Ross-Ade Stadium Renovation

Q1 Which of the following describes your current status with Purdue?  Please select all that apply.   Alumnus/a Corporate Sponsor Faculty/Staff Football Season Ticket Holder Occasional Football Ticket Buyer Student (current only) Recent Purdue Graduate (within 10 years) John Purdue Club Donor (athletic) University Donor (non-athletic) None of the Above

Q2 How long have you been a Purdue football season ticket holder?   Specify Years:

Q3 What is your current John Purdue Club membership level?   First Team: $200-$499 Captain: $500-$999 MVP: $1,000-$2,499 All-American: $2,500-$7,499 Olympian: $7,500-$14,999 Hall of Fame: $15,000-Champion Champion: Cost of annual in-state scholarship ($20,810)

Q4 How long have you been a member of the John Purdue Club? Specify Years:

Q5 On average, how many home football games have you attended each season in the past 10 years?   None   One Two Three Four Five Six All home games

Q6 Why do you not attend more Purdue home football games? Please select all that apply   No interest in college football Quality of opponents Team performance Live too far away Ticket price Inconvenient stadium location Traffic congestion Time conflicts Other Q7 You indicated 'Other', please specify:

Q8 On average, how many tickets do you buy for each Purdue home football game?   None One Two Three Four Five Six Seven Eight More than Eight Q9 You indicated 'More than Eight', please specify:

Q10 Considering that future improvements to the south end zone of Ross-Ade Stadium could include new seating areas, connectivity to other seating areas in the stadium, a large club lounge and outdoor patio area, and a larger high-definition videoboard, how many home football games do you anticipate attending, on average, in each future season?   None One Two Three Four Five Six All home games

Q11 Where do you typically sit at Ross-Ade Stadium when attending Purdue football games?   Prime seats (Light Green- sections 105,124,125 and portions of sections 104,106,123 & 126) Sideline seats (Orange- portions of sections 103,104,106,107,122,123,126 & 127) Touchdown seats (Gold sections) North end zone (Blue sections) South end zone (Green sections) Student Seats (Black sections) Outdoor Shively Club Seats (Purple section) Indoor Buchanan Club Seats Suite Don’t Know / Not Applicable

Q12 Is your ticket purchase/use primarily for personal use, business use or both?   Personal Use Business Use Both

Q13 Currently, season tickets in the south end zone cost $98 with no required legacy fund or John Purdue Club donation. Renovation plans to Ross-Ade Stadium include a potential major reconfiguration to the seating in the south end zone. The upgraded seating could be priced higher with a portion of the cost being tax-deductible. If such a renovation were to take place, how would you characterize your continued interest in purchasing seats at Ross-Ade Stadium?   I would still be interested in purchasing seating in the south end zone that required a donation to the Legacy Fund or John Purdue Club. I would be interested in purchasing tickets in other areas of the stadium that would require an annual donation to the Legacy Fund or John Purdue Club. I would be interested in purchasing tickets in other areas of the stadium that do not require an annual donation to the Legacy Fund or John Purdue Club. I would no longer purchase seats at Ross-Ade Stadium.

Q14 On a scale of 1 to 7 with 1 being “very dissatisfied” and 7 being “very satisfied”, how would you rate your level of satisfaction with the following elements of Ross-Ade Stadium?   1 - Very Dissatisfied   2   3   4   5   6   7 - Very Satisfied   Stadium Location/Setting               Vehicle Traffic Flow               Parking Access/Convenience               Tailgating Experience               Stadium Appearance               Stadium Entrance/Exiting               Concourse/Crowd Circulation               Number of Restrooms               Quality of Restrooms               Number of Concession Stands               Quality of Concession Offerings               Price of Concession Offerings               Available Seating Options with Alcohol Access               Seat Location/Sightline to Field               Seat Comfort               Seat Price               Quality of Sound System               Scoreboard/Video board               Game Day Atmosphere               Number/Availability of Family Restrooms               Activities for Kids/Families

Q15 In order to provide the best game day atmosphere possible at Ross-Ade Stadium, please provide suggestions to improve your game day experience. Q16 In order to provide the best game day atmosphere possible at Ross-Ade Stadium, please provide suggestions to improve your game day experience.

CURRENT CLUB SEATS Q17 Overall, how would you rate the value you get for the dollars you spend on club seats (i.e. either Outdoor Shively Club Seats or Indoor Buchanan Club Seats)?   Excellent value Good value Fair value Poor value

Q18 Why did you not rate the value of your club seats any higher?

