Stadium Renovation hopes, fears, expectations		SoCal Aggie is spot-on:
It's all about creating an "experience".  As much as we love Aggie Football, the average person needs a reason to go to the game.
Giveaways, theme nights, all that.  There is drawing power in a free t-shirt, especially with the student section.  There should be items handed-out at every game, interactive giveaways like tuition, books, big screens, gift cards, all that.  Continue to bring-in the families, the youth sports organizations, various community activities, etc.  Out-market Sac in Sac, draw an hour's drive radius on the map and promote like hell.  I'm not sure if the University has a specific football marketing department, but if we're growing, we need one.
A great beer garden is a must... take a look at Colorado State's New Belgium Porch (
https://csurams.com/facilities/the-new-belgium-porch/2058) located in one of the end zones.  Great set-up.  There are plenty of breweries in the area, even up to Sierra Nevada in Chico, that might jump on it. Get our own brewing department involved.  Cal Poly does something on a much smaller scale down on their scoreboard end, and I think 805 is the title sponsor there.
The wine garden is a great call.  With Mondavi, the proximity to Napa/Sonoma, etc. and the fact that nobody in the country has one that I'm aware of, this could be a cute little gimmick.
Start with the experience, grow the fan base, then add on to the facilities.