MASTER PLANNING AND MIXED DEVELOPMENT
At The Stadium Consultancy we strongly believe that the long term success of a stadium is to a large extend based on its location and the possibility to create synergy with the functions surrounding the stadium.
These functions are not only capable of positively influencing the exploitation of the stadium, by generating traffic and income to the building all week through, but can also contribute to its financing. Reason why many stadium projects nowadays are more and more part of larger real estate development schemes, including all kinds of other commercial functions (mixed development). By using its image and brand a football club is able to trigger a new commercial development plan in which the new stadium is the centre-piece and catalyst. Indeed the cathedral for a new urban environment.
Abandoning their old, often centrally located but expensive sites, and moving to a new location under development (and thus cheaper), the club can cash on the difference in land value and often also benefit from further commercial development on the new site. This will allow the club to finance a large part of the investment in the new stadium. Examples can be found throughout Europe: AFC Ajax selling the land of their old stadium ('De Meer') and reinvesting in Amsterdam ArenA, Real Madrid relocating from their training centre in downtown Madrid and cashing € 300 million and Everton FC building a new stadium outside Liverpool in Kirkby, financed in conjunction with supermarket Tesco.
In line with the stadium business plan and concept, The Stadium Consultancy can help develop a master plan for the new stadium which is based on synergies in exploitation, use of infrastructure and maximising the development receipts for the club.
The deliverables in this phase may include:
- a redevelopment concept and master plan of the site of the existing stadium
- a development concept and master plan of the new site based on mixed development
- financing plan of the entire development(s)