- Dates: 23/01/2024 11:00 to 24/01/2024 16:00
- Location: Johan Cruijff ArenA , 1 Johan Cruijff Boulevard , 1101 AX Amsterdam , Nederland (Route)
Programme 10th edition
- As host and one of the most innovative stadiums in Europe, the Johan Cruijff ArenA will play a common thread in the programme of our Summit. Delegates will present in keynotes, the stadium tours, workshops and 1-on-1 sessions.
- Since the JCA opened in 1996, football club AFCAjax has been the home club at the stadium. They too will be a key host during the Summit with presentations on 'Organisational Excellence and Matchday Mastery' and more.
Master Mind Sessions
Master Mind Sessions are one-hour sessions where a group of individuals from one specific domain of stadium management come together to discuss stadium challenges today and exchange experiences. These sessions normally take place online but once a year they meet physically at our ESSMA Summit. With the input of the Master Mind group, ESSMA executes research, surveys and interviews that result into concrete best practices and toolkits for members. There are 4 Master Mind Groups: Safety & Security, Marketing & Commerce, Facility Management & Operations and Leagues & Federations. More info about the Master Mind Groups can be found here >>>
If you wish to sign up for one of the Master Mind sessions, please email yari@essma.eu. To participate in the physical Master Mind during the Summit, you will receive another invitation after ordering your ticket on which you can register.
1-on-1 sessions
With our 1-1 sessions, you can book a timeslot of 15 minutes with experienced stadium experts: raise your individual questions directly with peers in the stadium industry to learn from their experience and gain an appropriate insight for your challenge. Only a limited number of places are available. The names can be found in the programme at the bottom of this page. You will receive an invitation to this session after buying your ticket.
*NEW* Seminar Session
The final session of the 10th edition of our ESSMA Summit will focus on the topics that our members have indicated to be most relevant and challenging for them: Stewarding and Customer Service. Following a full year of research into these topics, centered around 2 large-scale surveys and over 10 in-depth interviews, these interactive sessions will offer you practical guidance to help deal with those issues and will showcase best practices from some of the best clubs around Europe that will offer you insights into possible solutions. With support from the renowned and experienced ESSMA Board, the industry professionals in our ESSMA mastermind sessions and the input from industry professionals from our network we have worked meticulously to create this practical guidance and hope that it can inspire you to implement trialed and tested solutions in your club or stadium.
Our 2,5-hour seminar sessions are designed to provide you with in-depth knowledge, practical guidance, research results and real-world application. Explore what each section has in store for you:
🏟️ Stadium Operations / Safety & Security: “Stewarding the way forward”
Challenges in Stewarding - an introduction/a timeline
Interactive session Arsenal FC & ESSMA: recruitment, training & retention 2.0
Mastermind circle: stewarding survey 2023 & conclusions
8 Practical tips & tricks
Example of implementation: Triple A - Johan Cruijff ArenA's & AFC Ajax's succesful stewarding cooperation
Q&A
📊 Marketing & Commerce: "Building a fanbase”
- Challenges in Customer Service - an introduction/a timeline
Interactive session Paris Saint-Germain & ESSMA
Mastermind circle: customer experience survey 2023 & conclusions
8 Practical tips & tricks
Example of implementation by Ajax FC
Q&A
Output: our seminar sessions are packed with valuable insights and strategies that you can implement to enhance your stadium operations, fan engagement, and safety & security.
*NEW* Award Ceremony
The 1st edition of the ESSMA Stadium Industry Awards will shine a spotlight on outstanding accomplishments in four key categories during an exclusive dinner:
Marketing & Commerce Initiative of the Year
Sustainability Initiative of the Year
Safety & Security Initiative of the Year
Development, Construction & Renovation Initiative of the year
You can still submit your case here >>>
Whats’ included in your ticket?
- Entrance to this 2-day event on 23 and 24 January 2024
- Food & beverages: 2 lunches, 1 exclusive dinner and several coffee breaks
- Possibility of booking 1-on-1 discussions with experts & participation in mastermind sessions
> Transport to Amsterdam is not included in the ticket. For the hotel, please use the link below to book one of the event hotels with a discount.
