The Capital Improvements Board's MLS Indy team & stadium survey

I don't know how many people have received the email from Lucas Oil Stadium and the Capital Improvements Board of Managers (CIB) last month requesting participation in a survey to "understand market support for an MLS expansion team playing in a new soccer-specific stadium in Indianapolis," but I wanted to walk through some of the survey and my responses. I tried to get screen captures of each question as I went, but I think I missed some of the pages. 

It's difficult to tell where anybody actually stands on this because so much of the information that I've heard or that has been published by other sources continues to feel like pissing matches between the Mayor's camp and Ersal's camp. Even with the recent discussion about the Vancouver Whitecaps potentially having their franchise relocated (not an unprecedented thing in MLS), to a different city thereby not taking of the presumed future new franchise spots, I still haven't seem any articles that include Indianapolis as one of the prime and viable options (though there were some rumors that seem to be a stretch for me to believe). As a result, it's difficult to ascertain the end goal of the CIB's MLS stadium survey. Legitimate inquiry into the interest and viability of a MLS team in Indianapolis, or political theater? 

If it's theater, I've been an actor in this play for the past dozen years, so I might as well do what I do, which is talk about my experiences with professional soccer in Indianapolis.

From the email requesting participation in the survey:

The CIB is conducting a survey aimed at understanding thoughts and opinions on a variety of topics including:

• Current Indianapolis Sports Engagement & Attitude towards MLS in Indianapolis
• Stadium Amenities & Game Day Atmosphere
• Seating Opportunities
• Food and Beverage Preferences
• Intended Engagement with MLS in Indianapolis

After clicking the link to get to the survey, the opening Introduction page includes a series of photos of what is expected to be similar stadiums from around MLS and reiterated the intent of the survey. An interesting aspect to the survey that immediately came to mind was that the colors that the CIB chose to utilize for the survey are either exactly like, or at a minimum very similar, to those of the Indiana Pacers, owned by the Simons. Does that mean anything? Maybe not. Still an interesting color selection from my perspective.

The very first question (and my answer) asked was "How would you characterize your attitude toward an expansion MLS team being awarded to Indianapolis?

• Very Positive
• Somewhat Positive
• Neutral
• Somewhat Negative
• Very Negative

"Why do you feel this way?"

I appreciate the potential for a 1st division soccer league team, but feel that the presence of Indianapolis' current professional team, Indy Eleven, should be considered and incorporated into any team that moves forward. The fans of that team should not be alienated with a new team, and I feel it is undesirable for that team to fold if a MLS team were to materialize.

"How would you characterize your attitude toward the development of a new soccer-specific MLS stadium in Indianapolis?

• Very Positive
• Somewhat Positive
• Neutral
• Somewhat Negative
• Very Negative

It's no surprise that I think a soccer-specific stadium would be a good thing. I've literally said it on this site for more than a decade. 

"Why do you feel this way?"

A soccer specific stadium allows for a fan experience catered to soccer fans, while also allowing for scheduling flexibility and potential for other types of soccer events to take place (NCAA tournament games, national team games, etc.)

Other notable questions within the survey are the following:

 "Why are you interested in purchasing season tickets?"

• Fan of Soccer in General
• Fan of Indianapolis Sports
• Fan of Sports in General
• Opportunity to Entertain Friends/Family
• Opportunity to Entertain Clients/Employees/Other Business Uses
• Convenient Stadium Location
• Other, Please Specify

"Ignoring price, what the the most important factors to you when considering the purchase of season tickets at a new Indianapolis MLS stadium? Please select up to 10 factors."

• Proximity to the Pitch
• Proximity to the Centerline
• Co-Location with Friends/Family
• Ease of Access to Seat
• Seat Comfort
• Ease of Access to Key Stadium Locations (i.e. Entrance/Exits, Bars, Restrooms, Concessions)
• Access to Private Club Lounge / Membership Club
• Seats in the Sun
• Seats in the Shade
• Covered Seating
• Pre-Match Activities (Fan Plazas, Party Areas)
• Ability to Purchase Parking / Parking Included
• Private Stadium Entrances
• Enhanced Benefits (Invitations to Private VIP Events, Concierge Service)
• Access to Third-Party Events
• Access to Enhanced Food & Beverage Offerings
• Access to All-Inclusive Food & Beverage Offerings
• Seats on the Home Side of the Stadium
• Seats on the Visitors Side of the Stadium
• Other, Please Specify

