Close Overlay
Rock Chalk Renaissance: Revitalizing David Booth Kansas Memorial Stadium and the Gateway District
The Challenge: For decades, football at the University of Kansas lived in the shadow of its legendary basketball program. Despite a fiercely loyal fanbase and a football history dating back to 1890, the David Booth Kansas Memorial Stadium had long fallen short of the expectations held by students, alumni and the Lawrence community. The stadium lacked modern amenities, premium seating and a compelling game day experience—one that could reflect the caliber of a rising Division I football program.
Under the leadership of Athletic Director Travis Goff, the university made a decision: it was time to invest in football—not just in the team, but in the entire game day experience. This wasn’t just a renovation; it was a statement. KU envisioned a stadium and surrounding district that embodied the pride and passion of Jayhawk Nation. That vision required an unprecedented fast timeline, integration of heritage and innovation, and a team of collaborators who understood the weight of what was being built.
Year
2025Location
Lawrence, KansasPartners
Multistudio, HNTB, Turner Construction
Crafting the Solution: To meet the university’s accelerated timeline, DI led the design, fabrication and installation of all signage, wayfinding and donor recognition elements across the stadium and Gateway District. From the first design sketch to final install, DI’s scope centered on storytelling—infusing each level with rich narratives, visual cues and prideful details that reflect KU’s legacy.
These efforts were delivered on an 18-month timeline—compressed from a typical 30-month window—through coordination with project partners including HNTB, Multistudio and Turner. Together, the team transformed vision into reality in record-breaking speed, with DI’s scope woven through every space fans can experience.
The Fast Lane to Game Day
The reimagined stadium was completed in an 18-month timeline for a 30-month project.
More Than a Stadium
Memorial Stadium is projected to drive $2 billion in spending through 2055.
A 365-Day Venue
From day one, the Gateway District is designed to go beyond football. On game days, it delivers energy, pride and immersive experiences for fans, players and recruits. But when the stadium lights dim, the momentum doesn’t stop. Premium clubs and lounges shift into conference venues, event spaces and everyday extensions of campus life.
Every space is intentionally flexible and built to serve Jayhawk Nation year-round. Whether it's celebrating a touchdown, hosting a donor dinner or welcoming graduates to “The Hill,” each level brings a different part of KU’s story to life—from football tradition and military honor to academic excellence and community pride.
Level 1 / Main Concourse
Drawing from the enduring strength of limestone and its roots in the Kansas Flint Hills, this level blends a timeless local look with stories that come to life. A central feature is a visual timeline that honors Kansas veterans and reflects the stadium’s origins as a World War I memorial.
Ward Family Pavilion
*Some copy about entry way to main concourse*
Jayhawk Brand Moment
A 17-foot-tall Jayhawk, backlit with customizable full-color LEDs, serves as a beacon welcoming guests to the stadium and Conference Center from the Mississippi Street approach.
“Kansas” Ceiling Element
A floating letter sculpture layered above the player path, reflecting university pride.
State of Kansas Champions Wall
A recruiting nod to homegrown players featuring helmets of the high school state champion team in each division which is updated yearly.
VIP Lobby + Donor Recognition
Custom wall installations celebrating capital contributors and founding donors.
Perspective Art Jayhawk
A massive ceiling installation composed of sculptural abstractions in KU’s brand colors that, when viewed from a specific angle, reveals the iconic Jayhawk mascot.
Player Path / Jayhawk Club
Branding moments along the Player Path are designed to energize players and recruits, while also serving as donor and VIP experiences on game day. Year-round, the Jayhawk Club functions as the sports nutrition hub for KU athletes. The path itself—connecting the Anderson Family Football Complex to the Jayhawk Club—is intentionally crafted to build anticipation and reinforce Jayhawk pride.
Level 2 / Limestone Level
This premium tier evokes Kansas wheat fields with warm textures and storytelling features that appeal to an audience with deep KU roots.
Limestone Club
Two-story club space featuring subtle, tonal graphics complementing the premium finishes within the space, evoking Jayhawk pride with a nod to KU’s Alma Mater.
“Hail to Old KU” Graphics
This massive overhead anthem technically lives on the Founders Level, but it steals the show from the Limestone Club below—bringing KU pride front and center.
