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Partille: Ice Arena
In central Partille, a flexible facility that can be adjusted 
for different events. Offices, conference rooms, a 
bowling alley and a restaurant. Area: 16,100m
2

Construction: Skanska.
Capacity
4,000
Cost
328m SEK
Completion
September 2016
Uppsala: Gränby Arena 
Multi-purpose arena, mainly for hockey tenant Almtuna 
IS. The European Commission checking that state 
funding element is not against competition law. Architect: 
Aros Arkitekter.
Capacity_8,000_(hockey),_10,000_(concert)_Cost_625m_SEK_($97m)_Completion_2014-15_SWITZERLAND_Biel:_Stades_de_Bienne'>Capacity
8,000 (hockey), 10,000 (concert)
Cost
625m SEK ($97m)
Completion
2014-15
SWITZERLAND
Biel: Stades de Bienne 
Double stadium plan for ice hockey and football with 
shared facilities and roof. Spaces for other ice sports, 
including curling. Design and build: HRS Hauser 
Rutishauser Suter AG.
Capacity
7,000
Cost
€50m
Completion
2014
for North America arenas see the  
North America supplement pages 16-19

PANSTADIA & ARENA MANAGEMENT WINTER 2013/14
26
When there are so many new technologies being 
marketed to venues, what should be on venues’ 
priority lists?
TECHNOLOGY 
PICKS
S
port, entertainment and technology 
are intertwined in many different 
ways, including commercial tie-ins with 
consumer brands. A matchday build-
up these days might include systems 
testing of the cable cam which will glide 
above the players’ heads, of the match 
analysis software in the team box, 
of the control room monitoring giant 
trolleys on the moving roof, and of the 
irrigation and heating system just below 
the turf’s surface.
Venue management’s task is to host this 
technology efficiently and safely. 
The big stuff, such as LED screens and 
moving pitches, is part of the structure 
and needs pro-active maintenance like 
other parts of a facility. This equipment 
provides physical comfort to the fans 
and audio visual effects on a grand scale 
that bring in the crowds. It’s expensive 
to buy and maintain but these costs are 
part of the calculations when pricing 
tickets and drawing up marketing plans.
So which of the emerging technologies 
are the right picks when drawing up the 
next set of plans? Will wi-fi change the 
fan experience and attract the sponsor? 
Or is cash more wisely spent on 
broadcast systems for in-stadium TV, 
or will a dose of retail technology better 
affect the bottom line?
In-stadium content
Ownership of smartphones among fans 
has brought wi-fi connection to the top 
of the agenda. Clubs want wi-fi because 
it enables social media marketing, which 
looks a great match for fan culture. 
The fact that Google, Twitter and 
Facebook have dedicated sports and 
fan managers demonstrates that these 
companies see a synergy.
There are different ways of funding 
wi-fi installation, from straight 
commissioning ownership to 
working with a sponsor that has the 
telecommunications background to do 
the work or entering into shared risk 
deals with wi-fi providers who will take 
a share of future revenue.
Once the second screen is live in your 
stadium –via 4G or wi-fi – there’s 
an opportunity to stream 
on-demand content and 
to attach commercial 
propositions, such as links 
to ecommerce and sponsor 
messages. For example, 
Engage visitors with 
useful apps
Commissioning useful free apps and 
social media sites for customers is 
a new trend. Hong Kong Convention 
and Exhibition Centre (HKCEC) 
launched an enhanced mobile app 
this year as part of the Unforgettable 
Collective Memories at HKCEC 
campaign using an app on the official 
Facebook fan page to celebrate 
HKCEC’s 25thanniversary. The app 
has a way finding function and a 
listing of today’s events. Visitors 
can make use of signs bearing QR 
codes at prominent locations such as 
exhibition hall entrances, restaurants 
and lift lobbies to identify their 
current location.
Yahoo! will be the exclusive online 
sports content, social networking, and 
photo and video sharing partner for 
Levi’s Stadium and the San Francisco 
49ers through the 2023 season.
When it comes to video content, 
there’s an existing source of content on 
stadium’s doorsteps.  

