Football Club Real Madrid is developing an extravagant branded resort island featuring a Real Madrid theme park attraction in the UAE
• Halls of fame such as Thunder Road USA – a celebration of NASCAR racing in Dawsonville, Georgia, which includes a virtual Thunder Speedway where up to six fans can race radio-controlled cars around a track. • A new generation of fan zones in stadiums, such as those proposed for the Seattle Seahawks and the Indiana Pacers Conseco Fieldhouse. • The creation of interactive retail spaces that double as attractions, such as at the USTA Billie Jean King National Tennis Centre at Flushing, New York.
North America leads the way in having
the greatest number of sports attractions, but others are realising the potential of investing in these types of facilities, either as part of their commitment to hosting large sports events or to support their aim of becoming leading tourism destinations.
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GLOBAL DEVELOPMENTS World governing bodies of sport such as FIFA, with its new £120m (e147m, US$195m) Soccer Museum in Zurich, are seeing the commercial opportunities that attractions bring in terms of the year- round use of stadia – increased footfall, brand extension and growing revenue from sponsorship and visitor spend. The same is true for major sports clubs,
such as Real Madrid, which is planning to create a branded, 50-hectare (124-acre), US$1bn (£614m, e754m) resort island in partnership with the Government of Ras- al-Khaimah in the UAE. The development will include a Real Madrid theme park.
REGIONAL DEVELOPMENTS Cardiff City FC in Wales has developed a fan zone in the new Cardiff City Stadium as part of a wider strategy to change the perceptions of fans and attract a new
generation of younger fans and their families to support the club. Following extensive research and
focus-group consultantions, the Family Club at Cardiff City FC introduced incen- tives and activities designed to appeal to families of all ages. This initiative has turned the stadium's Family Stand into a hive of activity on matchdays, by enhancing the experience for fans, with an emphasis on families. This programme, which utilises the
fan experience as a catalyst for growth, won the Customer Experience Award at TheStadiumBusiness Awards in 2011. Julian Jenkins, director of international
marketing and special projects at Cardiff FC, says the club is applying the lessons learned from this successful family friendly initiative to all areas of its busi- ness to enable customers to rediscover and re-engage with its brand.
SPORTS MANAGEMENT HANDBOOK 2013 59
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