There’s a primitive hunger in us to feel supersized—elevated, exalted, briefly spared from our mortal smallness. We chase that sensation in crowds: at concerts, festivals, theme parks, and megachurches, all promising communion without requiring introspection. The catch is the port-o-potty, that plastic temple of human despair, which can sour the entire pilgrim’s progress. People want collective rapture without the stench of the collective. Enter the “premium experience”—fast passes, VIP wristbands, and, at sports stadiums, full-blown oligarch cosplay. That’s John Seabrook’s target in “How the Sports Stadium Went Luxe,” an essay that quietly fillets America’s economic feudalism, vanity, and reliance on sugar-spun spectacle in place of anything resembling meaning.
The roots of this gilded circus stretch back to the 1966 Houston Astrodome: AstroTurf, orange-suited groundskeepers in space helmets, and a scoreboard colossal enough to make Orwell’s telescreen look provincial. Roger Angell attended a game there and sensed rot beneath the novelty. As Seabrook notes, Angell was already wary of skyboxes—those proto-citadels of privilege that foretold today’s “arms race” among stadium owners hell-bent on turning a public ritual into a private entitlement. Half a century later, Angell’s suspicion reads like prophecy. The luxury fever he glimpsed has metastasized into a full-blown industry. As Seabrook puts it, “An entire economy of luxury fan experiences in sports and entertainment has grown out of the sad soft caves Angell spelunked in Houston, and I wanted to have one of those experiences, too.”
To understand the psychology of elevated fandom, Seabrook consults Lance Evans, the architect behind SoFi Stadium—Inglewood’s cathedral of curated transcendence. There, patrons select from a menu of “premium experiences,” each priced to “align with their place in the world.” That genteel phrasing hides a darker truth: class isn’t simply an economic tier; it’s a personality trait. Your place in the world becomes a performance, and the show requires props—preferably props that remind you of the people beneath you. These pleasures are petty, but they endure. In the age of performative living, they flourish. As Seabrook notes, SoFi bristles with more than two hundred sixty speakers and fifty-six 5G antennas because it’s not enough to enjoy your rarefied moment; your followers must witness your transcendence in real time. Nietzsche’s Last Man hovers here like an unwanted mascot: a society drained of belief, numbing itself with spectacle and status.
Seabrook also channels Robert Putnam’s Bowling Alone, the great chronicle of our national loneliness. Stadiums, he argues, act as “secular megachurches”—sites where the spiritually unmoored gather to celebrate, lament, and play dress-up. I thought of his words when I dropped my wife and daughters at Camp Flog Gnaw, watching teens in eye-catching costumes that looked equal parts ritual attire and thirst-trap armor.
But this communal longing is now fully monetized. Every inch of the stadium belongs to capitalism’s mining operation. “Stadiums may be the most rigorously monetized spaces on earth,” Seabrook writes—and he understates the point. Once the Cowboys unveiled their high-end palace in 2009, the modern luxury-experience arms race took off. The model is simple: fewer fans, more premium fans. After all, more than 95 percent of football viewers remain home with their televisions. The 5 percent who attend spend half the game staring at their phones anyway, toggling through fantasy scores. The real revenue doesn’t come from seats; it comes from broadcasting rights and the ultra-wealthy patrons willing to pay for the illusion of insider status. With twenty-four million millionaires and nearly a thousand billionaires available as clientele, teams happily offer “ultimate fan experiences”—exclusive flights on replica team jets, photo ops with executives and legends, and other Gatsby-themed hallucinations of proximity to greatness.
This fetish for elevation isn’t confined to stadiums. Seabrook argues we now inhabit a full “Age of the Premium Experience”: luxury shopping, chauffeured rides, curated airport lounges, tiered airplane cabins, hotels engineered for flawless self-regard. The stadium is simply the loudest expression of a 24/7 lifestyle meant to insulate the affluent from the ambient dread of being ordinary.
But the heart of Seabrook’s essay is not abundance—it’s spiritual malnutrition. These luxury patrons, wealthy as they are, drift through life with the soul-flat affect of Nietzsche’s Last Man. They mistake gaudy comforts for transcendence. They mistake proximity for identity. They mistake curated envy for connection. They are, in Seabrook’s telling, extravagantly fleeced and blissfully unaware, convinced that sitting near the machinery of professional sports confers meaning by osmosis. They pay a fortune for the privilege of being expertly duped.