FEA TURE —E TIHAD ST ADIU M
In 2010, Etihad Stadium hosted many large-scale entertainment events, including the Sensation
dance event on New Year’s Eve, three AC/DC concerts in February, a George Michael performance in early March, as well as sell-out Bon Jovi and U2 concerts in
December 2010. In ‘Intimate Mode’, the venue can cater to conventions, concerts, and gala dinners.
ETIHAD STADIUM'S INTIMATE MODE
The plan of the venue reveals how the new mode is able to compartmentalise the space. Etihad Stadium CEO, Ian Collins, commented: “It is clever technology and it has come to produce what we describe as an ‘Intimate Mode’.”
eplan wthe Increased Versatility
Intimate Mode: The Benefits The new mode has the potential to attract different audi- ences to Etihad Stadium and widen the appeal of the
venue.More events, through a greater diversity and differ- ent categories of events, expands the revenue base of the facility, strengthening the value of the business to share- holders and introducing new stakeholders,such as new promoters, as new events are conducted at the venue. These new events potentially generateincreased
employment opportunities, initially in terms of extra cas- ual and contract employment, but with the expansion and consolidation of events, it may require additional full time
employmentaswell.Itprovides possible scope for serviceand equipmentsuppliers,aswell as businesses across related industries such as catering, merchandis- ing, ticketing, security, car parking, event promotion, marketing and media. These events create better skill developmentand progressively increase staff training opportunities,asthe number and varietyofevents emerge. Increased revenue can result from increased advertis- ing and sponsorship,together with potentially higher
“ ” SPR IN G 20 11 PA NS TA DI A
CEO, Ian CollinsAM, advised PanStadia at the launch that the new Intimate Mode concept would give the venue more versatility withregards to the staging events: “Eti- had Stadium has a proven track record of hosting large arena events, such as AFL and international sport, as well as major arena concerts and events for up to 70,000 patrons. The new Intimate Mode will allow us to cater to a different market and provide an opportunity for events of any size.
“The stadium has always had the capacity to do
things differently due to our retractable roof,which allows events to go on without any interruption. We see Intimate Mode as another innovation that will allow Eti- had Stadium to stand out from the crowd.” Promoter Andrew McManus commented: “This is a
venue within a venue. It is intimate for a big rock show, but you are not play-
ing to a monstrous big barn.” Just as Etihad Stadium wasthe catalyst forthe 21st
centurydevelopmentofthe Melbourne Docklands,it has nowprovided the catalyst forthe second decade of its own development. Acknowledgement: Special thanks to Bill Lane, Com-
munications Manager, Etihad Stadium for his valuable assistance and approval for the use and supply of photo- graphs and associated documentation. ✪
returns from corporate suites, as well as the various club memberships; Medallion, Axcess One, and Diamond. Ultimately, the venue develops the capacity to sus- tain ahigher level of performancewith the expectation of further innovation beyond the Intimate Mode.
a higher e with
This is a venue within a venue. It is intimate for a big rock show, but you are not playing to a monstrous big barn... —Andrew McManus, Promoter.
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