Amsterdam ArenA Netherlands

Transcription

Helsinki Olympic
Stadium
Benchmarking analysis of
three stadia in Europe
27 June 2014
Executive summary
Page
Executive summary
Page
Page
3
Berlin Olympiastadion
Amsterdam Arena
Friends Arena
Executive summary
6
Executive summary
20
Executive summary
39
Introduction
7
Introduction
21
Introduction
40
I.
The rationale behind the reconstruction
8
I.
The rationale behind the construction
22
I.
The rationale behind the construction
41
II.
Location and accessibility
12
II.
23
II.
42
III.
Stadium description
14
III.
Stadium description
24
III.
Stadium description
44
IV.
Ownership and management structure
17
IV.
Financing and operating structure
26
IV.
Ownership structure
47
V.
Major events
18
V.
Main tenants and events
29
V.
Operating model
48
VI.
Operating performance
33
Events
50
VII.
The ArenA Boulevard
34
VIII. Urban development legacy
35
IX.
36
Stadium of the future
37
© 2014 KPMG Oy Ab, a Finnish limited liability company and a member firm of the KPMG network of independent member firms
affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
2
Executive summary
OLYMPIASTADION - Berlin
AMSTERDAM ARENA - Amsterdam
FRIENDS ARENA - Stockholm
Construction / reconstruction
2000 - 2004 (Opening 31July, 2004)
1993 - 1996 (Opening 14 August, 1996)
2009 - 2012 (Opened 27 October, 2012)
Capacity
74,469 for sport events (all seated)
53,052 for sports events (all seated)
Up to 100,000 for concerts
Total investment
EUR 242 million - EUR 3,250 per seat
Total investment
Inflation adjusted
EUR 288 million
EUR 171 million
EUR 303 million
- Full-time
Around 50
Around 50 employees
Around 40
- On event-days
Between 700 to 1,000 depending on the type
of event
Between 700 to 900 depending on the type of
event
Between 600-1,000 depending on the type of
event
Number of large events
per year
Between 30 and 35 large events per year
- Football: 20 to 25
- Football: 25 to 30
- Football: Up to 35
- Other sports: 5
- Other sports: 5 to 10
- Other sports: 5
- Concerts & other large events: 3 to 5
- Concerts & other large events: 15
- Concerts & other large events: up to 10
Hertha Berlin SC
AFC Ajax
AIK Fotboll AB
Royal Dutch Football Association
Swedish national football team
Number of employees
Main tenants
Number of visitors
- Events
Around 1.5 million visitors per year
- Stadium tour
Around 300,000 visitors per year
Around 100.000 visitors per year
Around 75,000 visitors per year
- Total since opening
Around 22 million visitors since reopening
Around 31 million visitors since opening
Around 1.8 million visitors since opening
Urban redevelopment
NO
Renewal of Bijlmermeer district, an
underdeveloped neighbourhood of Amsterdam
Rejuvenation of an abandoned, underdeveloped
industrial site in Solna
Establishment of the ArenA Boulevard with now
attracts around 12 million visitors per year
Development of Arenastaden, a new urban
district featuring a shopping mall, a 3-star hotel,
a residential and office complex
3
Olympiastadion
Berlin Germany
Olympiastadion
Executive summary
Key facts
Address
Olympischer Platz 3, 14053 Berlin, Germany
Construction
2000 - 2004 (Opening 31 July, 2004)
Capacity
Total investment
EUR 242 million - EUR 3,250 per seat - The cost only includes the reconstruction and the fit out as the land and infrastructures were
already provided
Total investment
Inflation adjusted
EUR 288 million
Financing structure
EUR 196 million (81%) City of Berlin and the Federal Government of Germany
EUR 46 million (19%) the construction company Walter Bau-AG in association with DYWIDAG
Number of employees
Full-time: Around 50 employees
On event days: 700-1000 depending on the type of event
Between 30 and 35 big events per year including football (Hertha Berlin SC, German national football team and Germany Super Cup
Final), other sports events such as athletics - and concerts and exhibitions
Main tenants
Hertha Berlin SC
Number of visitors
Events: around 1.5 million visitors per year
Stadium tour: around 300,000 visitors per year
Total : around 31 million visitors per year since reopening in July 2004
Urban redevelopment
NO
5
Olympiastadion
Introduction
The scope of the study
■
Sport is much loved in Germany. It plays an important role in German life and is a
fundamental part of national culture and society.
■
As of today, Germany ranks fourth in the all-time Olympic Games medal count. Along
with East Germany, West Germany and the Unified Team of Germany, only the USA,
Russia (along with the USSR) and Great Britain have been more successful in the
Olympic Games.
■
The country has hosted the Summer Olympic Games twice, in Berlin in 1936 and in
Munich in 1972. Germany also hosted the Winter Olympics in 1936 in GarmischPartenkirchen.
■
The most popular sport in Germany is football, which draws high attendances and
millions of TV viewers. In recent years, the Bundesliga, the German top-flight football
division, has been the European league with the highest average attendance per game
(in 2013/2014 season, on average, there were 42,624 spectators per match, followed by
the English Premiership with 35,921 fans per game).
■
The largest individual body of the German Olympic Sports Federation (DOSB) is the
German Football Association (DFB), which counts 26,000 registered clubs and 178,000
teams.
■
In 2006, Germany hosted the FIFA World Cup. Preparations for the event triggered a
wave of modernization of football facilities across the entire country. Today, most
Bundesliga stadiums are relatively new or have seen some reconstruction over the past
15 years. Since Berlin was one of the twelve host cities of the football World Cup 2006,
the Berlin Olympiastadion was extensively renovated.
■
This study of the Berlin Olympiastadion covers the following issues:

I. Rationale behind the reconstruction of the national stadium;

II. Location and accessibility;

III. Stadium description;

IV. Ownership and management structure; and

V. Major events.
Source: Olympiastadion
6
Olympiastadion
I. The rationale behind the reconstruction of the national stadium (1/4)
History of the Berlin Olympic Stadium
Olympiastadion - 1936 Olympic Games
1916 Olympic Games
■
The construction of the German national stadium begun in 1912 following the successful
bid to host the 1916 Olympic Games in Berlin.
■
The existing Grunewald Stadium, a horse race-track opened in 1909 with a crowd
capacity of 40,000 people, was extensively renovated to become the new national
stadium. The construction took just 200 days and in 1913 the new Grunewald Stadion
opened with a capacity of 30,000, of which 18,500 were standing places and 11,500
were seats. A 3,000 capacity swimming arena was also built on-site next to the stadium.
■
In 1925 the whole sports campus was officially named Deutches Sportforum.
1936 Olympic Games
■
In 1931 Germany was awarded the 1936 Olympic Summer Games and plans for the
stadium reconstruction were approved. The project was renamed Reichssportsfeld,
Imperial Sports Arena. Construction work started in 1934 with the demolition of the old
national stadium. The German NSDAP Government covered these construction costs, as
well as the redevelopment of the surrounding urban area.
■
The 1936 Olympic Games mainly took place at the newly built national stadium and
almost 4,000 athletes from 49 nations participated at the Games.
■
The Olympic Stadium played a key role in the entertainment programs of Hitler’s Third
Reich as the venue hosted several army sport events. During Word War II, the stadium
was then used as military storage facility and as a bunker. The Olympic park was one of
the last places which the Germans still held in April 1945 before they were overwhelmed
by the Allies.
■
Later in 1945, the stadium was occupied by British troops and in the following years it fell
under the jurisdiction of West Germany. The stadium was handed over by the British
military in 1949. One year later the Reichssportsfeld was renamed the Olympiastadion.
■
In the 1960s the stadium saw minor structural changes: a new floodlight system was
installed and the running-track was renovated.
■
The Olympic Stadium hosted three matches during the 1974 FIFA World Cup. For those
matches, the public toilets and the press stand were modernised, while the Northern and
Southern stands were partially roofed over (see picture right).
Source: City of Berlin
Olympiastadion - 1974 FIFA World Cup
Source: City of Berlin
7
Olympiastadion
Latest reconstruction of the stadium
■
In the 1990s, due to a general state of obsolescence, concerns were raised about a
potential reconstruction of the venue. In 1998 it was decided that the stadium would be
fully transformed into a multi-functional sports arena.
■
Plans made by the architectural firm Gerkan, Marg and Partners (gmp-architekten) were
chosen and in 2000 Walter-Bau-AG was appointed as the general constructor.
■
The contract centred around a EUR 242 million flat fee for the renovation. EUR 196
million was jointly funded by the State of Berlin and the Federal Government, while
the remaining EUR 46 million was financed directly by the construction company
Walter-Bau-AG.
■
The reconstruction started in May 2000. During the building work the stadium remained
fully operating allowing football games and other events to take place .
■
Olympiastadion - 2006 FIFA World Cup
The main reconstruction works consisted of:

Renovation of the concrete structure;

Lowering of the playing surface by 2.65 metres, making space for two new rows of
seats and bringing the playing field closer to the spectators;

Demolishing and rebuilding the lower tier, upgrading the upper tier and implementing
new VIP hospitality areas between the two tiers;

Construction of a new circular roof structure;

Construction of an underground and outer areas including the maintenance facilities, a
chapel, the refreshment areas and a warm-up hall with a 120 metre running track;

