When the 2021 Grey Cup kicks off in Hamilton, Tim Hortons Field will be 50 per cent older than it is today.

That's important perspective, because evolution is a major factor in the stadium's Big Game configuration revealed on Thursday morning that increases stadium capacity from 23,218 to just over 33,000.

The Hamilton Tiger-Cats have constantly studied how their fans use the stadium, what habits are trending, and where things are likely to head.

Beginning at its earliest design stage, the stadium allowed for, and encouraged, organic growth. There were many open, not-committed-to-permanent-infrastructure spaces that could be pivoted into uses that reflect rapidly changing consumer wants and game-day habits.

Hence, the 'social stadium' concept, that resulted in no temporary south-end grandstands to be built for the 2021 Grey Cup, grew out of an increasing tendency among a certain, generally-younger, demographic of Ticat fans to wander freely during games, socialize with others, constantly consult their personal communication devices and keep up with the action on video screens. In the midst of the 2018 season, a Ticat official estimated that at any one point on game day, 3,000 or more people inside the stadium were not looking at the field.

There's your root market for the 3,500 'contained tickets' which will restrict holders of an $89 Grey Cup ticket to the massive south-end plaza extending right onto Cannon Street. And two-plus years from now, that market should be much, much larger.

That was one of the essential parts of Hamilton's bid, (originally for the 2020 game) that appealed most to the CFL, which is reaching out all over the place for new markets. Ticats CEO Scott Mitchell likens it to the infield experience at the Kentucky Derby, where being there and soaking up the atmosphere is more important than having a direct view of the action.

Temporary grandstands (accommodating upwards of 4,500 people) will be built in the north end zone for those fans who prefer that in-stadium experience but if another, larger, grandstand of 6,000 or more metal-benched seats had been planned for the south end, it would have interrupted the evolution of social viewing that will be two years farther down the road.

"For a lot of fans who we're trying to attract to CFL football, and to a Grey Cup, for the first time the temporary stands are not the experience they're looking for," Mitchell says.

Team president Matt Afinec feels the 2021 configuration expands on the balance that already exists at Tim Hortons Field: embracing fans who want the more traditional in-stadium experience while creating spaces for a new group which wants to roam and socialize.

"And there's also an amazing premium infrastructure," Mitchell adds, citing high-end Grey Cup inventory that includes the west-side club suites, outdoor suites along the south end headwall and three rows of on-field seating along the east sideline wall.

Relevant points of Tim Hortons Field Grey Cup configuration:

• The increased 10,000 capacity breaks down this way: roughly 3,500 in the 90,000 square foot Grey Cup Social plaza in the south end; 4,500-5,000 through temporary seating framing the north-end video board; and nearly 2,000 high-end seats in the three on-field rows along the east side and atop the south end zone wall.

• The massive social experience area, with no grandstand in the south end, were both part of the original bid to the CFL, the decisive part, Scott Mitchell says. Afinec says: "This wasn't something we figured out after the fact: it was the core of our bid."

• Other than the $89 'contained ticket' in the south plaza, no other ticket prices have been announced and won't be for some time because of the CFL policy of not releasing certain details before preceding Grey Cups are held.

• Afinec says that "the only way to guarantee yourself your seat, or first selection to a seat, is to be a 2019 Ticat season's ticket holder. And you get that seat at a preferred price." Season ticket holders whose regular seat might be too pricey for them at the Grey Cup will have first access to elsewhere in the stadium.

• It is not known when Grey Cup ticket sales will open to the general public.

• The signature catwalk leading from a giant stage in the south-end social viewing plaza to the field will have multiple functions on game day's celebration of music, football and food. The catwalk will be structurally supported by industrial containers doubling as food and beverage outlets. The area will also have some casual seating around mini-fireplaces.

• The Tiger-Cats did commission renderings of what a temporary grandstand in the south end would look like. It could seat as many as 6,000 fans but was never really part of the planning.

• Grey Cup Sunday at the stadium and Stipley neighbourhood will start in early afternoon. From Wednesday through Saturday, the Grey Cup Festival will be in a few concentrated downtown blocks.

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ssmilton@thespec.com

905-526-3268 | @miltonatthespec