Q19 Do you intend to renew your football club seats for the foreseeable future?   Yes No

Q20 Improvements to the south end zone of Ross-Ade Stadium could include the addition of new club seats.  These new club seats could feature a bench with a back rest, and could include amenities such as access to a climate-controlled club lounge with a view of the field, access to an outdoor patio, upgraded food and beverage menu including beer and wine, a view of a new north end zone video and ribbon board, high-top tables, private restrooms, flat screen TVs and other such amenities.  These new seats could potentially be priced below the Shively Club and above prime season tickets.  Would you consider leasing new club seats to be constructed in the south end zone?   Yes No

Q21 If new outdoor south end zone club seats became available in a renovated Ross-Ade Stadium, would you prefer to remain in your existing location or would you prefer to move to the new south end zone club seats?   Remain at current location Move to south end zone club seats

NEW CLUB SEATS Improvements to the south end zone of Ross-Ade Stadium could include the addition of new club seats.  New club seats could have a bench with a back rest, and could include amenities such as preferred parking, a view of a new North End Zone Videoboard and access to a climate-controlled club lounge located under the seating area.  The climate-controlled club lounge would include a view of the field, access to pub-style food options and alcoholic beverages, high-top tables, private restrooms, flat screen TVs, and other such amenities. Q22 How would you describe your interest in leasing new club seats in the south end zone of a renovated Ross-Ade Stadium?   Definitely interested Likely interested Possibly interested Not interested

Q23 New club seats may be available for commitments of 3, 5 or 10 years and would require an annual contribution, of which a significant portion may be tax deductible as a charitable contribution.   How likely is it that you would purchase new club seats at a renovated Ross-Ade Stadium at an annual price of $1,500 per seat including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q24 What if the annual price was $1,250 per club seat including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q25 What if annual price was $1,000 per club seat including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q26 If you made the decision to lease club seats, how many would you likely lease?   Two Three Four Five Six Seven Eight More than Eight Q27 You indicated 'More than Eight', please specify:

Q28 New club seats could offer upgraded food and beverage options over standard game day concessions.  Several options could be offered in regards to club seat food and beverage service, including allowing patrons to purchase food and beverage items a-la-carte (pay as you go), or including unlimited food and non-alcoholic beverages in the price of the club seats (at an additional cost of between $200 and $350 per person, per season).  Please indicate your preferred club seat food and beverage service option?   A la carte food and beverage (pay as you go) Unlimited food and non-alcoholic beverages included in the price of club seats ($200 to $350 per person, per season)

LOGE BOXES Renovations to Ross-Ade Stadium may include loge boxes located in the south end zone. Loge boxes could be located outside under cover and could include comfortable chairs on casters or fixed seats with dividers between each box. Each loge box may be equipped with a counter, refrigerator, grill and flat screen television monitors and could come with club lounge access, ability to tailgate in the box prior to/during the game and a view of a new north end zone video and ribbon board. Multiple parties may be allowed to share a loge box, if desired. Q29 How would you describe your interest in leasing a loge box at a renovated Ross-Ade Stadium?   Definitely interested Likely interested Possibly interested Not interested

Q30 Loge boxes may be available for commitments of 3, 5 or 10 years and would require an annual contribution to the John Purdue Club, of which a significant portion may be tax deductible as a charitable contribution.  How likely is it that you would lease a loge box if the annual price were $1,750 per seat including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q31 What if the annual price was $1,500 per seat including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q32 What if the annual price was $1,250 per seat including the cost of game tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q33 Recognizing the price of a loge box would be commensurate with its seating capacity what would the optimal loge box seating capacity be for you?   6 seats 8 seats 10 seats 12 seats 14 seats 16 seats 18 seats

Q34 Would you prefer to share the cost of a loge box with other parties?   Yes, I would prefer to share No, I would lease alone

Q35 How many loge seats would you prefer to lease in a shared box?   Two Three Four Five Six Seven Eight More than Eight Q36 You indicated 'More than Eight', please specify:

Q37 An option may exist to have some loge boxes that are located indoors in a climate-controlled environment.   Would you prefer your loge box be located outdoors or indoors?   Outdoors Indoors Either option is fine

Q38 New loge boxes could offer upgraded food and beverage options over standard game day concessions.  Several options could be offered in regards to loge box food and beverage service, including allowing patrons to purchase food and beverage items a-la-carte (pay as you go), or including unlimited food and non-alcoholic beverages in the price of the loge box (at an additional cost of between $200 and $350 per person, per season).  Please indicate your preferred loge box food and beverage service option?   A la carte food and beverage (pay as you go) Unlimited food and non-alcoholic beverages included in the price of a loge box ($200 to $350 per person, per season)

CURRENT  SUITES Q39 Overall, how would you rate the value you get for the dollars you spend on a suite at Ross-Ade Stadium?   Excellent value Good value Fair value Poor value

Q40 Why did you not rate the value of your suite any higher?

