Barrett Sports Group [now CAA ICON Strategic Advisory] was engaged by ASU in conjunction with the proposed stadium redevelopment project for Arizona State University (ASU). The Sun Devil Stadium project is part of the proposed Rio Salado ecoDistrict Master Plan. In the first phase of the project BSG completed an assessment of the ASU football operations, evaluated stadium development/renovation options, and developed an incremental financial model, among other tasks. BSG was later engaged to complete market demand web-based surveys and focus group sessions to refine and validate pricing and demand assumptions to be utilized in a conceptual funding plan. The $256 million renovation project is expected to be completed by 2017.