I grew up going to NC State football and basketball games.
When I reach back for those core memories aside from a few major upsets and big wins, most of the on-field or on-court action just melts together into a single blur.
The memories that are vivid are the memories of parking off of Clark Ave. and walking with my Dad to Players Retreat or Darylls for a bite to eat before heading across campus to Reynolds. Or parking in the wooded lot off of Trinity, sitting in the bed of a truck, eating a Bojangles tailgate special, and throwing a football before walking over to Carter-Finley.
I’m not alone in having these experiences; in fact, these are the experiences that are unique to almost all NC State fans, and part of long-held traditions passed down from generation to generation.
This year, I’ll be taking my children to their first NC State football game. We’ll park in a tailgating lot, sit in the back of my truck, eat some Bojangles, throw the football, and then trek over to the stadium. I’m positive the experience will become one of these core memories, not just for me, but also for my kids. It will be a moment of reliving my youth, but also passing the torch that was passed to me as a Wolfpack fan. It’s something that will be special.
As for basketball, things have changed a lot. Sure, I can relive the past (and plan to do so) by bringing my kids to the Heritage game in Reynolds this season. But for the most part, that tradition is over. It ended when NC State moved to the new arena. Now it’s just a drive down the highway, to a parking lot, and into the stadium to watch the game.
Losing tradition is tough, but as with anything, there’s a price.
College sports are going through an era of change. The introduction of NIL has thrown an absolute wrench in the old system. Suddenly, instead of needing to fund the athletic department for scholarships, staff and facility upgrades, fans and donors are being asked to do that, AND being asked to donate to NIL funds so the team can have talent to compete.
It’s a whole other revenue stream that just popped up out of nowhere, and schools are trying to navigate the changes while still steering the ship. Decisions have to be made quicker, and with no settled-upon blueprint on how it’s done, the risk levels are through the roof.
But we’re at a crossroads. The rich schools aren’t having issues. They have huge donors willing to float the NIL funds, while the everyday fans can continue to fund the athletic departments through ticket purchases and smaller donations.
However, schools like NC State, which don’t have bottomless piggy banks, are in a bind. They have to make choices. Split NIL money equally and likely be mediocre in both sports or go all-in for a certain sport (football or basketball) during a certain year and hope it works out.
Two years ago they went all in on football, and it didn’t work out as well as most NC State fans expected. They spent heavily in the portal, and NC State finished 10th. This year, they’re going all in on basketball, hiring Will Wade, upping their NIL budget, and looking to put themselves back into the Tobacco Road mix alongside Duke and Carolina as national contenders.
But my question is…”Is this sustainable?”
They needed to beg donors to give more to get Will Wade (and have enough NIL budget he required to take the job). Every year, they are getting as creative as they can to find ways to convince you to give your money to fund the program. Season ticket prices will have to rise. Parking prices will have to rise. There will be more ‘tiered access’ options. Pay more, get more.
And this isn’t a knock on NC State.
If NC State doesn’t get good coaches and good players, they aren’t going to have good teams, and without good teams, fans aren’t going to come to games, and if they don’t come to games, then they get less revenue for facilities….And man, that is a slippery slope and a collapse like that can happen fast and with conference realignment happening, a collapse in any major sports could become permanent if conferences split/realign and you’re left out.
Just look at basketball last year. Keatts, coming off a Final Four, blamed the school for a lack of NIL funds. And whether it was the funds or the poor use of what they did have (I think it was a combination), it spiraled fast. They started losing, the chemistry was off, and suddenly the arena was empty. The interest was gone, and the trust was gone. And thus, the revenue was gone and the willingness to give to that coaching staff was gone. So NC State had no choice but to move on.
NC State couldn’t afford to make a bad hire, so they went all in. They tapped resources they hadn’t tapped before and took a gigantic risk, upping spending to levels unseen at NC State with hopes to salvage the basketball program.
So far so good. but again, “Is this sustainable?”
The costs will keep rising, and someone will have to pay those costs. My guess is that you’ll see the state start tapping into the sports betting fund to help with these costs for their public schools, but it won’t be enough. The cost will eventually be passed down to you.
There is, however, another way. But it will come at a large cost for longtime Wolfpack fans.
NC State is in a very rare situation. They own all the land around their stadium. That land, right now is used for tailgating, and to many long time NC State fans, tailgating is culture, it’s tradition.
But how much do those things matter if the team isn’t winning or if the team is playing in a lower conference?
Over the next few years, the Hurricanes will be developing a $1 billion entertainment and sports district around their stadium. It will have restaurants, bars, hotels and music venues. It will activate all the time. 16 times for basketball, 41 times for hockey, and almost every other night for concerts and people just looking to go out and have dinner or drinks.
The amount of revenue that will be brought in will be massive. If you want to get an idea of the type of money that will be brought in, then just look the financials for Atlanta’s Battery District (where the Braves play).
So here is the opportunity for NC State.
Most schools do not own the land around their stadium, or they already have development around them, or they are on campus and can’t be zoned appropriately.
This isn’t the case for NC State. The Wolfpack COULD decide to build out some of their land as mixed-use development and tie it into the development happening next door. For this development, they would be the landlord, and they would generate the revenue.
And again, if you look at what Atlanta was bringing in with the Battery, then you’d understand what this means.
This would mean fully funded, self-sufficient NIL for all sports. This would mean SEC-level money, which would lead to SEC-level talent in football and would be able to dwarf what Carolina or Duke brings in on the basketball side. If conference realignment is a question, this would put NC State in a prime position to get a spot wherever they wanted to go.
This could mean that they no longer need to hound fans for NIL donations. It could mean they dont’ need to look at ticket prices or parking prices as a main revenue generator. It could limit the weight that the everyday fan is being asked to carry more and more each year.
But there is a cost…and the cost isn’t monetary. It’s those core memories, it’s culture, and it’s tradition. It’s tailgating.
It’s a tough thing to weigh. What good are those things without a winning program, and can you sustain a winning program without huge money. Are there ways to create that money without messing with tailgating? So far, I haven’t seen a good plan.
But once these things are gone, they’re gone for good.
Is there a way to do both. Build out and create revenue and still keep a ton of tailgating?
Could moving the practice facility off-site free up space for tailgating? Could moving the horse complex off-site free up space for tailgating?
This decision isn’t going to have to happen right now, but in the next few years it’s going to come to a head, and as fans, we’re going to have to decide where we stand.
Where do you stand?