Perth Major Stadium

Ronnie Hurst Project Director

Department of Sport and Recreation March 2012

Project Background • Announcement by the Premier on 28 June 2011 that the new Perth Major Stadium

would be build on the Burswood Peninsula

• On 16 December 2011, the Premier endorsed the Steering Committee’s recommendation to locate the stadium on the Northern Nine section of the golf course.

• Work on the Project Definition Plan is underway and completion is expected by mid-2012

Department of Sport and Recreation

Office of Strategic Projects

Department of

Transport/PTA

The Main Players

International Stadia Trends FANS ARE A PRIORITY The next generation stadia are clearly designed for their main target audience, the individual fan.

VARIETY There should be a range of seating options from general admission through to the premium opportunities at different price points

SOUL It should be designed to reflect the community’s aspirations and sporting heritage. It should be a destination in its own right which can be used by sports fans or non sports fans alike.

ACTIVATION AND FLEXIBILITY Traditional stadium boundaries are expanding to include the surrounding precinct plaza which will be activated seven days a week

‘Fan First’ Philosophy • Excellent public transport system • Pre/post game entertainment at the precinct

• Comfortable seats that accommodate a physically bigger population

• Improved sight lines of the action on the field

• Access to a variety of food and beverage choices • Access to toilets in close proximity to seats without long queues

‘Fan First’ Philosophy • New options including communal standing areas attracts a different consumer to the

game • Giant screens with in-house production to keep the fans entertained

• Access to television screens throughout the stadium

• Interactive use of technology during the game through social media, stadium ‘apps’

and access to content that would not be available at home

General Admission Increased food and beverage options

All photos courtesy of Populous Sport Architects

• Increasing variety of general admission tickets, such as open terraces with views to the field

• Access to multiple restaurants and food and beverage

options

• With both seating and standing options, they are heavily used during pre-match, half time or breaks in the game.

General Admission – Sight Lines and Comfort

• Comfortable good quality seats

• Depth of the seat platform is increased, increasing space between spectators

• General admission has the same sight lines as premium seating

‘Stadium with a soul’

Yankee Stadium , USA Design within the stadium has kept integrity and history of

the original Stadium

‘Stadium with a soul’

Twickenham, UK Design recognises sport history and traditions

Activation

London 2012, UK Public open space activates the area surrounding the stadium and encourages patrons to remain

within the park

Activation

Dallas Stadium, USA Large spaces between the gate entry and the stadium

doors, use of external screens to activate area

Fan First Summary • Fans need to have a superior live experience at the stadium than at home

• The opportunity to be entertained at the stadium before and after the game

should form part of the whole game day experience

• Inside the stadium, spectator comfort is paramount and is achieved through better quality seats with clear and unrestricted views of the action.

• Access to food and drinks, toilets and other amenities within close proximity to seats without having to miss the game

• Use of latest technology

Premium Product Variation Premium hospitality offerings are no longer restricted to formal boxes where spectators are kept behind windows and away from the action Around 10% of stadium seating will cater for people who are prepared to pay for a premium product. There are a number of new ideas that will be explored.

All photos courtesy of Populous Sport Architects

Field Clubs

Examples of money ‘can buy’ opportunities bring fans closer to the action:

• Players walk past fans on their way to/from the locker rooms. • Fans can watch the players warm up • Fan can watch the post-game press conference

All these products are matched with the best seats in the house and are sold to those willing to pay.

All photos courtesy of Populous Sport Architects

Club Lounges

Metricon Stadium

• Exclusive access to upscale bar and restaurant terraces

• Variety of quality food and beverage options

• Views into the seating bowl from lounge

All photos courtesy of Populous Sport Architects

Chairman’s Lounge

Etihad Stadium

Restricted to a small number of people Emerging market that may work in Western Australia

All photos courtesy of Populous Sport Architects

• Open air terraces • Targeting younger professional market

• Relaxed premium/ corporate offering

• Direct access to specific seats within

stadium

• Designed as larger informal suites where opportunity to mix with others

Social Suites/BBQ Terrace

Metricon Stadium

All photos courtesy of Populous Sport Architects

Open Corporate Reserves

• Dedicated seating in the seating bowl with access to dedicated service area

• Terrace located behind reserve

provides access to open air bars, lounges and bathroom facilities

• Generational change to existing OCR’s

at Paterson Stadium or NIB Stadium

Suncorp Stadium

Premium Product Summary

• Approximately 10% of stadium capacity looking for premium service and prepared to pay for it

• Segmentation of the market

• Money ‘can buy’ opportunities - Access to player warm up areas - Press conferences - Players Race • Opportunities that provide a superior fan experience

Precinct Activation

• Successful activation of the precinct will be a work-in-progress.

• Etihad Stadium in the Docklands area of Melbourne took 10 years to achieve the level of development it has today.

• The Stadium must have a relationship to the East Perth foreshore, Claisebrook

Cove, Perth City and the whole peninsula.

Indicative Project Timelines

Mid 2012 - Project Definition Plan completed Mid-late 2012 – Preparation of tenders for the design and construction of the stadium (pending procurement method adopted) 2013 – Tender period 2014 – Stadium construction commences 2018 – Stadium construction completed for the start of the AFL season

Summary

• We will cater for the fans who use the Stadium by taking a ‘fan-first’ approach to planning and design to create an exceptional event atmosphere.

• The stadium will transform the Burswood Peninsula and create a spectacular

gateway to our City.

• Together with other major development projects such as Perth Waterfront and City Link, the new stadium will enhance Perth’s reputation as a world-class destination

• The fan experience will be enhanced through the provision of an improved and integrated public transport system comprising upgrades to road, rail, bus and pedestrian services to allow maximum public transport usage .

• Project Management for the new stadium will focus on sound planning and strong contract management to achieve the best value for money and deliver a world class stadium on time and within the approved budget .