but five or six ideas for separate demographics and
price points.
Fine dining
The greatest amount of thought goes into creating the
top tier, which sets the tone for other levels. For English
soccer side Aston Villa’s premium experience,
Westwood ran workshops and brainstorming sessions
searching for a concept that justified the price tag. The
idea that emerged places the club directors at the heart
of the premium lounge in a glass box. “Psychologically
it adds value because you feel like you’re having dinner
with the directors. At Aston Villa, we also designed
a beautiful modern lounge using natural materials such
as marble to give it the feel of a private members club
in London’s Mayfair,” he says.
It is vital to get the tiering strategy right, Westwood
explains. The highest tier should be restricted to
VIP HOSPITALITY
NORTHERN CHARM
English Premier League soccer side Everton FC is giving
its premium areas and hospitality suites a renovation in the
2019 off-season where it will not only upgrade furnishings
and technology, but also test out new hospitality concepts
ahead of the club’s proposed move to a new stadium at Bramley-
Moore Dock.
“Premium hospitality suites, boxes and seating are vitally
important to new stadium projects as they generate considerable
revenue whilst accounting for often less than 10% of the capacity,”
says Oliver Wright, head of hospitality and sales at Everton FC.
“Demand comes in different forms as some fans want a VIP
matchday experience, or a wide choice of catering and
beverages, a better pint, a better seat, surroundings that appeal
to their personal requirements, or facilities that encourage
networking and community. Whether these are exclusive
restaurants or sports bars, value for money and return on
investment are key to fans and businesses engaging with these
products,” he adds.
“Through testing new concepts, which includes a move to
a more informal sports bar as well as an exclusive fine dining
lounge, we can demonstrate what our approach to hospitality
in a new stadium could be like, whilst broadening our appeal
to a new demographic.”
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