brand-new structure on a multi-level, small site, over
tennis courts in a residential area. Hurdles included
pulling mains power to this end of the ground and
putting in a mains gas extension from the main
highway. Other challenges were getting planning
permission, installing Wi-Fi extenders to flood the
space with high-speed broadband and then having
to push this into the car park to enable e-parking
tickets. We also installed bespoke manufactured
staircasing and balustrades. It took a lot of inter-
team collaboration and attention to detail.
VIP HOSPITALITY ROUNDTABLE
BD: You are going to see the introduction of 5G
in many venues soon, as well as various AI products.
Premium seating is at the forefront of technological
innovations. When flat screens came out a decade
or so ago, premium seating and suites were the
first to see them.
RW: The hardest thing to overcome is the stop-
start nature of venues. Unlike the high street, where
the flow of guests is predictable, venues have to turn
it on and off. Basically, going from 0 to 60 every
matchday. The scale of the operation and speed
of service is a challenge.
How has the working relationship
between stadium operators, team
owners and suppliers evolved?
RK: Clients see us as more than catering suppliers.
We’re thought leaders and consultants on hand to share
best practice and apply high-street trends. By taking
stakeholders on a journey, they see the development of
hospitality, making it easier to sell in and gain support.
BD: A decade ago, there was less understanding
of upscale markets. Now, in the US, premium
customers comprise nearly 40% of ticket revenue
in new buildings. It’s a major, established industry
– the ALSD conference and trade show has more
than 60,000ft2 of exhibit space and 1,500 attendees.
RW: The trick is to get everyone working together.
Those who establish a common goal and get all parties
moving in the same direction achieve amazing results.
(Left) Wimbledon and
hospitality go hand-in-hand,
but the All England Lawn Tennis
Club is constantly looking to
make improvements
(Above) The Championships
boasts spacious VIP areas in
which to relax between matches
or away from the busy courts
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