Close-up: Jan van Merwijk, Director Feijenoord Stadium
ESSMA interviewed, Jan van Merwijk - Director Feijenoord Stadium - about their upcoming development project, Feyenoord City. Feyenoord City is a broad urban development including a new river-based stadium and a redevelopment of the current stadium. With the new 63,000 capacity stadium, Feyenoord Rotterdam wants to move the club forward in terms of commercial, organisational and team aspect. With the project, the revenue streams of the club should substantially increase due to additional ticket sales, higher revenues from hospitality, enhanced sponsor value and non-football events.
Mr. van Merwijk will share insights on Feyenoord City during ESSMA's Development & Operations Workshop on 3-4 September at Tottenham Hotspur Stadium.
Which key features are part of the Feyenoord City concept?
We have chosen to create an iconic stadium at the waterfront so that the stadium will be a prominent part of the city with attractiveness for daily visits, business and tourism. An area with restaurants, retail, leisure and housing will create a lively hotspot. In addition, we will have a full-service mobility package in place; not only for the business guest but all 63,000 visitors.
I'll share with participants an insight in the development of the new Feyenoord stadium in the context of the largest inner-city urban development in the Netherlands.
What was the strategy of the club in terms of multifunctional use? And how will you ensure a smooth transition between football and other events?
The strategy is to build the best football stadium ever and the best big event venue ever without making concessions to either setting. We've found technical solutions for a quick and cost-effective changeover between football and event mode, so we can do all sorts of events throughout the year.
Are you already preparing the staff for the transition to the new stadium?
The current staff is involved in the development plans. Their operational experience is important in this process. Next to that, we use external specialist to develop a vision on how the sports, events and hospitality world will be in the coming decades.
There is a plan to gradually increase the staff in quality and quantity the next years until we start the operation in the new stadium in 2024.
What can members expect from your presentation?
I'll share with participants an insight in the development of the new Feyenoord stadium in the context of the largest inner-city urban development in the Netherlands.