Upgrading all the athletic and technical areas; and

Installing a modern audio system and new lighting technology.
Source: gmp-architekten
Interesting facts
■
The Olympiastadion is 230m wide by 304m long and has an outer circumference of
approximately 800 metres.
■
The venue covers around 70,000 m2 (seven hectares).
■
The overall infield area measures 116m by 190m, covering more than 22,000 m2.
The stadium is 37 meters high. However, the playing ground lies 15 metres below
actual ground level so the highest part of the stadium is 22 metres above ground.
■
Although the stadium was extensively renovated, Werner March’s original circular concept
of 1912 was retained. It is still under a historic preservation order.
■
The roof has a total area of 42,000 m2. The roof structure features two layers of
suspended membranes which are suspended by 132 outer pylons.
■
After four years of construction, the biggest all-seater stadium in Germany with a
capacity of 74,469 was officially inaugurated in July 2004
■
The facade of the stadium is strengthened by 136 supporting pillars.
■
■
Nowadays, the Olympiastadion is ranked among the most prestigious stadiums in
Europe as it is considered as a UEFA 5-Star stadium - the highest ranking possible
for stadiums.
The north and west stands are equipped with a 137 m2 and a 58 m2 video wall
respectively.
■
A total of 180 loudspeakers provide approximately 112dB of maximum sound level.
8
Olympiastadion
Key stakeholders/contractors of the construction
Responsibilities
People with responsibility
Commissioner
City of Berlin
Design
Volkwin Marg and Hubert Nienhoff
Design team
Annette Menting, Nicolas Pomränke, Andreas Wosnik
Managers of planning
partnership
Kemal Akay, Uwe Grahl
General project
management
Jochen Köhn, Annette Menting (until June 2000)
Project managers, roof
Martin Glass, Ivanka Perkovic
Project team, roof
Katja Bernert, Dagmar Weber, Ralf Sieber
Project manager, interior
fixtures and redevelopment
Alexander Buchhofer
Project team, interior fixtures
and redevelopment
Silvia Schneider, Anja Hassler, Elke Hoffmeister, Sven
Schmedes, Igor Markov, Radoslaw Pilarski, Beate
Kling, Holger Betz, Elisabeth Menne, Birgit Ricke,
Stephanie Hübsch
Structural engineers
Krebs und Kiefer, Darmstadt/Berlin; schlaich
bergermann und partner, Stuttgart
Technical building
equipment
Schmidt Reuter Partner, Hamburg; IGH, Berlin
Light design
Conceptlicht Angerer, Traunreut, Edgar Schlaefle
Concessionaire and general
contractor
Walter Bau-AG associated with DYWIDAG
Panoramic view of the Olympiastadion
Historic atmosphere after the reconstruction
9
Olympiastadion
Design plans
10
Olympiastadion
II. Location and accessibility (1/2)
Location
■
The Berlin Olympiastadion is situated in the Berlin Olympic Park in the far west of
Berlin. The Olympic Park includes several other sports related facilities such as the
Olympic Hockey Stadium, the Olympic Equestrian Center and the Olympic Swimming
Arena.
■
However, several of the Olympic Park facilities are currently not in regular use and public
discussions on a potential urban redevelopment of the area are on-going. Since Berlin is
interested in hosting the 2024 Summer Olympics, the Olympic Park could be transformed
into a rejuvenated, attractive and multi-functional area in the near future.
■
City of Berlin
Tegel International Airport
Alexanderplatz
The training centre of the local professional football club, Hertha Berlin SC, is also
located within the Olympic Park
Accessibility
■
Berlin Olympiastadion is approximately eight kilometres away from Tegel International
Airport, the link being via a ten minute drive on the A111 and A100 highways. Berlin has
one other airport in operation, Schönefeld, which is located approximately 30 kilometres
away from the Park, approximately half an hour away by car.
■
Thanks to good road infrastructure, the Berlin Olympic Park can easily be reached by
car, although on event days it is advised to use public transport as the area is more or
less closed to traffic.
■
The stadium is located approximately ten kilometres from the Hauptbahnhof, Berlin’s
main railway station.
■
The nearest underground and light train stations are located just 200 metres away
from the stadium’s main entrance. The travelling times from Berlin city centre
(Alexanderplatz station) to the Stadium is 25 minutes by light train S-Bahn S5, and 36
minutes by underground U-Bahn U2.
■
Several bus lines connect the stadium to different districts of the city.
Olympiastadion train station
11
Olympiastadion
Site plan
1 Visitor centre (Entrance/Exit)
2 Olympic Gate
3 Podbielski Oak
4 Hertha Berlin Fan Shop
5 Olympic Winner Stellae
6 Major Sculptures
7 Wall of Fame
8 Olympic Bell
9 Marathon Gate with Olympic Fire Dish
10 Saxons’ Gate
11 Hertha Berlin Offices and Fan Shop
12 House of German Sports
13 Dome Hall
14 Former Doctor’s House
15 Former Annaheim Lodge
16 Former Clubhouse
17 Langemarck Hall
18 Bell Tower / Tickets
12
Olympiastadion
III. Stadium description (2/3)
Hospitality areas
■
VIP areas and business seats location
The Olympiastadion features a wide range of VIP, business and lounge seats:
 50 boxes for 10 people (6 on the VIP stand);
 8 boxes for 20 people (2 on the VIP stand);
 3 Executive Clubs (L, P and D); and
 13 sky boxes.
■
The stadium includes many hospitality areas, of which the most prestigious are the Hall of
Honour, the Coubertin Hall and the four-storey Atrium. The hospitality areas, the
skyboxes and the other facilities included in the venue such as the press area and the
warm up training hall, can be utilized during non-match days for corporate events,
seminars and conferences.
Hospitality areas
Size
(m2)
Capacity
(persons)
Hall of Honour
244
144
Coubertin Hall
271
148
3,516
1,266
Coubertin-Lounge (Floor 1)
534
132
Olympia-Lounge (Floor 2)
894
291
1,192
536
896
307
VIP-Foyers
852
120
VIP driveway south
640
700
Executive clubs
114
80
VIP boxes
45
10-20
Press areas
304
100
1,984
400
Four-storey Atrium
Jesse-Owens-Lounge (Floor 3)
Players-Lounge (Floor 4)
Warm up training hall
Lodges North
Lodges South
Lodges Main Stand
Business Seats
Business Lounges
Executive Clubs
13
Olympiastadion
Stadium capacity
■
Seating plan
The Berlin Olympiastadion has a total seating capacity of 74,469 seats spread over two
tiers:
 Lower tier - 42 seating rows - 38,013 seats:
 Regular seats: 32,490 seats at an average slope of 25.4 degrees
 Box seats: 560
 Lounge seats: 563 (expandable to 743)
 Business seats: 4,226
 Wheelchair spaces: 174
 Sanity areas: 176 urinals, 44 WCs for men, 121 WCs for women, 4 WCs for
disabled visitors
 Upper tier - 31 seating rows - 36,456 seats:
 Regular seats: 36,033 seats at an average slope of 23 degrees
 Press Stand seats: 290
 Seats in skyboxes: 133
 Sanity areas: 184 urinals, 30 WCs for men, 96 WCs for women
■
Depending on the kind of stage built in the infield and the lay-out of escape routes, up to
25,000 spectators can fill the 10,000 m2 playing area and surrounding space.
14
Olympiastadion
Other facilities available at the stadium
■
Chapel
Other facilities available at the stadium include:
 4 changing rooms for 24 people each, reserved for football teams;
 4 changing rooms for 30 people each, reserved for athletes;
 Other changing rooms are reserved for referees and officials for international
sporting competitions;
 A 80 m2 chapel, which can accommodate up to 80 people was built in the stadium in
2006. The chapel cost EUR 250,000 to build - it was privately funded.
The chapel was originally built as a room for meditation for athletes, but it now also
serves as a venue for weddings, baptisms and funerals. The room can be rented for
EUR 150 per day and every year 50 to 60 events take place there.
 36 snack kiosks: of which 24 are located inside the stadium (12 on each tier), and a
further 12 are in the outer area;
 The fan shop of Hertha Berlin SC, the resident professional football club, is located
next to the stadium’s main entrance;
Hertha Berlin’s Fan shop
 Two merchandising kiosks are located in the outer area;
 There is an IAAF certified running track around the pitch, with 9 lanes for 110 metres
and 8 lanes for 400 metres. The running track is coloured in blue as this is Hertha
Berlin’s colour;
 There are also other athletics facilities for long and triple jump, pole vault, shot put,
discus and hammer throw; and
 A warm-up training room 120m long is also available below the main stand;
 The visitor centre, which underwent a four month renovation in August 2011, serves
as the central meeting and starting point for all tourists.
 The Olympiastadion does not have a sports museum.
Source: Hertha Berlin SC
15
Olympiastadion
IV. Ownership and management structure
Development costs and financing
■
Construction works
The development costs of the 2004 stadium renovation amounted to EUR 242 million.
EUR 196 million (81%) was jointly funded by the Federal Republic of Germany and the
State of Berlin, while the remaining EUR 46 million (19%) was financed directly by the
active construction company Walter-Bau-AG.
Ownership structure
■ Before the stadium reconstruction, the Olympia Park infrastructure was entirely owned by
the Federal Republic of Germany. However, in 1998 the entire ownership was
transferred to the state of Berlin which, in June 2000, appointed the construction
company Walter Bau-AG to be the stadium renovator.
■ As part of the contract signed with the State of Berlin, it was determined that Walter BauAG would invest EUR 46 million directly into the stadium reconstruction and, once
completed, that company would take over management of the stadium.
Management company
■
Since Walter Bau-AG went into liquidation in February 2005, it was decided in 2006 that
the Olympiastadion would be managed by new company Olympiastadion Berlin
GmbH., of which the state of Berlin is the sole stockholder.
■
Subsequently, the country took over a building loan of EUR 40 million and
Olympiastadion Berlin GmbH. agreed to pay EUR 5.2 million a year as leasing fee of the
venue.
■
It is our understanding that before the renovation in 2004 the stadium had annual
losses. However, since the stadium was renovated, it has seen an upturn in
performance thanks to a larger number of events hosted there. These included
major international sports events such as the 2006 FIFA World Cup matches and the
2009 IAAF World Championships.
■
Olympiastadion Berlin GmbH currently employs around 50 full-time employees who are
responsible for day-to-day stadium activities (i.e. pitch maintenance, cleaning, security,
etc.), as well as for the visitor centre and the stadium tour.
■
Depending on the type of event hosted at the stadium, from 700 to 1000 people work in
the following areas: safety and security within the stadium, catering and F&B,
mainanance and cleaning.
Roof structure
16
Olympiastadion
V. Major events (1/2)
Number of events
■
Every year the Olympiastadion hosts up to 30 major events, including football matches,
athletics meetings and concerts attracting almost 1.5 million visitors.
■
Furthermore, since the stadium was reopened in August 2004, the stadium tour has
attracted approximately 300,000 visitors every year on non-event days, making it one
of the most frequented sights of the city. (Stadium tours are run daily, tickets from EUR 7
per person).
■
Taking into consideration the international events also hosted there such as the 2006
FIFA World Cup matches and the 2009 IAAF World Athletics Championships, it is
estimated that around 31 million people have visited the Berlin Olympiastadion
since its reopening in 2004.
Major sport events
■
The Olympiastadion hosts approximately 25 major sports events per year, of which
the majority are football matches:
 20 games are played by Hertha Berlin SC, the professional resident football club
competing in the German Bundesliga. Hertha Berlin has been the main tenant of
the stadium since 1963. The club pays the stadium operator an annual rent set at:
EVENTS
Avg. number of events
Avg. attendance
Hearths Berlin SC
20
45,000
German National team
2
75,000
Super Cup Final
1
75,000
Athletics
2
30,000
Concerts
3-5
60,000
Up to 30
major events a year
Up to 1,485,000
visitors a year
Football
TOTAL
Source: KPMG Analysis
2006 FIFA World Cup Final
 EUR 4.75 million per season per games of the the Bundesliga I, a domestic
cup game and three international games (i.e. UEFA Champions League or
UEFA Europa league);
 EUR 3.275 million per season only per games of the Bundesliga I, therefore
excluding the national and international cups; and
 Around EUR 2.5 million per season if they are relegated to the second
division.
Their current contract expires in 2017.
 Two matches per year are played there by the national football men’s “A” team.
However, the national team also regularly plays in other major German cities; and
 The German National Super Cup Final, which has been played at the Olympic
Stadium annually since 1937.
■
Every year at least two major athletics events are held at the stadium, including the city
marathon which ends at the Olympiastadion.
17
Olympiastadion
V. Major events (2/2)
Major sport events (cond’t)
■
Pyronale, 2011
Since the last major renovation work in 2004, the stadium has hosted several
international sports events, of which the most important were:
 The 2011 FIFA Women's World Cup matches;
 The 2009 IAAF World Athletics Championships;
 The 2006 FIFA World Cup - six games including the Final; and
 The IAAF Golden League races.
■
It has been already announced that the 2014-15 UEFA Champions League Final and the
2018 European Athletics Championships will be hosted at the Berlin Olympiastadion.
Non-sport events
■
