Feature FSM The majority of UK stadia
are in need of development to improve facilities, and as with the design of a new stadium, this should be seen as an opportunity to entice more people in. Modern technology solutions can integrate key systems and services from security, to ticketing, to audio- visual and to retail. Similarly, lack of connectivity is a constant bugbear for fans today, but high- density Wi-Fi solutions now exist to accommodate grounds of all sizes. While a minor irritation rather than a major issue, making improvements such as this can go a long way to improve fan experience and encourage them to spend more time in the stadium.
Thinking commercially
Opportunities to modernise apply as much to existing stadia as they do to new builds. In both cases a club can enhance its value to sponsors through a well- considered brief that maximises interaction
opportunities with
their brands. Again, it is about turning a venue into a destination. To get down to the heart of what can be done to keep football fans coming in, the focus should be
on evidence-based design rather than inherited wisdom. For instance, it is possible to track matchday data to assess pressure points and improve people flow – creating more efficient ways to get people through turnstiles or served at the bar. It is also possible to improve fan engagement through better technological provision – effectively making it easier for fans to spend money and interact with the club’s sponsors.
Getting people in earlier and
streamlining events are, of course, important. Ultimately though, as we know, nothing will replace the main event – the thrill of anticipation that occurs as kick off approaches and the atmosphere generated during the game. This is something that can’t be replicated in a bar or at home watching on TV – and clubs should be looking to enhance the experience as much
as possible. More than
anything, the right atmosphere will keep fans coming back week in, week out. Optimising design can boost this exponentially at new stadiums, but for existing stadium owners the key is in drawing in the people to create that atmosphere. To put it simply: the improvements will bring the fans, the fans will bring the buzz – and the bucks to boot.
FSM
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Photo Credit: Robert Greshoff Photography
Photo Credit: BuroHappold Engineering
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