ARCHITEC TURE , DESIGN & ENGINEERING
STADIUM CONCEPT
According to a recent report by KPMG, across even the most marketable sport destinations in Europe,
the average event day attendance hovers around 50% to 70% of the maximum capacity of the average stadia. For an increasing number of fans, minor upgrades in food offerings and the number of available toilets pales in comparison to watching the game with friends at home on a large HD television.
Reinvention is Key In all of these cases, the basic offering of each industry has been substantially reinvented to become more per- sonalised, intimate, convenient, and comfortable. In contrast, as I look at general trends in the sport
industry, our industry unfortunately appears to aspire to continue to build the same overgrown stadia again and again. Based on many of the stadia recently built or cur- rently under construction, it would certainly seem the industry continues to measure itself by the mantra that ‘bigger is better’. But a return visit to these extra-large stadiums years later confirms a harsh reality — strug- gling suite box renewals, lower season ticket sales, and the most disappointing and frustrating sight of all: row after row of empty seats — especially in the upper tier. As the size and cost of stadia has increased exponen-
tially over the past decade, cities and teams are strug- gling more than ever to finance these billion-dollar venues, only to find that after two or three years in the market, and after the novelty of the new stadium has faded, they can’t even give away many of the seats.
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2
Personalised Experience In a world of ever growing options on how we spend our precious free time and money, it seems even the most die-hard fan is questioning whether they should spend top dollar and half their weekend to travel to the city's stadium. As the world shrinks, and other industries offer us each more comfort and a personalised experience, it becomes difficult to imagine dealing with the large sta- dium crowd in order to sit in the upper tier, at great dis- tance from the game, in the hot sun for three hours, in a numbingly uncomfortable 480mm wide plastic seat with no legroom. The irony of the current mega-stadium model is that
the construction cost for seats in the few last rows of any stadia can be greater than four times the cost to con- struct seats in the lower bowl. This is mainly due to the increased cost of the structural support and building infrastructure required for a large upper tier. As the capacity of the stadium increases, so does the required site area, built gross area, interior volume with fit-out
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