The stadium is well equipped to provide a large number of conference facilities as the
hospitality areas and the VIP boxes can be rented for corporate events, seminars and
exhibitions.
■
The stadium is often used for major concerts. In recent years Robbie Williams, The
Rolling Stones, Madonna, U2 and Depeche Mode were among the most famous artists
performing at the stadium.
■
At the end of each summer, the Olympic park hosts the Pyronale, an annual fireworks
championships, which takes place on the Maifeld, near the stadium entrance.
18
Amsterdam ArenA
Amsterdam The Netherlands
Amsterdam ArenA
Executive summary
Key facts
Address
ArenA Blvd, 1100 Amsterdam, Netherlands
Construction
1993 - 1996 (Opening 14 August, 1996)
Capacity
68,000 for concerts
Total investment
EUR 127 million - EUR 2,4000 per seat - The development cost includes the stadium construction, the fit out and the cost of land which,
however, was sold by the City of Amsterdam for a fairly low minimal price. The City of Amsterdam also constructed the necessary
infrastructure
Total investment
Inflation adjusted
EUR 171 million
Financing structure
City of Amsterdam: EUR 33 million (26%)
AFC Ajax: EUR 9 million (7%)
Debentures: EUR 27 million (21%)
Founder capital: EUR 20 million (16%)
Government subsidy: EUR 5 million (4%)
Mortgage: EUR 33 million (26%)
Number of employees
On event days: 700-9,000 depending on the type of event
Between 45 and 60 large events per year including football (AFC Ajax, Royal Dutch Football Association, Dutch Super Cup Final), other
sports events like American football, concerts and exhibitions
Main tenants
AFC Ajax, Royal Dutch Football Association
Number of visitors
Total : around 31 million visitors since opening in 1996
Urban redevelopment
Renewal of Bijlmermeer district, an underdeveloped neighbourhood of Amsterdam
Establishment of the ArenA Boulevard with now attracts around 12 million visitors per year
20
Amsterdam ArenA
Introduction
■
■
■
Sport plays an important role in the everyday life of Dutch people: sport
participation rates among the general public have been on the rise for decades. The
Eurobarometer survey conducted by the European Commission in 2009 showed that
64% of the population played sports or did physical exercise at least once a month.
■
 I. The rationale behind the construction of the new national stadium
 II. Location and accessibility
The most popular sport in the Netherlands is football. Membership in professional
and amateur football clubs is over one million. Football also draws high attendances and
viewership figures. This is not surprising as the Netherlands has had one of the very best
national teams since the 1970s. They have enjoyed many successful periods: the Dutch
team finished runners-up in the World Cups in 1974, 1978 and 2010 and won the
European Championship in 1988. Furthermore, the Dutch Eredivisie (the top
professional football division) is one of the strongest leagues in Europe. Major teams
such as Feyenoord, PSV Eindhoven and Ajax have worldwide reputations.
The Dutch set-up is also of the highest standard; supporters can enjoy games in modern
stadiums. Most top league stadiums are relatively new or have been renovated in the
past 20 years.
■
The most prominent example is the state-of-the-art Amsterdam ArenA, the largest
stadium in the country, which was designed as the first truly multi-functional
venue in Europe. It is capable of hosting various sporting events, concerts and other
types of entertainment as well. The constant implementation of new technology ensures
that it remains iconic in terms of stadium development, one which many projects try to
emulate even almost 20 years after its opening in 1996.
■
The construction of the Amsterdam ArenA was an important catalyst of urban
development as it played a pivotal role in transforming Bijlmer, a downtrodden
neighbourhood. After a remarkable turnaround, the district became a new urban hotspot
in Amsterdam with much improved economic and living conditions.
This study of the Amsterdam ArenA covers the following topics:
 III. Stadium description
 IV. Financing and operating structure
 V. Main tenants and events
 VI. Operating performance
 VII. The ArenA Boulevard
 VIII. Urban development legacy
 IX. Stadium of the future
■
We present detailed information on the first ten years of operations until the 2003/2004
season, when the stadium reached a stable performance. We understand that since
then the number of events and visitors has been relatively constant and there has not
been significant change in the operating performance of the venue.
Mission Statement
”Management and exploitation of state-of-the-art venues, aimed at continuity,
by facilitating a wide range of events and
by offering maximum service levels to the public.”
21
Amsterdam ArenA
I. Rationale behind the construction of the new national stadium (1/2)
The history of the Amsterdam ArenA
De Meer Stadium - Demolished in 1998
The background of the project
■
Although the Dutch emerged as a major power in the world of football in the 1970s, the
sporting infrastructure did not reflect the success on the pitch. The lack of a large, multifunctional venue became apparent when, in 1983, Amsterdam decided to bid for the
1992 Summer Olympics. The city eventually lost in the first round of the Olympic
selection process (in 1986), but the idea of a new stadium remained on the agenda.
■
At the same time AFC Ajax announced their plan to move into a new stadium as their
own De Meer Stadium, with a capacity of 22,000, was deemed too small and no longer
met the needs of their fans. For international cup ties AFC Ajax used to play in the
Olympic Stadium which was initially built for the 1928 Summer Olympics. Expansion of
the two old venues was out of the question so Ajax searched for a long-term solution.
The club also realised that a new home ground could be an important revenue
source.
The Olympic set-up and the new design versions
■
The initial plans proposed in 1983 for the construction of a new Olympic Stadium
envisioned an open-air stadium with 50% of the seats covered. It included a running
track around the main pitch.
■
However, after Amsterdam failed with its Olympic bid, in 1987 the Amsterdam Sports
City Foundation (Stichting Amsterdam Sportstad) commissioned another plan. The new
layout had a proposed capacity of 55,000 seats, all of them covered. However, this plan
was also scrapped after the foundation failed to secure the approval of all the parties
involved.
■
In May 1990 a new plan emerged combining both the designs proposed in 1983 for the
Olympic Stadium and in 1987 by the Amsterdam Sports City Foundation. The envisioned
stadium was fully roofed, had a running track, numerous skyboxes, restaurants and a
museum. An events hall next to the stadium was also included. The architect was Rob
Schuuman from the Netherlands.
Source: The City of Amsterdam
The Olympic Stadium - Renovated after 1996
Source: The City of Amsterdam
22
Amsterdam ArenA
I. Rationale behind the construction of the new national stadium (1/2)
The history of the Amsterdam ArenA (cont’d)
The redevelopment of the Olympic Stadium
The final design and relocation
■
The Olympic Stadium of Amsterdam was built for the 1928 Summer Olympics. It had
a running track and was also used for football, cycling and athletics competitions.
The original capacity of 31,600 was expanded to 60,000 in 1937. Later the main
users of the stadium were two football teams: FC Amsterdam (between 1972 and
1982) and the better-known AFC Ajax, who played international cup games there.
■
When it was decided that the new Amsterdam ArenA would be built, it was evident
that the Olympic Stadium had to change. After a thorough redesign, the stadium
started its “second life” in 2000 and it was extensively renovated again in 2007.
■
The building now features office space, a fitness centre, an Olympics Museum, a
congress centre and an underground parking complex. Youth football games and
cultural events regularly take place in the stadium which has an all-seater capacity of
22,000. The stadium will host the 2016 European Athletics Championships.
■
The citizens of Amsterdam quickly embraced the redeveloped stadium, which is now
listed as a national monument and is a tourist attraction in its on light.
■
■
At that time, the total development cost of EUR 109 million could not be raised, which
meant that the design had to be modified in order to decrease the cost. As a result,
the running track was removed from the plans, the load-bearing structure was changed
to four vertical main pillars and a retractable roof was also added. The proposed
capacity was decreased by 5,000 seats to 50,000. The new development cost was
estimated at around EUR 92 million.
In 1991 the stadium was going to be constructed on the administrative border of OuderAmstel and Amsterdam city boroughs. However, since the former did not approve the
final plans, a new location had to be found. Soon after, a site was identified for the
construction in the borough of Bijlmer.
The construction process
■
■
In early 1992 the Supervisory Board of Stadium Amsterdam N.V. approved the latest
construction plans when the financing structure was in place (see page 29). The city
council of Amsterdam also gave the go-ahead in April 1992. The estimated cost of EUR
92 million was confirmed by the consortium of builders made up of Ballast Nedam
Utiliteisbouw and BAM Bredero Bouw. Their joint organisation was called
Bouwcombinatie Stadion Amsterdam. However, it should be noted that the final
development cost reached EUR 127 million due to higher construction expenses arising
during the construction phase.
Amsterdam ArenA - Construction phase
The foundation was sunk on 26 November 1993 and the construction began. During the
process, guided tours were allowed to visit the building site. The program proved to be
exceptionally popular as over 100,000 paying visitors bought tickets for these early
“stadium tours”.
The opening of the stadium
■
Construction took less than three years to complete. The stadium was officially opened
on 14 August 1996 by Queen Beatrix on Netherlands.
■
Following the construction of the Amsterdam ArenA and Ajax’s move, the De Meer
Stadium (Ajax’s old ground) was demolished in 1998 as it could not be further utilised.
The larger Olympic Stadium, where Ajax had been playing its international games was
redeveloped by 2000 (see the box on the right for more information).
Source: Amsterdam ArenA
23
Amsterdam ArenA
Location
■
The Amsterdam ArenA is situated in Bijlmer, a neighbourhood in the south-eastern part
of Amsterdam, located approximately ten kilometres from the city centre. This area of
around 100,000 inhabitants has been through a process of extensive urban renewal
that was initiated in the mid-1990s alongside the construction of the stadium.
■
The stadium played a crucial role in the overall rehabilitation of the district where, at the
time, there was much crime and it was amongst the poorest neighbourhoods of
Amsterdam. Nowadays Bijlmer boasts quality housing, good public safety and offers
various entertainment opportunities such as theatres, cinemas and music venues. The
economy of the area has flourished.
■
The nature of this urban development project is discussed in detail in section VIII. The
ArenA Boulevard and section IX. Urban development legacy.
City of Amsterdam
Accessibility
■
The Amsterdam ArenA was also designed as a new transportation hub in the area. The
Transferium located under the stadium consists of two parking levels including 2,200
parking spaces. A further 17,500 parking spaces were established around the stadium.
These facilities first appeared in the stadium construction plans in 1991.
■
The aim of including these parking spaces was to accommodate the incoming car traffic
on event-days. However, all the parking spaces are designated as P+R parking, which
means that on week-days people arriving in Amsterdam by car from the South can use
these spaces as a transfer point. Parking fees are relatively low and they also include the
cost of public transport to the city centre.
■
Public transport opportunities are very good around the stadium. The Duivendrecht and
Bijlmer railway stations can be reached in less than 15 minutes on foot. The subway
stations Strandvliet/Arena and Bijlmer are located five minutes away on foot. Five
different bus lines with connections across all of Amsterdam have stops very close to the
ArenA.
■
The Bijlmer railway station was built in 1971 and was renovated in 2007. The whole
complex arches over and beside the ArenA Boulevard. The station was renamed Bijlmer
ArenA in 2006 to match the name of the nearby stadium.
Map of the stadium’s area
24
Amsterdam ArenA
The surroundings of the ArenA
Shopping
Nightlife
Food & Beverage
Sport
Offices
Traffic and services
ArenA entrances
Pedestrian areas
Roads
Source: Amsterdam Arena
25
Amsterdam ArenA
Stadium description
Stadium structure
The Amsterdam ArenA was seen as a breakthrough in stadium development when it was
opened in 1996. Nowadays, almost 20 years after its opening, the stadium still remains one
of the most widely acclaimed and highly renowned examples of modern arena design. The
Amsterdam ArenA should not be considered simply as a football ground; it is rather a truly
multi-functional stadium where only half of all events are football-related.
Capacity
■
For football matches, the Amsterdam ArenA has a total capacity of 53,052 seats spread
over two tiers, including 144 specialized places for disabled spectators, 186 for the press
and 920 VIP seats.
■
However, the venue has five other set-up possibilities for different type of
events/concerts:

