MOLCAWORLD
Fran Carrasco, CEO
For us, we have seen VIP hospitality within
the sports sector evolving with the lounges
themselves, as they were once only
intended for individuals with a certain
status. It has been the case in some stadia
that you would fi nd only VIP and company
boxes, and therefore the prices were high.
There are some venues that still make the
mistake of designing VIP lounges with only
one audience in mind, which greatly limits
the commercialization possibilities.
However, there are many users and fans
who are willing to invest or spend more
money on certain services. Owners must
realize that target customers can vary
wildly depending on geographical
location, such as from more rural areas to
city-based venues where there are many
more headquarters of large corporations.
In many places, therefore, it is easier to sell
20 individual VIP seats with extensive
networking possibilities at US$3,000 than
a private VIP room at US$50,000.
As a result, there has been a clear
evolution from the VIP lounge to unique
experiences, such as being able to see
your idols up close in spaces like tunnel
clubs, to having their favorite drink
pitchside, or witnessing the post-match
press conference live. For example, in the
Son Moix Stadium home of Spanish soccer
side RCD Mallorca we have worked at
various levels, with spaces in the
presidential stand, and also VIP
experiences have been created in the
players’ tunnel and for the fi rst time in
the pressroom of the stadium.
However, with the fallout from Covid-19
it could impact this experience and we
believe that it will actually revert to where
the demand for VIP lounges is going to
increase, as it is easier to control access,
physical contact and hygiene, as well as
manage the spaces within them. Many fans
will decide to spend more for these less
crowded services. The appropriate design
of each requirement for these rooms will
determine the success of the new era of
stadia.
In order to provide a stadium
environment where fans and owners are
comfortable, there will have to be
numerous measures put in place. For
example, fan movement around the
stadium will need to be well planned with
perfect signage and clear separation of the
space. Services such as concessions will
have to be less crowded, which will mean
the creation of more VIP rooms and
therefore promote more cashless
transactions, and in-seat service. However,
all these services need to be implemented
while still maintaining the sense of
occasion within the stadium. This is where
new designs come in, while always
respecting each club’s individual essence.
If the movement of fans inside the
stadium is limited, it is logical to use
advanced access strategies and tools, such
as apps that allow products to be brought
closer to the fans’ seats, with the possibility
of presale and easy access to the stands
and halls for the distribution of products.
It is about getting comprehensive spaces
that work with the image,
service and hygiene
control level, something
we are already working
on at Molcaworld for
different clubs.
A suite at Benito Villamarin Stadium,
VIP HOSPITALITY
www.stadia-magazine.com June 2020 37
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