As Master Plan and Programming Consultant to HOK, SportsPLAN Studio Principal Joel Leider authored a master plan of comprehensive improvements to the historic 1928 Memorial Stadium. The plan involved the strategic prioritization of more than 30 individual improvement projects. Leider developed an objective evaluation process to include such criteria as urgency of need, return on investment, publicity value, recruiting value, and number of people served. Our evaluation suggested an improvement sequence of four phases with a highly marketable "flagship" project in each of the phases.

Projects completed between 1994 and 1999 include a new playing field, pressbox improvements, private donor suites and a substantial expansion of team training facilities. The University has recently completed the east side new upper deck grandstand to add 4,500 seats and new private suites.