In-round set-up: 70,000 seats;

End show set-up : 52,000 seats;

Dance set-up : 35,000 seats;

Panorama set-up : 30,000 seats; and

Amphitheatre set-up : 12,000 seats.
■
The layout of the Amsterdam ArenA allows great versatility as the capacity can easily be
adjusted to suit the needs of the event. The stadium has set-up changes at least 100
times a year.
■
The ArenA has around 50 bars and 3,000 sqm of restaurant space both of which are
important venues for business-to-business activities. Furthermore, there are 75 snackbars that serve fast food and beverages to the spectators on the stands. Enclosed
concourses connect the stands to these outlets.
■
The stadium has 750 toilets.
26
Amsterdam ArenA
Stadium description (cont’d)
De Meer Stadium - Demolished in 1998
Hospitality and catering
■
The Amsterdam ArenA is a unique and modern place also offering corporate hospitality
activities on match days. However, on weekdays the various skyboxes and hospitality
rooms are also regularly utilised on non match-days for business meetings, conferences,
gala dinners, workshops and seminars. This set-up enables the owners to attract the
corporate segment to the stadium, with high purchasing power all year long.
■
In total, the ArenA has 63 skyboxes, 8 sky lounges and 12 sky rooms, offering a
total of 920 VIP seats and 2,229 business-level seats. Six sky rooms were later
merged together to create “Café Johan” which now offers high-class catering services.
■
The skyboxes and the other hospitality areas have a direct view onto the pitch. The most
notable services included in the skybox packages are:
 Private hostesses serving drinks and lunch/dinner;
 5 exclusive parking spaces in the Transferium;
 Opportunity to meet with current and former Ajax football players;
 Interactive TV and Kick Off magazine in the skybox; and
Source: AFC Ajax
■ However, if receipt holders are not interested in a particular Ajax football match, the
Club is allowed to rent out their seat/box for that matchday. Similarly, if the holders of
depositary receipts are not interested in an event taking place at the ArenA, the
management company can sell their seats to third parties for those days.
 Opportunity to participate in the annual Ajax networking event.
■
■
In addition, there are 20 other rooms that can be hired for business events, but only
five of these are overlooking to the pitch, the rest are located in other parts of the main
stand of the stadium. The hospitality rooms can hold from 5 to 1,000 persons depending
on the type of the event held there. Most of the rooms can be combined together to
create an even larger space.
■
The receipt holders do not have direct voting rights, neither dividend payments.
■
Debentures are issued in 5 different categories. Their price is negotiable and largely
depends on the current sporting performance of Ajax.
Type
Price range (in EUR)
Seat/box location
A
225,000 - 375,000
Skybox
B
6,000 - 21,000
Business seat
 The obligation to buy Ajax season ticket for each seat/box;
C
7,900 - 9,000
East main stand
 Exclusive access to lounges; and
D
2,950 - 4,500
East side stand
 Preferential rights for an indefinite time period to buy tickets for all non-Ajax
E
1,400 - 2,150
Short side section
Amsterdam ArenA publicly sold five categories of debentures, or “certificates of share” this commercial practice has proved to be very successful over the years. Holders of
depositary receipts have exclusive seating rights, this also includes:
events.
27
Amsterdam ArenA
Stadium description (cont’d)
The pitch
Technology and design
■
■
The technology implemented at the stadium contributes to the multi-functional nature of
the ArenA.
■
Notably, the ArenA was the first venue to implement a retractable roof in Europe. Such
a system increases the stadium utilisation as the ArenA can host both indoor and outdoor
events all year round, regardless of the weather conditions. This has a significant impact
on operations and, consequently, also on the revenue streams. Furthermore, the visitor
experience is also enhanced. The roof can be opened or closed in just under 18 minutes.
Two mechanically sliding roof panels, each 37m x 190m in dimension, are used in the
process. The complete roof units weigh 520 tonnes each.
The set-up of the pitch was a challenging task for the stadium’s designers. The lack of
sunlight and air circulation inside the venue made the turf hard and expensive to
maintain as the natural grass surface did not grow properly. During the first season
the grass carpet was replaced five times: a better solution was needed.
■
Based on the advice of Wageningen UR and Phillips, lamps were installed at the
stadium. The lamps are set up on the pitch between matches and provide the grass with
the necessary UV light for better growth. In future, the UV lamps could be included in the
lawnmowers that maintain the pitch.
■
Nowadays complete re-turfing is required only once a year. This operation is usually
performed in the summer off-season when football matches are rarely played in the
stadium. The process can be carried out in 18 hours.
■
In 2013 the ArenA installed artificial grass (Fieldturf) around the perimeter of the pitch.
This closely resembles natural grass and helps to keep the field temperature relatively
cool.
The safety and security systems in the venue are of the highest standard. Through the
use of surveillance cameras the spectators are constantly monitored and potential threats
and troublesome fans can quickly be identified.
■
Visitors to the stadium can make use of a cashless payment system called ArenA
Card. This smart-card can be credited with EUR 10, 20 or 50 and can be bought at one
of the 20 paying stations inside the stadium. Cards can be used to pay for tickets, F&B
and merchandising, as well as for public transportation. The system speeds up
transactions and reduces the costs of handling cash. Furthermore, the ArenA Cards
provide the management with much valuable data about the behaviour of the spectators.
The collected information is regularly used for marketing campaigns.
■
The development of new technologies and services is a priority at the ArenA. In order to
coordinate innovation projects on a constant basis, the Amsterdam ArenA Innovation
Center was established in 2013.
■
Media
■
The media set-up of the ArenA includes 115 camera positions. And closed-circuit TV
network with 300 television monitors is connected to the media system. TVs are
located in the walkways and other public places, proving the spectators with the chance
to watch the events from every public area within the stadium. The stadium also features
a fully-equipped media facility which exclusively deals with the video service for the
audience present at the event.
■
Two large video screens each measuring 65 sqm are installed opposite each other high
on the North and South stands. Important and interesting information can be displayed
during the events, such as team line-ups and special graphics. The screens can be
lowered from these standard position, to just above the pitch to accommodate events
other than football matches.
■
The ArenA press gallery is the largest in the Netherlands with a capacity of 186 seats.
Usually 94 seats are allocated to the press, while the remaining seats are used by
commentators and observers. Furthermore, there are 60 press positions with LED TV
screens.
28
Amsterdam ArenA
IV. Financing and operating structure (1/4)
Financing model
■
■
Large stadiums are generally planned, built, financed and operated by their home cities.
However, in the case of Amsterdam ArenA, due to the significant investment costs and
the willingness of the City of Amsterdam to delegate operational tasks to other parties, a
public-private partnership was structured.
 Seven founders each paid EUR 2.27 million with Phillips investing EUR 4.55
The vision of the Amsterdam ArenA’s stakeholders was to create a venue capable of
hosting world class sporting and non-sporting events, open seven days a week and
with the potential to become like a second city centre of Amsterdam:
 The earlier sale of the depositary receipts, or “certificates of share” (describe
million. When the initial period expired in 2006, Phillips and Amsterdam RAI did
not renew their support and exposure rights. The other founders are still actively
involved.
on page 27), brought in a further EUR 27 million which was invested in the
construction phase. However, as anticipated in the previous pages, the receipt
holders do not have direct voting rights, neither dividend payments
 The City of Amsterdam invested in the project in order to encourage the
development of the Bijlmer district as the ArenA was seen as a catalyst which could
support and encourage urban renewal and growth. Another indirect way of
financing the construction of the ArenA was the concession of the building site for a
fairly low minimal price, as well as the construction of the necessary infrastructure
elements which were developed by the City free of charge. Ultimately, the City of
Amsterdam recovered its investments through the income generated from the real
estate projects developed in the district in the subsequent years. The City of
Amsterdam also acquired the stadium’s naming rights, promoting the city’s name
and reputation internationally.
 AFC Ajax: the football Club invested only in football-related development (its core
business) as it is the main tenant and the most important user of the ArenA. The
stadium was leased to Ajax as an off-balance way of financing with zero cash
transactions.
■
The EUR 127 million development cost was financed by:
 Shareholder capital:
 Municipality of Amsterdam
EUR 33 million
26%
 AFC Ajax
EUR 9 million
7%
