I would love to add large oversized seating and waiter service to that area. Sort of like a small outdoor club experience.
I would also love to see a full time sports bar built behind that endzone that could lease space there. That would be a great hang out during basketball and baseball season also. A lot of baseball parks have done this for years and football stadiums are starting to follow.
Sort of like Texas Tech's new end zone.
http://lubbockonline.com/filed-online/2016-08-27/what%EF%BF%BDs-new-texas-tech-changes-growth-continue-fall-semester