Multipurpose stadiums
Picture © Herzog and De Meuron
more than just a football stadium
Ben Veenbrink
Euro 2012 Conference, Warsaw, 8th November 2007
Resume Ben Veenbrink
Director of The Stadium Consultancy BV, The Netherlands
Specialised consultants and managers for the planning, development,
operation and management of stadiums
Director Euroborg Stadium, Groningen, The Netherlands
Member of UEFA Expert Panel “Stadium Construction &
Management”
Co-founder of the European Venue Management Institute (EVMI)
Former member of management of Amsterdam ArenA
Nearly 10 years experience in the venue industry
As specialist consultant involved in more than 25 stadium projects in
Europe, Asia and the Americas
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Historic perspective on stadium development
Until ±1985:
Little importance placed on venue
Simple stadiums, hardly facilities for the public
Focus on players and the game
Stadium Management:
basic job: housekeeping
mowing the grass
cleaning the seats
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Historic perspective on stadium development
±1985 – 1995: The Safe Stadium
Bradford (’85), Heizel (’85) & Hillsborough (’89) disasters
Era of hooliganism
Publication of
Taylor report
‘Green Guide’
to safety at sports grounds
Major stadium renovations needed
Stadium Management:
Increased focus on safety & security
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Historic perspective on stadium development
1995 – 2005: the Profitable Stadium
Commercialisation of football:
Bosman ruling
Commercial TV
Champions League
Professionalising / branding
of clubs (and players)
Need for stadiums as brands
& revenue sources
Stadium Management:
Marketing focus
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Historic perspective on stadium development
2005 - ???: the Compelling Stadium
Experience economy
Wide range of football offering on TV
Stadiums competing with other
forms of leisure and entertainment
Integration of technologies and
entertainment
Need for stadiums to offer experiences
to visitors: more than just the action
on the pitch
Stadium Management:
Multi-skilled professionals
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Characteristics new wave of stadiums
Safety & security in stadiums top priority
Experience economy: visitors have higher expectation levels for
comfort & entertainment
Stadiums often serve an iconic / landmark function
Stadiums have become increasingly expensive buildings
Construction costs per seat range from € 1.500 - € 7.500 (and even
more)
Stadiums are still underutilised (25 times per year during a football
match)
 Need for stadiums which:
Are utilised year around
Generate more revenue for clubs, owners and/or operators
Provide compelling visitor experiences
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The Challenge
Increase the use of stadiums:
Increase the number of events organised (esp. non-football events)
Increase the daily use of the building (8 days a week)
Increase the spend per visitor (matchday income)
Increase the branding & commercialisation of the building itself
Increase synergy between the stadium and its surroundings to
create traffic (mixed development)
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Increase the number of events
Sport Events
Ground sharing
Non-football sports (Rugby, American Football)
Non-sport events (multipurpose use)
Concerts
Family entertainment
Motorised sports / Fun sports
Exhibitions and conventions
Corporate events
Need for a versatile stadium
Various event configurations
Short conversion times
Avoid being stuck in the middle !
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Increase the daily use of the building
Utilise the available sqm. in the building to a maximum
Include functions which generate traffic 8 days a week
Stadium tours & Museum
Conference centre
Offices
Commercial retail (e.g. sports related)
Leisure & entertainment (fitness, casino, etc.)
Double use of areas (matchday  non-matchday)
Lounges  conference / meeting rooms
Press conference room  auditorium
Corporate suites  hotel rooms
Board room  restaurant
Etc.
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Increase matchday income
Price segmentation & Yield management
Corporate suites
Business & premium seats
Hardcore fan sector
Family stand
Kids corner
Corporate hospitality areas
Lounges, restaurants with quality catering
10% of capacity generates 50% of matchday income
Public catering
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Product offering tailored to event and visitor profile
Efficient production systems
Number of stretching meter sales counter determining factor (min.
