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SBD Global/March 27, 2014/Facilities
Serie A Side AS Roma Unveils Plans For New $300M, 52,500-Seat Stadium
Published March 27, 2014
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IN THE FACE OF HISTORY: In N.Y., Sam Borden wrote Pallotta’s enthusiasm "is hardly surprising; global ambitions are de rigueur for any soccer club of meaningful size these days." In other words, his plans "are not unique." But the task and challenges he faces "are surely different, primarily because of Italy’s soccer culture, not to mention its history and notorious bureaucracy." Stadiums in England and German have updated and modernized "the game-day experience for fans," the infrastructure in Italy has generally lagged. Juventus is the only top club in Serie A that owns its own stadium. Barror said, "It's generally realized that there is a significant infrastructure issue in Italy. The one thing the leagues in England and Germany have done is embrace progress in a lot of ways, and we’re trying to be at the front end of it here" (N.Y. TIMES, 3/25).
MIXED-USE FACILITY: The new stadium will offer a variety of venues for music, including a 500-person stage in the AS Roma themed restaurant, a 5,000-seat outdoor amphitheater, a 13,000-seat amphitheater within the stadium and large music tours can be hosted within the stadium itself. An integral part of the vision for this new development is that the new Stadio della Roma will serve as an anchor for a larger, new privately owned and managed mixed-use development. Designed by Woods Bagot Global Dir of Sport Dan Meis, the Stadio della Roma will be the first truly sustainable major sports venue in Europe that incorporates a carbon neutral footprint, maximum recycling capabilities and state-of-the-art renewable energy and conservation programs (Stadio della Roma).
LEGENDS ON BOARD: BLOOMBERG's Scott Soshnick reported that AS Roma "is getting assistance on its stadium development plan" from Legends, which it hired "to do market research and a feasibility study on premium products at a proposed new stadium." Legends is owned by the MLB N.Y. Yankees and NFL Dallas Cowboys. Roma is the second European football club to hire Legends, which also works with Man City. Legends VP of Global Sales Todd Fleming said that the company "conducted focus groups and surveyed more than 65,000 fans in Rome as part of its work to help the team structure its business practices." He added that most of the questions "centered on products such as luxury suites and premium seating." The results showed that Italian fans, unlike U.S. sports fans, "have little use for a luxury suite with a capacity of 20 or more." Fleming said that "the preference was for a premium box with seating for 12" (BLOOMBERG, 3/26).