My Experience in the ESP

So admist the negative feelings surrounding Saturday's loss, a few lucky season ticket holders were actually upgraded to the Field Club section of the ESP on Saturday. Through some other circumstances, my wife and I were actually able to watch the game from the Stadium Club level of the ESP section of the stadium on Saturday. After having taken a tour of all three sections from the Premium Sales and Service Representative and all-around cool dude Josh Hermann, I can only say this:

The ESP section of Memorial Stadium just might by my favorite place on earth.

Not in the stadium, but on this entire planet. It's that a-freaking-mazing. Watching a game in the ESP section is like sitting in a sandwich of the best ingredients in life: To the east you my favorite pastime in Cal football, in the middle you find yourself enjoying some amazing amenities (which I'll get to later), and to the west you have arguably one of the most gorgeous views in a lookout of the Bay Area.

I wanted to share my experience with my readers with some thoughts and photos (courtesy Mrs. BearswithFangs).

So for those of you not in the know, the ESP section of the stadium is split into three different sections: the Field Club, the Stadium Club, and the most premium level, the University Club. Each club is broken up into several sections, and each club literally ascends in terms of view level as well as the provided amenities.

We didn't spend too much time in the Field Club, but here's what I can tell you. The Field Club seats are your typical seat backs that you'd find in any ball park around the country. They're a vast improvement over the benches around the stadium in terms of comfort and general leg space. They're the lowest of the three ESP sections, but are aligned right smack dab in the middle of the field, so you're going to get a pretty angle of the action. I didn't actually walk all the way down to the lowest part of the Field Club section, so I can't actually attest to the view level, but you have to think that the first couple of rows are going to make it a bit difficult to see the opposite side of the field. The field's been lowered of course, but it's still worth noting.

(Our view from our Stadium Club seats. Quite the angle.)

As for the Field Club amenities, they're super nice with ample televisions, bar tables, and rest room facilities. They're located right by the Cal Hall of Fame section, so they're one of the first sections you hit as you enter the west side of the stadium, and subsequently, one of the first sections to get out of the stadium. Keep in mind that the field club is one of the only section where you can buy alcohol, and yes, full bars and food stands are available. I've been here twice now, and have yet to see much of a line for food or drinks. It's certainly a different feel from fighting for a space in line at the port-a-potties.

Now, moving on to the Stadium Club, the section of the ESP where we spent the majority of our afternoon. The Stadium Club is located on the 4th floor, and sweet jeebus is it sweet. I've been impressed with the general renovations of the stadium, but I was blown away by the Stadium Club. Hats off to the designers, because everything looks polished and impressive.

Once you get to the Stadium Club level, your enjoy some plush cushion seats. I usually lean forward watching most games, but even being able to lean back during game was a huge plus.

With the press box and upper ESP lounge sections, anyone in the Stadium Club and above gets natural shade and some cover during inclement weather. I'm already 19 shades darker three home games into the season, so it was nice to be able to get a break from the sun.

(Thank you press box, our skin thanks you.)

But if you're not one to be simply swayed by grand architecture, here's what else Stadium Club gets you: free food and booze. Yes, buying into the Stadium Club means you help yourself to as much as you want. And we didn't once stand in line at any point in the day. In addition to simple hot dogs (which we've been told are still the fan favorites), you've got burger bars where you can help yourself from anything from premium chicken breasts to Niman Ranch hamburgers with a variety of toppings from nacho cheese sauce to sauteed mushrooms and onions. Throw on some pesto red potato salad and slaw, and you've got a substantial upgrade over waiting 40 minutes for a $9 hot link.

(It may look crowded, but never had to a wait a minute to get my burger on)

And the booze, by golly the booze. I'm not advocating for heavy drinking, but I've never had an easier, more friendly experience getting drinks. And we're talking top shelf stuff here, so I made sure to get my Maker's Mark whiskey on the rocks in between my glasses of Blue Moon throughout the game.

