Duke University has unveiled a transformative addition to Brooks Field at Wallace Wade Stadium: the “Devils Deck,” a dynamic, all-inclusive fan zone designed to redefine the game-day experience for Blue Devils supporters. This innovative space, introduced for the 2024 football season, reflects Duke’s commitment to enhancing fan engagement and modernizing its athletic facilities.
A New Era of Fan Experience
The Devils Deck spans seven sections in the north end zone of Wallace Wade Stadium, accommodating over 1,500 fans. This tiered, free-flowing area offers a unique blend of social interaction and live football viewing, aiming to bring the tailgate atmosphere inside the stadium. Features include all-you-can-eat tailgate-style food, unlimited non-alcoholic beverages, yard games like cornhole, lounge furniture, and live DJ performances. Alcoholic beverages are available for purchase, enhancing the festive environment .
Access to the Devils Deck requires an additional pass on top of a game ticket. Prices are set at $45 if purchased at least 24 hours before kickoff and $55 on game day, with a discounted rate of $35 for Duke students .
Strategic Vision and Development
The conception of the Devils Deck was a collaborative effort between Duke Athletics and WME Sports, aiming to enhance the university’s athletic brand and fan engagement. Executive Director of Marketing Chris Alston and Deputy Director of Athletics Bob Weiseman spearheaded the project, emphasizing innovation and boldness in redefining the game-day experience .
Head Coach Manny Diaz expressed enthusiasm for the new addition, stating, “With the addition of the Devils Deck, fans get access to an exclusive fun tailgating atmosphere, while still being inside the stadium to watch the game” .
Impact on Stadium Capacity and Attendance
The introduction of the Devils Deck has led to a reduction in Wallace Wade Stadium’s official seating capacity from 40,004 to 35,018. This change reflects a strategic shift towards enhancing the quality of the fan experience over sheer quantity. Despite the reduced capacity, Duke aims to boost overall attendance and engagement through these enriched experiences .
In recent seasons, Duke’s football attendance has seen fluctuations, with notable peaks during high-profile games. For instance, the 2023 season opener against Clemson drew 31,638 fans, while the game against Notre Dame attracted a crowd of 40,768 . The university hopes that the Devils Deck will contribute to more consistent and enthusiastic attendance figures.
Broader Enhancements and Future Plans
The Devils Deck is part of a broader initiative to revitalize Duke’s athletic facilities and fan experiences. Other enhancements include the introduction of Club Blue Devil on Tribull Plaza, featuring a mobile video board and additional food and drink options, and the Bull City Huddle, which showcases local art and provides a social space for fans.
These developments align with Duke’s ongoing efforts to adapt to the evolving landscape of college athletics, where fan engagement and experience are increasingly pivotal. By investing in such innovative projects, Duke positions itself at the forefront of collegiate sports entertainment.