Event hotels
ESSMA works closely with some hotels around the stadium to make your stay during our Summit as pleasant as possible. All hotels are within walking distance of the venue. Using this link below, you can choose one of our event hotels and book straight away with a nice member discount! Hotel prices range between 94 and 136 euros and will remain valid until 6 January 2024. So book early!
The ESSMA delegation will stay at the HOLIDAY INN AMSTERDAM ARENA TOWERS.
Corporate partners
Reach numerous interesting potentials at our event!
Are you a corporate organisation and would like to showcase your product, service or company at our event? Then contact our partnership manager Lars via lars@essma.eu. Tickets for corporate partners can only be purchased through him, not through the ticket shop.
Official aftermovie ESSMA Summit 2023: Legia Warsaw
Programme
Tuesday 23 January 2024
(changes may still be made to this programme)
11:00 - Opening doors with tea & coffee 
12:00 - Networking lunch
With booth area & coffee corner.
13:00 - Welcoming words & keynote opening sessions
Welcoming words by John Beattie - President ESSMA
- Dimitri Huygen - Board Member ESSMA
'Stadium Management Triple I: Innovation, Insights, and Impact'
Sustainability, stewarding, customer service, non-matchday revenue, the stadium of the future… these are just a couple of the topics that our members indicated in the beginning of the year and therefore also the topics of our celebratory 10th edition of the ESSMA Summit. How have we treated these topics during the year? What have we learned from this research? And how can ESSMA’s practical guidance help your stadium or club? In ESSMA’s keynote we will discuss these biggest challenges and explain how we will treat them during the Summit supported by our industry experts, our partners, our members and the wonderful host of this special Summit: The Johan Cruijff Arena!
- Tanja Dik - CEO Johan Cruijff ArenA (NL)
Tanja is the CEO of the Johan Cruijff ArenA. She started her career in finance and switched after five years to the live entertainment business and media. For 16 years, Tanja worked for the international theatre company Stage Entertainment in several positions including CEO Stage Entertainment the Netherlands and International Venue Director. In 2015 she joined Schiphol Airport as Director Consumer Products & Services. Here she was responsible for all commercial activities aimed at passengers, including retail, food & beverage, mobility and media. In September 2021, Tanja started as CEO of the Johan Cruijff ArenA. Tanja has several supervisory roles in sports, education & retail and is actively involved in a number of charity foundations.
'The home of innovation': Tanja Dik is set to welcome participants to the summit with a captivating keynote presentation. She will delve into various facets of stadium operations in the Johan Cruijff Arena, shedding light on pivotal topics such as multifunctionality, PPP (Public Private Partnership), Consultancy Branch, Sustainability, Innovation Hub, Community & Area Development and Operational Mobility. For all these topics, the JCA has made interesting plans or choices that will undoubtedly inspire any Summit attendee.
- TBA - Ajax (NL)
'Organisational Excellence and Matchday Mastery'
- Harry Hynekamp - Mercedes Benz Stadium (US)
The Blank Family of Businesses Core Values are Lead by Example, Put People First, Innovate Continuously, Giveback to Others, Listen & Respond, and Include Everyone. These core values are the essential elements that power our people, culture, policy, process, tools, and technology to create and consistently deliver world-class fan, guest and customer experiences every time, everywhere, every opportunity, no exceptions. (note below attendee feedback, my Keynote/Date2 scores)
15:00 - Networking with tea & coffee
15:30 - Start ArenA tours (every 15 minutes starts a tour until 16:30)
This will be an in-depth stadium tour with a focus on hospitality, safety, pitch, media, sustainbility and technology. Each part of the tour will be given by the head of the relevant department at the Johan Cruijff ArenA. A once-in-a-lifetime opportunity to discover the entire stadium in depth.
There will be several departure times between 15:30 and 16:30.
15:30 - 1-on-1 sessions
INFO: With our 1-1 sessions, you can book a timeslot of 15 minutes with experienced stadium experts: raise your individual questions directly with peers in the stadium industry to learn from their experience and gain an appropriate insight for your challenge. Only a limited number of places are available.