Our servers allow people at home 
or anywhere to access the content. 
The next step is to implement this 
into stadiums so that they can offer 
their own extra content to fans,” says 
Nicholas Bourdon, SVP Marketing at 
EVS. EVS’ live video production servers 
are in most outside broadcast trucks 
and production facilities at sports 
venues. The company is currently 
Outside broadcast footage can be 
re-purposed for second screen consumption.

www.psam.uk.com
27
FEATURE
emerging 
technologies
providing multiple systems to kit out 
1.3 million m
2
 at the Ashgabat Olympics 
Complex in Turkmenistan. It works 
with other technology providers to put 
broadcast content on to IP networks. 
For example, it was responsible for the 
second screen solutions at Sporting 
Park in Kansas.

EVS is famous for its slomo playback, 
explains Nicholas. “And wouldn’t it 
be great if fans in the stadium could 
view an incident in slomo on their 
smartphones?” EVS’ technology is 
how the world’s broadcasters will 
instantly access the official FIFA footage 
of the World Cup in 2014 for use in 
their own programmes. In the same 
way, fans can be given access to live 
and archived footage. “Our role is to 
help clubs and venues understand the 
potential of this technology,” explains 
Nicholas. “It’s a new business model. 
All the stadiums getting ready for 
EURO2016 in France will have wi-fi and 
they need to investigate the commercial 
opportunities.
Another way of providing in-stadium 
broadcasts is to outsource the entire 
production to a remote facility as 
offered by ADI’s LiveVenue service 
in the UK. Middlesbrough FC and 
commercial partner Ramsdens recently 
commissioned ADI to create a complete 
screen solution. Middlesbrough FC’s 
Chief Operating Officer, Mark Ellis says: 
"
In addition to the state-of-the-art 
screen, ADI offer us high production 
values, with graphics and footage that 
wouldn’t look out of place on a Sky 
Sports broadcast. These elements 
have combined to deliver an exciting 
engagement and promotional platform 
for the club and our sponsors.
LED sport lighting
For nearly 40 years, Musco 
has specialised in providing 
lighting solutions for sports and 
large areas around the world 
– utilising the best technology 
to meet the differing needs 
of players, spectators and 
television broadcasts while 
providing a cost-effective, 
environmentally-friendly 
solution for the owner.
Musco’s team matched their 
proven system design and 
application expertise with the 
evolving LED light source to 
provide custom lighting solutions 
for several major arenas. 
The characteristics of LED make 
it a cost-effective light source 
for indoor arenas with long 
hours of operation and multi-use 
applications. Musco’s solutions 
incorporate advanced structural 
and electrical design for 
reliability to allow the system 
to reach its full life potential 
with minimal glare, maximum 
vertical light levels, and the 
lowest kilowatt consumption. 
Additionally, the long life of the 
LED light source and the support 
of the Musco team virtually 
eliminates maintenance.
For more information about 
how this lighting solution is 
emerging to be the best value 
for arena owners’ budgets and 
the environment, see article 
on pages 32-34 of our North 
America supplement.
Optimising technology
Enabling in-stadium content delivery may 
be a top trend but there are one or two 
established technologies that are advancing 
rapidly and offering new opportunities for 
cost savings and revenue optimisation. The 
floodlighting systems that illuminate the 
sporting action in the bowl are about to 
be overhauled as the leading floodlighting 
suppliers launch LED solutions for 2014.
Ticketing technology underlies the most 
important function in a venue: filling seats. 
For ticketing, read marketing, social media 
marketing and variable pricing. Is your box 
office performing? The latest ticketing 
technology engages customers through 
content, newsletters and special deals. It 
offers joint booking across Facebook, joint 
marketing across venues and clubs. If you 
aren’t doing these things, and integrating 
merchandise and non-matchday sales, then 
an upgrade may be in order.
Is your ticketing, access control and retail 
integrated? The latest point of sale (POS) 
systems integrate cashless options for fans 
and the stats show that cashless increases 
revenue. Specially designed POS terminals 
to handle half-time throughput, queue-
busting handheld units and integration with 
payments and stock control are vital.
Automation may sound as though it’s 
only for factories but building control and 
automation of maintenance tasks are just 
two areas where facility managers can 
generate cash savings by improving their 
buildings’ technology. The investment 
is in software, mobile devices (perhaps 
personal smartphones can be utilised) and 
in training. On event day, the same devices 
can be used for incident tracking and 
reporting in venues’ continuous striving for 
optimum public safety. n
Ticketing is changing rapidly to meet customers’ buying habits.
IPTV technology can tie up retail and sponsorship.

