04/09/2026
Fall doesn’t start in September. Not when it comes to planning.
Every season, demand builds fast. The teams that get ahead of it are the ones that plan early and treat tailgating as infrastructure, not overflow.
What used to be open space is now programmed environment. Premium fan zones. Sponsor activations. Revenue-driving spaces designed to bring fans in earlier and keep them there longer.
But performance comes down to how it’s built:
• Flow, not bottlenecks
• Defined zones, not overlap
• Elevation and visibility
• Infrastructure for food, beverage, and operations
At Northwestern University, the Lakeside Beer Garden shows what’s possible.
Underused space became a defined, integrated part of the game day experience.
The shift is simple. Not more space. Better use of it.
Tailgating is no longer overflow. Learn how early planning and modular infrastructure transform fan zones into high-performing, revenue-generating environments.