NFL Stadium Feasibility Study for Oakland-Alameda County
With one of the oldest stadiums in the National Football League, the Oakland Raiders are greatly in need of a new facility with the amenities and associated revenue opportunities to put them on equal footing with their competitors. Many different locations have been discussed over the years, but the strength of the existing Coliseum site, with its abundant parking and proximity to major highways, public transportation, the Oakland International Airport, and numerous hotels, makes it the desired choice for both the team and the community. As part of the review process to determine the continued viability of the site and its optimal use, the Oakland-Alameda County Coliseum Authority requested a market and financial feasibility study that would provide analysis on all aspects of a new stadium development from master planning concepts and construction costs to revenue projections and potential project funding sources. This feasibility study was a critical first step in the bid to keep the Raiders in Oakland.
In partnership with Convention, Sports & Leisure International, JMI Sports was contracted by the Oakland-Alameda County Coliseum Authority to perform an extensive feasibility study assessing the viability of the existing Coliseum site for a new NFL stadium. This study focused on a number of essential criteria including: master planning concepts and optimal uses of the site, construction costs and schedule, projected funding sources, premium seat pricing and revenue projections, and analysis of comparable NFL facilities. JMI Sports worked closely with City and County officials to understand both the bigger picture redevelopment activities taking place in the surrounding neighborhoods and their vision for the future development of the site. We hired an urban planning firm and land economic consultant to develop a master plan and assist in analyzing the optimal stadium placement within the site to ensure that the stadium allowed efficient ingress and egress for vehicular access, worked with the existing site constraints and utilities, offered prime visibility to major thoroughfares for a potential naming rights partner, and created a connection with proposed ancillary development that would activate the site year-round and provide a needed funding source. As part of our efforts, JMI Sports had several meetings with the Raiders and their preferred stadium architect to review detailed programming desires, conceptual design ideas and objectives for the new stadium and associated parking in order to ensure that the size of the stadium, as dictated by their programming needs, would fit in our newly proposed stadium footprint. With input from sports contractors, and taking into consideration the Raiders’ programming and aesthetic objectives, our team created an overall development budget and master project schedule for both a single and dual-team NFL stadium. Since producing this study, the City of Oakland continues to evaluate the feasibility of developing a new stadium.