The increase in the offer of services to the spectator, greater comfort and the very concept of the show, have transformed the classic offer of sport. This transformation is turning sport into a leisure and entertainment business, which has led to the need to adapt the stadiums to the demands of the market that demands a better experience and entertainment around the following axes: increased convenience and comfort; application of new technologies to live unprecedented experiences, including new lighting systems; the use of interactive connections; and a complementary offer of services and leisure and entertainment spaces.
First key: connectivity
From a strategic point of view, the most immediate improvement challenge is connectivity . That is, the ease of connecting to the Internet, free, easy and secure, to content and services. The ease of connection becomes an essential element to expand attendance at a sporting event and offer you a new experience. In this aspect, the stages present a wide margin of development. The example is offered by the NBA, where it is estimated that 80% of the pavilions offer fans a type of easy connection. The change affects the ability to attract new generations, who think and live in internet code.
that is, the ability to offer the viewer a more complete experience, reaching through different online and offline channels, taking advantage of the great penetration reached by smart phones. The development of specific applications aims to create added value to the experience of the fan, while increasing the opportunities to generate greater consumption. These applications offer services as diverse as the purchase and sale of tickets, e-commerce platforms to facilitate the sale of merchandise and food inside the stadium, view replays of plays, access match statistics in real time, etc.
Second key: multifunctionality
One of the main traditional problems of stadiums is created by the few alternatives for use and exploitation that they offer. It is common for them to have very little use throughout the championship (one match every two weeks), so it is essential to seek maximum multifunctionality, which avoids the risk of becoming “white elephants” .
It is necessary to generate value by transforming the stadiums into multipurpose buildings that allow them to benefit 365 days a year, making room for museums, offices, restaurants, events or concerts by great artists. Sports halls are adapted to multifunctionality, where more than one sport can be practiced, as is the case of the Palau Blaugrana, the Beas Arena in Vitoria, the Wizen Center in Madrid or the Príncipe Felipe in Zaragoza.
Within this multifunctionality, the concept of hospitality also comes into play,
Which makes it possible to offer added value to the spectator through exclusive and differential experiences, and gives the club the possibility of obtaining a greater economic return? Enabling suitable spaces for hospitality, favors a better knowledge of the club, a greater closeness with the spectators, and they become a fundamental lever to create intangible and economic value.
A trend in the use of spaces that is being detected,
Somewhat surprisingly, refers to the reactivation of standing stands. In Germany it is usual to see this type of stands, since 10 of the 18 Bundesliga teams have a standing stand with a capacity of more than 5,000 people. As the consulting firm KPMG has pointed out in its report “Making a Stand: The Case for New Terracing”, this measure makes subscriptions cheaper and encourages greater attendance at matches.