Q41 Do you intend to renew your football suite for the foreseeable future?   Yes No

Q42 Improvements to the south end zone of Ross-Ade Stadium could include the addition of new suites.  Suites could include outdoor seating for approximately 16 people with immediate access to a private upscale, climate-controlled area.  Amenities could include in-suite catering, kitchenette with granite countertops, restrooms accessible only to suite patrons, flat screen TVs, a view of a new north end zone video and ribbon board and other amenities.   These new suites could potentially be priced below the current suites at Ross-Ade Stadium.  Would you consider leasing a new suite to be constructed in the south end zone at Ross-Ade Stadium?   Yes No

Q43 If new suites became available in the south end zone would you prefer to move to a new  suite or remain in your current suite?   Remain in current suite Move to a new suite located in south end zone

NEW SUITES Renovations to Ross-Ade Stadium could include new suites located in the south end zone.  Suites could include outdoor seating for approximately 16 people with immediate access to a private upscale, climate-controlled area.  Amenities could include in-suite catering, kitchenette with granite countertops, restrooms accessible only to suite patrons, flat screen TVs, a view of a new North End Zone video and ribbon board and other amenities.   Also, suites may be shared with up to four other parties if desired, to share the cost and seat inventory. Q44 How would you describe your interest in leasing a new suite at a renovated Ross-Ade Stadium?   Definitely interested Likely interested Possibly interested Not interested

Q45 Suites may be available for commitments of 3, 5 or 10 years and would require an annual contribution, of which a significant portion may be tax deductible as a charitable contribution.  How likely is it that you would lease a suite if the annual price was $35,000 ($2,188 per seat) including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q46 What if the annual price was $30,000 per suite (or $1,875 per seat) including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q47 What if the annual price was $25,000 per suite (or $1,563 per seat) including the cost of season tickets?   Definitely lease Likely lease Possibly lease Would not lease

Q48 Recognizing the price of a suite could be commensurate with its seating capacity, location and your desired suite sharing preference, what would be your optimal suite seating capacity?   8 seats 10 seats 12 seats 16 seats 20 seats or more

Q49 Would you prefer to share the cost and use of a private suite with other parties?   Yes, I would prefer to share the suite No, I would lease the suite alone

Q50 How many seats would you prefer to lease in a shared suite?   Two Three Four Five Six Seven Eight More than Eight Q51 You indicated 'More than Eight', please specify:

Q52 Would you prefer the stadium suite seats be located inside or outside the climate-controlled suite lounge?    Either option would also provide indoor seating on couches and/or bar stools at a countertop ledge.   Inside stadium seats with operable windows Outside stadium seats

Q53 New suites could offer upgraded food and beverage options over standard game day concessions.  Several options could be offered in regards to suite food and beverage service, including allowing patrons to purchase food and beverage items a-la-carte (pay as you go), or including unlimited food and non-alcoholic beverages in the price of the suite (at an additional cost of between $200 and $350 per person, per season).  Please indicate your preferred suite food and beverage service option?   A la carte food and beverage (pay as you go) Unlimited food and non-alcoholic beverages included in the price of a suite ($200 to $350 per person, per season)

CLUB MEMBERSHIPS Q54 A renovated Ross-Ade Stadium could include a limited number of memberships to a private club located in the south end zone.  Club memberships could be available to all individuals who purchase Purdue football season tickets, and would provide access to a lounge located in the south end zone with upgraded food and beverage options and a view of a new north end zone video and ribbon board.  Patrons would have access to the club before the game, throughout the game and following the conclusion of the game.  How would you describe your interest in a club membership at a renovated Ross-Ade Stadium?   Definitely interested Likely interested Possibly interested Not interested

Q55 Club memberships would be available on a year-by-year basis and would require the purchase of Purdue football season tickets.  Pricing would include food and non-alcoholic beverages with access to a cash bar.  How likely is it that you would purchase a club membership for $700 per seat, per season in a private club located in the south end zone of a renovated Ross-Ade Stadium? (Including the cost of season tickets)   Definitely purchase Likely purchase Possibly purchase Would not purchase

Q56 What if the annual club membership was $600 per seat, per season? (Including the cost of season tickets)   Definitely purchase Likely purchase Possibly purchase Would not purchase

Q57 What if the annual club membership was $500 per seat, per season? (Including the cost of season tickets)   Definitely purchase Likely purchase Possibly purchase Would not purchase

