A History of Williams-Brice Stadium: From Municipal Beginnings to Modern Marvel

Williams-Brice Stadium, popularly known as "Willy B", stands as a monument to college football tradition in Columbia, South Carolina. Home to the South Carolina Gamecocks, the stadium has evolved from a modest municipal field in 1934 to a modern venue with a rich history and passionate fanbase. The stadium has not only hosted Gamecock football but also numerous concerts, state high school football championships, and the annual Palmetto Capital City Classic between Benedict Tigers and South Carolina State Bulldogs until 2005.

Early Days: Columbia Municipal Stadium

The story begins during the Great Depression when the city of Columbia, with the help of federal Works Progress Administration (WPA) funds, constructed Columbia Municipal Stadium in 1934. This original stadium, built to replace Melton Field, an aging wooden structure that stood where the Thomas Cooper Library is now, accommodated 17,600 fans. The construction cost was $113,086, which equates to approximately $2.66 million in 2024 dollars. A wooden fence, erected by WPA workers, surrounded the stadium.

Before 1934, South Carolina played its home games on the school's campus. All USC football games except for the annual Thanksgiving matchup with Clemson had been played at Melton Field. The Clemson game was played at the South Carolina fairgrounds at the location that became Williams-Brice Stadium. The Gamecocks won their first game at the stadium in 1934, beating Erskine 25-0.

From Columbia Municipal to Carolina Stadium

In 1941, the city deeded the stadium to the University of South Carolina, and its name was officially changed to Carolina Stadium. The stadium saw its first expansion in the 1940s when one end was filled in, transforming it into a horseshoe shape and nearly doubling the capacity to 34,000. More than a decade later, the remaining end was filled, creating a complete bowl. Carolina Stadium, 1941, top left. Carolina Stadium in 1949.

The stadium's first game as Carolina Stadium was on Oct. 5, 1941.

The Williams-Brice Legacy

The stadium's modern name honors Martha Williams-Brice, a Sumter woman whose family fortune originated from the Williams Furniture Co. The Williams and Brice families held the University of South Carolina in high regard. Thomas Brice, Martha’s husband, played football for the Gamecocks from 1922 to 1924 and graduated from USC.

In 1971-72, the estate of Martha Williams-Brice and Thomas H. Brice donated $3.5 million to the University of South Carolina, a significant portion of which was allocated to renovating the football stadium. This contribution led to the stadium's renaming in their honor.

The name was officially changed from Carolina Stadium to Williams-Brice Stadium in dedication ceremonies during the Sept. 9, 1972 opener with Virginia.

1970s Transformation

The 1970s marked a period of significant transformation for Williams-Brice Stadium. The stadium's first major renovation began in 1970 when the grass surface was replaced with AstroTurf. From 1971 to 1972, the entire west side of the stadium was rebuilt, including a lower grandstand and the addition of an upper deck. This renovation increased the seating capacity to 56,400.

As part of the renovations in the 1970s, the “Carpet the Cockpit” campaign raised money to install Astroturf. Crews roll out the new AstroTurf surface at Carolina Stadium in 1971.

Read also: History of the Block 'M'

However, the synthetic grass significantly raised temperatures on the playing field, and it was later removed.

Expansion and Modernization

The addition in 1982 of an upper deck on the east side boosted capacity to 72,000. Unlike the west grandstand, the east grandstand was never rebuilt and is the only remaining portion of the original 1934 structure. Williams-Brice Stadium in 1986.

In the late 1990s, luxury suites, club seats, and a new press box were added. Seating grew to 80,250 with the addition of The Zone to the south end-zone that featured upscale dining and an escalator accessible from the parking lot. When it was built, the escalator to The Zone was the longest in South Carolina and the second-longest in the Southeastern United States, capable of carrying more than 4,000 people per hour. When it was built in 1986, the escalator to The Zone was the longest in South Carolina.

A $6.5 million video board was added to the north end zone in 2012. At that time, measuring 36-by-124-feet, it was the third-largest in the SEC. A 36-by-124-foot, high-definition video board was added to the north end zone in 2012.