 
You unlocked  
the next level
column
  DiMITRI huygen
28
PANSTADIA & ARENA MANAGEMENT WINTER 2013/14
PanStadia & Arena Management 
magazine is Official Media Partner 
to ESSMA and its members.
A
fter being mainly an ‘event driven association’ in our first period 2010-2013, 
ESSMA now will unlock the next level in becoming ‘a content driven association’, 
starting in the period from 2014 to 2018.
When I joined in 2010 there was nothing except a few members. We had to prove the 
added value of ESSMA. Quite logical, if you know there is some scepticism concerning 
associations. This has been a very exciting period in order to convince people, develop a 
new business model and find the right strategies.
2013 has been extremely important for our association: through the support of Jan 
Stryckers and Kevin Raveyts who joined our team, we’ve been able to bring ESSMA to 
the next level:
n
  ESSMA as content platform
n
  Dedicated case studies
n
  Stadium profiles
n
  Articles: stadium in the picture, interviews with members
n
  Stadium renovation/construction database with various phases
ESSMA as conversation organisation
We are highly appreciated for our fast service towards members. We continuously 
create conversations with our members and support each of them accordingly. This 
will be executed through:
n
  A multilingual website
n
  Social media management
n
  Communication tools - newsletter, ESSMA Essentials, blog
ESSMA ‘must attend event’ (each year)
We are convinced ESSMA doesn’t need to organise monthly events. However, we want 
to support our members with a ‘must attend event’ that is organised together with 
European stakeholders. This allows everybody to integrate their personally targeted 
meetings and a European congress on stadium, safety and pitch management.
ESSMA as fastest growing association
ESSMA has grown enormously the last 36 months. This growth has been realised by 
an enthusiastic and passionate team that builds up ESSMA with an entrepreneurial 
mindset. We will keep this mindset and use the right skills and people in order to bring 
our organisation to the next level. We will recruit new people that possess a lot of 
passion and that are able to put huge enthusiasm into their work.
.
n
Dimitri Huygen is Secretary General of ESSMA 
@DimitriHuygen

