In Belichick's first year, UNC pitches plan to improve fan, gameday experience in Chapel Hill

North Carolina hired Bill Belichick to change the fortunes of its football program. Now the Tar Heels are trying to change their fans’ experience as well.

The school announced Thursday a new series of pre-game events, including a concert series and the return of the Old Well Walk, for games this fall. 

The school is calling it Chapel Thrill Game Day.

“We’re trying to do quite a lot and change fan behavior, which will take us some time,” said Rick Barakat, the athletic department’s chief revenue officer.

The entire event will start four hours before kickoff. A 60-minute concert, which will be held in front of Wilson Library, starts two hours before kickoff. UNC didn’t announce the artists, but Barakat said the school is “going for the biggest names we can get.”

UNC hired Belichick, an NFL coaching legend who won six Super Bowl titles as head coach of the New England Patriots, in December, hoping to elevate its historically average football program. The Tar Heels have sold out all of their tickets for the entire season already, earlier than ever before.

The Tar Heels are hoping to appeal to fans of all ages and, importantly, students. There will be food trucks, a Coca-Cola Fan Zone in The Pit with kids’ activities, a golf simulator, bounce houses and autograph sessions with UNC athletes, and The Modelo Kickoff Club at Polk Place, where fans can purchase alcohol.

“We’re leaning into the pregame experience and ensuring it is benefitting where we think the program is going,” Barakat told WRAL.

UNC is not known for its tailgating experience. Kenan Stadium is located in the middle of campus without a central parking lot for tailgating or a tradition-rich meeting spot like at other schools. Barakat said the quad is “the coolest part of campus, the most iconic.”

“The focus is to build the fan experience and reset the narrative around Carolina football and Carolina football gameday,” Barakat said.

UNC opens its season – and the Belichick era – on Sept. 1 at home against TCU. The game kicks off at 8 p.m. The Tar Heels also host Richmond (Sept. 13), Clemson (Oct. 4), Virginia (Oct. 25), Stanford (Nov. 8) and Duke (Nov. 22) in Chapel Hill this season.