Good to know: A subsequent stadium tour will be provided for everyone participating in the 1-on-1 sessions. This will take place immediately after the end of these sessions.
1. Francesco Gianello (Head of facilities management - Juventus FC) - Development & operations
2. Arnaud Delpech (Interactions & Engagement Manager - Paris Saint-Germain) - Fan Experience
3. John Beattie (Stadium & Facilities director - Arsenal FC) - Safety & Operations
4. Ken Scott (Head of Inspectorate - SGSA) - Safety & Security
5. Pietro Chiabrera (Senior Manager Stadium & Football Technology - UEFA) - Development & operations
6. Jürgen Muth (Managing Director - Allianz Arena) - Stadium Operations
7. Gaia Pretner (Head of Sustainability - ECA) - Sustainability
You can book your slot when you buy your ticket for our Summit. Attention, full = full.
18:00 - Dinner & award ceremony
The ESSMA Stadium Industry Awards will shine a spotlight on outstanding accomplishments in four key categories during an exclusive dinner:
Marketing & Commerce Initiative of the Year
Sustainability Initiative of the Year
Safety & Security Initiative of the Year
Development, Construction & Renovation Initiative of the year
21:00 - Transfer to event hotels
Programme
Wednesday 24 January 2024
There will be 2 different conference rooms & a networking area. You can switch rooms at any time.
(changes may still be made to this programme)
Room 1 - Marketing & Commerce
08:30 - Opening doors with tea & coffee
08:45 - Mastermind Session: Leagues & Federations
Being mentored by ESSMA ExCo Member Olivier Gerardin (LFP)
INFO: Mastermind Sessions are one-hour sessions where a group of individuals from one specific domain of stadium management come together to discuss stadium challenges today and exchange experiences. These sessions normally take place online but once a year they meet physically at the ESSMA Summit. With the input of the Mastermind group, ESSMA executes research, surveys and interviews that result into concrete best practices and toolkits for members. There are 4 Mastermind Groups: Safety & Security, Media & Commerce, Facility Management & Operations and Leagues & Federations. More info about the Mastermind Groups can be found here >>>
You can complete your participation in the Master Mind session when you purchase your ticket.
09:30 - Presentations: ‘How to monetise your club content and strengthen your brand’
Discover how clubs like Ajax and innovative partners like 433 unlock the power of player-driven content, and learn from industry experts how to leverage multiple platforms for maximum monetisation and engagement. With Lucas Bugter from 433, representatives from Ajax, and Tim Borguet from RSC Anderlecht as your moderator, you won't want to miss this insightful session on content, engagement, and boosting your brand value.
1. Lucas Bugter - 433 Sports
2. Klaas Hazenoot - AFC Ajax
Moderation Tim Borguet - RSC Anderlecht
10:30 - Panel debate: ‘Fan Data: memberships & loyalty systems’
Delve into the world of fan data, memberships and loyalty programs in our panel debate. Moderated by Mr. Bas Schnater (EY) you'll gain unique insights into collecting, structuring, visualising and leveraging fan data for effective loyalty programs, memberships and higher fan engagement. Don't miss this opportunity to learn from leading clubs and industry professionals as we’ll discuss the goldmine of fan data and its untapped potential.
1. Ola Gallstad - Malmö FF
2. Extreme Networks - TBD
3. Timm Jäger - CEO EintrachtTech, Eintracht Frankfurt
Timm Jäger is CEO of EintrachtTech and Advisor to the Executive Board at Eintracht Frankfurt and responsible for all strategic digital projects and the digital business strategy of the club. EintrachtTech is a 100% subsidiary of Eintracht Frankfurt which incorporates all digital business areas such as digital platform/app, digital hub ‘Arena of IoT’, eSports and all startup cooperations of the club. In 2022 EintrachtTech won the World Football Summit award for the ‘Best digital transformation initiative’.
