SPORTS ATTRACTIONS
He says: “I’m keen to highlight our model of innovation not preservation. Our move to the new Cardiff City Stadium allowed us to eradicate a number of historical problems with fans’ behaviour and focus on delivering a diverse fan experience. “We’re constantly seeking new ideas to enhance our customer experience, and I’m certain we’ll continue to develop this approach. We look forward to exploring the journeys and experiences that other venues have undergone.”
AJAX Another soccer club to take a more experimental approach is AFC Ajax NV of Amsterdam, the Netherlands. In 2010, Sid Lee Architecture – in collaboration with Sid Lee and gsmprjct – was mandated by Ajax to create the new Ajax Experience, which opened towards the end of 2011. This €4.5m (£3.9m, US$5.8m), 1,000sq m (10,760sq ft) experiential and immersive museum brings the heart and soul of the football club into the heart of the city… “Amsterdam is Ajax. Ajax is Amsterdam”. This is the third incarnation of this facil-
ity. It was originally located within the Ajax Arena, before being taken to an out of town commercial centre. The new Ajax Experience features seven themed areas (see Table 1) and has been located in the heart of the city, not far from the café in the former ABN AMRO bank in which the club was originally founded back in 1900. According to Jean Pellaand, architect and senior planner at Sid Lee Architecture, the Ajax Build Giants’ exhibition is a whole experi- ence, celebrating a unique story of the Dutch soccer club’s achievements.
“Visitors are invited to embark on an immersive journey through the team’s his- tory and heroes,” he says. “We want them to experience what it takes to be a ‘giant’
54 Attractions Handbook 2013–2014
The fan zone at Cardiff City Stadium has been designed to attract a new generation
through a series of playful, interactive events and inspiring historical recollections.”
SPORTS MUSEUMS SHORTAGE Considering the potency, power and wide ranging interest in sport, the heroes and nostalgia for memorable and outstanding sporting moments and the iconic status of the great stadia – often referred to as ‘ca-
Table 1: Themed zones at Ajax Arena in Amsterdam, the Netherlands
Experience History Hall
Reception
The Well of Talent Giant Academy Training Field
The Locker Room The Tunnel
The Stadium
Ajax Around the World Be a Giant (retail)
Total surface area: Total experience duration:
Surface area
Visitors in space at a time
148.3sq m 129 20.4sq m - 47.2sq m
11
118.1sq m 23 275,8sq m 46 41.3sq m
11
13.3sq m - 186sq m
34
50.4sq m - 86.3sq m -
1,000sq m 60 minutes
Visitors in space at a time: 137
Experience duration (min)
thedrals of sport’ – it’s surprising there aren’t more sports attractions around the world. Relatively few clubs outside the US have their own dedicated museum or hall of fame. Globally, relatively few governing bodies of sport celebrate their heritage, achievements and importance through a permanent exhibi- tion. Even in the UK, with one of the world’s finest traditions of sporting heritage, you can count the number of sports visitor attractions on two hands.
AUSTRIA LEADS THE WAY
Austria is one of the few European countries to celebrate the diversity of its winter and summer sports in a structured and strategic way. Recognised by the World Economic Forum as one of the world’s top three most competitive tourism destinations (see WEF, Tourism Competitiveness Index 2012), local museums of all types are considered essen- tial features of all communities in Austria and a fundamental economic and cultural asset. The Austrian sports museum landscape
5
10 20 5
15
is very active, with sports museums being recognised as contributing to the brand and positioning of the country. For exam- ple, there are around 30 winter or Alpine sports museums. Some are sport- and very locally-specific (Leobersdorf Ski Museum and Kleinwalsteral Winter sports museum), while others are regional and generic (Alpineum in Hinterstoder, Salzburg Provincial Ski Museum or the prestigious International Winter Sports Museum of Murzzuschlag). Elsewhere, Austria has museums dedicated to hiking, soccer, motorsports, cycling, equestrianism, hunt- ing, fishing and even diving (Hallstadt Diving Museum), billiards (The Billiard Museum in Vienna), bodybuilding (the eponymous mu- seum at the Arnold Schwarzenegger Stadium in Graz), and sport aviation. Gilbert Norden (Institut Fur Sportwissen- schaft at the University of Vienna), writing in
www.attractionshandbook.com
SOURCE: TOM BASON
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