6.3 HOSPITALITY
Hospitality can be defined as any premium experience within the stadium, which is differentiated from general admission spectators (GA) by a combination of seat quality and location and access to enhanced food and beverage facilities.
Facilities for VIPs and VVIPs are the highest levels of hospitality within a stadium. VVIP spaces are likely to be predominantly used by stadium owners, football club directors and local dignitaries. VIP facilities are likely to be used by invited guests of the club or its commercial partners.
The degree of hospitality provision within any stadium will be determined by many influencing factors. Whilst smaller stadiums may provide moderate facilities, larger stadiums may have extensive hospitality areas (refer to Sub-Section 1.6.3 for further details).
It is usual for a stadium to include a range of spaces that can be used for matchday hospitality. These spaces can range from small private boxes up to large banqueting suites capable of catering for hundreds of people. Guests in these areas often enjoy refreshments and a meal before the event and then watch the match from within their adjacent dedicated seating.
« A RANGE OF SPACES CAN BE USED FOR MATCHDAY HOSPITALITY »
Figure 6.3.1
Typical location of hospitality spaces in relation to the stadium bowl
The top tiers of hospitality should be located in central areas (typically with access to stadium seating close to the halfway line) with access to private bars, televisions and sanitary facilities. Other tiers might have different facilities and benefits, allowing for multiple prices to be offered to the market. This could include premium-grade concourse areas, which are sometimes described as premium GA.
6.3.1 HOSPITALITY SEATING
Hospitality seating can be located in various positions within the seating bowl but should always provide high-quality pitch views and convenient access routes from the hospitality facilities. Hospitality seats are more comfortable than those seats installed within the stadium for general admission spectators. Hospitality seats are typically cushioned and include armrests and are in sectors that contain the highest category of seats. Seat dimensions and spacing should be greater than general admission spectator seats, with a minimum width of 500mm recommended for each seat and a minimum row depth of 840mm, which should be reflected in the stadium bowl design.
Typical hospitality seating
6.3.2 HOSPITALITY BOXES
Hospitality boxes (sometimes referred to as skyboxes) are often a key component of hospitality within stadiums.
Hospitality boxes should provide a comfortable, private space for groups of people to enjoy the match in their own dedicated seating within the seating bowl that is directly accessed from the box itself and segregated from other seating categories. Hospitality boxes should have the ability to accommodate guests in wheelchairs as required. This can be achieved by having removable seats facilitating flexible configuration.
Hospitality box seating can be provided within the box, behind the pitch-facing glazed facade, to increase comfort where environmental conditions are uncomfortable. This should not be used to increase the number of guests beyond the maximum licensed spectator capacity of the box.
Seating and dining space should be provided within the box for its full capacity of occupants along with a dedicated service area for staff.
Wall-mounted TVs should be included to ensure the guests have access to all broadcast content available within the stadium. Consideration should be given to the installation of removable walls between selected hospitality boxes to allow multiple spaces to be combined into small lounges.
6.3.3 HOSPITALITY LOUNGES
A typical hospitality lounge
Hospitality lounges provide a premium match experience in a shared environment.
Lounges can vary in scale from enlarged hospitality boxes through to substantial spaces to cater for hundreds of guests. Regardless of the format and type of dining offered in these lounges, they should provide dedicated catering, internal seating, entrance spaces and access to the seating bowl.
Views from lounges can vary. In some cases, a pitch view is considered desirable, however, views out of the stadium can also be attractive. Recent trends have seen premium lounges designed with a direct view into the players’ tunnel.
Outdoor lounges and decks might be suitable should the local climate and other customs allow.
Lounges should provide seating and circulation space for the full capacity of the lounge along with a dedicated service area for staff servicing the lounge. The recommended space per guest will depend on the dining concept offered. This generally ranges from 1.2m² to 1.8m² per guest. Wall- and/or column-mounted TVs should be included to ensure the guests have access to all broadcast content available within the stadium.
