If it ever happens, I think that the next big project will be to widen the concourses. Set those concessions/restrooms back about 20 feet. Part of that would be a new facade. And it would make room for a new press box. You do that and the stadium looks big time. It would also make room for beer sales. I'd also do some box seating on either side of the Jack Trice Club on the east side under the overhang. Behind them would be private bathrooms just for box customers. On the back side of those restrooms, maybe that could be where they sell beer.
That all said, I think that the big priority is to do Hilton first. The concourse expansion is necessary there and will allow for beer sales once they expand concessions. Adding windows out to the pillars would be a huge, huge improvement.