Put luxury club/parish sections in the wedges on both sides of the east sideline that go from the field to the top, from endzone to the 25. Bowl the remaining half of the north endzone to connect it to the home side seating. Put some boxes or patio seating that's part of a nice, covered concourse restroom/concession area along the top of the east section, maybe some of the high bar seating that extends down into the top 1/3 of seating in that area. Leave what's left between the 30's as a student section and the band area.
My crazy idea for transforming the east sideline into something that can generate premium revenue, get people out of the sun, and still leave a seating section for students (that we have to believe will come if we make the product desirable) and the band so that there's still a normal college atmosphere in the background of any football action on TV.
I'm no architect, but something like this (pardon my crude MS Paint illustration):