People were saying the exact same thing when they were talking about bowling in the south end zone. "when we start selling out every game, then it will be time to bowl the end zone in." They were wrong, bowling in the stadium has increased the look and feel of the stadium. Increasing the size of the press box would do the same to the stadium. More enhanced seating and suites would bring in more money into the program, while also improving the look of the stadium.
Since you oppose the press box, what do you suggest should be the next improvement to JTS?