Board of Education Meeting Recap
November 5th, 2024
Verona Area High School Daktronics Stadium Board Project
Relevant Policies: Operational Expectations (OE) 6: Financial Administration, Operational Expectations (OE) 12: Facilities
Deputy Superintendent Chad Wiese and Director of Athletics & Activities Adam Stiner shared an overview of a proposed opportunity to modernize the VAHS stadium scoreboard through a third-party vendor model. The current scoreboard would be replaced with a high-definition, digitally capable system designed to enhance the game-day experience for students, families, and community members. The proposal emphasized a model that prioritizes modernization and community engagement.
The proposed scoreboard would be funded through multi-year advertising sponsorships, resulting in zero taxpayer cost. A portion of ongoing advertising revenue could be directed back to VAHS athletics to support equipment, travel, and maintenance needs. In addition to improving functionality and visibility at athletic events, the scoreboard would provide a platform to showcase local Verona Area businesses. The model relies on a third-party vendor to manage advertisement sales, installation, and ongoing maintenance, minimizing VASD’s administrative burden.
Tiered sponsorship opportunities, including Platinum, Founding, and Premier partnership levels, offer varying degrees of signage visibility, digital exposure, and event recognition. This structure is designed to provide flexible entry points for advertisers while supporting the project's long-term sustainability.
Preliminary equipment and pricing information was shared to illustrate the overall scope of the project, including installation and estimated revenue projections. These estimates demonstrated the feasibility of covering costs through sponsorship revenue while generating long-term benefits for school programs.
Director Stiner explained that a key component of the proposal is its instructional relevance, offering students opportunities to engage in real-world learning through existing and potential courses, including Advanced Video Production, Photography, Computer Art Design, Sports & Entertainment Marketing, and Digital Marketing. The presentation also introduced the possibility of a new “Dak Classroom” experience, which would provide students with hands-on exposure to media production, branding, and sports marketing within an authentic setting. Examples from other high schools demonstrated how students can participate in live production, digital content creation, and event marketing, all of which are directly tied to scoreboard operations, thereby building transferable technical and professional skills.
The BOE reviewed several potential approaches for financing the equipment prior to realizing sponsorship revenue, including leasing through the vendor, paying cash up front, or negotiating a lease with a local bank. These options were presented for discussion and future consideration.
BOE members discussed the proposed scoreboard modernization and asked clarifying questions about fiscal structure, timelines, policy alignment, and long-term sustainability. The VASD team confirmed that the proposal would be structured as a capital project funded through advertising sponsorships, resulting in no taxpayer cost and the potential for future cost savings related to athletics maintenance. BOE members emphasized the importance of maintaining clear standards for advertising partners and ensuring alignment with existing administrative rules, noting that those standards could be revisited and updated as needed.
The BOE also discussed installation logistics and timelines, learning that the lead time from agreement to installation would allow for completion ahead of the next fall season if sponsorships were secured by late spring. Several members asked about the experience of peer districts and were encouraged to hear that neighboring school systems have successfully generated revenue through similar models. Questions were raised about competitive bidding requirements and policy compliance, with administration noting that additional information or a formal Request for Proposal (RFP) process could be pursued if desired by the BOE.
BOE members expressed enthusiasm about the enhanced game-day experience and the potential instructional value of the scoreboard, particularly its ability to support real-world learning opportunities and broaden student participation in high-visibility activities connected to coursework and career interests. The BOE also explored considerations related to ongoing maintenance, product longevity, and future replacement cycles, indicating interest in receiving more detailed information should the project move forward. Overall, the discussion reflected a balance of excitement about the opportunity alongside careful attention to governance, fiscal responsibility, and long-term planning.
Deputy Superintendent Chad Wiese, Director of Policy and Compliance Nate Edwards, Miracle League of Dane County Executive Director Bill Schultz, and Madison West Middleton Rotary Club Community Service Chairperson Kevin Hayden presented a potential partnership between the VASD, the Miracle League of Dane County, and the Madison West Middleton Rotary Club to explore the development of a Miracle League field on VASD’s property.
Miracle League is a nationally recognized organization focused on removing barriers to participation in baseball for children with cognitive and physical disabilities. The Miracle League experience extends beyond athletics by fostering a sense of belonging, cultivating friendships, building confidence, and promoting meaningful participation for athletes and their families. Currently, Miracle League programs operate in several Wisconsin communities, with the closest field located in Cottage Grove.