 Certificates of shares (A - E)
EUR 27 million
21%
 Founder capital
EUR 20 million
16%
 Government subsidy
EUR 5 million
4%
 Mortgage
EUR 33 million
26%
 Commercial partners: eight major private companies, the so called “founders”,
invested in the project in exchange for sponsorship and exclusive hospitality rights
for a ten year period. The commercial partners became the first choice suppliers of
different goods and services and they all received the rights to a private sky lounge.
The founders were:
 Amsterdam RAI B.V.
 Phillips Netherlands B.V.
 Bouwcombinatie Stadion Amsterdam
 Grolsche Bierbrouwerij Nederland B.V.
 KPN Telecom B.V.
 ABN Amro Bank N.V.
 Coca-Cola Nederland B.V.
 Stichting Exploitatie Nederlandse
Staatsloterij
29
Amsterdam ArenA
Ownership structure
■
As described on the previous page, the eight commercial founders alongside AFC Ajax,
as well as the receipt holders, invested in the construction of the stadium, each gaining
different exclusive rights. However, they do not have any stake in the stadium ownership.
■
The owners of the Amsterdam ArenA are exclusively the City of Amsterdam and
Stadion Amsterdam N.V., a public limited company which is entirely owned by the
foundation Stichting Administratiekantoor Stadion Amsterdam.
■
Their respective roles are well-defined as the City of Amsterdam operates the
Transferium hub beneath the venue and the other car parking spaces in the surrounding
area, while the Stadion Amsterdam N.V is the official owner of the stadium itself.
■
Stadion Amsterdam N.V. rents the stadium to another company called Stadion
Amsterdam C.V., a limited partnership fully in charge of the operations.
■
The legal differentiation between the ownership company and the operating company
has been structured in order to reduce the owners’ exposure to operating risks.
Therefore, if Stadion Amsterdam C.V. makes losses, the owner is generally not affected.
Daily operation al decisions of the ArenA are entirely in the hands of Stadion Amsterdam
C.V. as the direct involvement of the owners is only periodical or indirect.
■
Stadion Amsterdam C.V, the limited partnership in charge of the stadium’s operations, is
made up by two entities. The managing partner, called Stadion Amsterdam B.V., and
the commercial founders.
Stadion Amsterdam N.V.
(owner)
Management
agreement
Rent
Stadion Amsterdam C.V.
(operator partnership)
Stadion Amsterdam B.V.
(managing partner)
8 founder companies
(commercial partners)
30
Amsterdam ArenA
Operating model
■
The operating model adopted by the Amsterdam ArenA is relatively simple. All
departments have clearly defined responsibilities and tasks which enable the venue’s
efficient day-to-day operations.
■
The Director is responsible for the overall management of the ArenA. The staff functions
such as Human Resources, Legal Affairs and Public Relations all directly report to the
Director. The Human Resources Department is responsible for finding temporary
workforce through work agencies when required, in line with unusual event requirements.
■
A team of four managers are in charge of the four most important departments:
Organisational model
Director
Human Resources
Secretary
Legal Affairs
Public Relations
 Finance and Administration: responsible for financial control and administration
duties.
 Sales and Marketing: the primary task of the department is to advertise the ArenA
Sales &
Marketing
to potential clients and sponsors. Generally, this department provides support
regarding the event concept, the promotion and ticketing activities, as well as the
organisation of the museum and the guided tours.
The “World of Ajax” stadium tour is available 7 days a week, 5-8 times a day. On
average more than 100,000 visitors take this tour and visit the museum every
year.
 Events: this department is responsible for the organisation of the events, including
the overall project and people management, safety and security measures,
technical coordination and international ticketing, among many other
responsibilities.
Sales &
Marketing
Facility
Management
Events
Employees at the Amsterdam ArenA
■
More than 50 employs are employed full-time at the Amsterdam Arena. However, on
event-days, anything from 700 to 900 people are involved in the stadium
operations.
1997
1998
1999
2000
2001
2002
2003
2004
Fixed
personnel
36
41
41
46
48
47
51
51
Temporary
personnel
10
16
12
13
9
4
3
3
 Facility Management: the maintenance and up-keep works are handled by this
department which is responsible for the overall maintenance of the stadium.
■
The Amsterdam ArenA Innovation Center is a recent addition to the organisation of
the stadium. Its mission is to “develop services and products that contribute to state-ofthe-art management of stadiums and indoor arenas and that take the event experience
of visitors to a higher level.” The Centre operates as a project team made up of ICT,
marketing and consultancy experts. Currently they are working on pitch development and
mobile content development initiatives in partnership with many organisations including,
AFC Ajax, KNVB, KPN Telecom, Ericsson and Google.
31
Amsterdam ArenA
Operating model (cont’d)
■
Stadion Amsterdam C.V., as the operator of the ArenA, is responsible for overseeing and
carrying out day-to-day activities at the stadium. Severl operations are contracted to third
parties that have consolidated experience in technical sectors and who bring high
technical skills and competences.
■
This solution gives higher flexibility to the operator and reduces overhead risks. The
contracted areas include food and beverage concessions, public catering, as well
as cleaning and security. The parking complex under the stadium, the Transferium, is
owned and operated directly by the City of Amsterdam.
■
Stadion Amsterdam C.V. has a long-term rental agreement in place with AFC Ajax, the
main tenant of the venue. The use of offices and training facilities at the stadium is also
part of the rental contract.
■
Apart from football matches, the stadium is frequently rented out to major event
organisers for concerts, expos, conferences, etc. These events generate rental fees
which are a base income source for the operator.
■
The core business model of the stadium is to provide a high-quality setting for events.
Event organisers are usually charged a fixed rental amount in order to avoid any risk
from the organisation of the event. The income generated by the Ajax stadium tour and
museum are also important revenue sources for the operator.
32
Amsterdam ArenA
V. Main tenants and events
Events at the ArenA
Major non-football events at Amsterdam ArenA
AFC Ajax
Name
Description
Concerts
Performers at the ArenA include Michael Jackson (1996, 1997), Rolling
Stones (1998, 2003, 2006), U2 (2005, 2009), and Roger Waters (2013).
■
The Amsterdam ArenA is the home ground of the AFC Ajax Football Club which is the
most frequent user of the venue.
■
AFC Ajax plays at the Amsterdam ArenA at least 25 times in a season - this figure
includes 17 home league games and domestic and international cup ties. The annual
number of events depends on how far Ajax progresses in the cups.
Sensation
This electronic dance music event is organized by ID&T. The original
version started at the Amsterdam ArenA in 2000 and is still held there
almost every year in parallel with similar events all around the world.
■
In the last three seasons, the average attendance has been around 50,000 spectators
per game, which equates to a capacity utilization of around 95%.
Amsterdam
Admirals
■
Established in 1900, Ajax is the most successful Dutch football team ever: they have
won the league and the KNVB Cup 33 and 18 times respectively. On the international
scene, their best period was in the early 1970s when they won the European Cup every
year between 1971 and 1973. Their fourth triumph came in 1995.
This (Dutch) American football team played in the NFL Europe
competition from 1995 until 2007, when the format was abandoned. They
played their home games (3-4 per season) at the ArenA from 1996.
Other American Football matches also took place there.
■
Numerous Dutch football legends have played in the red and white kit of Ajax. The
illustrious list includes the likes of Johan Cruijff,, Marco van Basten, Ronald Koeman and
many others. Ajax is also famous for its youth development system that has produced
many talents.
International matches and cup finals
■
■
■
The Royal Dutch Football Association (KNVB) often rents the stadium for the home
games of the Dutch national football team. Due to its large capacity, the ArenA is usually
the first choice for international matches. Since 1996 the national team has played
there on 38 occasions, including World Cup and European Championship qualifiers, as
well as friendly games.
The 2000 UEFA European Championship was co-hosted by Belgium and the
Netherlands. One of the Dutch match locations was the Amsterdam ArenA where three
group stage matches, one quarter-final and the semi-final between the Netherlands and
Italy were played. The KNVB also chose the ArenA as the stadium in its bid for the
upcoming UEFA European Championship in 2020.
The ArenA has hosted two major club finals during its relatively short lifetime: the 1998
UEFA Champions League final and the 2013 UEFA Europa League final.
Number of events at the ArenA
■
Every year the ArenA hosts some 50-70 major events, including football matches,
concerts, expos and other non-sporting events. Up to the summer of 2012 around
27 million people had visited the stadium to attend an event. The annual visitor
number has been increasing since the opening, reaching over 2.2 million in 2013.
NUMBER OF
EVENTS
19992000
20002001
20012002
20022003
20032004
Football
30
24
28
29
26
