Summit to consider fan engagement and stadium development strategies

Being held next week, the second Annual Stadiums and Arena Asia Summit is set to see the delivery of key presentations on contemporary venue management issues, including stadium development and fan engagement strategies.

Representatives from ONE Championship and Dutch Premier League club AZ Alkmaar, will come together at the Summit, being held at the Equarius Hotel in Singapore on 27th and 28th February 2018, to impart useful strategies on maximising fan engagement and on implementing useful and cost-effective commercialisation strategies for stadium and arena operators in the region.

In a presentation, Understanding the 21st Century Fan – What Makes Them Tick?, Bas Schnater, Fanbase Marketing & Fan Engagement for AZ Alkmaar will share his experiences of driving fan engagement.

Schnater explains “these days within the industry there is a lot of hype around high-tech as a main driver of innovative fan engagement.

“While that’s one part of it, I believe there’s also a massive area when it comes to fan inclusion in decision making and optimising the experience around the stadiums.

“One example I’d like to share is we’re currently developing a new online interface and we’re including the fans in that process. We started by organising focus groups where we asked them how they currently use the website and what they expect from a renewed version. As part of the website development process we are going to deliver the updated tested versions to a small fan panel for feedback and keep redeveloping it.

“In-stadium experience is also an important arm to our engagement strategy. We like to optimise the stadium fan experience and try to motivate them to come as early as possible. We don’t build our marketing solely around loyalty programs which seems to be the magic word these days, but instead, our main goal is to create traction around the stadium.

“For example, we know where most families sit with small children so we’re setting up a fan zone area nearby for every match. We also broadcast other matches from our league, international football and even Formula 1 at our sports café prior and post-match which makes fans stay longer within the stadium.”

Managing Stadium Redevelopments on Time And On Budget will be another theme of the Summit, with Gatot Tetuko, Development and Business Director for Indonesia’s Gelora Bung Karno Stadium Management explaining how key elements in managing costs in stadium redevelopments.

Following on from the success of the inaugural Stadiums and Arena Asia Summit in 2017, the second Annual Stadiums and Arena Asia Summit will include case-studies from stadium and arena owners across the Asia-Pacific region, interactive discussions between leading event managers from the region with a host of networking opportunities for all delegates. 

Click here to view event details for the Stadiums and Arena Asia Summit in the Australasian Leisure Management industry Calendar.

Image: Super Rugby action at the Singapore Sports Hub.

22nd January 2018 - ONE CHAMPIONSHIP’S ASIAN EXPANSION PLANS TO BE EXPLAINED AT STADIUMS AND ARENAS ASIA SUMMIT

3rd January 2018 - SECOND STADIUMS AND ARENA ASIA SUMMIT TO BE STAGED IN SINGAPORE

11th October 2017 - STUDY TO INVESTIGATE FANS’ REAL STADIUM EXPERIENCES

14th September 2017 - KEY STADIUM AND ARENA LEARNINGS TO BE PRESENTED AT OCTOBER CONGRESS

24th May 2017 - VENUES ASSESS SECURITY IN WAKE OF MANCHESTER ARENA TERRORIST ATTROCITY 

19th May 2017 - MAJOR SPORTING EVENTS DRIVING MILLIONS OF VISITS TO SYDNEY 

12th September 2016 - SINGAPORE SPORTS HUB TO HOST COMMUNITY PLAY DAY

18th July 2016 - STADIUM AND ARENA CONGRESS TO ADDRESS THE CURRENT AGE OF VENUE DEVELOPMENTS 

15th November 2014 - ECCLESTONE SEES ‘NO POINT’ IN F1 TARGETING YOUTH AUDIENCE

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