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facility Watch
cox sport
Adelaide Oval’s design will draw upon academic research into fans’ emotional responses.
fans want more I
n the ever changing world of the digital economy no longer is the sport fan engaged in an experience solely focused on the event on the sports field. The sporting activity is only part of the overall experience that fans want.
Sports architects have been espousing the role of unique experiences and product in stadia for years in trying to maximise revenue and generate loyalty from an ever more demanding fan base. This approach has been focused on sports architects determining what they feel the modern stadium needs to continue to attract events and fans. However before one can ask what the new stadium will look like, one has to ask first what does the new fan look like?
The modern fan is no longer defined by the tribal, singular focused, disciplined and loyalty drivers of the past. The modern fans are influenced by the mobile digital revolution and the experience economy which in turn is redefining their core traits and values. The modern fan is intelligent, multi-
tasked, collaborative, ambivalent, transitional and aware of their intrinsic value. This understanding of the ‘net’ generation will define the drivers of the new stadium.
As commented by Don Tapscott in Grown Up and Digital, once you understand the ‘net’ generation you will understand the future. In defining the modern experience for the new fan it is this understanding of the changes in social behaviour and what it takes to get things right that will define the success of the next generation of stadia.
Cox Architecture are now undertaking research with the University of Western Sydney to map the physical and emotional responses of fans at stadia during events in an attempt to recognise and define the ‘bliss points’ in stadia and
First, define the future fan, says Alastair Richardson, Director of Cox Sport at Cox Architecture
The modern fan is intelligent, multi-tasked, collaborative, ambivalent, transitional and aware of their intrinsic value.
arena design. The research is leading to basic questions that will help us define what makes a great stadium and a place where fans want to be. What role does the venue actually play in defining a fan’s experience of the live event? What are the social drivers that define success in our built environment? How can these elements define the stadium of the future?
The new Adelaide Oval and the SCG Northern Stand designed by Cox Architecture will explore these new paradigms in stadia design. They will begin to redefine how the modern stadium addresses the future desires of fans for the creation of social incubators, creating places of desire that define the experience economy in the digital information age.
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