every dream has a design

30
PANSTADIA & ARENA MANAGEMENT WINTER 2013/14
The
 
Ashes
 

 
A
 
Tale 
of
 
Two
 
Countries
Australian architecture is taking cricket grounds into a 
new era, building on tradition to provide flexible social 
spaces for general admission and corporate fans.
W
hilst Europe and North America 
bunker down to another winter, the 
bi-annual clash of the two cricket Test 
titans begins in Australia. This oldest of 
team sports, and the first international 
team sport played between two 
countries, dates back to 1882, when the 
now infamous ode was written after 
Australia beat England at their own 
game in their own back yard.
This year marks a unique confluence 
of events with both the England and 
the Australian tour occurring in the 
same calendar year, a unique feat 
achieved as a direct result of the London 
Olympics and Australia’s hosting of 
the 2015 Cricket World Cup. By the 
time The Ashes tour finishes in January 
this famous Test would have been 
played out 68 times with each country 
hosting 34 series. As for the ledger, 
well it currently has both teams evenly 
matched in terms of the overall series 
with 31 wins apiece and five draws, with 
Australia on top in terms of games won 
at 123 compared to England’s 103 at the 
conclusion of the England Ashes Series 
in August 2013.
Over the 121 years of the Ashes Test, 
Australia has not only edged ahead of 
England in terms of games won but it 
has also far outstripped the ‘old enemy’ 
in terms of cricket ground development. 
Australia’s passion for cricket has 
defined part of its cultural identity; 
ever since the days of the first win 
over the mother country in 1882, the 
infamous ‘bodyline’ series of 1933 and 
the creation of our first international 
sporting legend Donald Bradman, 
cricket has defined a country’s sense of 
national and international identity and 
its cricket grounds are immortalised as 
national treasures.
This passion for cricket, backed by 
the might of Australia’s home grown 
sport Australian Football, has led to 
the redevelopment of existing grounds, 
the development of new grounds and 
the planning of new grounds over the 
past 15 years. The final piece of the 
major stadium redevelopment jigsaw 
in Australia is currently underway in 
Perth, Western Australia, with the 
State government tender for the 
new 60,000 seat oval stadium at 
Burswood peninsula.
Opening batters
The Australian Ashes Tour will see 
the opening of the new Adelaide Oval 
and the opening of the latest pavilion, 
the new Northern Stand, at Sydney 
Cricket Ground. This combined with the 
refurbishment of Melbourne Cricket 
Ground, will see fans having access 
to over 1.34million seats over the five 
days of each Test during the Australian 
series. This compares to the 565,000 
seats available in England earlier in 
the year.
The economic drivers of the oval 
grounds in Australia resulting from 
cricket and Australian football have 
seen over $2billion dollars invested 
into stadium development in the last 
ten years alone. This has led to the 
development of the next generation of 
the cricket ground, one that combines 
character and tradition with cutting-
edge design. This new direction in the 
development of the cricket ground 
for the 21st century is being led by 
Cox Architecture who are leading the 
designs for the new 50,000 seat 
Adelaide Oval, the new 13,700 seat SCG 
Northern Stand, the refurbishment of 
the MCG and the masterplanning for 
the WACA. All of these developments 
are producing a distinctly antipodean 
response to climate, context and 
environment combined with a 
hybridisation of the best of UK and USA 
sports architecture to deliver a sport 
community that is distinctly Australian.
Stadium design in the UK and Europe 
has been defined by concerns of crowd 
behaviour and safety as a result of the 
disasters of the last century, resulting 
in an approach to design that is based 
on a spreadsheet without thought of 
the humane and social aspects of the 
sport community. Fans are treated as a 
hindrance rather than the passion that 
drives a community. Meanwhile in the 
USA stadia design for the professional 
sports has become so focused on 
revenue generation and commercial 
exploitation that it has lost its social 
charter with the everyday fan. It is 
through these two extremes that we 
have learnt in Australia to develop ‘fan 
centric’ stadium designs that create a 
community based on the very principles 
of the environments in which we live.
Sydney Cricket 
Ground
The iconic cricket ground in the heart 
of Sydney marked its 100th Test in 
2012 and is currently undergoing its 
latest transformation as a part of a 
new masterplan that integrates the 
precincts, bringing sport back to the 
heart of the city. The new Northern 
Stand that will open for this year’s 
Ashes tour combines new members 
facilities and public facilities in a pavilion 
Sydney Cricket 
Ground – 
Northern Stand 
Redevelopment 
(stage 2)
Sydney, New South Wales
Size
25,000m
2
 GFA
Capacity
13,360 seats
Opening
2014
Construction 
cost
$186m
Amenities
New dining rooms, clubs, 
bars restaurants, a micro 
brewery, retail outlets 
and improved seating. 
New public and corporate 
facilities on the eastern 
end of the Northern Stand 
and improved media 
facilities.
Architect
Cox Architecture

