ESSMA Fan Entertainment Workshop: Juventus FC and Allianz Stadium

Some sixty members of the European Stadium & Safety Management Association (ESSMA) assembled for the sold-out Fan Entertainment Workshop in Turin, Italy, on 3-4 October. The venue for the two-day event was Allianz Stadium, home of Juventus FC.

Francesco Gianello, Head of Stadium, Juventus FC provided details on the 41,507-seat Allianz Stadium, which was inaugurated in 2011 at a cost of €105m, and replaced the club’s former home, the Stadio Delle Alpi. 

Gianello explained that the stadium and its facilities are open 7-days a week, 364 days a year; closing only on Christmas Day. He outlined the three key areas of the business as being: matchday events, non-matchday events and finally, the museum and tours. 

Matchday events

In terms of matchday events, Gianello advised how Allianz Stadium is home to the club’s First Team matches, as well as hosting the National Team, which means 30 on-pitch events (domestic and international games) each year, in addition to a charity event that takes place on the field. All of this, he said, was responsible for delivering 95% stadium occupancy throughout the year, with a staggering one-million fans visiting the stadium every season just on matchdays.

Non-matchday events

The Allianz stadium plays host to a growing number and variety of events, from conferences to workshops and gala dinners. Gianello explained how hosting concerts at Italian stadia was a relatively new concept, one that meant they had to constantly evolve and grow the fan entertainment offering at the stadium. 

Museum and tours

In relation to the museum and tours, which are open every day to allow behind-the-scenes access for fans, Gianello confirmed that they alone were responsible for bringing in 170,000 visitors each year and that the museum was recognised as one of the Top 45 in Italy.

During the ESSMA Fan Entertainment Workshop, Gianello stressed out that entertainment must be a part of every event:

We are looking at ways and possible technological solutions to help increase connectivity here at Allianz Stadium. We want to keep ourselves ahead of the loop. To offer more and to expect more successful seasons ahead! 

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