(Notice the bar on the left side. More importantly, notice the lack of line)

But beyond the amenities and beautiful surroundings, the accessibility of the section might be the best feature of these sections. Our seats were smack dab in line with the 50 yard line, and just seats away from the entrance back into the Stadium Club. There are ample restrooms and bars located on both sections of the Stadium Club so you never have to travel far. In addition to that, the Stadium Club features full glass windows that offer views of the game so you never really miss a play if you're waiting for food or wolfing down your snacks before you get back to the seats. You could literally run to the restroom and back during timeouts and not miss a second of action. For someone like me who obsessively hates missing plays, the general accessibility of the entire club section was simply glorious.

(Chow down and never miss a moment.)

We didn't get to actually sit in the University Club, but did get to take a tour of the facility. Located on the very top floor of the stadium, the University Club is the grand mecca of football facilities.

First off, the leather seats in the University Club are comparable to some of the best office leather chairs. I felt like I could sleep the afternoon away. All I needed was a beer and Stanford's offense to put me to sleep. Heyo!

The University Club also features free food and an open bar, but the quality of the food available takes a significant jump. We're talking cuts of nigiri sushi which my better half seemed particularly obsessed with.

(Sushi!)

Given the price point of being in the University Club, the section is particularly open and least prone to any level of crowding. In other words, there's tons of open space. We're talking plush leather seats and couches for you to relax in if you need a break from the penalty bath that was Saturday's game.

And if anything, the University's club offers one of the best views in all of California. As you walk westward out of the club, you have a completely open view of the Bay. And don't think you have to stand the entire time, as there are patio tables and seats available here while you enjoy your food or drinks as well.

(It wasn't the most clear day, but you've still got quite a view.)

Takeaways
First things first, as much as I loved the experience, it comes at a steep cost. Without divulging my own finances, I'm nowhere near being able to afford these seats right now, and the I'm pretty sure that most others aren't. The ESP representatives are very well aware that the seats target a very specific audience, namely those who are in the fortunate position to be able to take advantage of such luxuries. But if you've got the money, hot damn, is life good.

I also recognize a huge opportunity for these sections to target not only wealthy alumni, but business leaders in the Bay Area who have an opportunity to be plugged into a pretty unique and influential group. The ESP section provide a great opportunity for some pretty influential people to get plugged in and enjoy a Saturday afternoon with one another. In other words, you can just easily picture a CEO inviting some guests to chow down on sushi and cocktails in a luxury suite just as easily as they could invite them to a round of golf.

With all the above said, this naturally leads me to the most challenging part of selling these seats: the current state of Cal football. It's intrinsically difficult to sell a product, regardless of how spiffy it is, if it isn't matching a standard of quality. And with the Bears reeling with a 1-4 record, Cal Athletics has their work cut out for them. People are going to have a difficult time being convinced to commit to thousands of dollars for a struggling football program.

The experience as a whole, as amazing as it was, only magnified the pressure on Coach Tedford and this Bears' team right now. There's such a burden to sell these seats, it becomes almost insurmountably more difficult with a losing team. You think a season ticket holder in Section T is pissed with the program? Imagine how an ESP ticket holder feels after sinking in more money for their one seat than half of Section T combined? Really, those are the people who are going to rock the boat.

Sure, a fan can get on Twitter and tweet "FireTedford" until their face turns blue. But Coach Tedford's future will be far more likely determined by the state of ESP ticket sales and the general satisfaction of the ESP season ticket holders.

That's what's most influential, and what I had failed to fully comprehend until I sat in a section of the stadium with donors who have donated more to the program than I have earned in my career. If they're booing the team at halftime, you know you're in trouble.

But going back to the ESP facilities themselves, the experience transcends anything I could have possibly expected or hoped for. There really is no better way to watch Cal football. Period.

There's such a value there for people who are able to afford it. But more importantly, the value may only be considered as being a worthwhile purchase if the product of the field shows signs of being real quality.