PANSTADIA & ARENA MANAGEMENT WINTER 2013/14 Comfort is king


Stechert’s Kay Habermaier answers our questions about stadium and arena seating.


In our last issue we reported on the heated stadium seats you had recently supplied to the Directors Box of Stoke City Football Club. What has been the initial reaction from the club? Do you see good growth opportunities for this part of your business?


It has been a very smooth-running project. Stoke City asked us for some tailor-made versions of one of our VIP models. Their terrace has only a depth of 76cm, and they wanted keep the same number of seats as they had before. We’ve had just one comment from their side. Nick Robinson – Head of Facilities for Stoke City Property Ltd, says: “We have been extremely pleased with the installation of our new heated seats in the Directors Area in the Britannia Stadium. The seats are very comfortable. The heaters were used for the fi rst time at our match against Sunderland on 23 November and worked very well.”


Spectator comfort and welfare seems to be an increasing concern for clubs and venues. Is this something you are also noticing and is this refl ected in the seating options you offer?


Since the hospitality areas are growing more and more in a large number of stadiums it is evident that there is a signifi cant request for business and VIP seats. Premium ticket holders ask for premium seat quality. According to their needs we – together with the potential customer – try to work out the individual best possibility for the seating options.


Top priority in this area is comfortable seating which is expressed by our ergonomics approach to seat design, applying lumbar support. This is key for spectators who sit for long periods at a time. Our COPACABANA line emphasises perfect ergonomics and is equipped with a high backrest. By the way, COPACABANA is the fi rst stadium seat worldwide that has been awarded with the red-dot-design award.


Clubs take many additional options into consideration, such as club or sponsor logo embroidery, cup holder, adjustable backrest, as well as heating or cooling integrated in the seat. New


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technologies, with small monitors and USB-interface integrated in the seat, are next to come in large numbers. Our advantage is that we are very quick and fl exible to incorporate these things.


Do you think that contractors and also end users at sports venues are now more willing to consider long term factors such as durability and comfort over purely short term considerations such as cost?


Do you think contractors are sometimes unrealistic in the demands and delivery timelines that they place on you?


The problem is that too many contractors just have to go for the price. Budgets are quite limited – and if the stadium or the arena is being built, seats come almost at the end when money is often short. Due to delays in all stages demands and delivery timelines are often very challenging. We try to convince contractors and end users that durability and comfort actually result in a cost-saving. If the seats break or the colour fades after a short period


of time, they have to be exchanged and new seats have to be bought. And if the spectator is not sitting comfortably for two or more hours he will think twice about attending again.


When working on developing new seating models do you consult with contractors or architects to seek their opinions?


We speak to contractors, architects or other planning authorities at a very early stage. It is important always to be up-to-date and to exchange ideas. Architects are very creative and often somehow unique and special, and we are very eager to transfer their innovative ideas into our products.


If we develop a new model it has to be always a step ahead: stylish, modern, robust and very very comfortable.


Stechert’s manufacturing


facilities can react quickly to client requirements.


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