What Gen Z and Gen Alpha Will Expect from Stadia Hospitality Design
Stadiums should naturally evolve and change over time
The fan of the past was pretty much just interested in a good match.
The fan of tomorrow will expect much more.
They will want:
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On-site entertainment
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A safe, comfortable environment
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Good food and drink
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Plenty of choice and good provenance
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Sustainable practices
And, of course, an amazing atmosphere.
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The game itself will no longer lead the way, it's the total experience which will excite, motivate and engage the future fan. Stadium, event owners and clubs will need to constantly adapt and change their offering to attract new fans and to keep the older
fan engaged.
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Gen Z and Gen Alpha Will Be the New Fan
Gen Z (born 1997–2012) and Gen Alpha (born 2010–2024) place a significant importance on unique experiences which match their personal interests.
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They expect tailored entertainment options before, during and after the match.
They will want to socialise while watching the game, and they will expect the very best service. Their familiarity and reliance on technology means the stadium of tomorrow will have no choice but to embrace technology, to work with technology and to compete with technology.
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Food and Beverage for the New Generation
At any sporting event, food and beverage consumption is one of the most important elements of the day. It is, or should be, more than a decent revenue generator. Nevertheless, most fans do like to wait in line as they understandably do not want to miss any of the game.
Recent data (MUFC) found that more than 50% of fans surveyed have decided to abort the concession queue more than three times in the current season.
To improve the fan food and beverage experience, the primary focus should be quality, speed of service and cost.
This means exploring the following:
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Pre-order apps
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Self-serve options
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In-seat delivery
Using app-based ordering also allows the club to incentivise orders for other sales streams (shirts, scarves etc) and to implement loyalty or discount schemes which give the fan added value while driving revenue.
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Is Anyone Already Doing This?
We are already seeing some football clubs making use of technology by using tickets to phones, QR codes for ordering food and drink, frictionless checkouts and data analysis to reduce queuing times and transaction times.
It’s also important to remember that, when you build a new stadium, you only have a few games to change fans’ old habits (think the route to the stadium, arrival time, dwell time, departure time and eating and drinking choices), this is powerful and should not be dismissed or overlooked.
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Fan Engagement at Stadiums
The minute the future fan walks inti the stadium, they will expect to be immersed in the overall experience. The first port of call would be the fan zone. A place to be with likeminded people and meet up with your friends - a match-day mini festival.
We can all remember the times we have sat in our seats with nothing to do but make small talk with the people around us. For the new gens, this will be unacceptable. They must be entertained.
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Technology will come to the rescue. As a starting point, Gen Z & Gen Alpha are ultra-connected and use their smart devices wherever they are, whatever they’re doing. It means that they want free fast access to the Internet. It means they'll want multi-screen, interactive, personalised experiences. It means shareable and unique content which cannot be experienced at home or outside the stadium. They’ll want DJ sets, the latest trends in street food, drinks brewed or distilled on-site, and VR pictures with their favourite player as well as real-time mapping of the venue and ability to roam. The next generation expects a holistic tech experience, and stadiums much strategise now to deliver.
