Brent McNeely – Auburn University

Auburn University’s athletic facilities rarely sit still. Renovations, repurposed spaces, new technology rollouts, premium seating concepts, and expanded event programming now define the operational rhythm across campus. At the center of that activity is Brent McNeely, Auburn’s Assistant Athletic Director for Facilities and Operations, who has spent more than two decades helping guide the physical infrastructure that supports one of the SEC’s most passionate fan bases.

McNeely’s path into facilities leadership was not linear. He began his career in coaching, including time as an offensive coach and recruiting coordinator at Idaho State University, before recognizing that the travel-heavy lifestyle conflicted with his desire to prioritize family. That realization led him toward administration and operations, where he gained experience in capital projects and events at Vanderbilt University. McNeely arrived at Auburn in 2004, where he has built a career rooted in execution, planning, and adaptability. Since then, McNeely has earned a master’s degree in higher education from the school—he has two children who also earned degrees at Auburn, and a third is graduating from the university in May.

Today, McNeely oversees nearly every physical asset tied to Auburn Athletics—a total of 18 athletics facilities encompassing nearly two million square feet. His portfolio includes Jordan-Hare Stadium, Neville Arena, Plainsman Park, softball, aquatics, and training facilities. He manages close to 20 full-time staff members, including six directors, in-house maintenance teams, and skilled technicians across electrical, HVAC, plumbing, and carpentry trades. His scope also includes deferred-maintenance construction projects, small public works contracts, RFPs, CMMS platforms, building controls, automation, and preventive maintenance programs. The work is operational by design, but its impact now extends directly into Auburn’s revenue strategy.

A shifting financial reality

College athletics is undergoing a structural reset, driven largely by Name, Image, and Likeness compensation and the broader financial realignment of the industry. For facilities leaders, that shift has changed both priorities and expectations.

“We are fully committed to NIL,” McNeely says. “With our facilities, we are navigating this period of transition and welcoming a new perspective.”

The financial impact is tangible. Auburn, like many Power Four programs, is navigating a significant new budget gap tied to NIL commitments.

“In one year, athletic budgets across the country took on a new $25 million plus line item—new expenses related to revenue sharing. In some ways, you can view it as a $25 million plus NIL-shaped hole,” McNeely says. “At Auburn, our core focus continues to be creating the best experiences possible for our student athletes and fans while also steadfastly focused on responsible solutions to creatively increase revenue.”

That pressure has reframed how facilities are evaluated. Instead of being viewed solely as recruiting tools or game-day infrastructure, venues are now expected to actively generate revenue. The traditional facilities arms race still exists, but the emphasis has shifted toward monetization, flexibility, and fan engagement.

“We continue to be incredibly competitive with our facilities as compared to our peers, both for recruiting and in delivering a great experience for Auburn fans,” McNeely says. “The support of the Auburn Family has been incredible as new amenities have been introduced each year.”

For Auburn, that strategy begins with keeping its three primary revenue venues at capacity. Football, basketball, and baseball consistently sell out, and maintaining that momentum is a core operational goal. The facilities team now designs experiences with retention and renewal in mind, not just construction standards.

Reimagining space & experience

Much of Auburn’s recent innovation has come from rethinking underutilized space. Areas that once generated no revenue now serve as premium social environments designed for a new generation of fans.

At Jordan-Hare Stadium, former flower beds were converted into corner-level suites. Longtime media seating locations were relocated, freeing up what are now among the stadium’s highest-priced seats. An unused original locker room beneath the southeast corner of the stadium has been transformed into the Locker Room Club, a rustic hospitality space with no direct field view but high demand due to its exclusivity and access to behind-the-scenes experiences.

“We’ve monetized dead space,” McNeely says. “For example, fans can now watch the game standing behind the visiting team’s bench area, which is an opportunity that stays sold out.”

The shift reflects broader changes in fan behavior. Attendance is no longer driven solely by the on-field product. Social experience, digital engagement, and premium access now factor heavily into purchasing decisions. Auburn has responded by expanding Wi-Fi infrastructure, introducing VIP experiences such as team runouts and behind-the-scenes tours, and adding hospitality-focused seating models.

