The sideline club can be used outside of home game days. Open it as a restaurant on Friday nights before the game. Charge top dollar for Friday night dinner reservations with a view of the field under the night lights and have a couple coaches/players come address the dinner guests. Let everyone take a walk out onto the field for a few pictures after dinner. An FSU booster actually gave me this idea. They do this for their big time donors that travel in from out of state for games the day before.

For away games open the club up for a buffet style watch party.

You could do premium pregame dinners for basketball games too if this is built on the current stadium site.