Mr. Schultz from the Miracle League of Dane County spoke about the community that is developed through the Miracle League. It provides access to baseball, athletes are supported by high school student volunteers, and families watching the games build connections and become friends. Mr. Hayden from the Madison West Middleton Rotary Club expressed that the Madison West Middleton Rotary Club is highly engaged and committed to the Miracle League of Dane County and the partnership that can make this happen. They shared examples from other communities, including successful school district–based Miracle League partnerships.
Sugar Creek Elementary School Principal Todd Brunner stated that he would be in full support of this project moving forward if the BOE approves it. He shared information from students themselves, who have identified a need for playgrounds with ramps, more options for kids with disabilities, rubberized surfaces, and other similar furnishings that would make outdoor areas more accessible. He also pointed out that the potential site near Sugar Creek Elementary School would be within walking distance to multiple other schools, such as New Century, Verona Area International School, and Core Knowledge Charter School.
Under the proposed model, the Miracle League field would be constructed using privately raised funds and would be available for use by VASD staff and students during the school day. Outside of school hours and during evenings and summers, the field would host Miracle League games and events. This shared-use approach would expand inclusive recreational opportunities while also providing an accessible outdoor space that could support school programming.
As part of the site assessment process used to identify potential locations, three VASD-owned sites were reviewed through preliminary fit tests to determine whether key elements could be accommodated, including field layout, accessibility, utilities, parking, and stormwater management. This high-level analysis was intended to inform discussion while minimizing upfront design costs.
Typical Miracle League field design requirements were reviewed, including a fully accessible rubberized playing surface, wheelchair-accessible dugouts and seating, fencing, lighting, storage, and Americans with Disabilities Act (ADA)-compliant parking. These features are crucial for ensuring safe and inclusive participation for athletes with a wide range of physical and cognitive abilities.
Based on the analysis, Site #2 at the Sugar Creek Elementary School location was recommended for further consideration. The rationale included the site’s relatively flat and open space, proximity to existing school amenities, potential sidewalk connections, availability of utilities, and capacity for additional ADA-compliant parking. Stormwater considerations were also noted, with additional engineering analysis anticipated in later phases if the project moves forward.
Director Edwards previewed some of the factors the BOE would need to review and decide on for a long-term land use and lease agreement to clearly define responsibilities and expectations. Key considerations would include scheduling priorities, construction and maintenance responsibilities, financial obligations, insurance and liability provisions, the duration of the agreement, and the disposition of improvements in the event the agreement were to end. A future closed session would be requested to review a draft agreement and discuss negotiating parameters, using agreements from other communities as reference points.
Mr. Hayden expressed that the Madison West Middleton Rotary Club is experienced with and interested in raising private funds to construct a Miracle League field on the west side of Dane County, thereby improving access for families in this region and reducing travel barriers. Multiple Rotary Clubs in Dane County have expressed interest in helping to support these efforts, community support is already starting to build, and VASD has been superior to work with in considering and developing initial ideas.
Next steps would include continued BOE discussion, development of a draft land lease and use agreement for BOE feedback and potential action, and, if approved, initiation of fundraising and detailed planning by the community partners.
This proposed partnership presents an opportunity to advance equitable access to inclusive recreational and learning spaces, align with the VASD’s commitment to belonging and participation, and strengthen collaboration between the school district and community organizations in support of students of all abilities.
BOE members expressed strong enthusiasm for the proposed partnership with the Miracle League of Dane County and the Madison West Middleton Rotary Club, describing it as potentially trajectory-changing work for the district and a meaningful opportunity for VASD to further demonstrate its commitment to equity, inclusion, and belonging. Several BOE members highlighted the broader community impact of expanding access to inclusive athletic opportunities and voiced appreciation for being brought into the conversation early.
As the discussion continued, BOE members sought clarity on the action before them, particularly the intent of the proposed motion. The VASD team explained that the requested vote was not an approval of land use or a final commitment, but rather direction for staff to continue developing a more detailed proposal. This would include clearer timelines, financial considerations, and partnership responsibilities, and would also provide community partners with an on-the-record indication of the BOE’s support for advancing the concept.
BOE members also asked questions about the proposed site, including how the space is currently used and how existing after-hours users would be accommodated. Deputy Superintendent Wiese shared that preliminary conversations had taken place to better understand the current use of the site and that alternative green space options are available to meet those needs.
Several BOE members noted the value of a formal BOE action as a signal of support, particularly for community partners engaged in private fundraising efforts. There was broad agreement that moving forward with additional planning was appropriate and that the concept aligns well with district values, expands access to sports for more students, and strengthens community collaboration. The discussion reflected consensus around directing administration to return with a more fully developed proposal for future BOE consideration.
