SPORTS ATTRACTIONS He says: “I’m keen to highlight our
model of innovation not preservation. Our move to the new Cardiff City Sta- dium 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 experi- ence, 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 (£3.7m, US$6m), 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 in 1900. According to Jean Pellaand, architect
and senior planner at Sid Lee Architec- ture, the Ajax Build Giants exhibition is a whole experience, celebrating a unique story of achievement: "Visitors are invited to embark on an immersive journey through the team’s history and heroes," he says. "We want them to experience what it takes to be a 'giant' through a
60
it's surprising there aren’t more sports attractions around the world. Relatively few clubs outside the US
The fan zone at Cardiff City Stadium has been designed to attract a new generation
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 outstand- ing sporting moments and the iconic status of the great stadia, which are often referred to as ‘cathedrals of sport’,
Table 1: Themed zones at Ajax Arena in Amsterdam, the Netherlands
Experience History Hall
Reception
Surface area
Visitors in space at a time
148.3sq m 129 20.4sq m -
The Well of Talent 47.2sq m 11 Giant Academy Training Field
The Locker Room 41.3sq m 11 The Tunnel The Stadium
Ajax Around the World 50.4sq m - Be a Giant (retail) 86.3sq m -
Total surface area: 1,000sq m
Total experience duration: 60 minutes Visitors in space at a time: 137
5
118.1sq m 23 275,8sq m 46
13.3sq m - 186sq m 34
10 20 5
15
Experience duration (min)
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 exhibition. 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 essential features of all communities in Austria and a fundamentally important economic and cultural asset. The Austrian sports museum landscape
is very active, with sports museums being recognised as contributing to the brand and positioning of the country. For example, 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, equestrian- ism, hunting, fishing and even diving (Hallstadt Diving Museum), billiards (The Billiard Museum in Vienna), bodybuilding
SPORTS MANAGEMENT HANDBOOK 2013
www.sportsmanagementhandbook.com
SOURCE: TOM BASON
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