Oregon football has climbed the ranks of the college football elite over the past decade. And in the past five years the University of Oregon has risen to national prominence.
The Ducks have become a regular at the BCS Bowl party, being the only team in the country to go to one each of the past three years.
While USC has taken a small step back due to sanctions and scholarship restrictions, Oregon has stepped up and become the Pac-12's power program, making Eugene the newest hot spot.
So without wasting any time, here are seven reasons Eugene is now the Pac-12's prime destination.
For three straight years the Ducks have been the kings of conference. The last time Oregon didn't win a conference championship, Andrew Luck was being redshirted and Pete Carroll was still coaching college football.
Last season, Oregon ranked No. 3 in the country in total offense. In 2010 it ranked No. 4 in total offense. And in each of those seasons it was one of the top three teams in the country in scoring at 46 points per game.
Defenses still do not have an answer.
Oregon used to get the occasional top-25 class and blue-chip recruit. But look at the names Oregon has hauled in the last few years: De'Anthony Thomas, Colt Lyerla, Arik Armstead, Byron Marshall. The future sure does look bright in Eugene.
Oregon is commonly known as the fashion capital of the college football world. With an ever-changing wardrobe, the Ducks have the threads to put together more than 500 different uniform combinations.
And with new styles being unveiled at the Natty, the Rose Bowl and last year's season opener in Dallas, the entire country has noticed.
Eugene now gets regular visits from Erin Andrews, Kirk Herbstreit and the rest of the ESPN College GameDay crew. The crew has made a visit to Eugene each of the last three years and six times total.
Since coming to Eugene in 2007, Chip Kelly has elevated the program to heights it has never seen.
In three years as head coach at Oregon, Kelly has a (34-6) record and (.850) winning percentage. He has a (34-2) record against the teams within his conference. And he's taken his Ducks to two Rose Bowls and a national championship.
"Autzen's 59,000 strong make the Big House collectively sound like a pathetic whimper. It’s louder than any place I’ve ever been, and that includes 'The Swamp' at Florida, 'The Shoe' in Columbus, and 'Death Valley' at Louisiana State. Autzen Stadium is where great teams go to die," J. Brady McCollough, Michigan Daily.
"Per square yard, [Autzen is] the loudest stadium in the history of the planet," Keith Jackson, ABC Sports.
Simply put, it's loud.