Andy Simons, founding director, KSS Group
Stadia have been continuously changing and evolving over the
past 20 years.
In the late 1990s, sports clubs and organizations began
moving away from the single-purpose stadium to a sporting
arena with spaces that support a variety of different
entertainment events and associated third-party revenue.
Sustainability became a key industry trend, but also a
virtuous principle to be considered in all aspects of design.
Energy aware technologies began to be used more frequently,
and there was a big focus on minimizing the negative
environmental/social impact.
More recently, there has been a rise in business case led stadia
and an increase in the scale of non-matchday offers.
ARCHITECTURE
Hospitality packages traditionally based on providing a threecourse
meal and the best seat are now about the whole
experience and choice. There is now a hierarchy of offers
focusing on the moment fans enter the arena through pre-match
and post-match gastronomic delights and network drinking
opportunities. Sports clubs and organizations have always
focussed on maximizing event day spend per head. The current
more considered and tailored offers changes the perception of
what their stadium has to offer.
Enhanced media and broadcasting facilities is a relentless
trend, matching the ever improving production values of a
screen based sport enjoyment which is now an integral part
of sport participation. Television and radio commentary
positions, workroom and studio facilities, camera locations,
pitch side photographers/reporters and flash interview areas
are all a basic essential element of any stadium.
The latest US trends on the event-day experience still
influence emerging stadium design, and the UK and Europe
designers analyze the culturally relevant and commercially
best innovations.
Will people still fully engage in live sport in 20 years’ time?
The digital world transforms the global sporting landscape.
Sports fans expect the latest technology to provide a seamless,
connected customer experience. How do you make a sporting
experience as good as it possibly can be, with changing demands,
technology and connectivity? There needs to be a great
atmosphere for the sports men and women, but this comes from
creating the perfect environment for the spectators. The desire
trend for KSS seems to be a shedding of the technology and get
back to a more intense and immersive crowd experience with the
game...at least for 45-minutes.
(Below)
Liverpool FC’s
Carlsberg
Dugout is one
example of
creating fun
spaces for fans
“The latest US trends on the event-day experience
still influence emerging stadium design”
Andy Simons
www.stadia-magazine.com Showcase 2020 65
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