Auburn AD John Cohen on facilities plan, ‘priority’ for Jordan-Hare Stadium

Auburn AD John Cohen on facilities plan, ‘priority’ for Jordan-Hare Stadium

From the window behind his desk in Auburn’s athletics complex, new athletics director John Cohen has a direct view of the new Woltosz Football Performance Center.

The Tigers’ new $91.9 million football-specific facility is the latest gem on campus, completed after years of planning and 20 months of construction. The team moved in after the end of last season, and it will begin spring practices there Monday afternoon. Though it’s the newest component of Auburn’s athletics facilities, more improvements throughout the department are on the horizon as Cohen works to put together his master facilities plan for Auburn athletics.

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“We have plenty of opportunities for improvement,” Cohen told AL.com during a one-on-one conversation earlier this month. “Having said that, I do think that many of our facilities are top-level autonomy five facilities.”

Cohen oversaw extensive facilities upgrades during his tenure as Mississippi State’s athletics director. That included an overhaul of Dudy Noble Field, the Bulldogs’ baseball stadium, as well as upgrades to the football complex and Davis Wade Stadium.

Steps are already being taken toward renovating Plainsman Park, where Auburn’s Board of Trustees recently gave final approval for $30 million in upgrades to the Tigers’ baseball stadium. Among those improvements will be a terrace atop the Green Monster in left field that will include improved concessions and restroom areas. There will also be a first base club, which will expand the first-base stands and include premium seating, a club space, concessions and improved accessibility from the south entrance of Plainsman Park and the future Player Performance Terrace. The upgrades also include a right-field terrace created by expanding the first-base stands over the Player Performance Development facility, with premium seating and an enhanced concessions experience.

“What we’re going to do with baseball’s exciting to me, but we need to do more over at softball,” Cohen said. “We need to do more over at soccer…. Certainly, we want to address some space issues that we have over in Neville (Arena) with the practice facilities. Those things need to be addressed as well.”

The space issues at Neville Arena were addressed, in part, last year when the Board of Trustees approved a new men’s basketball practice facility to be added onto the arena. That project has since been put on hold, at the behest of Bruce Pearl, who wanted Auburn to shift its focus to sorting out its NIL initiatives and opportunities before moving forward with the Neville Arena upgrades. As it stands, both men’s and women’s basketball teams and the women’s volleyball team share the arena for practices. Women’s gymnastics also competes at Neville Arena, making for a crowded schedule when it comes to sorting out who’s practicing when and on which part of the floor.

While gymnastics and softball will be getting updated locker rooms in the offseason, more upgrades could be coming for those sports, including expanded seating at Jane B. Moore Field, where softball plays its home games. Cohen would also like to take advantage of the indoor practice facility at the athletics complex now that football has moved across the street to its own building. Auburn athletics’ medical staff will also move into the athletics complex at some point, as the department tinkers with its newfound space following the opening of the Woltosz Football Performance Center.

In assessing Auburn’s facilities since taking over as athletics director on Oct. 31, Cohen has sit down with every head coach on campus to take stock of their needs and their wishlists when it comes to facility upgrades. For some, those upgrades are further down the list of their desires, like Pearl — who has expressed the need for more practice space but has prioritized NIL issues first.

“I think it’s important when you sit down with a coach and you say, ‘OK now, in this world that we’re in right now, this everchanging environment, everchanging landscape, tell me what’s important to you right now,’” Cohen said. “I think some coaches, maybe their priorities have changed a little bit over time. Moving forward, will facilities be the most important feature in the decision-making process of a prospective student-athlete? Will that be the most important factor, or will other things be the most important factor? I think it’s important for us to be honest and look at that.”

One project that seems inevitable, at least, is an upgrade to Jordan-Hare Stadium’s north end zone. It’s a project that has been discussed at length at Auburn for years, going back to Jay Jacobs’ tenure as athletics director. Back in 2015, Auburn’s Board of Trustees took steps toward renovating the north end zone of the stadium, with the school spending $100,000 on design and planning for the project. It was delayed in December 2015, then delayed a year before being put on hold indefinitely in 2017.

Since then, Jordan-Hare has upgraded its southwest end zone, with the Harbert Recruiting Center, a renovated locker room and new press box area while adding premium seating to the west side of the stadium. Still, there’s a need for a facelift to the north end zone, which features an outdated scoreboard and no video component. Cohen also sees it as an opportunity to add more premium seating areas to the stadium.

“It’s a priority for me in some respects, for two reasons,” Cohen said. “No. 1, most of the facilities — Southeastern Conference football facilities — have multiple videoboards. So, that makes it a priority. The second thing that I understand about Auburn three months into this is that our demand for premium seating is at an all-time high. At this point, we have tremendous priority-seating opportunities, but can they be advanced? If we can advance those opportunities, is that something that the Auburn family wants to embrace? Because I do think we have some unique opportunities. Jordan-Hare is one of the best facilities in the entire country, but are there little enhancements that we can do, especially with some priority, premium-seating opportunities that make it better for everybody?”

The challenge, Cohen admitted, is balancing the demand for premium seating and upgrades to the stadium with accessibility for the average fan and maintaining a level of affordability for people to attend games on the Plains.

“That’s one of the things Coach Freeze talks about from when he grew up,” Cohen said. “He tells stories of it was a treat to go to a game, and the family had to save up to be able to afford the tickets. That’s not lost on me. I grew up as a faculty member’s son at the University of Alabama to go to events, there were six of us, so even though my father was an employee, there was an expense, even back then.

“So, you never want to forget about the fan. You always want to have opportunities — affordable opportunities — for fans to come support their team on their campus. I want to — there’s no question that’s an absolute priority to us.”

Tom Green is an Auburn beat reporter for Alabama Media Group. Follow him on Twitter @Tomas_Verde.