The OTHER reason HKS is designing a new stadium

Dallas-based HKS Inc. may have been selected to design the new stadium, and there was a fair amount of discussion about why at the Minnesota Sports Facilities Authority meeting last week. At least one stadium watcher praised the firm for its "third way," for coming up with some novel, flexible alternatives to the gasbag that is the current fixed roof at the Metrodome and a high-buck convertible version, like the retractable roofs in Dallas and Indianapolis.And then there's the fine print.

Drill way, way down into the design services contract -- down to page 108. There, you'll find this curiosity - a list of 32 subcontractor tasks for various bits and pieces of the stadium. Here's the list:

Architect
Associate architect
Civil engineering
Structural engineering
Mechanical engineering
Electrical engineering
Plumbing and fire protection engineering
ADA design
Audio, video, communications and information technology design
Acoustic design
Branding and theming, including naming rights and sponsorship signage
Building information modeling for all phases of design
Code compliance
Experiential graphics
Facade and window wall consultant
Fall arrest design and envelope maintenance design
Concessions, merchandising and catering services
Furniture, fixtures and equipment design
Interior design
Energy modeling, building analysis and commissioning
LEED/Green Globes certified design
Specialty lighting
Vertical transportation design and engineering
Traffic and pedestrian engineering
Wayfinding signage
Telecommunications, high density wifi and neutral host DAS
Wind engineering
Retractable roof consultant
Full time site representation
Parking garages
Playing field consultant
Parking garage(s)
Security
Demographic analysis for premium product

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HKS, as you might expect, is taking the first task on the list -- architecture. But they're also tabbed for the LAST item, "demographic analysis for premium product."

That's a fairly cryptic listing -- much as the Vikings have been cryptic about what may be one of the more controversial elements of a potential stadium financing plan, personal seat licenses. They've said they haven't decided yet whether its something Minnesota Vikings fans will buy. But team vice president Lester Bagley says the design contract doesn't have code for PSL's buried in the fine print.

That "demographic analysis for premium product" then?

"It's actually one of the services that set them apart," Bagley said. He cited the market studies in Indianapolis and Dallas. In Indy, the firm found a smaller, 8-person suite would make a good "product" to offer at Lucas Oil Stadium. "They measure the market and try to understand the what the demand will be for various seating and hospitality options," Bagley said. "And we're very interested in that."

Here's the The Contract, in all its fine print glory:

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The OTHER reason HKS is designing a new stadium

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