31
www.psam.uk.com
SHOWCASE
ARCHITECTURE
that replaces the old Noble, Bradman 
and Messenger Stands.
The masterplan retains and honours 
the original 1884 Members Stand and 
the 1908 Lady’s Stand, framing these 
distinctive buildings, with two new 
pavilions. The new northern stand forms 
the first of these pavilions.
The new Northern Stand is defined 
from the pitch through its floating roof 
plane that hovers over two distinctive 
upper tier sections, allowing the stand 
to have a distinctive pavilion character. 
Below the hovering roof plane four 
distinctive seating tiers are shaped 
to define different fan territories and 
to locate them as close as possible 
to the action on the field. The seating 
bowl environment is designed through 
advanced parametric modelling to 
ensure all the fans are literally seated 
on top of play, bringing a sense 
of intimacy to the ground that is 
unmatched in Sydney.
The original clock tower of the 
Noble Stand has been retained and 
incorporated into the design of the new 
stand, creating a sense of memory and 
connection to the old. The clock tower 
forms a totem for the ground, acting as 
a counterpoint to the horizontal nature 
of the stands. The tower fronts the new 
Members Lawn, providing a focal point 
for the precinct.
Between the new Northern Stand and 
Allianz Stadium, a new ‘town square’ 
connects the two venues, providing 
the centre for the sport community 
on event days and a new urban square 
for the local residents in Paddington on 
non event days. This town square will 
eventually form the centre of a new 
pedestrian link between Paddington and 
Moore Park, opening up the heart of the 
precinct for fans and the public alike.
The new Northern Stand has been 
designed to front this new ‘town square’ 
with a sense of timeless dignity. It 
has been designed to complement 
the heritage of the Members Pavilion 
and the Lady’s Pavilion and act as a 
transition to the more contemporary 
Allianz Stadium to the south. Bronze 
cladding rises above a stone plinth 
that forms the new ground plane, 
linking the stand to the ‘town square’ 
and the Members Lawn. This stone 
plinth of local sandstone wraps into 
the new grand entry atrium that 
greets members and visitors alike, 
rising through the four levels of 
accommodation. Integration of memory 
through the honouring of the great 
cricket scores and the calico rolls of the 
original scoreboard form part of the 
sandstone wall of the atrium. New bars 
are located in the atrium providing    
Sydney Cricket Ground’s pavilion 
and other new spaces are designed 
to foster a social and community 
atmosphere that can’t be 
reproduced at home.

PANSTADIA & ARENA MANAGEMENT WINTER 2013/14
views back across the Members Lawn 
to the city skyline in the distance.
Informal spaces
Inside the stadium the design combines 
the latest in safety with a fan centric 
environment that encourages fans to 
socialise whilst eating, drinking and 
watching the game. These new social 
environments are backed up with the 
latest in boutique bars, restaurants, 
food courts and cafés. The design of 
these areas is modelled on the informal 
spaces that make our cities liveable, 
the lanes and squares, the parks and 
streets, the lane way cafés and bars. 
This social environment permeates 
all levels of the new stand, providing 
a venue that places an emphasis on 
the festival and the day out, creating 
atmospheres that cannot be replicated 
at home. The new roof terraces on 
the upper concourse provide a new 
dimension to enjoying the day out with 
expansive views back to the city and over 
the new Sports Live town square located 
between the SCG and Allianz Stadium. 
The new ‘long gallery’ extends across 
the Northern Stand behind the mid-tier
creating a members enclosure that links 
the dining room, microbrewery and 
members facilities. This new members 
environment, based on the traditions 
of the Long Room at Lords and the 
MCG, will create new socialising spaces 
served by boutique dining and bars to 
encourage fans to stay longer, linger 
over an enjoyable drink and take in the 
unique atmosphere that is the SCG.
The new Northern Stand also takes the 
development of corporate hospitality 
into the next generation with the move 
away from the traditional suite and into 
the corporate private club. This product 
is designed to allow corporate sponsors 
to provide a new experience for their 
customers and supporters. The basis 
of these spaces is to create bespoke 
environments that reflect the changing 
needs of the sponsor engagement 
at stadia.
The redeveloped SCG will also 
transcend into the digital age and will 
be Australia’s first truly connected 
stadium. The development includes 
extensive wi-fi and IPTV networks to 
augment the fans’ experience, providing 
new opportunities for engagement with 
the cricket and to be part of the crowd.
The new Northern Stand at the SCG has 
delivered, along with Adelaide Oval, the 
next generation of the cricket pavilion – 
one that builds on the traditions of the 
past. It is not designed as a coliseum but 
as a ‘pavilion’ that embraces the festival 
of the sport and its summer setting. 
n
showcase
  architecture
32
WACA

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