Following that, $14.5 million went to outside aesthetics with the creation of Springs Brooks Plaza. Where parking lots once dominated, brick-lined walkways, green space, trees and a statue of Heisman Trophy winner George Rogers were added in 2015. Brick-lined walkways, concrete panels, green space and trees were added to Williams-Brice Stadium with the 2015 creation of Springs-Brooks Plaza.

Read also: Legacy of Fordham University

All together they provide 50,895-square-feet of air-conditioned space. The Cockaboose club was one of four new club and entertainment venues added in 2020. Williams-Brice Stadium from the air on Wednesday, July 12, 2023.

In 2015, the surface parking lot surrounding the stadium was replaced with a landscaped promenade named "Springs Brooks Plaza", named for the family of Robert H. Brooks. The project included a half-mile of ornamental fencing, planting of 340 trees, and the installation of 220 light poles and 38 benches. Also added were a restroom building and a 12,000-square-foot structure housing ticket sales and a merchandise store in addition to a command center for EMS and police. The project expanded the number of ticket windows from five to eight, enlarged the student entrance and relocated parking for television trucks to improve the flow of pedestrian traffic.

In 2020, three club areas were renovated, lowering capacity for the 2020 season to 77,559. In 2022, 250+ LED stadium lights with the capability to display multiple colors were installed.

The Swaying Deck and Fan Experience

The new east upper deck created some controversy during the 1983 season. Fans reported it was noticeably swaying-as much as a foot by some accounts. The swaying was especially pronounced during a game in which the Gamecocks routed Southern Cal 38-14. Joe Morrison was subsequently quoted as saying, "If it ain't swayin', we ain't playin'"-a phrase that eventually made it onto bumper stickers and other items, and is still a popular saying today. Giant shock absorbers were installed under the east upper deck for the 1987 season; however, during the 1988 season, many spectators reported seeing a ripple effect across the east upper deck when the marching band played the song "Louie Louie." The university indicated that the sway or ripple was safe. To this day, the east upper deck still sways when fans jump up and down.

Williams-Brice Stadium is known for its electric atmosphere and passionate fanbase. Carolina football teams consistently attract standing-room-only crowds. The stadium was sold out prior to the start of each of the last seven college football seasons and consistently ranks in the top 20 in average attendance and the top 15 in total attendance.

Several traditions contribute to the unique game-day experience:

The playing of the Darude song "Sandstorm" before the opening kickoff and after Gamecock touchdowns, leading the crowd into a frenzy, often even causing the press box to noticeably shake.
Nationally recognized mascot, Cocky, roaming around the stadium throughout games with his trademark spirit and attitude. Cocky's "Magic Box" entrance at Williams-Brice Stadium is one of the many things that Cocky does to fire up the fans.
Fans singing and dancing to "Go Carolina," "USC Fight Song," various renditions of "2001," and many other songs played by The University of South Carolina Marching Band.
The fireworks from the scoreboard and "rooster crow" played over the loudspeakers when the Gamecocks score.
Tailgating is a favorite pastime for fans attending games at Williams-Brice, and many tailgaters consider pre-games at the stadium as one of the best atmospheres in the nation. The grounds around the stadium, including the State Fairgrounds, provide plenty of real estate for tailgating. Many clubs have also bought private property in the area and erected tailgating shelters.
In 1990, a unique form of tailgating called the Cockaboose Railroad arrived in Columbia. 22 immovable cabooses line an unused railroad track behind the south end of the stadium, and each Cockaboose provides private party space and cable television. There are also 18 additional cabooses and 4 passenger cars farther away from the stadium.

ESPN's GameDay crew has broadcast its show four times (2001, 2004, 2005, 2006) from the State Fairgrounds across the street from the stadium. (In 2010, 2012, and 2014, GameDay was broadcast from The Horseshoe on campus.) ESPN also used a photo of the stadium in its advertising to promote its GameDay show throughout the 2005 college football season. On September 14, 2024 (vs. LSU) ESPN’s College Game Day broadcast from the newly renovated Gamecock Park area across Bluff Road from the stadium. Pat McAfee made several comments about the crowd’s enthusiasm.

