VIP HOSPITALITY
ospitality in UK sports
stadia used to take place
in large white rooms with
Formica furnishings and
stodgy food. But high-profile
stadia are starting to see a transformation. The
quality revolution, which started in the US, affects
all levels of food from fine-dining to concessions,
but the premium experience sets the tone, offering
Michelin-starred quality, luxurious interiors and
panoramic views. In the UK, this trend has reached
new heights in exclusive premium hospitality packages
and suites at the new Tottenham Hotspur Stadium.
However, sports stadia are belatedly following wider
social trends, according to Roy Westwood, founder of
Forward Associates, which has provided creative advice
for venues such as the Tottenham Stadium, Wimbledon
Championships and The O2 Arena in London.
Westwood believes millennials and
Generation X have moved away from
purchasing commodities to buying
experiences. “What people are willing
to spend on experiences compared to 15 years
ago is phenomenal,” Westwood says. “The desire
for Instagrammable moments has driven a new way
of socializing.”
Millions of people are eating out multiple times
a week and the quality on the High Street has raised
expectations. “British food used to be an international
joke and now we have one of the world’s most vibrant
scenes,” claims Westwood. “We see similar trends at
airports. Passengers go to Heathrow’s Terminal 5 hours
early to shop and eat.” At the same time, there’s a
realization that not everyone wants the same
experience in a stadium. When Forward Associates
give advice now, they don’t provide one concept,
(Above) The H Club at
Tottenham Hotspur Stadium
offers a premium experience
where members can dine
before and after a game
42 www.stadia-magazine.com June 2019
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