The Bears are "putting finishing touches on a plan to 'tastefully' increase advertising at Soldier Field to generate millions of dollars for stadium improvements," according to a source cited by Fran Spielman of the CHICAGO SUN-TIMES. Chicago Park District Superintendent Mike Kelly said that he "expects to know within two weeks precisely how many signs the Bears intend to add at Soldier Field, along with the locations of that advertising." Park District General Counsel Tim King said, "There's a concept. It's very subtle, very tasteful designs. The Bears are going to put it out to market. ... As long as it’s tastefully done and it’s respectful of the history of the stadium, it’s the only way we can continue to keep the stadium competitive with other NFL markets. There’s no other way to pay for it." Spielman notes the signs range from "selling 'sponsorship and entitlement rights' to Soldier Field gates, the stadium's ticket office, and will-call building to the northeast mezzanine area, southeast lawn and Stadium Green." Also on the list of marketing and naming-rights opportunities "are the North and Mid-South parking garages, 'including, but not limited to strong branding on light poles, entry gates, passes, etc.'" Sources said that a feasibility study by Populous "has been going on for a year and has already identified" $300M in "'potential capital improvements' to the lakefront stadium." Projects range from "concourse, field and drainage improvements to adding bunker suites and 5,000 seats to bolster [Mayor Rahm] Emanuel’s long-shot bid to host the Super Bowl and, more importantly, to increase seating capacity for other revenue-generating events" (CHICAGO SUN-TIMES, 4/21).