7/1000)
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Increase matchday income
Parking
VIP/corporate parking essential to sell premium seating
Synergy and double of parking with non-matchday
Merchandising
Special items
Delivery to seats for corporate guests
On screen entertainment
Advertising
SMS games (man-of-the-match)
Smart card applications
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Access system
Faster payment
Loyalty program
CRM Module
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Branding & commercialisation of the building
Naming Rights
Sponsor names stadium or section of stadium
Activation of sponsorship important
Possibility to securitise contract
Founding Partners
Exclusive supply rights (construction or operation)
Branding
Activation through corporate suite and other
Supply rights
Right to sell product or service at market rate
Publicity
Other partnerships
E.g. co-develop product (prototyping)
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Mixed development
Stadiums are attractive buildings:
Landmarks
Provide status, exposure and income for cities
Places where lots of people gather together
Commercially interesting: branding, selling products/services
Association with sports & entertainment: sponsoring
Create a lively urban area with stadium as centrepiece with year
round activity  traffic
Create synergy with other functions in the urban area
Infrastructure can be double used (parking, road network, public
transport facilities)
Income from commercial development around stadium can (partly)
finance stadium project (win-win)
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Picture © Louis van Vuurst
Case study 1: Amsterdam ArenA
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Characteristics
52.000 capacity multi-purpose stadium, opened in ’96
Anchor tenant: AFC Ajax
Total investment: € 127 million (stadium only, excl. parking)
Well developed B-to-B concept: skyboxes, business seats,
restaurant capacity 3.000 seats
B-to-B generates 50% of match-day revenue (10% of capacity)
Versatile stadium design, capable of hosting wide range of worldclass events from 10.000 – 70.000 spectators
Amsterdam is high potential events market, the ArenA hosts 70-80
major events per year (incl. football)
Part of mixed development scheme: ArenA Boulevard
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Multipurpose use
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Daily Use
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Branding
8 Founders (KPN Telecom, Philips, Coca-Cola, Grolsch, BAM/BallastNedam, State Lottery, Amsterdam RAI, ABN Amro)
Each invested € 2,3 million in cash
In return founders obtained 10 years exclusive rights:
Skybox + tickets
Supply rights
Advertising boards (general
areas of stadium only)
Free event in the stadium
(activation of sponsorship)
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Mixed development
Stadium built in ‘poor’ South-east area of city (‘Bijlmer’)
Stadium catalyst to attract private investment
Development of 2nd city centre: ArenA Boulevard
Redevelopment and socio-economic regeneration of Bijlmer
Mixed development:
Shopping: megastores (Decathlon, Mediamarkt, Villa ArenA, etc.)
Leisure & entertainment: ArenA, Heineken Mucic Hall, Pathé cinemas,
GETZ Entertainment centre
Working: (financial) services
Living: apartment towers
Double use of infrastructure (parking)
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Mixed development
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Case Study 2: Euroborg Stadium
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Characteristics
20.000 capacity football-only stadium, opened in ’06
Anchor tenant: FC Groningen (Dutch premiership)
Groningen has no market for (inter)national events  Football only
stadium
Stadium building is integrated with various commercial functions
inside the main complex as well as around
Investment costs: € 36 million (stadium only)
€ 110 million (entire building)
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Daily Use
Stadium integrated with 6 other functions:
Parking (1.000 spaces)
School (8.500 m2)
Cinema (10 screens)
Casino (2.000 m2)
Offices (6.000 m2)
Restaurant (800 m2)
Other commercial functions next to stadium
Supermarket (5.000 m2)
Fitness & wellness (5.000 m2)
Offices (15.000 m2)
Two 75m apartment towers (180 apartments)
Synergy and traffic to entire urban area
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Daily Use
Cinema
Parking
under building
Business
lounge
stadium
Casino
Commercial
Offices
Public
concourse
stadium
Restaurant
Main
entrances
stadium
School
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Branding
No naming rights partner (yet)
3 founding partners:
Fair Play Casino’s
Noorderpoort college
Contractor
Euroborg provides brand
to entire urban area
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Mixed development
Stadium is catalyst for development of new urban area: Europe Park
Stadium building itself integrated with 6 other functions
Further commercial development adjacent to stadium
City owns Euroborg NV together with private developer (50/50%):
Owner of stadium
Development vehicle of the other commercial functions
Development receipts from land transactions used to finance
stadium
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Mixed Development
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Thank you for your attention, questions?
The Stadium Consultancy BV
PO Box 154
1400 AD Bussum
The Netherlands
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Tel.: +31 35 5233342
Fax: +31 35 5233343
info@stadiumconsultancy.com
www.stadiumconsultancy.com
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