I have a problem. I am ‘stadium obsessed’. When I travel, I visit stadiums. Given I am in the industry, I often have the privilege of being shown around some of the world’s great stadiums. I have also talked my way into a number of stadia and once I even snuck into a stadium to have a look around. I apologize to the people of Oakland.
Many people ask me, what is the greatest stadium I have ever been in and the answer is not simple. I believe that each and every venue has its charms, its character and its advantages.
I think, however, there are 10 things that make a great and successful venue and I have listed and discussed them below. I am sure many of these are valid and some perhaps not, but I will leave that for you to decide.
- Content
In retail they say there are three important factors for retail success: location, location, location. When it comes to stadiums its content, content and content. I know the statement is self-evident, no venue can survive without anything happening inside, but stadiums have adapted over the years to host a number of events including sport, conferences, concerts and entertainment events. I think of my own stadium which is purpose built for rectangular sports events, has in recent times hosted a music concert, a Rodeo and soon is hosting Nitro Circus. During the week the venue holds conferences, sales seminars, exhibitions and meetings. The lounges and other corporate areas have hosted music appreciation evenings and theoretical plays. The ability to host a varied and diverse program of content ensures the building is well used and accessible to a large part of the community.
2. Accessibility
Stadium’s locations are important, as they have to be accessible to people. One needs to either have excellent public transport systems that can ferry large amounts of people in and out of the venue, or a good road infrastructure that allows vehicles easy access to the venue with enough car parking to satisfy needs. The location of the stadium also needs to take into account the ingrained culture of the patrons. In New Zealand, research shows that 65% of people want to drive to venues. In Australia, the norm is to take public transport.
3. Technology
Stadiums are in competition with High Definition big screen television in the comfort of ones own home at a fraction of the cost for bums on seats. People want an in-home experience at a live event. We often hear the term “dual screening” which refers to people watching TV whilst playing on their smart phones or tablets. Many are watching a game with action replay, pause buttons, varied angles and recorded on their DVR so they can watch at their convenience. Stadiums need to offer the new fan, big screens, WiFi so they can Facebook, Tweet or share photos. They want the convenience of replays to their devices or interaction with the game via their devices. Stadiums can use technology to interact with the guest, influence purchase habits or upsell seat packages or engage with the guest in some manner.
4. Food and Beverage
It is difficult to offer hotdogs and chips in the concourses as well as quality fine dining in the hospitality areas and to do it at a reasonable price. Stadiums need to offer both and everything in between. They need to distinguish brands, serve quality and do in it a very short retail window while still making a profit. The variety of offering is always a challenge and to serve large numbers all wanting service at the same time and within the internationally accepted queue time of less than 4 minutes. Successful stadiums achieve this by well-run and proactive caterers who are constantly under the pump to deliver better service. Working very closely with the caterer is essential to ensure a satisfied customer.
5. Multipurpose and flexible
Stadiums are now built or adapted to run a multitude of events from sport to small meetings. They need to have the flexibility built into the venue in order that it can adapt to deliver a variety of content. At my stadium, we have re-locatable seats at both ends of the venue allowing us to remove them and run small 5000 people concerts on the one end of the stadium.
6. Integrated into the Urban design
Great stadium fit into the city plan and are located where they make a statement. Stadiums need to fit; they need to make sense in terms of their architecture, their location and their ability to have roads, public transport and position. They need to regenerate activity around them, grow new appropriate retail and uplift the area.
New stadiums need to be a catalyst for change.
7. Roof
This is a long debated topic, but roofed venues offer protection from the elements. A multiple purpose nature for any event and most importantly guest comfort. There are a number of issues that come with roofed stadiums ask any turf manager but the headaches they cause them are worth the pleasure of guaranteeing guest comfort. No different from sitting in ones lounge.
8. Deep sponsorships
It is my belief that good leveraged and activated sponsorships add hugely to the guest experience and deliver an amazing return to sponsors. Naming rights or sponsorship property are worth nothing without activation and guest engagement.
9. Deep partnership
Often, many stadium services are provided by outside contractors, security, catering, cleaning, volunteers and ushering to name just a few. Often a guest can attend an event and never meet a stadium employee who has a deep vested interest in their experience. The training, the engagement and the passion of service delivery partners is of absolute importance in delivering the guest experience.
10. Remember why they came
In my opinion, people come to stadiums for two reasons; the experience
and the social interaction. Nothing beats the live event. You live every
moment of it. Stadiums are such monstrous buildings yet they need to
deliver an intimate experience where people feel part of the action or
event. They came to have fun, laugh, cry, rejoice, eat, drink, back
slap, dream, be safe and most importantly belong. Our job is to deliver
that experience.
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