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Hospitality venues – the new challenge for the stadium

Our discussion on the subject at the 10th ESSMA summit

The Johan Cruijff Arena in Amsterdam hosted the 10th edition of the ESSMA Summit on 23 and 24 January. The non-profit organization of European professional football leagues, clubs and companies involved in the sport brought together more than 300 participants from 21 different countries, making the arena a hub for knowledge exchange, networking and the celebration of excellence in the stadium industry.

Our colleague Diego Rodríguez participated in the panel entitled: “The future of hospitality and our stadiums (sustainability)” in which he presented aspects of interest of our projects for the Sánchez-Pizjuán and the new Romareda and discussed the issue with Paola Garçon Muñoz (3D Digital Venue), Vicky Jaycock (Everton  Football Club), François Clément (Populous), Raul Alvarez (FC Barcelonaand Tom Sheehan (Origin  Architects). The panel was moderated by Ben Veenbrink (The  Stadium  Consultancy).

The concept of “hospitality” is becoming increasingly important in new stadiums and plays a central role in their design, with the challenge of creating interest and added value for the visitor.

The conclusions!

Achieving this requires:

  1. Focus on the user experience, create memorable moments.
  2. Emphasize the diversity of the offer to appeal to a wide range of customers.
  3. Open up and connect the stadiums, creating synergies with the urban context and complementary activities to the main stadium, every day of the year.
  4. Incorporate technology as a differentiating element for personalized experiences. 

February 14, 2024


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