Nevertheless, the construction of facilities such as Wembley Stadium, Munich’s €280 million Allianz Arena and the $355 million Cardinals Stadium in Arizona - complete with sliding roof and pitch - have heralded a new era in venue design and have raised 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 general admission 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.
As a consequence, one of the most significant changes in the business strategy of owners and operators is that they are now developing a new generation of stadia and arenas that focus on enhancing the customer experience and generating higher yields per customer, rather than simply seeking to increase revenue by maximising seating capacity.
Stadia and Arenas: Maximising the Value of Venues is essential reading for venue owners and operators, as well as for rights holders, event promoters and other users of stadia and arenas. It provides insight and strategies for generating incremental revenue and visitor numbers to venues, as well as offering guidance for those considering or planning new build projects or the refurbishment of existing facilities.
Reference: Stevens, Andy (2006) Stadia and Arenas: Maximising the Value of Venues. October. London: SportBusiness Group.
