University of Tennessee planning an entertainment district built around Neyland Stadium

The University of Tennessee is planning an ambitious Neyland Entertainment District that would transform the area around the iconic football stadium and along the Tennessee River waterfront.

The initial development would feature a boutique hotel, condominiums and a conference space to tie together Neyland Stadium and Thompson-Boling Arena.

The public-private partnership could eventually include a tabletop area above the existing G10 parking garage for tailgating, restaurants, retail and other entertainment.

It could be a money-making opportunity for the university. But UT athletics director Danny White told Knox News that enhancing the experience of Vols fans is the top priority.

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“We're always looking to generate as much (revenue) as we can to support our athletics department,” White said. "But the bigger goal out of this is our fan experience. We have the biggest and best fan base in college sports.

"And with the proximity of two iconic venues − Thompson-Boling Arena and Neyland Stadium − we've got an opportunity to do something really special from a fan experience standpoint."

Elements of the Neyland Entertainment District first appeared in UT’s 10-year-plus master plan, which was presented to the UT System Board of Trustees in February.

At the time, it was designated as a “near-term priority,” meaning it would come into play within five years. But UT does not have a timetable for the project or its estimated cost.

On Wednesday, the university announced it has started the exploratory phase of the project.

The university has partnered with Brailsford & Dunlavey, a program management firm based in Washington, D.C. And it issued a formal request for information to gain input and gauge interest from developers and understand the feasibility of the project.

How project would improve Tennessee game days

Tennessee sees benefits far beyond game days, but the impact starts with those select Saturdays during the football season.

The project would improve the aesthetic of the Neyland Stadium exterior façade and enhance the game day experience.

Neyland Stadium is an icon on UT’s campus. It’s the eighth-largest stadium in the world with a capacity of 101,915, and it’s already amid a $340 million renovation.

UT also touts an eye-popping fan experience on game days from Vol Walk to performances of “Rocky Top” and a sea of orange and white throughout tailgating areas.

UT hopes to tap into that energy, and there are recent examples where similar projects have done that.

The Battery surrounding Atlanta Braves’ Truist Park has become a template of how to build hotels, restaurants and retail around a stadium to maximize fans’ experience. That includes watch parties for road games, for which White said the Neyland Entertainment District would be utilized.

“(The comparison to The Battery) is spot on. That’s exactly what we’re thinking,” White said. “You see it throughout Major League Baseball, the NFL, the NBA, where you have entertainment districts like this.

"We talked about The Battery and several like it around the country."

How project would be used beyond Tennessee games

White said there’s ample opportunities for more concerts, conferences and events to utilize the Neyland Entertainment District.

Thompson-Boling Arena and Neyland Stadium have hosted concerts, and the entertainment district would better connect the venues.

The proposed hotel site would be on the south side of Neyland Stadium. The G10 garage, where tabletop restaurants and retail could be built, is located between the hotel site and Thompson-Boling Arena.

“I'd love to use the stadium more than seven or eight days a year,” White said. "There's a whole host of opportunities that open up if we can create all these things working together."

A hotel next to a stadium isn’t a new concept. But it’s more common in pro sports than on college campuses. There are a few examples in the SEC, but none like what Tennessee proposes.

How Neyland district could transform riverfront

White said UT and Knoxville need to take advantage of the riverfront.

It’s an idyllic part of the campus scenery. And on gamedays, it gets plenty of attention as home to the Vol Navy, the famous group of Tennessee fans who tailgate on boats of all sizes.

“The waterfront has been top of mind for us because it has been underutilized as a campus asset and as an asset for the athletics department and fan experience,” White said. “But for the whole community and the city of Knoxville, it’s something that can be utilized throughout the year.”

A proposed pedestrian bridge would cross the Tennessee River from Thompson-Boling Arena to properties owned by the city, university or other partners.

That bridge project, estimated between $55 million and $70 million, would work wonderfully with the Neyland Entertainment District, White said.

“The walking bridge will be awesome for (this project) because it plays really well with our vision for this entertainment district,” White said. “Hopefully, the development doesn’t stop there. I think there’s a sea of opportunity along the waterfront.”

Adam Sparks is the Tennessee football beat reporter. Emailadam.sparks@knoxnews.com. Twitter@AdamSparks. Support strong local journalism by subscribing atknoxnews.com/subscribe.