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EFC Stadium Presentation (Hospitality (USA Airlines: a way of life (Seen…

- - - - Visitor Spend: estimated at £848m
        
        Welsh Residents: £301.4m
        
        SPH: £54
        
        Rest of the UK: £280.8m
        
        SPH: £195
        
        Overseas Residents: £366.8m
        
        SPH: £370
      - Estimated Number of Specators: 7.70m
        
        Welsh: 5.5m
        
        Rest of the UK: 1.44m
        
        Overseas: 0.72m
      - Offsite spend (multipliers through the Welsh economy) predicted to be £47.5m gross value added, the equivalent of 2,100 full time jobs, of which over 80% in the local area
      - On-site spend approximately £11.0m per annum, supporting a further 400 full time jobs
      - Attendance figures vs number of events on page 13 on economic report
        
        Include something about major events hosted in each year
      - 1999-2016: 17m paying visitors, 6m non-Welsh. Attracting over 750,000 visitors a year
      - 1999-2016: 350 events
      - Approximate direct spend from the stadium: £15m per annum
      - Equivalence: Swansea City in the PL contributing £81m to the area in its first year in the Premier League, Ryder Cup 2010: 82. Wales Visitor economy: 2,360m
    - - £52m impact for the Welsh Economy
        
        £52 million of revenue for Wales' economy.
        £30 million of revenue for Cardiff's economy.
        360 jobs in Wales.
        240 jobs in Cardiff.
        £18m from visitors
        £17m from hospitality, sponsorship and media rights
    - - Predicted 170,000 people in Cardiff for the final
      - Approximately £45m impact on Cardiff and the wider region
    - - £20m boost to Cardiff and the wider region
      - 2007: 1.2m attended, meaning it was the top visitor attraction in Wales
- - - - No naming rights but the stadium's main partner
        
        Iconic stadium, saves money
      - EE have created a 4G wireless network in the stadium to help support mobile usage
        
        July 2017: EE uses the stadium to reveal a gigabit LTE network in the stadium, which is twice as fast as the UK's fastest commercial broadband speeds (allows 4k streaming) to demonstrate the network's first step towards a 5G network
        
        Initially just for EE customers but extended beyond to all users
        
        4G installed because it has more capacity moving forward compared to WiFi
        
        AS of 2015, only one stadium in the PL had free wifi in stadium
        
        Also helped with contactless technology and ticketless entry into the stadium
      - Activations
        
        Use of social media influencers
        
        Wembley Cup
        
        Social Media influencers plus former soccer stars playing at Wembley
        
        Live broadcast of the game, plus eight part documentary on YouTube in run-up to the game
        
        "Having only existed for three years, EE is a brand that's very focused on innovation. As sponsors of Wembley Stadium, we were looking for a big, scalable way to highlight our association with this iconic British venue. We wanted to go beyond traditional sponsorship activation tactics with a fresh, innovative idea that would really cut through to our tech-savvy audience, especially males aged 16 to 34. We knew that we would need to reach our audience where they were spending most of their time — and that meant YouTube." Spencer McHugh, EE Brand Director, 2015
        
        Changing the colours on the Wembley arch
        
        Used to teach local children how to code by changing the colour of the Wembley arch
        
        Wembley App (Quotes from Future Platforms (app developer)
        
        "When designing the app, we understood that the key to delivering the perfect spectator experience was to provide key utilities, rich, engaging content, and deep social connectivity, putting every visitor to Wembley at the heart of the event.
        To create an app that was truly useful to stadium visitors, we first considered their needs and what information/content they would find most important. We developed an app that would help visitors choose which event to attend, buy their tickets directly from the app, plan a route to the stadium, and locate their seat all from the convenience of their smartphone. With these core features, stadium guests get the Wembley experience before, during, and after their visit. Connectivity infrastructure was also vital to fans getting the best out of their trip to Wembley, prompting interesting future ambitions for the partnership between Wembley Stadium and EE."
        
