www.psam.uk.com Key phases, milestones and timings involved in the development process.
showcase management
Source: KPMG
of development – the right technical specialists and experienced personnel. A well-managed process not only will allow the timely implementation of the development phases within budget and according to set standards and project objectives, but will also support the long- term sustainability of the new venue.
Ideally the process should allow for the varied requirements of stakeholders to be factored into the development from the beginning. Moving forward without such a process can leave stadium owners with multiple problems during development and, even more importantly, when the facility becomes operational. In the past, numerous promoters have been guilty of not selecting the right site, not considering and researching the local market, building too large a stadium or not having sufficient premium seating, hospitality and retail facilities, and thereby missing
revenue earning opportunities. These are all factors that are avoidable if the appropriate expertise is involved at the right time and in the right order.
Understanding spectators’ changing needs and requirements is of paramount importance for developing a venue capable of maximising fan engagement, the commercial opportunities deriving from a modern stadium and, consequently, the project stakeholders’ return.
Technology is now having a major impact on the way stadiums are operated; the potential revenue flows and the demands of consumers – the way spectators consume the match experience in a modern football stadium has changed significantly in recent years and will change even faster in the next decade.
The increased use of technology means that stadium operators now have to compete with broadcasters who provide ground-breaking 3D experiences and
state-of-the-art media platforms, capable of engaging fans from their own living rooms or through various communications devices. For stadium managers the challenge is how to bring the ‘living room’ experience into the venue in order to retain and grow a supporter base which is increasingly technologically minded.
Stadiums can be key revenue generating assets for football clubs, valuable assets on clubs’ balance sheets and can play a central role in achieving financially sustainable long-term success. However, they are highly capital intensive, as even a relatively small facility with 15,000-20,000 seats may cost well over EUR 20 million. Stadium development is a complex process that can span several years. Strict planning of the interlinked activities is required to make the development efficient and effective and to ensure maximisation of opportunities is achieved.
Architects: gmp · von Gerkan,
Marg and Partners / Nüssli / Alpine Photo: Marcus Bredt
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