Capital scarcity and the fan expectations gap Even the most successful programs face trade-offs. Universities must balance investments in athletics with academic and facility needs. Professional franchises must weigh renovations against player contracts, training centers, or debt service. In each case, large fixed projects can crowd out the resources needed to meet rising fan expectations. Modular premium assets offer a way to close the gap, delivering visible improvements th

When fans arrived at Northwestern Medicine Field at Martin Stadium for opening night, they were greeted by something new: The Lakeside Beer Garden. More than just a bar, this space was designed as an open and welcoming environment for all ticketed fans. With views of Lake Michigan, shaded seating, and an exclusive gameday IPA brewed just for Northwestern, the beer garden redefined what it means to create a premium fan experience that is still accessible to the broader communi