I'm surprised they went this small (35K), instead of 40K, since their average attendance has been higher than 35K for 5 of the last 10 seasons (stats below), but the trend has been to reduce capacity and add more amenities and upgrade the experience. We should do the same by converting most seats to individual (oversized) chairbacks, except for the student section, adding new club seats and suites on the west side to get capacity to 50K, party deck, upgrade concessions to have real cooking equipment, add a large videoboard over North end zone and other large screens/videoboards throughout the concourse, and upgrade the sound system.
Baylor (55K to 45K), ASU (75K to 65K to 54K), and Stanford (85K to 50K) all reduced attendance as well. The new Bills stadium reduces capacity from 72K to 62K seats (plus 5K standing)
Northwestern attendance:
2023: 23,257
2022: 28,697
2021: 30,679
2019: 37,736
2018: 43,873
2017: 35,853
2016: 34,798
2015: 33,366
2014: 38,613
2013: 39,307