ARCHITEC TURE , DESIGN & ENGINEERING


Revenue-Generating


BOUTIQUE STADIUM CONCEPT


and plant support, roof span, emergency stairs, lifts, escalators, parking spaces, toilets, concessions, etc. And yet these costly seats at the rear of the stadia typically only yield a small fraction of the stadium's total ticket revenue.


With such a dismal rate of return, and the obvious


increase in competition for consumers’ leisure time, isn’t it time for a dramatic change? What can be learnt from other industries that have been more nimble in reacting to a universally changing market?


I propose that the future may bring a new kind of stadi- um; one that has an intentionally smaller capacity but yet still offers the same revenue-generating ability as its larger peers. Instead of maximising the stadium's capaci- ty within the project's designated budget, the capacity could be sacrificed (even slightly) in order to provide a higher standard of accommodation for the remaining seats. These slightly smaller, but higher quality stadia would be better suited to assure that every seat con- structed was justified, sold, and capable of generating a profit.


The usual arguments against such extravagance


(related to cost and negative perceptions of exclusivity) would in fact, not apply to this model. With the offset of the smaller capacity and lower construction costs, cou- pled with the larger returns per built seat, the minor increase in finishes could be paid for within one or two years. With a wide variety of ticket options, all better and more unique than the typical stadium experience, there


20 th AN N I V ER S AR Y


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