Penn State hopes to add 'wow factor', technology, and branding with more than $20 million in proposed Lasch Building renovations

Lasch Football Building

The Mildred and Lasch Football Building on the Penn State University main campus in State College, Pa. (AP Photo/Gene J. Puskar, File)

In May, not long after he arrived at Penn State, James Franklin told supporters at a Coaches Caravan stop in Philadelphia that the facilities at his last school, Vanderbilt, were better than what is at Penn State.

Even if the Commodores had "the last place facilities in the SEC."

By June 2016, that may no longer be the case. In the very least, a path will be carved, if all goes according to proposed plans, to put that statement to rest down the road.

Word began circulating on social media early Monday morning that Penn State's Office of Physical Plant had released a request for proposals for "Lasch Football Building Locker/Equipment Room Renovations." Seen below, the project is expected to have a budget of $12 million, and run in addition to soft costs, which "included themed media and graphics" and could run as much as more than $7 million based on feasibility study recommendations. The proposal lists "core projects" as a nutrition stand that Penn State suggests should feature "a approach similar to a commercial retail express service display", locker room and equipment room expansion, first floor|general improvements, and second floor improvements.

"It's everything," Franklin said in May. "It's the indoor facility. Our turf needs to be replaced outside and inside. The carpet. The paint. The branding. The furniture. The technology."

Rest assured, all of those issues are addressed in the proposal, which runs over 40 pages and includes graphics of what the new areas might look like. According to proposal documents, a tentative construction start date is listed for December 2015, with completion targeted for June 2016. The pre-construction phase is scheduled to start in Feb. 2015.

So what is Penn State hoping to accomplish?

'WOW Factor'

Franklin has beaten the drum for improved branding since he arrived. If the recently emblazoned Lions' head logos on the back of the Beaver Stadium video boards didn't count as a 'WOW factor,' the new renovations will.

The phrase is used 11 times in the document, accompanied by "update branding" in the locker room, weight room, position [meeting] rooms, and just about everywhere else in the Lasch Building.

"Precedent Facilities"

During Franklin's discussion of facilities in May, he encouraged the media to check out the facilities at Oregon, Oklahoma State, and USC.

Turns out, the coach did so himself.

Oregon, Oklahoma State, and Texas A&M are listed as the "precedent schools" for Lasch Building locker room renovations. While not specifically tied to any one school, the proposed locker room expansion includes lockers that could be worth over $15,000 a piece in value (page 35), media presentation technology, and new carpet, light fixtures, and other amenities

As for the equipment room, the Seattle Seahawks' Virginia Mason Athletic Center (page 44), Oklahoma State, and Tennessee are offered as precedent facilities.

Design Concepts

Each area of the project has an idea behind it. Some of the standouts (and the full list can be found on page 20).

Brand Objective

"Coach Franklin has requested this be a top tier facility in the country. The millennial generation is very different from previous generations. They have grown up with a camera in their face. They do not know life without the internet. To be successful at a high level it is important PSU consider upgrading the entire facility. This will allow PSU to communicate your story in a meaningful and memorable way to a recruit and parents, student athletes, donors, alumni, faculty and staff. When you walk through the doors you will clearly understand the vision, the standard of excellence,and the unique culture."

Amplify the Culture

"Happy Valley is unique place. 107 Strong is apparent on Saturdays at Beaver Stadium. That pride and passion should be reflected within the space."

Reinforce Coach's Message

"PSU is re-thinking the brand and football the culture to help with the healing process per Coach Franklin. The branding should speak into the new culture of this coaching staff and showcase the vision for future of the program."

Inspiration From the Stadium

"Coach Paterno requested the stadium design to expose the steel structure. One to make it more imposing and two to make it feel blue collar. This was intended to be a reminder to the players that this is a place of work. The design incorporates the exposed steel and cables into the design to give a nod back to the renowned Beaver Stadium."

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