They added the academic / music features to present it to the ND people as an enhancement to the students experience. In fact I think the idea is to have expensive viewing locations for games. Notre Dame has perfected the art of subtle, embedded marketing, leveraging ND peoples love of the University for profitable market ploys.
Interestingly, they may have visited PNC Park in Pittsburgh for ideas. The Pirates put in a Club level where a bar/food/gathering environment is located behind the seats. People who go there have a good time , spend a good deal of money, and eventually the game itself becomes irrelevant.