The Challenge

As the University of South Carolina embarked on the transformation of Williams-Brice Stadium, Gamecock Athletics needed to begin selling premium suites early to help fuel the project. With construction quickly approaching, the challenge was to create an elevated, immersive sales environment that could make a future stadium experience feel real, build trust with donors and fans, and educate a wide range of audiences, all within an extremely compressed three-month timeline.

The flow of the building takes people on a journey through Gamecock football and Williams-Brice Stadium, while allowing us to host multiple meetings at once and still keep the experience personal.

Drew Turner

Vice President for Premium Seating Legends & The Gamecock Club

The Strategy

Jack Porter partnered with the University of South Carolina to design and deliver the Williams-Brice Reimagined Preview Center, a purpose-built environment that transforms plans and renderings into a tangible, emotional experience. The space is intentionally organized as a carefully choreographed journey, guiding visitors through the history of Gamecock football and toward a compelling vision of the future.

From a bold, branded lobby with dimensional millwork celebrating Gamecock traditions, to a high-energy hype room and a history timeline tracing the evolution of Williams-Brice Stadium, each space builds anticipation and connection. Interactive suite displays and pricing tools provide clarity, while a theater-style environment featuring actual stadium seating, suite materials, and immersive visuals allows donors to see, feel, and experience the future of game day.

The Impact

Designed to drive both capital investment and premium seating sales, the Williams-Brice Reimagined Preview Center plays a critical role in advancing the future of Gamecock Athletics. The space gives current and potential season ticket holders the opportunity to see, feel, and understand what the next generation of premium seating at Williams-Brice Stadium will deliver.

By allowing fans to visualize the experience before it is built, the center builds excitement and momentum while underscoring the urgency to act. It turns anticipation into action, helping South Carolina connect with supporters at a pivotal moment and inviting them to be part of what is coming next.