Among those plans are concerts at Spartan Stadium for the first time in more than 15 years. The last major show at MSU was U2 in June 2011. In September 1994, the Rolling Stones performed with Lenny Kravitz at Spartan Stadium.

“Next year we're gonna have a concert. We're gonna have a concert for the students before the game, so that the whole game day experience is fun from beginning to end,” Bartholomae said.

Bartholomae said he wants to renovate the east side of Spartan Stadium, focusing on creating a more energetic environment and expanding premium seating options. A major focus of MSU Athletics’ $1 billion fundraising campaign, FOR SPARTA, is an overhaul of the stadium’s east end.

“What I'd like to see for the stadium is a complete renovation of that east side,” Bartholomae said. “Really some more innovative thinking as it relates to premium products. I think we've got a fan base here that likes those products, and frankly, we've got a stadium that we need to energize a little bit.”

The renovation is part of a larger effort to rethink what Spartan Stadium can offer fans. Bartholomae said the stadium needs to become a place that keeps fans engaged before, during and after the game.

Early stages of the project are underway as IM West is set for demolition in spring 2027, while the now-demolished Central Services Building on Spartan Stadium’s east concourse is moved across campus along Service Road. A February 2025 MSU Board of Trustees resolution stated IM West would be converted to green space, though MSU spokesperson Emily Guerrant said in February MSU has yet to decide how the space will be used after the demolition.

Bartholomae said the athletic department still needs to raise funds before putting a full construction plan in place. Between July 1, 2025, and June 30, 2026, 63,616 donors contributed more than $736 million to MSU, a 94% increase in revenue from the year prior, according to MSU.

Bartholomae hopes to have a concrete Spartan Stadium construction plan in December.

MSU issued a survey to about 800 students, including MSU's student section leaders, asking for feedback on the experience of MSU football. The survey is intended to help MSU identify what fans enjoy, what frustrates them and where changes could improve the experience.

“The fan experience is going to get built around the students for sure,” Bartholomae said.

Creating new traditions inside Spartan Stadium is a major focus for Bartholomae, who hopes more shared customs give students more reasons to invest in their football program.

Like many schools, MSU students often leave games early. Bartholomae said it’s not unique to East Lansing, but he believes the school can do more to make staying until the fourth quarter worthwhile.

“I'd love to see traditions because traditions lead to affinity, which leads to people wanting to stay for the whole game,” Bartholomae said. “I don't know that we're giving them enough reasons to stay into the fourth quarter.”

Bartholomae said short-term changes could come soon, while larger changes will take more time to develop. Bartholomae did not describe any specific changes or traditions to come in the future.

Details of the concert could not be shared. Bartholomae said MSU started discussing the idea with its marketing staff, and the university plans to work with students to select potential acts.

He pointed to Wisconsin's "Jump Around" tradition as an example of the type of experience he wants MSU to develop.

“What's our jump around? I haven't seen one yet,” Bartholomae said. 

He said students are central to the atmosphere at MSU and can influence the experience for the entire fan base. The first changes could come as soon as this season, but Bartholomae said the larger vision will take time to develop.

“I think our fans get energized by the students,” Bartholomae said. “I think we sell more tickets if the students are having fun. I think we have more students and we retain more students on this campus if the students are having fun.”