There's more happening than what's on the field during a Jacksonville Jaguars game.

"Many of these seats were 'tarped,' and we hated the way it looked," Jaguars President Mark Lamping said.

Lamping recalls the large collection of seats that went unfilled during home games that would be covered in disguise for national television cameras.

"There were 10,000 seats," he said. "Many of them were covered with tarps because the capacity of EverBank Field is determined by what you need for the Florida-Georgia (college football) game."

Looking to go in a new direction, Lamping asked a question.

"How can we create something that can benefit all the fans, that can be a source of new revenue for us?" he said.

The answer? Rip out 7,000 seats and create a new gameday experience that raised eyebrows.

"We've had visitors from well over half of the NFL teams to come down here to see what's happened," Lamping said about the Jaguars' stadium, which opened in 1995.

What happened? Look no further to the turquoise waters. Put a toe in. The water is fine.

"It's a fun place to be, particularly when the team is playing well," Lamping said about the new way to watch a game.

The new "FanDuelVille" includes two pools built right into the stadium. There are cabanas with comfortable sofas and upgraded food options that give fans new ways to enjoy the game.

"The pools may look out of context in many other NFL cities," Lamping admits. "Water is such a big part of what we do here in Jacksonville."

We visited on a weekday when visitors were not present. The Jaguars Public Relations team told us that because FanDuelVille's cabanas with pool access is limited to 400 people, our cameras on game day would interrupt "the visitor experience."

If you want to cool off, you'll want to arrive early. Only 20 people are allowed in the pool at a time. Lifeguards are present to keep everyone safe, but Lamping said everyone has behaved so far.

"People are expected to behave as if you were going to a public pool," Lamping said.

The concept is unique to the NFL, while Lamping admits some baseball stadiums in the United States created similar pool areas within the stadium.

"Every once and a while, you get lucky. And I think we got lucky here," Lamping said.

Good fortune came at a cost of $63 million. Other upgrades include a 362-foot-long LED screen, the longest at any sports venue in the world.

"It's a fun place to be," Lamping said.

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