UCLA’s athletic department is facing a major financial shortfall and is now rolling out new strategies to boost revenue and elevate the fan experience.
Leading the charge is Daniel Cruz, a former executive at Disney, who was brought on board last fall to bring fresh ideas to a program in need of innovation. With the department running a deficit for six straight years—now totaling $219.5 million—Cruz is focusing on modernizing ticketing systems and introducing premium seating and lounge areas at iconic venues like Pauley Pavilion and the Rose Bowl.
UCLA is also revamping its marketing and fan engagement approach, aiming to increase loyalty and long-term support.
“Basically, I’m trying to position us for success by doing things differently,” said Cruz, now serving as UCLA’s deputy athletics director and chief revenue officer. “The traditional way college sports has done business isn’t cutting it anymore.”
His guiding philosophy? Deliver a better experience, and the fans will return.
As part of a new partnership set to be unveiled Tuesday, UCLA will transition from its long-standing in-house ticketing system to Elevate, a company tasked with modernizing ticket operations and building a robust customer database for more precise marketing efforts. Elevate will manage both primary and secondary ticket sales, helping prevent unauthorized brokers from disrupting sales and driving down ticket value.
One major improvement includes the implementation of dynamic pricing, allowing for lower prices on less in-demand games—something the university’s outdated ticketing system previously couldn’t support.
“This is a big step because we’re now approaching the market in a more professional way,” said Daniel Cruz. “I hear from fans all the time that some tickets feel overpriced—and maybe they are. This gives us the flexibility to adjust prices for games that aren’t selling out and get more people in the stands.”
Another exciting change involves a new field-level club being developed in the south end zone of the Rose Bowl. Set to open for the 2026 season, this premium space will feature a bar and restaurant area with access to the field, views of players entering from the nearby tunnel, and 1,200 spacious, extra-comfortable seats—potentially creating high demand at a stadium that often struggles to fill seats.
According to Daniel Cruz, the Rose Bowl has agreed to cover the projected $20 million cost for constructing the new premium seating area, while allowing UCLA to retain all ticket revenue generated from those seats—a deal that benefits both sides. The stadium will also be able to use the new club space for other events, such as concerts.
Previously, the Rose Bowl kept all suite revenue from UCLA football games under its lease agreement with the university, so this new arrangement marks a significant win for the Bruins.
Another promising revenue stream involves a large stage being built on the stadium’s north side, overlooking the neighboring country club. This setup will allow UCLA to host DJs and live music acts for pregame entertainment. In addition, the school plans to offer cabana rentals, food options, and premium parking to create a tailgate-like atmosphere—not just for football fans, but for anyone looking to enjoy the experience.
“How do we bring in fans who might not typically attend a football game?” Daniel Cruz asked. “The idea is to offer a full-day experience—come out, enjoy concierge service with friends, take in a great game, and soak up the vibrant atmosphere we’re building.”
UCLA has already begun generating additional revenue through new sponsorship deals that feature athletes in co-branded advertisements. For instance, standout center Lauren Betts appears in several billboard ads for La Victoria salsas and sauces while wearing her UCLA gear.
Cruz is also focused on enhancing the experience at Pauley Pavilion. One of his upcoming initiatives is the creation of a courtside donor lounge, utilizing the current infrastructure. This upscale space, potentially ready before the next season, would offer a premium experience beyond what the Pavilion Club currently provides. It could also include naming rights and a membership fee for elite donors.
There are also plans to reimagine the Pavilion Club itself by breaking it into smaller, themed areas. One section could appeal to younger alumni with features like a DJ and open bar, while another might cater to older alumni looking for a quieter space to reconnect over a meal before tipoff.
“That room is really large, so how do we break it up and make the experience better for everyone?” Cruz said. “We’re serving a diverse group of fans, and I want to make sure we deliver experiences that make them want to keep coming back.”
A potential change next season could address a frequent fan complaint about empty lower-level seats being too visible during televised games. Daniel Cruz said he’s exploring a return to Pauley Pavilion’s pre-renovation seating layout, which would move the student section and team benches to the opposite side—putting the consistently packed student section front and center for TV audiences.
“That section is always full of students,” Cruz said. “We could be playing Idaho State and it’s still packed with students, so the rest of the country should see that.”
Why not just move the TV cameras instead? According to Cruz, relocating all the wiring and fiber optics from the custom-built camera platforms would come with a hefty $6 million price tag.
Both men’s basketball coach Mick Cronin and women’s coach Cori Close have expressed support for the seating switch, Cruz added, as have the fans he’s consulted.
In the meantime, UCLA is working with a global sports and entertainment firm to enhance the in-game experience—bringing more energy to timeouts and keeping the crowd engaged with interactive elements rather than relying solely on video board ads and awkward pauses.
Cruz shared that he’s shifting some of the marketing staff into roles focused specifically on fan experience, with the goal of boosting fan retention.
“How do we build an experience where people walk away thinking, ‘That was a blast — I want to come back’?” Cruz said. “That translates into more revenue and helps create a stronger connection with our alumni and students, making them more likely to return. It’s about building that cycle where fans feel valued and excited to come back.”
While on-field success remains the ultimate draw, Cruz is proving that truly listening to fans might be the next best thing.
Leave a Reply