Amsterdam ArenA Advisory - STADIUM BUSINESS CONCEPT, STADIUM MANAGEMENT, COMMERCIAL EXPLOITATION, TRAINING/ SHARING OF KNOWLEDGE

Amsterdam ArenA Advisory (AAA) are independent and strategic operator consultants that have operated Amsterdam ArenA successfully since 1996. The company has been able to increase the operational income by sharing our knowledge on stadium development and management. The essence of stadium management combines making effective use of the building, operating in a safe and secure manner and having the facility comply with user requirements and demands of investors.

Amsterdam ArenA has been engaged as expert consultants in Europe, Asia, South America, Africa and the U.S.A. The company has been involved as consultants or client representatives, for various venues for Euro 2000, 2004, 2012 FIFA WC 2006, 2010, 2014 and Beijing Olympics 2008.

Stadium Business Concept
AAA provides feasible stadium business concepts to maximise profit, quality and sustainability.

• Feasibility study – Overall feasibility analysis to investigate the local market, financing opportunities and potential income and cost drivers.
• Program of requirements - Functional, organisational, spatial and technical requirements.
• Customised business model - Cash flow forecasts and income statements as to minimise the investment and optimise the operational result (ROI and IRR).
• Cost estimate and conceptual design of the stadium and surroundings – Benchmark cost estimate and design sketch based on a feasible business concept
• Stadium audit – Detailed analysis of the adequacy of current and future premises from an operator point of view (safety, security, service, as well as UEFA/FIFA requirements).

Stadium Management
AAA investigates the commercial opportunities such as supply rights, naming rights, and sponsoring to make the stadium a successful business case.

• Commercial contracts - Selection and procurement, negotiations and drafting agreements between owners, operators, clubs and lessees.
• Marketing plan – Overview and approach for the sale of commercial rights, commercial partners, sponsorships, supply rights, naming rights.
• Event promotions – concepts for special promotions, “barter-deals”, package deals.
• Communication strategy – Visual identity, corporate styled stationary, effective communications, event promotions.
• Sales – Plans to maximise the sales of VIP-lounges, business seats, VIP-packages, different ranges of tickets, etc.

Catering & Banqueting Strategy – Analysis of in souring vs. outsourcing, increase catering revenues, maximise efficiency of catering processes.

Commercial Exploitation
AAA investigates the commercial opportunities such as supply rights, naming rights, and sponsoring to make the stadium a successful business case.

• Commercial contracts - selection and procurement, negotiations and drafting agreements between owners, operators, clubs and lessees.
• Marketing plan - overview and approach for the sale of commercial rights, commercial partners, sponsorships, supply rights, naming rights.
• Event promotions - concepts for special promotions, “barter-deals”, package deals.
• Communication strategy - visual identity, corporate styled stationary, effective communications, event promotions.
• Sales – plans to maximize the sales of VIP-lounges, business seats, VIP-packages, different ranges of tickets, etc (commercial exploitation).
• Catering and banqueting strategy - analysis of in souring vs. outsourcing, increase catering revenues, maximize efficiency of catering processes.

Training/ Sharing of Knowledge
AAA provides tailored training programs to increase people skills in order to improve the level of safety, security and service in your venue and increase the commercial and match day revenues.

• Stadium Management Master Classes – Series of customised modules offering personal interaction with experienced managers to provide you with the latest experiences in stadium management.
• Security and steward training – Training of your local steward instructors, teach them how to manage your stewarding organisation and coordinate the training sessions.
• Grass Management –Training in maintaining a top quality pitch. By sharing how to monitor and influence all growth factors of grass, and evaluate different types of stadiums and conditions.