LEXINGTON, Ky. (FOX 56) — Name, image, and likeness (NIL) deals for student-athletes have changed the landscape of college athletics, and they’re forcing universities to get creative to raise money.
The University of Kentucky is taking action with plans for a new entertainment district around Kroger Field.
The university generates a substantial amount of revenue during football season, and campus leaders are aiming to elevate their earnings to the next level.
“How do you maintain the current traditions of tailgating in here and enhancing those tailgating experiences that we have?” asked Associate Vice President for Planning, Design, and Construction Kevin Locke.
The university is working on an entertainment district project near Kroger Field, which it said would “link game-day energy with everyday campus life.”
A lot of asphalt and student parking currently surrounds Kroger Field. The new plans would call for possible change and construction—think more green space and vendors.
But that poses a serious question. What would this mean for student parking and tailgating?”
“It would make parking much more difficult,” said UK student Brooke Etter. “So hopefully finding a solution to that would also give you the best of both worlds.”
Potential changes include replacing the BCTC building on Cooper Drive and transforming some lots into green space with parking garages nearby.
“I think this is a good space to add more and additional ideas, and I think it would make it even more lively during football season,” said Etter.
“It kind of looks pretty industrial around here and definitely needs more of a natural touch,” added Copper Arvin, a fellow student.
Project leaders are currently working with four options modeled after universities across the U.S. The expansion would offer food and beverage opportunities and retail space, attracting business year-round.
“You know, it’s not just game day, but there could be a lot more concerts and things like that that are integrating what the students are doing on that, you know, nine months out of the year,” said Locke.
While a finished product may be years away, UK officials hope to finalize a plan soon to secure funding. The full scope of the project, including its proposed renderings, can be found here.
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