Sports Venue Technology - A Key Resource to Sports Venue Technology

Stadia and Arenas: Maximising the Value of Venues

Andy Stevens Visiting lecturer at the Kingston University

Executive Summary

Sports venues are the key strategic assets for many professional sports clubs and franchises, rights holders and event promoters. Developing their infrastructure can require considerable funding; with over $1.9 billion (£1.1bn/_1.6bn)being invested in the development of stadia and arenas for the 2006 Winter Olympic Games and FIFA World Cup. The delays in opening the £757 million Wembley Stadium in London also demonstrate the huge risks that can be associated with such projects. Nevertheless, the construction of large-scale facilities such as Wembley Stadium, Munich's _280m Allianz Arena and the$355m Cardinals Stadium in Arizona -- complete with sliding roof and pitch - has heralded a new era in venue design and heightened the expectations of visitors. At the same time, sports brands are experiencing increasingly intense competition from all sectors of the sports and entertainment industry, not just for ticket sales but for hospitality, sponsorship and advertising, naming rights and other core revenue streams that are dependent on the facilities and specification of the host venue. One of the most significant trends in the business strategies of owners and operators is the development of a new generation of stadia and arenas focused on enhancing the customer experience and generating higher yields per visitor, rather than simply seeking to increase revenue by maximisingseating capacity.

Stadia and Arenas: Maximising the Value of Venues

Analyses the key business areas and provides commercial strategies for generating incremental revenue, increasing visitor numbers and enhancing the fan experience, as well as offering guidance for those considering or planning new build projects or the refurbishment of existing facilities.

The report

• Assesses the key trends that influence the stadia and arenas market worldwide.
• Identifies the most recent developments in the design and construction of new build and refurbished venues.
• Examines how ticketing systems and customer relationship management can be used to acquire and retain customers.
• Outlines in plain English the sources of finance, including naming rights, available to fund development projects.
• Highlights best practice for exploiting sponsorship and advertising opportunities.
• Recommends strategies for maximising event day revenues from ancillary products and service.
• Explores options for utilising sports venues to generate revenue from non-sports events.
• Investigates the emerging trends in the stadia and arenas market, including the role of technology.

For further details, contact:

Debra Lestrade
Information Sales Manager SportBusiness Group
E-mail :debra.lestrade@sportbusiness.com
URL : www.sportsbusiness.com/reports