Moderation by Bas Schnater - Fan Engagement Consultancy
11:30 - Presentations: ‘MICE revenue business model’
Join us for an enlightening session moderated by Mr. Michiel Vanderheyden (Arena Group). As non-matchday usage and multi-functionality has gained importance over the last years, MICE (Meetings, Incentives, Conferences, and Exhibitions) has become a crucial part of venue management. Discover innovative strategies to maximise your facility's potential as we delve into the world of MICE. This session promises to provide valuable insights into diversifying your revenue streams and ensuring your venue's success.
1. Sergi Martinez - B2B Sales at RCD Espanyol
2. TBA
Moderation by Michiel Vanderheyden - Arena Group
12:30 - Networking lunch
12:30 - Mastermind Session: Marketing & commerce (including lunch)
Being mentored by ESSMA ExCo Member Arnaud Delpech (Paris Saint-Germain)
INFO: Mastermind Sessions are one-hour sessions where a group of individuals from one specific domain of stadium management come together to discuss stadium challenges today and exchange experiences. These sessions normally take place online but once a year they meet physically at the ESSMA Summit. With the input of the Mastermind group, ESSMA executes research, surveys and interviews that result into concrete best practices and toolkits for members. There are 4 Mastermind Groups: Safety & Security, Media & Commerce, Facility Management & Operations and Leagues & Federations. More info about the Mastermind Groups can be found here >>>
You can complete your participation in the Mastermind session when you purchase your ticket.
13:30 - *NEW* Seminar: 'Building a fanbase: covenience is king'
Kicking off with a captivating introduction by Mr. Bas Schnater (EY), the spotlight then turns to ESSMA's Dimitri Huygen and PSG's Arnaud Delpech. ESSMA begins by unveiling insights from its extensive, Europe-wide survey involving 44 participants, exploring the heart of customer service in football clubs. Prepare to receive 8 practical, actionable tips that you can immediately implement in your club or stadium, each reinforced with real-world examples sourced through rigorous research and in-depth interviews with ESSMA members. Ahead of this seminar, engage in live polls to reflect the industry's pulse. We wrap up this enlightening session with Ajax, sharing their strategies to create the ultimate customer experience. Get ready to embark on a journey of enhancing fan engagement and service excellence.
1. An introduction/timeline - Challenges in 'Building a fanbase'
By Julien Lepron - HIP
2. Interactive session Paris Saint-Germain & ESSMA
- Mastermind circle: fan experience survey 2023 & conclusions
- 8 practical tips & tricks
By Arnaud Delpech (Paris Saint-Germain) & Dimitri Huygen (ESSMA)
3. Plug and play example by AFC Ajax
Q&A
15:30 - Closing & end of official programme
Room 2 - Stadium Operations // Safety & Security
08:30 - Opening doors with tea & coffee
08:45 - Mastermind Session: Safety & Security
Being mentored by ESSMA ExCo Member John Beattie (Arsenal FC)
INFO: Mastermind Sessions are one-hour sessions where a group of individuals from one specific domain of stadium management come together to discuss stadium challenges today and exchange experiences. These sessions normally take place online but once a year they meet physically at the ESSMA Summit. With the input of the Mastermind group, ESSMA executes research, surveys and interviews that result into concrete best practices and toolkits for members. There are 4 Mastermind Groups: Safety & Security, Media & Commerce, Facility Management & Operations and Leagues & Federations. More info about the Mastermind Groups can be found here >>>
You can complete your participation in the Master Mind session when you purchase your ticket.
09:30 - Presentations: ‘Sustainable lifecycle infrastructure & operational management’
Step into a greener future with our next session, ‘Delivering a sustainable Matchday organisation.’ Under the capable guidance of Ms. Gaia Pretner from ECA, we embark on an inspiring journey towards more eco-friendly sporting venues. This session features enlightening presentations by sustainability experts: Aidan Byrne from Aviva Stadium and Sander van Stiphout from the Johan Cruijff ArenA. Together, we'll explore the innovative and practical steps taken by these venues to reduce their carbon footprint and enhance sustainability. From renewable energy sources to waste management and beyond, discover how stadiums are leading the way in creating a more sustainable future for sports and entertainment."