Williams-Brice Stadium is recognized as one of the finest facilities in all of college football. South Carolina established a school record for football season tickets sold in 2005, selling 62,604 season tickets, surpassing the previous mark of 62,103 set in 2002. The total well-being of the student-athletes is priority No. 1. They receive the best on-site care at the multi-million dollar athletic training room at Williams-Brice Stadium. The locker room is the sanctuary where teammates bond and long-lasting relationships are formed.

Memorable Games

Williams-Brice Stadium has been the site of numerous memorable games in Gamecock history:

September 24, 2009 - South Carolina beat #4 Ole Miss 16-10 on a Thursday night nationally televised ESPN game, winning its first game over a top 5 team at Williams-Brice.
October 9, 2010 - #19 South Carolina beat #1 Alabama 35-21 on CBS; beating the top ranked team in the country for the first time in school history and for the first time, winning a SEC on CBS game (the team had previously won the 1995 Carquest Bowl, which aired on CBS).
October 6, 2012 - #6 South Carolina beat #5 Georgia 35-7 on ESPN; the game was the first time Carolina, as a Top-10 team, beat another Top-10 team. Record attendance85,199 (October 6, 2012 vs University of Georgia)
November 30, 2013 - #10 South Carolina beat #6 Clemson 31-17.
October 22, 2022 - South Carolina beat Texas A&M 30-24. This game was the first time South Carolina had beaten the Aggies since they joined the SEC in the 2014 season.
November 19, 2022 - South Carolina beat #5 Tennessee 63-38 on ESPN. South Carolina's 63 points is the most points scored by an unranked team against a top-five team in college football history.

Beyond Football

Williams-Brice Stadium has also hosted a variety of other events:

Farm Aid '96 was held in Columbia, South Carolina. The concert took place on October 12 and included Columbia's own Hootie and the Blowfish (who jammed onstage with Willie), Neil Young, the Beach Boys, John Mellencamp, Tim McGraw, Martina McBride, Deana Carter, Grand Ole Opry star John Conlee, Rusted Root, and Jewel.
On April 26, 2008, Knoxville native Kenny Chesney played there with Brooks & Dunn, LeAnn Rimes, and Gary Allan as part of his Poets and Pirates Tour. Chesney started his Poets and Pirates Tour at Williams-Brice Stadium.
In 1993, the stadium was the setting for The Program, a college football movie starring James Caan, Halle Berry, Omar Epps, Craig Sheffer, and Kristy Swanson.
In December 2007, Barack Obama attracted approximately 29,000 attendees to a presidential primary campaign stop.
Beyonce and Jay-Z Concert in Columbia
Premier League teams touring USA for summer 2024 preseason

Future Enhancements: Modernization Project

The next big modification to Williams-Brice Stadium is officially on the drawing board. The university’s Board of Trustees on Oct. 25 approved the first step of a process that will add 65 or so new premium suites and other high-end club space. It’s part of what USC touts as a “major modernization” of a stadium with a history that dates back almost 100 years.

According to the University of South Carolina, the renovation will cost between $180 million and $200 million, primarily funded by capital gifts, premium seating sales and licensing, and related annual revenue. The goal is to complete the work by 2027.

Construction on those suites won’t begin until after the 2025 season, USC said, with other to-be-determined upgrades coming to other parts of the stadium in the years to follow. Renderings presented by the school include 30 traditional suites and six founders suites within the new premium and suite levels. South Carolina has said it wants to eventually grow from its current number of 18 suites to 83. Those changes are expected to reduce overall seating capacity to the low 70,000s.

Additional plans include:

Improved concessions and restrooms throughout the stadium
West ground-level concourse
North end zone seating and amenities
Additional loge seating
Terrace deck social spaces
Other operational improvements

In addition to the work inside the stadium, the university plans to create a retail, food and lodging district on land adjacent to the stadium.

tags: #University #of #South #Carolina #football #stadium