Q58 If you made the decision to purchase a club membership, how many would you likely purchase?   Two Three Four Five Six Seven Eight More than Eight Q59 You indicated 'More than Eight', please specify:

LEASE TERMS Q60 Premium seating suite leases may be offered for 3, 5 or 10 year terms, payable annually.  A common incentive for signing a longer lease is a lower annual price increase for seating. For example: the price of a 3-year lease could increase 5% annually over the term of the lease, a 5-year lease could increase 3.5% percent annually, and a 10-year lease could increase 2% annually over the term of the lease. Recognizing that lower annual price increases would be associated with longer lease terms, which lease term would you likely choose?   3 year commitment 5 year commitment 10 year commitment

Q61 Would you pay your premium seating lease upfront if it allowed you to avoid the annual price increases?   Definitely Likely Possibly No

SEAT PURCHASE INTENT Q62 Among the potential seating options that may be available at a renovated Ross-Ade Stadium in the future, please indicate the seating option you would most likely purchase.   Occasional game tickets General public season tickets (no donation required) Priority season tickets (required annual donation) Club membership (also require purchase of Purdue football season tickets) Club seats Loge box Suite None of the above - would not buy tickets

Q63 In some limited cases, some fans prefer to purchase multiple seating areas within the stadium.  Do you intend to purchase tickets to more than one seating area?   Yes No

Q64 Please indicate which additional seating area you would purchase.   Occasional game tickets General public season tickets (no donation required) Priority season tickets (required annual donation) Club membership (also require purchase of Purdue football season tickets) Club seats Loge box Suite

Single-Game Interest Q65 It is possible that new premium seats (i.e. club seats, loge box or suite) in the south end zone could be sold on a game-by-game basis.  How would you describe your interest in purchasing single-game premium tickets in the south end zone of a renovated Ross-Ade Stadium?   Definitely interested Likely interested Possibly interested Not interested

Q66 Which premium seating product are you most interested in purchasing single-game tickets? Select all that apply   Club Seats Loge Box Suite Would not purchase single game-premium tickets

Single-Game Club Seat Pricing Q67 New club seats in the south end zone could be available for purchase on a single-game basis.  Single-game pricing for club seats could be dependent upon factors such as opponent, location, and availability, among others. How would you characterize your interest in purchasing club seats on a single-game basis at a cost of $200 to $225 per seat, per game?   Definitely purchase   Likely purchase Possibly purchase Would not purchase

Q68 What if the cost were $175 to $200 per seat, per game?   Definitely purchase   Likely purchase Possibly purchase Would not purchase

Q69 What if the cost were $150 to $175 per seat, per game?   Definitely purchase   Likely purchase Possibly purchase Would not purchase

Q70 On an annual basis, how many games do you anticipate purchasing single-game club seats?   1 2 Three or more Q71 You indicated 'Three or more', please specify:

Q72 If you made the decision to purchase club seat tickets on a game-by-game basis, how many would you likely purchase per game?   Two Three Four Five Six Seven Eight More than Eight Q73 You indicated 'More than Eight', please specify:

Q74 Single-game club seats could offer upgraded food and beverage options over standard game day concessions.  Several options could be offered in regards to club seat food and beverage service, including allowing patrons to purchase food and beverage items a-la-carte (pay as you go), or including unlimited food and non-alcoholic beverages in the price of the club seats (at an additional cost of between $30 and $50 per person, per game).  Please indicate your preferred club seat food and beverage service option?   A la carte food and beverage (pay as you go) Unlimited food and non-alcoholic beverages included in the price of club seats ($30 to $50 per person, per game)

Single-Game Loge Box Pricing Q75 New loge boxes in the south end zone could be available for purchase on a single-game basis.  Single-game pricing for loge boxes could be dependent upon factors such as opponent, location, and availability, among others. How would you characterize your interest in purchasing tickets in a loge box on a single game basis at a cost of $250 to $275 per seat per game?   Definitely purchase   Likely purchase Possibly purchase Would not purchase

Q76 How would you characterize your interest in purchasing tickets in a loge box on a single game basis at a cost of $225 to $250 per seat per game?   Definitely purchase   Likely purchase Possibly purchase Would not purchase

Q77 How would you characterize your interest in purchasing tickets in a loge box on a single game basis at a cost of $200 to $225 per seat per game?   Definitely purchase   Likely purchase Possibly purchase Would not purchase

Q78 On an annual basis, how many games do you anticipate purchasing a single-game loge box?   1 2 Three or more Q79 You indicated 'Three or more', please specify:

