flurry of articles of late asking and trying to answer the question “Why are NFL stadium getting smaller?” in the wake of plans by the Buffalo Bills owners to go from 71,000 to 62,000 seats and the Tennessee Titans owners to go from 69,000 to 60,000. The Tennessean newspaper — brutally paywalled, but also pssst — said that the smaller size has “perplexed fans,” but then cited a bunch of team sources saying really this downsizing is for you, the fans:
The Titans don’t sell out the current 69,000-seat stadium for most of their games, [Titans CEO Burke] Nihill told council members during a November meeting.
“We didn’t start with an arbitrary number,” Nihill said. “We started with, what is the right experience for fans? And then (considered) a diverse range of products, and 60,000 is the right number.”…
The smaller scale of the proposed stadium is meant to “feel more civic (and) less ostentatious, as NFL stadiums often are,” architect David Manica told Metro Council members in early November.
It’s a departure from older stadium design strategies, which sought to pack in seats to meet capacity goals. The new school of thought focuses more on “fan experiences,” according to the Titans and NFL officials.
“The term ‘nose-bleed seat’ is not a positive term,” Nihill said.
Okay, that’s a bunch of reasons right there, which we will take one at a time:
- The Titans can’t sell out now. Tennessee is actually at 99.5% capacity according to official ticket sales figures, after hitting 99.2% last season. It’s possible that some of those tickets are discounted or freebies — known as “papering the house,” and more common when the NFL blacked out games on TV that weren’t sellouts — but we’ll come back to this.
- The Titans don’t want the stadium to feel ostentatious. The team plans to spend over $2 billion (a lot of that in public money) and has released renderings featuring people attending a concert where the stage is held up by gravitonium, so it’s maybe a tad disingenuous to suggest that they’re trying to keep the place feeling homey.
- The Titans want to eliminate nosebleed seats. This is often a claim for new stadiums — but in reality, whether you consider your seat a nosebleed has nothing to do with how many fans have better seats than you and everything to do with how far you personally are from the game, and newer stadiums tend to jam in so many luxury boxes that even at smaller capacities, the worst seat in the new house is often worse than the worst seat i the old one. It’s true that Manica has tried to mitigate this a bit by increasing the rake of the proposed upper decks — in regular English, they’ll be steeper, meaning the upper upper decks will be a bit closer to the field — but since none of them will overhang the lowest deck at all, it’s still not likely to feel extremely intimate.
When it comes down to it, NFL teams are designing stadiums based on how much money they will make them, and capacity comes into play there in two ways: cost and ticket demand. On the first front, obviously it doesn’t make sense to spend, say, an extra $20,000 on building an additional seat if it’s not going to bring in at least $20,000 in extra revenues over time; team owners, then, have an incentive less to eliminate nosebleed seats than to eliminate cheap seats, especially as construction costs soar.
Which brings us to the second point, which is that cheap seats don’t only affect the prices you can charge for the cheap seats, but also bring down overall demand for all seats once fans realize they can get into the game without paying through the nose. Sports teams have known this for a while now, but it really started hitting home around 20 years ago when the Boston Red Sox started jacking up prices through the roof, knowing fans would pay almost anything to score any tickets at tiny Fenway Park. Ever since then, smaller has been better, though no team has yet gone so far as to build a stadium with just one seat and then sell it for $1 billion to Martin Shkreli.
Finally, the NFL has a particular reason to want smaller stadiums, and it’s all about big-screen TVs. Here’s NFL VP Eric Grubman way back in 2013, fer chrissakes:
“What if a new stadium we built wasn’t 70,000, but it was 40,000 seats with 20,000 standing room?” he said. “But the standing room was in a bar-type environment with three sides of screens, and one side where you see the field. Completely connected. And in those three sides of screens, you not only got every piece of NFL content, including replays, Red Zone [Channel], and analysis, but you got every other piece of news and sports content that you would like to have if you were at home.
“Now you have the game, the bar and social setting, and you have the content. What’s that ticket worth? What’s that environment feel like to a young person? Where do you want to be? Do you want to be in that seat, or do you want to be in that pavilion?”
That’s still about selling tickets — in this case, tickets to watch the game on TV in the stadium — but the point is that modern football fans (or as Grubman called them, “young people,” because we weren’t saying “Gen Z” back then) are fine with watching games on giant 4K screens, so there’s no reason to spend a lot of construction dollars on adding more seats that will just make it harder to charge top dollar to those few fans who genuinely want to be at the game. That sounds a lot less noble than optimizing “fan experiences,” certainly, but it would be more honest to say: We’ve decided only to sell tickets to rich people, and everyone else can either watch at home or pay to watch in our sports bars. This is the future of sports, at least so long as the supply of rich people holds out, and that seems like a safe bet for now.