LIVE REPORT: South Carolina Takes Major Step in Williams-Brice Stadium Renovation
COLUMBIA, S.C. — The University of South Carolina has taken another significant step toward modernizing Williams-Brice Stadium, officially bringing on Populous, a leading architectural design firm, to spearhead the long-anticipated renovation project.
The focus? Bringing the 91-year-old stadium into the 21st century, with a major emphasis on increasing premium seating options. Right now, South Carolina ranks last in the SEC with just 18 premium suites, a number that falls near the bottom of all FBS stadiums. That’s a massive untapped revenue stream, especially with the looming reality of college athletics revenue sharing and potential $20.5 million in annual spending on student-athletes.
Student Experience at the Forefront
Beyond the premium suites, there’s another potential game-changer for students. According to documents shared with S.C. House and Senate budget writers, USC is actively exploring ways to enhance the stadium experience for students, including the possibility of an air-conditioned space in the north end zone.
“The project will also investigate options to create conditioned space under the north end zone stands,” states a joint bond review committee document, adding that there could also be renovations to the Floyd Building to create more student-friendly areas.
For those unfamiliar, the Floyd Building, located on the north side of Williams-Brice Stadium, has long been a behind-the-scenes hub, used on game days by cheer squads, maintenance crews, and law enforcement. But this renovation could see it transformed into a dedicated student space, giving fans much-needed relief from Columbia’s notorious heat.
USC’s Vision for the North End Zone
While details are still evolving, South Carolina executive associate AD Chris Rogers acknowledged that discussions are well underway.
“I would just say that’s a guesstimate,” Rogers told The State, referring to the 10,000 square feet of air-conditioned space USC hopes to create. “We’re going to try to create that amount of space in the north end zone for students to have access to.”
But Rogers was quick to clarify that nothing is set in stone just yet.
“The plane hasn’t landed there yet,” he added, emphasizing that this isn’t just wishful thinking—the fact that USC included it in its joint bond filings signals real intent.
A Long-Time Vision Coming to Life?
This idea isn’t entirely new. Former athletic director Ray Tanner first floated the concept back in October when USC released renderings and a renovation timeline.
“I’d like to see our students have a special space as well that’s heated and air-conditioned,” Tanner said at the time. “To have that opportunity—especially maybe for the upperclassmen—we’re talking about doing some of those things as we move forward.”
At the time, it seemed like more of a long-term aspiration, but now, there’s real momentum behind it. If the design team and contractors determine it’s financially and logistically feasible, this could become reality in just a few years—not decades.
Students Excited About Potential Changes
For students who’ve endured the sweltering conditions in the north end zone, the possibility of air-conditioned space is a game-changer.
“It’s a legitimate zoo under the student section,” said USC junior Harris Mellor, a regular in the stands. “You’ll see people pass out because of the heat sometimes. Sometimes I like going in the upper deck where you can avoid all that stuff, and it’s a lot less crowded in those concession areas.”
When told that USC was seriously considering a cool, shaded space for students, Mellor’s reaction was immediate.
“I could totally see them wanting to do that,” he said. “And the fact that they’re looking to do that—that’s actually great news.”
What’s Next?
The renovation of Williams-Brice Stadium is still in its early stages. The hiring of Populous marks a big step forward, but USC still needs to finalize design plans, select a contractor, and secure additional state approvals.
At the heart of it all? Enhancing the game day experience for both donors and students alike.
“The goal of the stadium project,” Rogers said, “is to try and make the experience as good as you can make it for as many fans as you can possibly make it great for.”
For now, it’s all still in the planning phase. But one thing is certain—Williams-Brice Stadium is set for a major transformation, and students might be getting a long-overdue upgrade.