Jayhawk Evolution Wall
Traces the beloved mascot’s evolution through time.
Additional Branding Moments
Wall graphics celebrating KU Football history add depth to the space, reinforcing tradition and pride. On opposing walls, the official seals of the State of Kansas and the University face off in a quiet nod to tradition—adding a sense of pride and place to the space.
Level 3 / Founders Level
Home to Founders Suites and press boxes, this level recognizes the university’s most committed champions.
Founders Lounge
While primarily a lounge space, each of the two Founders Lounges features thoughtfully framed storytelling pieces that highlight KU’s rich history.
Retired Numbers Walk
Graphic panels highlight Kansas football legends.
Level 4 / View + Plaza Level
Inspired by the vast Kansas night sky, this level celebrates perseverance, pride, and passion—fittingly shaped by the state motto, "Ad Astra per Aspera" ("To the stars through difficulties"). Designed for the university’s most dedicated fans, this space offers panoramic views of the Hill and Campanile, connecting the energy inside the stadium to the campus.
Ad Astra Grill & Market
Level 4 is home to the Ad Astra Grill & Market where fans can enjoy a wide variety of different food and beverages.
Graduation + Memorial Panels
Featuring “Walking the Hill” imagery and campus war memorial tributes, these panels honor the legacy of Memorial Stadium as the University’s first major war memorial, originally built to commemorate those lost in World War 1.
Community-Based Storytelling Panels
Elevated Experience, Everywhere
Signage + Wayfinding
Whether you’re heading to your seat, a suite or the snack line, the signage makes it easy to find your way thanks to a system built for a smooth, stress-free flow.
Donor Activations
From large-scale donor walls to naming recognition in suites, clubs, plazas and atriums, DI designed a variety of experiences that celebrate KU’s most generous supporters. Across the stadium, layered donor storytelling acknowledges contributions at every level—including feature signage for legacy donors like Booth, Ward, Anderson and Garlinghouse, as well as photo-and-text plaques and multi-donor installations that bring gratitude in meaningful, visible ways.
Placemaking + Environmental Design
Every design decision reinforces the Gateway District as a true experience for students, alumni and visitors—transforming the north entrance of campus into a vibrant hub of Jayhawk pride.
The Impact: The Gateway District, anchored by the reimagined David Booth Kansas Memorial Stadium, is more than a venue. It’s a declaration of what it means to be a Jayhawk and it’s a landmark that will serve the university and community for generations to come.
Drake University - Knapp Center MidAmerican Atrium
United States Air Force Academy: Falcon Stadium
University of Nebraska Osborne Legacy Complex
Big Ten Network
Oklahoma State University
University of North Carolina
Wake Forest University
Naval Academy Athletic Association
Sacred Heart University
Iowa State University: Jack Trice Stadium North End
University of Arkansas: Frank O’Mara Track and Field High Performance Center
Pittsburgh Panthers
University of Florida Athletic Association
University of Connecticut Hall of Champions
Colorado College: Ed Robson Arena
University of Michigan - Crisler Center Fan Experience
Big 12 Conference Headquarters
University of Michigan - Schembechler Hall
Kansas State Wildcats - Vanier Football Complex
Arkansas State
Kansas State Wildcats - Bill Snyder Family Stadium
Kansas State Wildcats - Basketball Training Facility
Illinois Fighting Illini
University of Kansas Jayhawks
Iowa State University: Jacobson Athletic Building
Big Ten Headquarters
Marshall Thundering Herd
Arizona Wildcats
Jayhawk Welcome Center
Talk to Our Experts
Whether you have a fully-baked idea or are just exploring the possible, our proven-effective approach makes it easy to help you determine where to start and how DI can help. We'd love to learn more!
Get in Touch
Justin Wood
Principal / Sports + Higher Education Practice Director
With over 20 years of experience communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of expertise to Dimensional Innovations. As the Sports and Higher Education Practice Director,... more about Justin Wood
Eric Buckels
Account Director / Sports + Higher Education
As an Associate Account Director, Eric’s primary focus lies in actively listening to and comprehending his clients’ requirements, enabling him to guide proficient teams that excel in problem-solving and crafting exceptional... more about Eric Buckels
