FEA TURE — C A TERING ,
C ONCESSIONS & HOSPIT ALIT Y 20.20 Enhancing Etihad Stadium’s Premium Dining Spaces
English Premier League champions Manchester City FC has appointed UK-based design consultancy 20.20 Limited to radically improve two of their prime hospitality suites at Etihad Stadium. The two spaces are the newly named Connell Club that replaces the fine dining Boardroom offer, and The Mancunian, an existing space that will be completely refurbished.
Work began at Etihad Stadium shortly after the Club’s dramatic victory over QPR on the closing weekend to clinch the title. It is set to be completed in time for Manchester City to begin their defence of the Premier League title in August 2012.
Michael Artis, 20.20’s Client Director for Sports & Entertainment, said: “Our goal is to ensure that what is being achieved on the pitch is being matched by the hospitality offer in terms of being world class, but also truly representative of the character and rich history of the Club.”
The Club asked 20.20 to look at various options that celebrate their heritage and it was decided to honour the Connell family, involved in setting up the football club in 1880. The Connell Club will offer exclusive fine dining for up to 220 guests as the most premium space from which fans can watch football. It will tell the story of the Connell family through subtle detailing and also incorporate the community feel that the family injected into the Club from the very beginning.
Artis emphasised: “The look and feel will be a mix of traditional and modern, and will be warm, welcoming and intimate. All manufacturing and materials will be sourced locally wherever possible to maintain the Club’s ‘community first’ ethos.”
Special features include:
■ A gallery style entrance with locally commissioned art, and a map of where the Connell family lived and set up the football club’s roots, graphically represented on the ceiling;
■ Five “ambassador booths” with circular tables form the highest tier of the offer. Each table represents one of the values of the St Mark’s Cross — the Club’s first crest — inscribed around the perimeter edge;
■ Sliding laser-cut aluminium doors have been introduced to divide up the space and give the ambassadors’ area premium intimacy. This also allows the Club to be opened up as a multi- functional, non-matchday event space.
The Mancunian will be given a complete facelift with a young, edgy and urban look, encapsulating Manchester culture. The space is adorned with graphic representation of the Club’s famous chants and Manchester music, with chainmail screens printed with the soundwaves of iconic songs and lyrics on the ceiling. The refurbished suite will be bold in its design with a lot of vinyl finishes and monochromatic colours.
Artis noted: “One of the most radical changes is to completely move the bar to the front of the space. This not only creates a dramatic entrance, but also opens up one of the best panoramic views of the pitch in the whole stadium, making the hallowed turf the perfect backdrop to this new über-stylish offering.”
Both the Connell Club and the Mancunian will maximise revenue for the Club by being just as flexible in terms of usage on a non- matchday.
Justice Ellis, Manchester City’s Marketing Manager, said: “We’re thrilled with the look and feel of the design concepts 20.20 have developed in anticipation of what is to come at the Etihad Stadium next season. Both the Connell Club and The Mancunian have been meticulously planned to represent the aspects on which the Club is formed, from a proud history, unique culture and loyal fan base. Manchester City is a global brand, proud of its roots. We are taking these spaces onto another level, expressing the character of the Club and creating an experience unrivalled anywhere in world football.”
Artis concluded: “We are delighted to have been appointed by such a forward-thinking club like Manchester City. They have huge ambitions both on and off the pitch, and want to make the Etihad a truly world-class stadium, which these two new spaces will certainly help achieve.”
The University of Oregon’s Matthew Knight Arena is a perfect example of both traditional and unique: local fare offered to
patrons in a sports and entertainment venue, thanks to WC&A. IMAGE: WC&A
playoffs, and the major league baseball opened up well. We have a good feeling that we’ll see good per capita increases, dependent on weather, and all signs are look- ing good right now going into 2013.” For Delaware North Sportservice, Rick Abramson
reported: “Delaware North has operations in Canada, England, Australia, and New Zealand, and continues to target growth in stadium and arena concessions and catering in those countries, as well as Asia and through- out Europe. In the US, our headquarters, Sportservice oversees more than 50 venues, including many in major professional sports leagues, adding the NFL Green Bay Packers to our portfolio this year. “About 15-20% of Delaware North's sports and enter-
tainment venue food service business is in the UK, includ- ing Wembley Stadium, Emirates Stadium, and Pride Park Stadium, and Australia/New Zealand — Melbourne and Olympic Parks [Australian Open], Etihad Stadium, Vector Arena and several others. Delaware North Companies International oversees these operations, along with air- port and other food service business there.” At Centerplate, Bob Pascal commented: “We’re incred- ibly optimistic about the arena and stadium market for ➲
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2 P AN S T AD I A 10 1
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