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By Juan Rodriguez
“Traditional” and “conventional”
are no longer words that can be used to describe stadiums this time of year.
We have reached a time where March Madness and April showers truly define
the “new look” stadiums, even the more traditional ones.
In years past, traditional, or conventional, stadiums were designed for a
specific sport or entertainment. Today, just like arenas, stadiums are used
to host events other than the traditional or conventional.
New Opportunities
Facilities with 70,000 and more seats must fill a calendar with more than
just sports and concerts that draw thousands of guests. We can no longer
view the facility as just a stadium. We now must discuss other business
opportunities and unconventional uses that stadiums can serve. The expansion
and beautification of club and suite lounges lends the way for dinners,
luncheons, trade shows and job fairs. Removing club lounge furniture and
providing adequate space for a 200-seat dinner is now the norm, not the
exception.
Now the traditional conversation that remains with stadiums is the
changeovers, or set-ups, checking sightlines, and 30- minute transitions
between shows.
At the Georgia Dome in March, the already busy facility was converted from a
traditional football stadium to hosting the NCAA Final Four. The annual
college basketball championship is also changing from the conventional to
the unconventional. In 2009 in Detroit, the NCAA is moving from the
traditional end set-up to an in-the-round configuration, thereby using the
facility to its fullest potential. This change will turn the dream of having
more than 60,000 fans attend a Final Four into a reality.
While in the midst of hosting the Final Four in Atlanta, “Team Dome” decided
to host a business summit to discuss the evolutions and business
opportunities of the now unconventional stadiums. Representatives of both
today’s and tomorrow’s stadiums attended this summit. The ideas and uses
that were discussed centered on creating multiple business opportunities in
stadiums.
Houston, We Have No Problem
After the Houston Livestock Show and Rodeo, Reliant Stadium was converted
into a 12,000-seat theatre to prepare for the Disney on Ice performances.
The translucent roof was blacked out and a false ceiling was hung to create
a more intimate setting. Just three days later, Reliant Stadium was prepared
for Houston’s largest convention, the Offshore Technology Conference. During
this event, in excess of 60,000 attendees toured the trade show in Reliant
Center and Reliant Stadium. Additionally, more than 100,000 square feet of
outdoor exhibits were placed on the drive lanes and parking lots adjacent to
the facilities.
Stadiums are able, through innovation, to share in the business
opportunities with arenas, convention centers, performing art centers and
hotels. Stadium club levels are now being designed, built and equipped with
much more infrastructure to ensure the flexibility to host luncheons,
dinners and technical sessions. Whereas our traditional facilities allowed
organizations to entertain, they now can serve a larger purpose to plan,
train and educate.
Creative marketing has given stadium managers additional opportunities to
use the space for more than scheduled games for the home team. More than 100
events a year can be attributed to the flexibility of many stadiums. In
older stadiums, lounges, press boxes and rooms are receiving face lifts to
help create those opportunities.
Think for a minute: Wouldn’t the diehard Red Sox fan love to get married at
Fenway Park? Wouldn’t die-hard Bears fans want to celebrate their 50th
wedding anniversary overlooking the field at Soldier Field? The
possibilities are limitless. By using the pre-existing spaces in stadiums
that previously sat unused except during major event activity, managers can
create an entirely new revenue source. Each space has characteristics that
lend it to secondary events. A club area is useful for receptions and
banquets, while a locker room may be better suited for a birthday party or
professional testing room.
Further, with investments such as a house curtain, false ceiling, or
portable riser system, a massive stadium bowl can be reduced to accommodate
events seeking far smaller seating capacities. These events can range from
family shows, to concerts, to trade shows — and the material investments can
pay for themselves quickly.
Finally, the onus falls on the entire management staff of a facility to be
aware of the spaces available and how they may be used more regularly.
Events that were never traditionally associated with stadiums can be great
fits in the right space. These events can also be held concurrently within
separate stadium spaces, creating additional revenue where the facility
previously sat empty.
Juan Rodriguez is the assistant
general manager for SMG/Reliant Park in Houston, Texas. |
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