Am. football
4
6
5
5
5
Concerts
0
5
1
8
19
Large events
7
6
7
7
5
Small events
18
13
17
15
18
Total events
59
54
58
64
73
1.585
1.333
1.248
1.740
1.920
Million visitors
33
Amsterdam ArenA
VI. Operating performance
Financial data and performance
■
■
Since its opening, the ArenA has generally operated with good financial results and the
turnover has consistently grown since 1996. There was one outstanding season when
the five European Championship matches hosted at the ArenA significantly boosted the
revenues in the summer of 2000.
The necessary additional investment in the early years had a negative impact on the net
operation results. However, since 2002, the ArenA has always ended the year profitable.
The key word is diversification: income from Ajax football matches is crucial, but the
ArenA has also successfully marketed itself as the perfect place for other events
(concerts, expos, etc.). The share of non-footballing events in the total number of events
increased from 44% to 58% by 2004, after the first 7 years of operation.
30
25
EUR million
■
20
15
10
5
0
Turnover
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
16,490
16,841
18,100
27,874
19,163
19,998
24,794
28,200
12 %
26 %
Ticketing, Tour & Museum
Rent & service for facilities and events
EUR million
Turnover breakdown by revenue sources
3
2
1
0
-1
-2
-3
-4
-5
Net Result
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
-4,494
-0,879
-0,620
-0,083
0,034
0,147
1,155
2,383
Other (e.g. catering)
62 %
34
Amsterdam ArenA
VII. The ArenA Boulevard
The ArenA Boulevard
■
Amsterdam ArenA is the centrepiece of the spectacular development of this particular
area which is now referred to as the ArenA Boulevard. This is one of the best
developed and internationally well-known areas in the Netherlands characterised by
a high degree of integration of living, working, entertainment, sport and shopping
facilities.
■
The ArenA Boulevard greatly benefited from the infrastructure that was built for the
Amsterdam ArenA. The capacity of the railway connection between Amsterdam and
Utrecht was doubled and a direct link to the Schiphol airport was built.
■
Today, the Boulevard provides numerous entertainment opportunities such as
shopping centres, cinemas, residential, retail and office buildings. According to the City
of Amsterdam, the number of visitors to the Boulevard increased from 2.7 million in
2000 to 10 million in 2011.
■
■
Over the years, many companies decided to set up their headquarters in the vicinity of
the ArenA Boulevard. Some residential areas were integrated into the Boulevard
alongside some parkland. The existing commercial centre called Amsterdamsee Poort
was also expanded and renovated in the 1990s and was renamed as ArenAPoort. Over
400 shops are located here. A shopping promenade called ArenA Arcade was built in
2001.
Most important facilities at the ArenA Boulevard
Name
Opening
Capacity
Type
Heineken Music
Hall
2001
5,500 pax.
Concert hall
Ziggo Dome
2012
17,000 pax.
Concert hall
Pathé ArenA
2000
3,250 seats
Cinema
Apartment
complex
2009
12,500 apartment
Housing
Villa ArenA
2001
70 shops
Shopping
Source: KPMG research
The ArenA Boulevard
The latest major renovation of the ArenA Boulevard took place in 2007. The paving was
replaced along with the extensive maintenance of the Bijlmer underground and railway
station and the ArenA Poort.
35
Amsterdam ArenA
VIII. Urban development legacy
Urban renewal around the Bijlmer district
■
Bijlmer’s past
The construction of the Amsterdam ArenA had a significant economic, social and
infrastructural impact affecting not only the surrounding area (ArenaA Boulevard), but
also served as a catalyst in the extensive redevelopment of much of the Bijlmer district in
south-eastern Amsterdam.
The problems of the past and the search for a solution
■
■
The Bijlmer district was built in the 1960s as a large scale, functional urban area where
living, working, traffic and recreation were separated in different blocks. However, it soon
became clear that the high-rise buildings did not meet the requirements of the market
which resulted in low occupancy rates. By the 1980s the area was populated mostly by
migrants and other disadvantaged social groups. Bijlmer district earned a reputation
for high crime rates, drug abuse and vandalism. When, in 1992, a cargo plane
crashed into a housing complex here, the low living conditions were revealed to the
public.
The City of Amsterdam chose to locate the Arena within this district with the intention of
improving the area. In 1995 the “URBAN Bijlmermeer Program” was approved. The aim
was to significantly improve the living conditions in Bijlmer and to attract business
investment. Around EUR 65 million was donated by private investors.
Components of the renewal
■
■
The redevelopment process rested on four pillars: 1) urban design; 2) improved
infrastructure; 3) public services and 4) new attractions. The plan focused on abolishing
the physical borders between the living, working, traffic and recreation sections, raising
the level of education (e.g. free Dutch language courses for Bijlmer residents) and on
creating new employment opportunities.
The urban design was completely changed. 6,500 of the high-rise flats were demolished
and the remaining ones were renovated. New, modern flats took their place. New
underground, bus and railway stations were constructed in the area and this had a
positive effect on the overall infrastructure of the district. Quality public services were
also established. For example new educational initiatives were launched for around
10,000 students. By 2003, around 95% of Bijlmer residents had high-school diplomas.
Several work experience projects improved the local labour market, resulting in falling
unemployment. Finally, new entertainment attractions and amenities such as
shopping facilities, cinemas, theatres etc. were brought in to stimulate the cultural and
social life of the residents.
Source: City of Amsterdam
The effects of the redevelopment - “A second city centre”
■
The ambitious project has clearly improved the quality of life in this once depressed
neighbourhood. The Bijlmer district has been able to reinvent its image,
emphasizing multiculturalism and a high level of cultural exchange between its
residents. The infrastructure, transportation and the housing in the area has been
widely modernised and the unemployment rate is now relatively low.
■
The development of the modern Amsterdam ArenA raised the profile of the
whole area and attracted people and investment to Bijlmer.
Bijlmer’s present
Source: City of Amsterdam
36
Amsterdam ArenA
IX. Stadium of the future
Sustainability programme 2010 - 2015
■
Perhaps the most ambitious commitment made by the management of the Amsterdam
ArenA is to transform the venue into an entirely carbon-neutral stadium by 2015. In the
mindset of the management “sustainability and profitability can go together hand in
hand.”
■
Carbon neutrality in practice means achieving zero net carbon emission. The aim is to
reduce the damaging environmental impact of the stadium itself and that of the events
hosted there. There are around 40 ‘Green Deal’ partner companies that help Amsterdam
ArenA to reduce CO2 emissions through smart transport, waste reduction, energy
efficiency, clean energy and innovative sustainable solutions.
■
Recently, a sustainable district heating and cooling systems was implemented and a
partnership contract was signed between the ArenA and Nuon concerning wind power.
The Oudendijk wind farm provides electricity for the stadium.
■
With the help of the Amsterdam Climate and Energy Fund, an initiative promoted by the
City of Amsterdam, in March 2014 the Amsterdam ArenA installed solar panels on the
rooftop. The project had an estimated cost of EUR 1.6 million; the energy fund provided
loans and warranties to ensure that the solar power system is operated in a
cost-effective manner. The 4,200 solar panels cover an area of 7,000 sqm in total,
making it one of the largest solar farms in Europe. The system is able to generate
930,000 kWh of electricity every year. This amount would be enough to provide the
annually required power for 270 typical Dutch homes. This capacity covers 10% of the
ArenA’s yearly electricity consumption.
Solar panels fitted to the roof the ArenA - March 2014
Bijlmer’s present
■
In March 2014, the Amsterdam ArenA signed an innovation agreement with the City of
Amsterdam. The parties involved agreed to develop a joint strategy that focuses on
smart IT applications in the field of crowd management, development of energy
grids and other applications for visitors to the ArenA and its surroundings. The City
and the ArenA will help each other to make Amsterdam a truly “smart city” which
utilizes the capabilities of the newest technologies to enhance the life quality of
citizens.
■
The innovation deal covers five specific areas where the partnerships can be helpful:
Technological advances
■
■
In December 2013, a new indoor mobile network was installed with high-density
coverage. Since external signals cannot properly penetrate the stadium walls, a
specifically designed system was required. The 40 new, scalable antennas support the
high-speed 2G, 3G and 4G networks. The Smartphone-compatible stadium enables Ajax
to maintain strong relations with the fans.
In February 2014, a pilot payments project was initiated in cooperation with ABN AMRO
Bank and CCV companies. A “contactless” payment system was introduced in
designated areas of the stadium. ABN AMRO bank account holders who are also Ajax
season ticket holders can receive a special debit card that only has to be held against
the POS terminals on site for quick and simple payment.