Entertainment has also become a strategic lever. During football games, Auburn introduced an end-of-third-quarter laser light show synchronized with music and video board content. The result was measurable.

“No matter the score of the game, the stadium was full,” McNeely said. “Our fans showed up—and stayed late—just to be a small part of the experience that is being created by our athletics team.”

The facilities team has also pushed beyond traditional athletics usage. Neville Arena is evolving into a multipurpose venue capable of hosting concerts and special events. Plainsman Park recently hosted the Savannah Bananas, creating a new revenue stream while exposing the stadium to a different audience. Additional concerts are scheduled for the coming year, further testing the flexibility of Auburn’s aging infrastructure.

“Jordan-Hare is an iconic, historic stadium built for watching football games,” McNeely says. “In this new era, the stadium is adapting to hosting concerts and other possible events.”

Technology & operations at scale

Modernizing Auburn’s facilities has required deep integration between technology and operations. Auburn works closely with partners such as Johnson Controls for building automation and controls, Daktronics for video boards and display systems, and Musco for lighting upgrades. Integrating new systems with legacy infrastructure remains one of the department’s most persistent challenges.

The goal is not just modernization, but efficiency. Energy management, preventative maintenance scheduling, and remote system monitoring now play central roles in daily operations. Auburn has shifted from reactive maintenance models to long-range forecasting.

“Planning and forecasting for future expenditures is more critical than ever,” McNeely says. “In budget planning, we have to be ready to answer: can X, Y or Z wait another year?”

Unlike professional franchises, Auburn does not have access to municipal tax revenue for large-scale stadium development. That reality forces discipline and creativity in capital planning. Deferred maintenance remains a constant balancing act, particularly as NIL continues to divert resources away from traditional facility upgrades.

Vendor relationships have become critical in managing that complexity. Auburn collaborates with long-term partners not only for installation but for system integration, troubleshooting, and lifecycle planning. McNeely’s team coordinates closely with campus facilities leadership to ensure compatibility with broader university infrastructure while maintaining the specialized demands of athletic venues.

Balancing tradition & the future

Founded in 1856, Auburn University is a public land-grant institution located in Auburn, Alabama, with a nationally recognized athletics program competing in the Southeastern Conference. Auburn Athletics operates some of the most iconic venues in college sports, including Jordan-Hare Stadium and Neville Arena, serving hundreds of thousands of fans annually while supporting championship-level programs across multiple sports.

For McNeely, preserving that tradition while adapting to new financial realities defines the challenge ahead. Facilities are no longer built solely to attract recruits. They now function as entertainment platforms, revenue engines, and brand experiences.

“The mission of our venues has expanded,” McNeely says. “While maintaining our legacy patrons, we are also marketing to other diverse consumer bases.”

That shift has pushed Auburn to test unconventional ideas. Courtside seating at basketball games has been reconfigured to create premium rows near each bench. Baseball patio boxes were installed along the left field line, converting unused space into one of the venue’s strongest revenue contributors. Alcohol sales were introduced at football games, requiring new operational protocols, staffing models, and point-of-sale infrastructure.

“The space in our venues is like beachfront property. There is only so much, but the more creative we are, the more potential revenue,” McNeely says.

Despite the pressure, McNeely views the current moment as an opportunity. Hosting SEC Championships, expanding event programming, and continuing to repurpose space allow Auburn to stay competitive without abandoning its identity.

His focus remains on operations rather than on personal matters. The work, in his view, is not about recognition but about positioning Auburn for long-term sustainability in a rapidly evolving industry. Facilities may no longer be the centerpiece of recruiting, but they remain the backbone of the fan experience and the financial future of college athletics.

As NIL reshapes the business model of collegiate sports, Auburn’s venues are becoming more than places to watch games. They are becoming platforms for connection, entertainment, and revenue generation. McNeely and his team continue to adapt, not by chasing trends, but by solving problems one space, one system, and one experience at a time, ensuring that Auburn’s facilities remain competitive well beyond the next season.