Tennessee’s Bold Renovation Plans: A Sneak Peek at the New Riverside Club
Tennessee is planning a significant upgrade to Thompson-Boling Arena at Food City Center, as part of an effort to enhance fan experience and boost revenue, Athletic Director Danny White shared with Sports Business Journal.
These renovations are set to include the creation of a new premium space called the “Riverside Club” located in the arena’s lower bowl.
The Riverside Club will feature a variety of high-end food and beverage options, offering exclusive access to approximately 1,500 seats.
This addition aims to create a more luxurious and social environment for fans.
White anticipates that this space could generate up to $7 million in annual revenue, with construction costs expected to be considerably lower than this amount.
The final price tag, however, will depend on the selection of an architect for the project, which is still underway.
Tennessee plans to have the Riverside Club ready for the 2025-26 basketball season, bringing a new level of sophistication to the venue.
White compared the currently underused area for the Riverside Club to an “unfinished basement,” but noted that the renovations will transform it into a premium space complete with upscale bars and elevated food offerings.
In addition to the Riverside Club, the ongoing renovations to Food City Center will also include the installation of a new center-hung video board, corner boards, and a 360-degree LED ribbon around the arena.
New interior boards will be installed for those seated courtside and in the lower sections, and the venue will also see the addition of an advanced sound system, further enhancing the overall game-day experience for fans.
These upgrades reflect a broader trend across college athletics, where schools are increasingly focusing on improving existing venues to maximize revenue potential.
Under White’s leadership, Tennessee has been at the forefront of these efforts. In 2023, the university secured the naming rights for Thompson-Boling Arena, renaming it Food City Center, and earlier in 2024, Tennessee added Pilot as the presenting sponsor for Neyland Stadium.
White also pointed out that the new premium space could eventually be sold for naming rights as well, following the model already established in several other areas within the arena.
He emphasized that today’s fans are increasingly looking for more social and premium experiences, and Tennessee’s donor base is particularly eager for such offerings.
With waiting lists already growing for the current premium seating options, White believes that the demand for exclusive experiences remains strong.
Despite being cautious about over-saturating the market, he expressed confidence that Tennessee is still far from meeting the full demand for high-end amenities in their sports venues.
Through these renovations and enhancements, Tennessee aims to not only improve the fan experience but also to keep pace with evolving trends in college athletics, ensuring the university remains competitive in a rapidly changing market for sports and entertainment.