Mobility and accessibility;

Visitors experiences in the ArenA area;

Energy and sustainability;

Entertainment and Fan experience; and

Safety and security.
37
Friends Arena
Solna Sweden
Friends Arena
Executive summary
Key facts
Address
Råsta Strandväg 1, 169 79 Solna, Sweden
Construction
2009 - 2012 (Opened 27 October, 2012)
Capacity
65,000 for concerts
Total investment
EUR 300 million - EUR 6,000 per seat - excluding the cost of land and infrastructures which were provided / developed by the City of Solna
Total investment
Inflation adjusted
EUR 303 million
Ownership structure
(as per October 2012)
22.8% Fabege: The developer, a real estate company with a primary focus on property management
22.2% Swedish Football Association
17.2% Peab: One of the constructors, one of Scandinavia’s leading construction and civil engineering companies
16.7% The municipality of Solna
11.1% Folksam: One of the largest insurance companies in the country
10.0% Jernhusen: The prior owner of the land, a public railway infrastructure management company owned by the Swedish government
Number of employees
On event days: 600-1,000 depending on the type of event
Between 45 and 50 large events per year including football (AIK Fotboll, Swedish national football team and Sweden Super Cup Final),
other sports events (i.e. Ice-hockey, bandy, cycling, skiing, horse show, motor race, etc.), concerts and exhibitions
Main tenants
AIK Fotboll AB; Swedish national football team
Number of visitors
Total : around 1.8 million visitors since opening in October 2012
Urban redevelopment
Rejuvenation of an abandoned, underdeveloped industrial site in Solna
Development of Arenastaden, a new urban district featuring a shopping mall, a 3-star hotel, a residential and office complex
39
Friends Arena
Introduction
■
■
■
Sport is much loved in Sweden. About half of the Swedish population actively
participates in sporting activities and over two million people, about one fifth of the total
population, are members of a sports club.
Besides ice hockey and handball, football is one of the most popular sports in
Sweden. The country has about 250,000 licensed football players and another 250,000
youth footballers. There are approximately 3,200 active football clubs with 8,500 teams,
playing on approximately 8,000 pitches across the country. Despite the country’s
relatively small population, Swedish national football teams and clubs have achieved
some successes in Europe over the past decades.
■
The present study of the Friends Arena covers the following topics:
 I. Rationale behind the construction of the new national stadium;
 II. Location and accessibility;
 III. Stadium description;
 IV. Ownership and management structure;
 V. Operating model; and
 VI. Events.
In Sweden there are currently five stadiums with a capacity above 20,000, three of
which were built in recent years:
 Friends Arena - Stockholm - 50,000 seats - opened in October 2012;
 TELE2 Arena - Stockholm - 30,000 seats - opened in July 2013; and
 Swedbank Stadion - Malmo - 24,000 seats - opened in April 2009.
■
■
Due to the fact that the old national stadium Råsunda Fotbollstadion did not meet
anymore the international standards of safety, many international events could not been
organised in the country in the past years. Therefore, thanks to the large capacity as well
as to the latest high-quality technological solutions featured at the Friends Arena,
Sweden is now able to host events that were no more possible in the country
before, such as, for example, the final stage of UEFA and FIFA international football
competitions. Sweden is currently bidding to host the 2020 UEFA European
Championship and, in case of a successful bid, the games will be hosted at Friends
Arena.
Source: Friends Arena
The construction of the Friends Arena has been an important catalyst of urban
development, as it has played a fundamental role in transforming an abandoned and
underdeveloped industrial site in Solna into a rejuvenated district, which is now one of
the most upcoming regions in the country with good economic and living conditions.
40
Friends Arena
I. Rationale behind the construction of the new national stadium
Råsunda Fotbollstadion
■
Located approximately five kilometres north of Stockholm, Råsunda Fotbollstadion was
the Swedish national stadium from 1937 to 2013, when it was replaced by Friends
Arena. Before the construction of Råsunda Fotbollstadion, the site was the location of a
smaller stadium with an athletics field which was utilised for some events during the 1912
Summer Olympics.
■
In 1958, the 20,000 capacity Råsunda Fotbollstadion was expanded to 50,000 seats to
host some 1958 FIFA World Cup matches. Further major renovation took place in 1985
when the old main stand was demolished and replaced by a new one, and in the ’90s
when new covered stands were constructed above the stadium’s corners. Thanks to its
regular upgrading and renovation, over the years Råsunda Fotbollstadion also hosted
the1992 UEFA European Championship, the 1995 FIFA Women’s World Cup, and
several other international athletic competitions and major concerts. Råsunda
Fotbollstadion was also the home ground of the domestic football club AIK Fotboll, as
well as the main home venue of the Swedish national football team. The Swedish
Football Association’s headquarters were also located here.
■
Råsunda Fotbollstadion was entirely owned by the Swedish Football Association. The
plot was sold for around EUR 35 million to Peab, a construction company, and a new
residential complex is currently under development. The raised capital was invested by
the Swedish FA into the construction of Friends Arena.
Råsunda Fotbollstadion, the old national stadium
Source: City of Stockholm
Friends Arena
Friends Arena
■
The idea to have a new modern stadium was raised in the early 2000s, when Råsunda
Fotbollstadion started to show its age - it did not meet either the fans’ expectations nor
the international standards of safety. For this reason, international games were
discontinued there. The initial proposed project featured a new major renovation and
expansion of the old national stadium Råsunda. However, this idea was soon rejected as
the site was considered too small to host ancillary commercial facilities. In April 2006 the
Swedish Football Association announced that a new arena would be built in Solna,
around one kilometre away from the old Råsunda Fotbollstadion. The construction of the
new arena started in December 2009 and took less than two years. It is estimated that
approximately 2,000 persons worked directly on the construction of the stadium.
This new national stadium was inaugurated in October 2012 with a concert which was
attended by 50,000 spectators and by 1.7 million other Swedes live on TV. The stadium’s
opening ceremony costs were estimated at EUR 5 million, being the most expensive
event ever held in the country at that time.
41
Friends Arena
Map of Stockholm
■
Friends Arena is situated in Solna, about six kilometres north of Stockholm’s city centre
from which it can be reached in less than ten minutes by train. Solna’s train station is
approximately 1.2 km away form the Arena.
■
Thanks to good road connections, it is estimated that almost three million people,
approximately one third of Sweden’s population, can access Friends Arena in less than
90 minutes by car.
■
Fans and spectators can otherwise easily reach the stadium by bus, light train and
subway.
Arenastaden
■
The construction of the new Swedish national stadium was part of a wider urban
redevelopment project which aimed to revitalise an abandoned and
underdeveloped industrial site. The new district of Arenastaden was created, making
Solna one of the most rejuvenated areas in the country.
■
Arenastaden covers over 200 hectares and, apart from Friends Arena, it includes:
 The Mall of Scandinavia: currently still under construction, the new shopping
centre will cover 100,000 sqm on three floors, and will include around 250 retail
outlets and 4,000 parking spaces. The mall is expected to open in October 2015;
 Quality Hotel Friends: opened in September 2013, this 3-star hotel is located just
next to the stadium. This facility includes 400 rooms, 17 meeting rooms and a
banquet hall for up to 2,000 guests. At 94m in height, the hotel is the tallest building
in the area;
■
It is also planned that by 2016 the new university hospital (Nya Karolinska Institute) will
be established near the shopping mall, making Solna a centre for research and high-tech
medical care.
■
These developments are transforming Arenastaden into one of Scandinavia’s most
active places for sports, shopping and entertainment.
■
Furthermore, as Friends Arena has been a catalyst for the urban development of the
local district, the new commercial mall, the residential and the office complexes are
expected to attract thousands of visitors every day, in this way complementing the
stadium’s operations and commercial effect during the weekdays.
■
Additionally, it is the intention of the management to open a kids club within the stadium
in the near future where children can be supervised in a fun environment while their
parents are shopping or dining.
 Residential and office space: 3,000 new apartments for 7,500 residents and
450,000 sqm of office space for up to 30,000 employees are currently under
construction. However, occupation of some residential buildings had already been
taken up in Spring 2014; and
 Other leisure facilities including a cinema, restaurants and cafés catering to
around 8,000 people per day were also be constructed on the site.
42
Friends Arena
Site plan
Source: Fabage
43
Friends Arena
VIP area
Facilities
■
Friends Arena is a UEFA-4 category stadium featuring new state-of-the-art facilities and
a regular football pitch of 105m X 68m with natural grass.
■
Built with three spectator tiers, Friends Arena is a versatile venue as its capacity can be
easily adjusted depending on the type of event:
 Concert setting: 65,000 people;
 Sport event setting: 50,000 seats;
 Musical setting: 30,000 seats (by closing the upper tiers of the stadium); and
 Theatre setting: 12,000 seats
■
Thanks to an innovate system, empty stands can be screened off by a curtain,
separating them from the rest of the facility creating the illusion of a smaller venue. This
illusion ensures a great atmosphere without the demoralising effect of empty seats. In
this way, the minimum capacity for smaller events is 12,000 seats.
■
Among many other facilities, the stadium includes:
 7,000 VIP seats;
 Nursery/creche facilities are situated in the four corners; and
 92 skyboxes ranging between 12 and 16 seats each;
 Parking for 4,000 cars and 300 buses.
 A hospitality area for VIP guests;
■
The stadium has retail shops spread around the stands which, on event-days, sell
merchandising goods depending on the kind of event hosted at the Arena. It is our
understanding that the management of the Arena is currently developing the Friends
Arena’s brand and, therefore, branded goods will soon be available in the new official
stadium shop.
for Friends Arena members. Carlsberg Bar, Bistro1847 and the Bistro Bars are
opened to non-members as well.
■
The stadium does not currently have a museum. However, the management is
considering developing a Hall of Fame in the VIP hospitality area.
2 champagne bars; and
■
Stadium tours are regularly organised for groups of 20 people, costing EUR 10 per
head.
 Conference facilities: the skyboxes and the hospitality areas can be rented for
banquets, corporate events and conferences for up 2,000 guests;
 Bars and restaurants totalling up to 2,000 seats:
 4 restaurants, of which the Members Club Restaurant is exclusively reserved
 36 snack bars.
44
Friends Arena
Features
■
Friends Arena was designed by Populous, a leading British architectural firm specializing
in sports venues, in collaboration with the architects Arkitekterna Krook & Tjäder and
Arkitektfirmaet C.F Moller.
■
Thanks to impressive and innovative technical solutions and facilities, Friends Arena is
one of the most modern arenas in the world.
■
In order to guarantee the good organisation of any kind of event all year round
regardless of weather conditions, the Arena was provided with a retractable roof.
This roof is made up of two 3,750 sqm sections which are almost one meter thick. The
roof can be opened and closed in 20 minutes. The roof is usually opened between 15
April and 30 September.
■
The actual the playing surface is also quite easy to change. In March 2013, for
example, the surface was changed from parquet to ice and then to natural grass in the
space of just two weeks time. A two-lane service road under the stands ensures that
equipment can be transported directly inside the Arena.
■
Above the playing surface, a 64 ton, 260 sqm media cube hangs from the roof. It
comprises four 65 sqm screens and it can be seen from every part of the Arena.
■
In addition to the media cube, a modern sound system and approximately 700 LED TV
screens provide the visitors with great audio and visual experiences in every public area
of the Arena.
■
Thanks to the wireless network system installed in the Arena, 30,000 visitors can
access Wi-Fi internet connection simultaneously.
■
A cashless payment system is available in the Arena. From 2015, all on-site payments