After a few follow-up questions about those factors, including ranking my personal preference for the items that I selected, the survey moved into the Seating Opportunities section. The first section described each of the seating choices, as well as where those choses would reside within the stadium. After the sections were described, the survey then asked, "if these were your only options, which would you chose?" A page of 5 options were then presented with a section of the seating highlighted, what the section was designated (reserved, club, general, etc.), and the potential price. This went on for 10 pages, giving a total of 50 price options. However, as I went through the sections, it felt like there were sections that were highlighted more than once. After looking back through my screenshots of the options, that turned out to be true, with the Section 7 seats having 6 different price points, drastically different from each other and with different designations (reserved versus club). I assume that's to gauge how much people are willing to pay for certain sections of the stadium, but specifically for that section which had the most alternatives and widest range, the cost ranged from $660 reserved seats to $3,475 club seats. Within all of the 50 prices points, the minimum season ticket price was $510 for a reserved seat and the maximum was a $5,100 club seat. The average of all the price points listed, regardless of type of seat was $1,850. Limiting the evaluation to just the sections that were described as Reserved, the average season ticket cost was $1,177. 

By contrast, the most expensive season ticket for Indy Eleven for the 2026 season was $1,062. Admittedly, the new soccer-specific stadium would have much better seating, concessions not run out of cargo containers or food trucks, and significantly more restroom facilities, while also having actual locker rooms for the players, media facilities, no track, etc., and be associated with 1st Division soccer in this country, but that's a significant jump in price point for most current Indy Eleven fans, i.e. the people who are currently supporting professional soccer in Indianapolis.

The following summarizes each of the seating options, and the survey's descriptions and locations for each type of seat.

"A potential MLS stadium in Indianapolis could feature a variety of seating options designed to accommodate all types of fans, including:

• 
  Reserved Seating
• Reserved Seating locations could include standard-sized stadium seats with access to general concessions, restrooms, and public entrances. 
• The purchase of a Reserved Seat would include tickets to all Indianapolis MLS preseason and regular home games played at the stadium each year. Additionally, it would provide priority access to purchase tickets to playoff games and other select stadium events.
• Location
• Lower Level East Centerline
• Lower Level East Sideline
• Lower Level Corners
• Lower Level 18-Yard Box
• Lower Level Endline
• Upper Level East Centerline
• Upper Level East Sideline
• Upper Level East 18-Yard Box
• Upper Level Corners
• Upper Level Endline

• 
  Premium General Admission Seating
• Premium General Admission Seating could offer an elevated experience from reserved seating. These seats could be configured as wider, padded stadium seats, or as ledge seats with a drink rail in front. Premium General Admissions Seats could also provide access to a private concourse with enhanced food & beverage options. 
• The purchase of a Premium General Admission Seat would include tickets to all Indianapolis MLS preseason and regular home games played at the stadium each year. Additionally, it would provide priority access to purchase tickets to playoff games and other select stadium events.
• Location
• Lower Level East Centerline
• Lower Level East Sideline
• Lower Level North Endline

• 
  Club Seating
• Club Seating could feature wider, padded seats with access to a private, climate-controlled lounge offering upscale food and beverage options. Additional benefits may include private restrooms, exclusive stadium entrances, and preferred parking access. 
• The purchase of a Club Seat would include tickets to all Indianapolis MLS preseason and regular home games played at the stadium each year. Additionally, it would provide priority access to purchase tickets to playoff games and most other stadium events.

• 
  Small Group Seating
• Small Group Seating could be designed to accommodate 4 guests in a semi-private environment, making it ideal for families, friends, or small businesses. Small Group Seating may include in-box wait service and access to upscale food and beverage options within a private club lounge located near the seating area. 
• The purchase of a Small Group Seating would include tickets to all Indianapolis MLS preseason and regular home games played at the stadium each year. Additionally, it would provide priority access to purchase tickets to playoff games and other stadium events.

• 
  Luxury Suites
• Luxury Suites could offer a private, premium experience for groups of 8 or more guests. Amenities may include a private lounge area with televisions, high-end decor, and a fully appointed service area featuring a buffet counter, refrigerator, and wet bar. 
• The purchase of a Luxury Suite would include tickets to all Indianapolis MLS preseason and regular home games played at the stadium each year. Additionally, it would provide priority access to purchase tickets to playoff games and most other stadium events.