Q80 Single-game loge boxes could offer upgraded food and beverage options over standard game day concessions.  Several options could be offered in regards to loge box food and beverage service, including allowing patrons to purchase food and beverage items a-la-carte (pay as you go), or including unlimited food and non-alcoholic beverages in the price of the loge box (at an additional cost of between $30 and $50 per person, per game).  Please indicate your preferred loge box food and beverage service option?   A la carte food and beverage (pay as you go) Unlimited food and non-alcoholic beverages included in the price of a loge box ($30 to $50 per person, per game)

Single-Game Suite Pricing Q81 New suites in the south end zone could be available for purchase on a single-game basis.  Single-game pricing for suites could be dependent upon factors such as opponent, location, and availability, among others. How would you characterize your interest in purchasing a 16-seat suite on a single-game basis at a cost $3,000 per game?   Definitely purchase Likely purchase Possibly purchase Would not purchase

Q82 What if the cost were $4,000 per 16-seat suite, per game?   Definitely purchase Likely purchase Possibly purchase Would not purchase

Q83 What if the cost were $5,000 per 16-seat suite, per game?   Definitely purchase Likely purchase Possibly purchase Would not purchase

Q84 On an annual basis, how many games do you anticipate purchasing a single-game suite?   1 2 Three or more Q85 You indicated 'Three or more', please specify:

Q86 Single-game suites could offer upgraded food and beverage options over standard game day concessions.  Several options could be offered in regards to suite food and beverage service, including allowing patrons to purchase food and beverage items a-la-carte (pay as you go), or including unlimited food and non-alcoholic beverages in the price of the suite (at an additional cost of between $30 and $50 per person, per game).  Please indicate your preferred suite food and beverage service option?   A la carte food and beverage (pay as you go) Unlimited food and non-alcoholic beverages included in the price of a suite ($30 to $50 per person, per game)

Q87 How would you rate the importance of the following amenities that could be associated with premium seating in a renovated south end zone at Ross-Ade Stadium  on a scale of 1 to 7 with 1 being “Not Important” and 7 being “Very Important”?   1 - Not Important   2   3   4   5   6   7 - Very Important   South end zone's connectivity to other areas of stadium               View of new north end zone video and ribbon board               Patio area to socialize and view the game               Increased seat comfort               More legroom               Chairback seating with armrests               State-of-the-art sound system               Access to climate-controlled club space               Access to upgraded food menu               Access to upgraded beverages including beer and wine               Bench seating with a back rest               View of field from indoor club space               Unique tailgating experience inside the stadium               Childcare               Interactive features/activies for children

Q88 Would your purchase of seats in a renovated Ross-Ade Stadium be primarily for personal use, business use or both?   Personal Use Business Use Both

ATHLETIC DONATION IMPACT Q89 In reference to the amount you would be willing to donate to qualify for premium seating at a renovated Ross-Ade Stadium, would this donation likely be in addition to your current John Purdue Club contributions or replace your current John Purdue Club contribution level?   In addition to Replace

INTEREST IN FAMILY ENTERTAINMENT AREAS Q90 Do you attend Purdue football games with young children ages 12 and under?   Yes No

Q91 Renovations to the south end zone of Ross-Ade Stadium could include the addition of a variety of potential amenities targeted to families, such as a kids play area/zone, mini football field, child care areas, etc.  How would the addition of new family-friendly amenities impact your overall experience at a renovated Ross-Ade Stadium?   Significantly enhance game day experience Moderately enhance game day experience Negatively impact game day experience Would not have a positive or negative impact on my game day experience

RENOVATION PROJECT INPUT Q92 What could be included as part of the renovation that would increase the likelihood that you would purchase premium seating in the south end zone?

RENOVATION PROJECT INPUT Q93 What could be included as part of the renovation of the south end zone of Ross-Ade Stadium that could increase your support of the project, the John Purdue Club, and Purdue football?

Q94 What is the zip code of your primary residence?

Q95 What is your age?   Under 25 26 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 or older

Q96 What is your approximate annual household income?   Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,999 $150,000 to $199,999 $200,000 to $499,999 Over $500,000

ADDITIONAL INFORMATION ABOUT SEATING Q97 Are you interested in receiving information about the Ross-Ade Stadium renovation and related seating opportunities?   Yes No

Please provide your contact information below in order to receive information in the future about a Ross-Ade Stadium renovation and related seating opportunities. Q98 Name: Q99 Address: Q100 Phone: (xxx)xxx-xxxx Q101 Email:

OPEN-ENDED COMMENTS Q102 Thank you for completing the survey.  Do you have any additional comments for Purdue Athletics to consider regarding potential improvements to the south end zone of Ross-Ade Stadium? Thank you for your participation! Please select 'Submit'.