will be made via this system.
■
Friends Arena’s facade is bedecked with hundreds of thousands of LED lights which can
create 17 million different colour schemes. When the national football team is playing at
Friends Arena, the facade is fully illuminated in yellow and blue lights.
■
Sweden’s most modern television production centre is located within Friends Arena,
near the press room. The 500 sqm media centre was designed to produce all types of
production with up to 30 cameras available. The media centre includes two separated
areas, each of which has its own associated control room for audio processing.
Retractable roof
Facade in blue and yellow for games of the Swedish national team
45
Friends Arena
Main VIP and hospitality areas
Hospitality areas
Conference room
Size (sqm)
Capacity
Daily rental fee (EUR)
Events Lodge
240
150
2,750
Honorary Lodge
200
150
2,750
Centerline Club
115
150
2,750
The Boardroom
60
28
1,400
Lodge, 16 people
47
16
1,100
Lodge, 12 people
26
12
880
340
4,900
Northern restaurant
Carlsberg Bar
331
350
1,100
Bistro 1847
216
350
550
Mixed Zone
217
350
-
Press café
132
100
550
72
100
550
120
150
2,750
The press office
The press conference
Equipment
Carlsberg bar
Daily rental fee (EUR)
Projector
77
AV Cloth
55
Whiteboard
55
Conference-kit
55
Microphone
110
Redecoration lodge
219
46
Friends Arena
IV. Ownership structure
Development costs and financing
■
The stadium’s development costs have been estimated at approximately EUR 300
million, EUR 6,000 per seat on average, excluding the cost of land and infrastructures
which were developed by the City of Solna. Taking into consideration the innovative
technical solutions featured by the Arena such as the retractable roof, the estimated cost
per seat is aligned to international construction best practices.
■
The stadium was constructed by a joint venture of companies which structured a series
of articulated operations.
■
The Swedish Football Association sold their own old national stadium Råsunda to
Peab, a construction company, for around EUR 35 million. Those funds were invested
into the new stadium. Råsunda Fotbollstadion was demolished in 2013 and a new large
residential complex is currently under construction.
■
The City of Solna and Jernhusen, a public railway infrastructure management
company, owned the original run-down site where Friends Arena has now been
constructed. The municiipality granted building rights for the construction of a hotel, a
shopping centre, and a residential and office complex. The site was split into segments
and sold to two developers (Fabage and Peab) and to an investment company
(Folksam). The development of the overall real estate project supported the construction
of the new Arena financially. The City of Solna also invested in the construction of the
necessary infrastructure and roads.
■
■
The old Råsunda Fotbollstadion and the new Friends Arena
Source: City of Stockholm
 17.2%: Peab, one of the constructors, one of Scandinavia’s leading construction
and civil engineering companies;
In 2007, Swedbank acquired the stadium’s naming right for approximately a EUR 16.5
million, for the period up until 2023. However, in 2012 the bank decided to donate the
stadium’s naming rights to the Friends Foundation, a non-profit anti-bullying organisation,
as part of their commitment to a socially aware society.
In October 2012 Friends Arena was owned by:
 11.1%: Folksam, one of the largest insurance companies in the country; and
 10.0%: Jernhusen, a public railway infrastructure management company, a
subsidiary of the Swedish government, the prior owner of the land.
■
However, it is our understanding that five of the organizations involved have already
agreed to sell their stakes in Friends Arena to Fabege, the developer company which
currently owns the residential and office complex. Therefore, it is believed that the
ownership structure of the Friends Arena will radically change in the next few years as
Fabage will become exclusive owner of the site.
■
In October 2013, the Swedish FA sold one third of its share to Folksam.
 22.2%: The Swedish Football Association;
 16.7 %: The municipality of Solna;
 22.8%: Fabege, the developer, a real estate company with a primary focus on
property management;
47
Friends Arena
V. Operating model (1/2)
Operating model
■
Since its opening in October 2012, Friends Arena has been managed by Sweden Arena
Management AB, a joint venture formed by the owners of the Arena.
■
The management company is responsible for the day-to-day operating activities,
including the promotion of the Arena and the organization of the events.
■
Currently, Friends Arena employs around 40 people on a daily basis, and from 600 to
1,000 people on event days depending on the kind of event and the expected
attendance.
■
However, due to the high cost of labor, the management is keen to increase the overall
efficiency of the personnel and to speed up operations through technological solutions.
For example, a cash-less paying system will soon be installed in all the stadium.
■
Sweden Arena Management AB is generally responsible for the F&B and catering
operations within the stadium. However, as one of the stadium’s official partners,
Carlsberg operates the Carlsberg Bar and Bistro1847. Furthermore, some event
organisers can, by agreement, utilise their own catering companies.
■
Conferences and corporate events are typically managed by the Quality Hotel Friends.
VIP hospitality areas and conferences rooms are rented to the hotel for a fixed price,
while Sweden Arena Management AB oversees the F&B operations.
■
For major concerts and events, Friends Arena is usually rented out to an event organizer
which assumes the responsibility for ticketing, crowd management, safety and security,
as well as for the sound and lighting set-up.
■
Rental fees paid by the event organizers to the stadium management greatly depend on
the particular type of event and the expected attendance. However, in general, the rental
fee is set at between 10% and 20% of the overall revenues generated by the event itself
(ticketing, F&B, merchandising, parking, etc.).
■
As per our understanding, in the first year of operations the stadium had a positive
operating margin which is expected to increase in the next years as the Arena will
attract a larger number of events and visitors. However, from a financial point of view,
the stadium itself has a relatively low profitability which is insufficient to properly
remunerate the capital invested. Therefore, the cash flows generated by the overall
project - including the shopping mall, the residential and the office complex - are utilised
to balance the stadium’s financial performance.
■
Since none of Sweden Arena Management AB’s joint owners are professional stadium
operators, the management company has recently decided to engage a professional
operating company capable of maximising the Arena’s operations.
■
In March 2014, a letter of intent was signed between Swedish Arena Management AB
and Lagardère Unlimited Stadium Solutions (LUSS) addressing the takeover of the
long-term operation of Friends Arena. The due diligence process is on-going and is
expected to be completed by autumn 2014. The formal takeover of the operating
company is expected to occur no later than January 2015.
■
Lagardère Unlimited Stadium Solutions is one of the largest operators of multi-functional
arenas in Europe and has a leading position globally. With LUSS taking over Friends
Arena’s operational procedures, a larger number of major events can be expected at
the Arena in the future, resulting in a stable positive earning trend for the owners of the
stadium.
Source: Fabage
48
Friends Arena
V. Operating model (2/2)
Tenants
■
Dressing room of the national team
Although Friends Arena is a multi-purpose stadium which can be rented by event
promoters and organisers, the Arena has two permanent tenants:
 Swedish national football team
As the Swedish Football Association currently owns 22% of Friends Arena, the
national football teams regularly play their home games at the Arena free of charge.
However, since Fabege is expected to acquire the full ownership of the stadium in the
near future (see page 47), a fixed rental agreement will be signed with the Swedish
FA.
Friends Arena can accommodate18,000 more fans than the old Råsunda Stadium. In
2013, the six games played by the men’s “A” team were sold out.
 AIK Fotboll AB
AIK Fotboll AB is a professional football club competing in the Swedish first division
Allsvenskan.
The club is partially owned by Fabage, the project development company.
AIK fans
As the club has a strong social impact on the local population, the City of Solna
also wanted the club to relocate to the new venue when it opened, even if the
average crowd in the stadium for their home league games is just under 20,000 (40%
capacity).
In 2013, AIK Fotboll AB played 19 home games at Friends Arena with an average
attendance of 18,900 spectators per game, the highest average attendance of all
Swedish clubs. This figure represents an increase of 32% year-on-year.
49
Friends Arena
VI. Events (1/2)
Events
Opening match
■
Thanks to the modern technical innovations installed at Friends Arena, the city of
Stockholm can host events that had not been possible in Sweden before.
■
According to the business plan published at the time of the construction of the new
national stadium, in the first full year of operations the Arena was expected to host
45 major events and attract around 1.2 million visitors. As illustrated in the table
below and based on our analysis, in the first year of operations the Arena achieved the
budgeted number of events and visitors.
Type of event - 2013
Number of events
Average attendance
National “A” team
6
50,000
Youth and Women national teams
10
10,000
AIK Fotboll AB
19
19,000
Other sport events
5
30,000
Major concerts
5
45,000
Other events
5
15,000
TOTAL
50
1,211,000
Football
Quickly convertable
Source: KPMG Analysis
■
Furthermore, on top of the major events, it is our understanding that the VIP and
hospitality areas are utilized daily for corporate meetings, conferences and
presentations. However, we do not have precise information about the total number of
such events or guests.
■
In the coming years, the stadium’s utilization is expected to increase as Friends Arena
will consolidate its image and reputation on the market and as its management gains
deeper operational experience. Furthermore, the Arena will benefit from the construction
of the shopping centre and residential buildings as they will generate daily visits to the
stadium and its amenities too. We estimate that Friends Arena could reach stable
operations in four to five years time, with up to 70 major events hosted annually.
50
Friends Arena
VI. Events (2/2)
Football events
■
In 2013, the first full year of operations, 70% of the major events hosted at the Arena
were football-related, including the UEFA Women's Euro 2013 finals, which registered
the record attendance of 41,301 spectators.
■
On average, in the coming years, Friends Arena is expected to host:
Swedish House Maffia concert
 3 to 6 football games of the Swedish national men’s “A” team annually, either
qualifying games for the UEFA European Championship or for the FIFA World Cup,
depending on the years. Expected attendance: 50,000 people per match;
 Up to 10 games of other national football teams (i.e. U-21, U-19, women, etc.).
Expected attendance between 10,000 and 20,000 spectators per match;
 Up to 20 football games of the resident professional football team AIK Fotboll AB.
Expected attendance between 15,000 and 25,000 spectators. However, the first
home game played in April 2013 against Syrianska FC boasted a club record
attendance of 43,466 spectators; and
 The Swedish Football Cup final which, in 2013, attracted more than 21,000 fans.
■
Sweden is currently bidding to be one of the 13 host countries of the 2020 UEFA
European Championship. If their bid succeeds, four tournament matches will be
scheduled at Friends Arena.
Corporate event
Other sports-related events
■
Besides football, other sports can also be played in the Arena. In 2013, the popular
hockey-like Bandy finals attracted a total of 38,474 people to the Arena, a new record for
the sport. In 2014, Friends Arena will host other sports events such as a cycling race
and the Swedish International Horse Show, as well as ice-hockey and skiing
competitions. Motor events such as Monster Truck and the Scandinavian FIM
Speedway Grand Prix are held at the Arena too.
Non-sporting events
■
Many concerts have already been organised at Friends Arena including, for example,
Swedish House Mafia (three concerts in 2012 welcoming 100,000 fans), Bruce
Springsteen (three concerts in 2013 totalling 160,000 spectators) and Elton John.
■
Three major concerts and exhibitions have already been scheduled at the Arena both for
2014 and 2015.
51

Amsterdam ArenA Netherlands

Transcription

Similar documents

Mansfield IT Company gets its name in lights

grand rapids, mi • van andel arena • sunday, october 16, 2016 • 6:00

Here - Ultrazone

Due to recent lot configurations new HSBC Arena surface lot parking

Parking map.

Ice Vault Arena SkateFest 12-10-13

Lochan Ora Flyer 2013.indd

Is it just about the Money? Scheduling Stadium Events

the newsletter here.