        Initial reaction to the app was positive, and Wembley, EE and Future Platforms have since introduced further enhancements. An Arch Cam, integration of Deezer music streaming, and even the chance to send messages to the big screen or win seat upgrades has further added to the depth and functionality of the app. More recently, we have also added Opta integration which allows users to access live scores and match statistics from the app, as well as viewing team sheets and player heatmap information. As well as improving the customer experience, these ongoing upgrades and additions have ensured the app remains competitive with other well-respected, content-rich stadium products currently available.
        By embracing EE’s technical innovation, plans for the implementation of features such as location-based offers, digital queue management, mobile ticketing solutions, 4G capabilities, location-based messaging, and free Wi-Fi are all being considered, to further develop the app and help achieve our ultimate goals for the project.
        
        Celtic: first year of similar app generated 100,000 downloads (2014)
      - EE use Wembley Stadium to host meetings, as an internal motivation for staff
        
        The stadium therefore has benefits to the whole business
    - - Aim: to make Wembley "`The aim of EE's deal is to make Wembley the most connected stadium in the world " Matt Stevenson, EE
        
        Melvin Benn, Wembley Chairman, said: “We have been looking for the right partner to help us make sure that Wembley maintains its reputation for being one of the best sport and entertainment venues on the planet. As stadia around the world become increasingly more technologically advanced, EE is the perfect partner to assist us in fulfilling that goal, giving event owners and their fans the best possible and unforgettable shared experiences. Wembley Stadium marked its 90th anniversary in 2013 and this partnership shows that we’re looking to the future and ensuring that we fulfil our ambition to offer inspiring memories, whilst bringing innovation to the stadium at a much faster rate and providing services that are at the forefront of consumer engagement and technology.” (From Press Release on Wembley Stadium Website)
        
        Matt Stevenson: "We wanted to create a sofa-to-seat experience" "Going beyond the brand brings the partnership to light"
        
        After many months of negotiations, a statement released on Wednesday said the new partnership aims ‘to make Wembley the most connected stadium in the world – ensuring it sits alongside the most technologically advanced stadiums across the globe for years to come
        
        "At EE, we are always looking for new ways to enhance digital lives across the UK and this groundbreaking deal allows us to extend the same vision and passion to the country's national stadium,” said Olaf Swantee, the chief executive of EE.
        
        Sporting KC installed a wifi network and app and increased in-game spending in-stadium by 40% in 2015 (city AM)
        
        2015: average in-stadium spend for a US team: £13, UK: £3
        
        “Sports stadiums today are the cathedrals of society where people congregate,” Hanif said. “People just want to communicate their presence when they’re there.” EE director of networks Mansoor Hanif
        
        “We wanted to get the network story out there and create a great customer experience as a two-pronged attack, using assets at the stadium and around the pitch to tell a wider story, as well as activations like the Wembley Cup.” Matt Stevenson
        
        Bring the brand to life... Wembley is big, bold and iconic and could demonstrate our network"
        
        Targeting 18-24 year olds in particular
      - Boost the profile of the EE brand in the UK market after the phasing out of T-Mobile UK and Orange UK from 2012 onwards
        
        Make EE the first choice for mobile buyers
        
        Build their reputation through a good 4G network
        
        Wembley chosen by the brand because it it a "world class asset"
        
        Football not gender-neutral currently, but women's game growing and EE see partnership as a way to help the women's game
        
        (Does support 8/9 music events on top of this to also appeal to women)
        
        "Technology is gender-neutral, football isn't"
    - - Data Usage
        
        Increased 400% from 2013 to 2016
      - Social media reach for EE
        
        300,000 people watched the live-stream of the Wembley Cup
        
        Total of 10 million views of content for the Wembley Cup in 2017,
        
        34,000 attended
        
        Total of over £60,000 raised for Sport Relief on the day
        
        2015 edition generated 35 million views and an 8% increase in brand consideration
  - - - Chelsea in 2017
      - EFL in 2016 for select grounds in Championship, League 1 and League 2
      - Jim White, Telegraph, December 2017 highlighted that Old Trafford's press box wifi is still unreliable
      - Diego Gigliani, director of marketing for media and fan development at the club, said: 'The launch of high-density wifi allows us to offer free, high speed internet access to all our fans, marking an important step forward in Manchester City’s drive to become the most technologically and digitally advanced football club in the world.
        'Mobile technology and social media in particular, play a key role in our fans’ match-day experience. It was, therefore, important for us to embrace this growing trend and enable our fans to share their passion for the club with fellow City supporters around the world, in real time, free of charge, all from the comfort of their seat.'
        