Consideration should be given to the installation of removable walls within lounges to allow large spaces to be segregated into smaller boxes should the demand change between events.
Dedicated sanitary facilities should be provided for lounge guests, assuming a 50:50 male:female guest split. The provisions per spectator are considered in Sub-Section 5.6.3.
Figure 6.3.2
Lounge plan
6.3.4 VIP
VIP is a private area segregated from ticketed areas and therefore should provide seating and a lounge space that is segregated from other groups.
The dedicated VIP entrance should be an easily identifiable entry point to the stadium, leading directly to the hospitality lounge and from there directly to the viewing area.
VIPs who need to go to the players’ or media areas (e.g. delegates, observers, etc.) must have efficient and secured access from the VIP box to the dressing rooms and media working areas.
VIP seating
Ideally, the VIP seating area should be in the main stand, directly above and behind the players’ tunnel and aligned with the halfway line. The seats should be within complete seating blocks to ensure VIPs do not sit next to guests in different categories.
The seats should be padded, and the seat dimensions and spacing should be equal to or greater than hospitality spectator seats, with a recommended minimum width of 550mm allowed for each seat and a minimum row depth of 900mm, which should be reflected in the design of the stadium bowl.
VIP lounge
The hospitality lounge for VIPs should be at the back of the viewing area (VIP tribune) with direct access from the seating bowl into the lounge.
The VIP lounge should include a reception area with a reception desk to greet VIP guests. The main lounge space should provide seating for all VIPs. The typical space allowance for the VIP lounge is 2.0m² for each guest.
Dedicated VIP sanitary facilities should be provided, assuming a 50:50 male:female guest split. The provisions per spectator are described in Sub-Section 5.6.3.
6.3.5 VVIP
VVIPs in most stadiums include club directors and local dignitaries, however, larger stadiums may need to cater for state leaders or national dignitaries.
Entrances should be separate from public entrance points, leading directly to the VVIP lounge and from there directly to the viewing area. In some cases, the entrance could be from a private area or both options might be required.
Figure 6.3.3
A typical layout of VVIP and VIP areas
VVIP seating
Typical VVIP seating
The VVIP seating area should be located in the main stand, directly above the players’ tunnel and centred on the halfway line. The seats should be separated from all other seating categories by means of a permanent or movable barrier.
The seats should be padded and benefit from an increased row depth and ample spacing between seats to allow occupants to circulate without disturbing other guests. A recommended minimum width of 600mm should be allowed for each seat and a minimum row depth of 900mm.
Seats should be arranged to ensure that a seat does not align exactly with the halfway line of the pitch.
The seats should be positioned directly in front of the VVIP lounge. Security factors should be assessed in determining the location of VVIP seating.
In certain regions, there may be a preference to offer VVIP seating within a climate-controlled environment with glazing between the VVIP seating and the seating bowl. Where this is deployed, there should be an option for glazing to be removable so that VVIP seating can be provided within the seating bowl when required.
Consideration should be given to trophy presentations to be made within the stadium. In this case, the interaction between VVIPs and the players should be factored into the stadium design with appropriate routing.
« VVIPS IN MOST STADIUMS INCLUDE CLUB DIRECTORS AND LOCAL DIGNITARIES, HOWEVER LARGER STADIUMS MAY NEED TO CATER FOR STATE LEADERS OR NATIONAL DIGNITARIES »
VVIP lounge
The hospitality lounge for VVIPs should be at the back of the VVIP viewing area.
The VVIP lounge should include a reception area with a desk to greet VVIP guests. The main lounge space should provide seating for all VVIPs. The typical space allowance for the VVIP lounge is around 2.2m² for each guest, which will allow for seating, dining and circulation space.
A small private space within the VVIP lounge should be provided to allow private meetings and discussions to be held. Dedicated sanitary facilities should be provided for VVIPs within high-quality male and female sanitary blocks that can be accessed directly from the lounge.
The back-of-house areas needed to service hospitality spaces are considered in Section 6.5.
A typical VVIP lounge