Katie McIntyre hears from Ramón Alarcón, director & general manager at Spanish LaLiga side, genuine Betis Balompié, whose Benito Villamarín Stadium just recently underwent a major improvement as well as is set to enhance its VIP offering with a additionally €2m worth of enhancements.

Ramón, can you begin off by telling our visitors a bit about yourself, your function at genuine Betis as well as occupation highlights to date?
The Club is split into three primary administration areas: sports, where very first team as well as the whole Academy are managed; operations, relating to the manage of the organization “expenses” in addition to all legal as well as tax issues; as well as business, in fee of all the earnings besides the player market, as well as likewise the connection with all the groups as well as agents that interact with the brand (members, season-ticket holders, shareholders, fan groups, media, protocol, etc).

The very first two administration areas are habitual for football teams, however the service not so much since in Spain, in comparison to other markets such as the American, the “non-related-to-football business” is relegated to a secondary frame. I am likewise a member of the board of administrators, which is an sign of the Club’s decision in this area.

As highlights, we can point out that we have doubled the earnings revenue. At the exact same time, we have acquired spectacular interaction results in social networks, was well as in the number of season-ticket holders as well as attendance to the stadium. We are currently placed in fourth setting in Spain in all these areas.

Daplast created as well as installed different designs of stadium seats, according to the different areas of the stadium, as well as complying with the procedures of the grandstand: A3 seats as well as CR5 seats for the general stands, tip-up seats design AB as well as tip-up seats Avatar model

Real Betis’ Benito Villamarín Stadium underwent a major redevelopment between 2016 as well as 2017. Can you tell us what this involved?
50% of the stadium was refurbished back in 2000 as well as within the Club we made a decision to continue improving it. The South Stand, that closes the Stadium, has been finished, as well as all the stands now have three levels or tiers.

Even if the original job has not been finished, it is now a “whole” stadium. The spectacular look of the stadium has been completed with an enhancement both inside as well as out, refurbishment of the premium areas, as well as considerable technological enhancements (including score screens, wise lighting, etc).

As part of the recent stadium redevelopment, corporate hospitality boxes as well as premium club areas were added. What were the crucial motorists for this? 
The concept is to produce improved products based on experiences without the requirement of being a VIP. Not whatever is about rising the price. We have to boost the cost variety to fill the space existing between “single ticket” as well as “VIP ticket”.

We produce locations where people can socialise in a kicked back environment, better to the concept of the standard stand relating to the layout, with ample areas to show “anonymous” people however with food as well as beverage services better to the idea of VIP areas.

How is the general redevelopment job paying off?
The facilities (i.e. the building itself) will see a healing period of around 5 years, which will come from bigger ticketing incomes, while the new premium areas will be amortised in 3 years.

The stadium is one of only three 60,000-plus capability stadia to be all-seater in Spain. Can you tell us about any type of organized future developments?
The plan is to continue with constant enhancements in:

Image as well as technology. We have to surprise our fans every year. We need to not let our stadium be without enhancements for 20 years ever again.

Services, catering, connectivity, services by means of apps… A a lot more comfortable experience before, during, as well as after the game.

Experiences as well as products adapted to the existing demand (families, tourists, college students, etc.).

Daplast worked together in the restyling of the stadium, drawing the pixelation of the new pictures reproduced in the grandstands: the player celebrating the success (top), the genuine Betis letters (above), as well as the colours configuration with stadium seats in different shades of eco-friendly as well as black colour

How are you utilising innovation at the stadium to improve the fan experience?
Currently, with score screens as well as wise Lighting, however we want to invest in the future in connectivity in buy to have a wise stadium that would enable me to satisfy my client one week before a specific game, their arrival to the Stadium, their stay, as well as departure. In fact, being able to interact withthem in a personalized way.

Can you tell us about the crucial patterns as well as emerging technologies that you are complying with & looking to carry out at Benito Villamarín?
We are currently undertaking two projects, both with one single shared target, which is getting to understand our clients as well as being able to interact with them. For this reason, we want to boost connectivity at Benito Villamarín so we can offer services with a stadium app (like auto parking reservations, seating upgrades, quick queue services, merchandising purchases, Camiseta Sanfrecce Hiroshima gaming, etc.).

We are likewise working with Philips on a wise illumination project.

How do you see the market evolving over the next 5-10 years as well as what will this indicate for the using as well as facilities at Benito Villamarín?
New special experiences in the stadium based on innovation (360 degrees glass views, huge screens, holograms…). Every event in the stadium has to be unique.

Ramón Alarcón, director & general Manager, genuine Betis/Benito Villamarín Stadium
 

Huge thanks to Ramón Alarcón as well as Antonio Ortega at genuine Betis/Benito Villamarín Stadium for their time as well as assistance.

Last week, genuine Betis verified it will further increase the investment made in their Benito Villamarín stadium with the building of a terrace in the primary grandstand as well as the remodelling of the VIP boxes to boost the billing for hospitality.

Real Betis made its greatest equity investment in recent years with the building of the new South Stand, however this will not be the only investment or enhancement at their house ground in the Spanish city of Seville. Although the club need to wait to total the phased extension of their Benito Villamarín Stadium, the board of directors has already provided its approval to a €2m investment to improve the VIP offering.

According to Palco23, administration plans to develop a area called ‘La Terraza’ in the primary grandstand area, which will make it possible to take higher advantage of the 120 seats that surround the presidential box.

Ramón Alarcón, director & general manager of service at genuine Betis, said:

We have to believe that people are ready to pay a cost for special services.

The works will be brought out soon as well as will provide continuity to the enhancement of the hospitality services that began to be renewed for the 2017-2018 season with the development of a sound of 456 seats between the lower as well as upper tiers of the South Stand.

The works will consist of an aesthetic restoration of specific Camiseta Vissel Kobe interior areas as well as the enabling of a VIP lounge with an outside area, which will be found on the façade of the stadium, dealing with physician Fleming Street, found above the club offices as well as with views of the outside area where fans gather before entering the game.

Betis wants the VIP service to grow to a point where it produces 80% of the match day service to preserve costs that motivate household ties.
 

The concept of ​​this area set for the days of the match was already implemented in the new tier, considering that the VIP seats include gain access to to three typical areas with music as well as catering service.

Speaking on the requirement to produce these experiences, Alarcón commented that they can produce a extremely crucial volume of service with a great deal less people:

We have to comprehend that lots of people do not come to football since of a enthusiasm for a team, however for service as well as as a social satisfying point.

In total, the Benito Villamarín has 1,500 VIP places as well as 42 boxes, which will likewise be modernised, as well as sometimes will even be extended, within the bundle of new investments. Thus, they hope that these individuals can produce a service equivalent to 80% of the entire match day.

Alarcón added:

With this reform we will likewise make an enhancement in the catering service, which will now always be mandatory.

The enhancements in the executive/premium spaces, was a demand already included last year in the newer areas.

Images, courtesy: Real Betis Balompié

Ramón Alarcón, director & general manager at genuine Betis Balompié/Benito Villamarín Stadium, is one of the high-level speakers that will be taking part in Europe’s very Camiseta Ajax first premium Seat event, ALSD International, being held in London this October, 10-12.

#ALSDInternational – Europe’s very first premium Seat event
 

#SportsVenueBusiness – keeping you in the know!
 

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