        http://www.dailymail.co.uk/sport/football/article-2595146/Manchester-City-Premier-League-club-introduce-free-wifi-stadium.html#ixzz50fRV5Z2E
      - Liverpool did it in a limited way in 2013, but not rolled out to the whole stadium
    - - Levi's Stadium, which opened in July 2014, features 400 miles of data cable, more than 12,000 physical network ports, more than 1,200 Wi-Fi access points, approximately 1,200 Bluetooth beacons, and a backbone of 40 Gbps of available internet bandwidth.
      - Much easier to do because it's new
      - 46% of attendees used the event-specific app
      - SF 49ers increased revenues/saved $2m using their in-stadium app in the first three years
      - See Excel
- - - - Reward customers to help retain them, engage with new customers
      - Extended venue sponsorship across the UK and Ireland to help reward localities
        
        Wembley Arena, Swalec Stadium
      - In a similar position to O2 in 2005: its sting of stadiums are used to attract attention, promote itself above its rivals and create a point of difference to help attract and retain customers
    - - Aim: make your night a little bit better
  - - - Number doubled in deal starting in 2018
    - - O2 Blue Room
    - - 2016: Over 800,000 tickets secured through O2 Priorities
    - - Allows O2 to collect data on its customers
        
        Taylor-make packages for its customers to further increase engagement
      - Activations, such as noise levels, trafiic analysis
      - For all attendees
    - - Customers not really retained by the likes of its sponsorship of Arsenal as there aren't opportunities for ticket offers etc
    - - Really focussed on being customer-focussed
      - O2 Arena seen as a way to differentiate itself in a crowded market
        
        Create an emotional attachment using the O2 and O2 academies
    - - Make their customers feel really special
- - - - Negotiation with the City of Madrid to knock down a shopping mall and rebuild it
    - - South Plaza
        
        Focus: shops and entertainment, again to make the area more attractive to visitors 365 days a year
        
        Wants to help redevelopment of the wider Haringey area (traditionally an underdeveloped area in London)
      - ‘The Tottenham Experience’, an extreme sports centre, a 180 bedroom hotel, a community medical centre and new public square. (Some details of the various buildings granted planning permission will be submitted by Tottenham Hotspur at a later date as part of the planning process.) The Council also granted Listed Building Consent for the demolition of three locally listed buildings and works to the Grade II Listed Warmington House on the same date.
      - Included the construction of houses as well
        
        1600 houses, 50% "affordable" houses
      - Will include a climbing wall and a sky walk
      - Has attracted subsidy from Harringey Council in order to keep the club in the area (very American of it...). £41m promised to the surrounding area
    - - 2018: designer outlet to open
      - Retail outlets within the O2
      - Cinema
    - - It is precisely this integration of the New Camp and its Espai Barça in Les Corts district and the city of Barcelona that was one of the main reasons why this candidature was chosen. A broad surrounding area without vehicles, without slopes, without barriers, and with an underground parking lot with 3,500 spaces enables the development of a huge esplanade where the Museum, FCBotiga Megastore and Foundation will be located, along with buildings that have been designed as if they were Japanese origami as they emerge from the ground and blend into the landscape while not obstructing the flow or view for members and visitors. The campus will also include other complementary buildings (service and ticket offices, etc.) as well as catering.
    - - Shops have made Stratford a shopping destination
  - - - Kia Oval Pavillion Redevelopment
    - - Shops included as part of its redevelopment of the Wimbledon dogs track
        
        600 houses as well as retail units
  - - - Part of the Pacific Park redevelopment in Brookyln
      - 22 acres
      - 247,000ft of retail space
      - 6 million ft of retail experience
      - 6430 residential units, 2250 affordable housing
- - - - Demonstrate business-class expertise to its local audiences
    - - Often used to promote when areas have received extra backing