1. Aidan Byrne - Aviva Stadium
2. Sander van Stiphout - Johan Cruijff ArenA
Moderation by Gaia Pretner - Head of Sustainability at ECA
10:30 - Panel debate: 'The future of hospitality & our stadiums (sustainability)'
Join us for a forward-thinking panel debate on 'The Stadium of the Future.' Guided by the expertise of Mr. Ben Veenbrink from the Stadium Consultancy, this discussion promises to unveil insights into the cutting-edge world of stadium architecture and design. Our panelists include visionary representatives from industry architects like Origin Architects, alongside innovators from modern, groundbreaking stadiums such as the Johan Cruijff ArenA. Get ready to explore the evolving landscape of stadium design as we glimpse into what the future holds for iconic sporting venues.
1. Tom Sheehan - Origin
2. Vicky Jaycock - Everton FC
3. Lluis Pascual - 3D Digital
4. More names to be announced
Moderation by Ben Veenbrink - The Stadium Consultancy
11:30 - Presentations: 'Safe standing - the way forward'
Prepare to stand up for change in our next session: 'Safe Standing Unveiled.' Under the expert guidance of Mr. Ken Scott from SGSA, we delve into the world of safe standing in stadiums, a revolutionary concept reshaping the fan experience. This enlightening session features presentations from Maël Garde of LFP, a representative from Racing Club de Strasbourg, and a premier league club (stay tuned for confirmation). Safe standing transforms how fans enjoy matches, making stadiums even more electric and immersive. Discover the latest developments, insights, and experiences in this game-changing approach to stadium seating, as we explore the safety, regulations, and the exciting future.
1. Maël Garde Provensal - Stadium Experience Senior Manager LFP & Julien Hochedez - Stadium Manager at RCSA - Racing Club de Strasbourg Alsace
2. Dave Gregg - Brentford AFC
Moderation by Ken Scott - SGSA
12:30 - Networking lunch
12:30 - Mastermind Session: Stadium Operations (including lunch)
Being mentored by ESSMA ExCo Member Francesco Gianello (Juventus FC)
INFO: Mastermind Sessions are one-hour sessions where a group of individuals from one specific domain of stadium management come together to discuss stadium challenges today and exchange experiences. These sessions normally take place online but once a year they meet physically at the ESSMA Summit. With the input of the Mastermind group, ESSMA executes research, surveys and interviews that result into concrete best practices and toolkits for members. There are 4 Mastermind Groups: Safety & Security, Media & Commerce, Facility Management & Operations and Leagues & Federations. More info about the Mastermind Groups can be found here >>>
You can complete your participation in the Master Mind session when you purchase your ticket.
13:30 - *NEW* Seminar: 'Stewarding - the way forward'
Get ready for an interactive 2-hour seminar 'Stewarding: The Way Forward.' To kick things off, Ken Scott and Darren Whitehouse from SGSA deliver a succinct introduction, setting the stage for an interactive session led by ESSMA's Yari Van Minsel and Arsenal's Wills Payne. ESSMA unveils insights from its extensive stewarding survey, which engaged 55 participants across Europe, exploring steward recruitment, training, and retention strategies in football clubs. Attendees will leave with 8 actionable tips ready for immediate implementation in their club or stadium. Each tip is brought to life through real-world examples collected during months of research and in-depth interviews with ESSMA members, with Arsenal on hand to discuss how these principles have been integrated into their operational fabric. Engage in live polls that reveal industry trends, putting your finger on the pulse of stewarding in football. We'll conclude the seminar on a high note, with a presentation from JCA, revealing their stewarding strategy together with Ajax in their combined stewarding organisation “Triple A”. This session promises to be a transformative exploration of stewarding practices.
1. An introduction- Challenges in stewarding
By Kenn Scott & Darren Whitehouse - SGSA
2. Interactive session Arsenal FC & ESSMA: recruitement, training & retention 2.0
- Mastermind circle: stewarding survey 2023 & conclusions
- 8 practical tips & tricks
By Wills Payne (Arsenal FC) & Yari Van Minsel (ESSMA)
3. Tripe A - AFC Ajax & Johan Cruijff Arena's succesful stewarding cooperation
By Willem Heegen (Johan Cruijff ArenA)
Example of implementation
Q&A
15:30 - Closing & end of official programme
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