Guillermo Gusó
Below are five essential strategies for revitalizing a stadium with a forward-thinking and holistic vision:
1. Image Renewal: Architecture as a Symbol of Identity
Revamping a stadium’s façade is not just about meeting functional and sustainable criteria; it also helps create a new, iconic image that aligns with the club’s growth strategy. This refreshed identity opens up opportunities for brand activations, sponsorships, and visibility on both an urban and media scale.
2. Diversifying Uses and Ticketing: A Stadium in Operation Year-Round
To maximize its positive urban impact, a stadium must be an active hub in the city beyond game days. Adapting its architecture to this demand is a challenge that requires designing versatile spaces where various uses—such as restaurants, shops, and museums—coexist while integrating seamlessly into the city without compromising the stadium’s identity and functionality. This approach is complemented by a flexible ticketing model that segments ticket and experience offerings, extending the stadium’s reach and creating new opportunities for public engagement.
3. Accessibility and Safety: Managing Flows and Integrated Experiences
Enhancing mobility by ensuring smooth circulation within and around the stadium is essential for optimizing the spectator experience. Expanding walkways is not enough; it is crucial to enrich them with engaging content: retail and dining areas, interactive spaces for sponsors, and experiences that accompany visitors before, during, and after the event. Additionally, optimizing entrances and evacuation routes enhances venue safety, ensuring compliance with regulations and adaptability to events of varying scales.
4. Comfort and Fan Experience: Technology and Sensory Immersion
Spectator comfort is key to strengthening their connection with the event. Bringing stands closer to the field, upgrading seating, optimizing acoustics, and providing shelter from the elements significantly enhance the fan experience. The integration of technology—such as dynamic lighting systems, interactive screens, and digital experiences—boosts engagement, creating a phygital ecosystem that deepens the connection to the game.
5. Sustainability and Energy Efficiency: A Commitment to the Future
Reducing a stadium’s environmental footprint is a fundamental aspect of its transformation. Incorporating sustainable strategies—such as solar energy capture, water collection and reuse systems, and low-carbon materials—optimizes the operational efficiency of these large-scale structures and lowers long-term costs. A responsible stadium not only minimizes its ecological impact but also strengthens its connection with the community and aligns with current environmental demands.