7 minute read
50 YEARS OF ARENA SEATING
TYSON FURY FIGHT AT SPURS’ STADIUM
Take a seat
Arena Seating has been serving the events industry for 50 years. Arena Seating’s Terry Smith and Dave Withey look back, and to the future
Iremember you as a snotty nose kid, scratting around on your hands and knees,” laughs Mike Goodall, managing director of Ringcraft Boxing Facilities. Goodall is in good form, as he embraces Arena Seating’s Terry Smith, managing director of the Membury-based event seating supplier.
StandOut joins Smith, Goodall, and Dave Withey, sales and marketing director of Arena UK and Europe, at Tottenham Hotspur Stadium. In just 24 hours, Tyson Fury will fight Dereck Chisora at Spurs’ ground, which has been transformed into an arena – with the help of Arena Seating’s flat tip-up seats – for the WBC world heavyweight boxing match.
“This is something special,” adds Goodall. “To have 60,000 people in this stadium, watching boxing, in the first week of December is extraordinary.”
Goodall is a long-standing client of Arena Seating and delivers world-class boxing facilities for Frank Warren’s Queensberry Promotions, amongst others. He and Withey go back a long way. “We have a good relationship,” says Goodall. “Dave knows I call a spade a spade and I tell him what I am going to pay and if he doesn’t like it, hard luck.”
Withey and Goodall laugh. Goodall is what you’d describe as “old school” and is open about some of the professional arguments that he and Withey have had over the years. However, there’s respect and it’s obvious that their working relationship is built on trust and unashamed honesty.
It’s indicative of the Arena Seating business; Smith and Withey are both proud of the relationships they have developed with clients. Between them, they have more than 70 years experience of working in events and temporary seating. For example, Withey has worked with The Queen’s Club since the first ever Queen’s Championships. Now, Robomagic is a new touring client, and the business is bidding on Paris 2024. But, 50 years of Arena Seating. How does it feel? “Tiring,” chuckles Withey.
“But still exciting,” adds Smith.
UNDER YOUR SKIN
Smith unofficially joined Arena Seating in 1972, as he joined his dad – Ron Smith, who founded Arena Promotional Facilities – in the van on jobs.
“I’d just follow my dad and play around whilst he put seats up and down,” explains Smith, as we watch the crew install the final seats for tomorrow’s big fight. “I officially joined in 1993 and Dave joined in 1977. Dave and I would jump from site to site in the summer, putting up seats. We had a lot of fun, travelling around the country, coming home, and telling our mates in the pub about things they could only dream of. We worked hard and
played hard. It wasn’t glamorous; it was extremely hard work but it’s the industry we’re in. It gets under your skin and the romantic thing is, we’re still working with our mates now – whether they are clients, staff, or suppliers.”
The seating system that Smith [Ron] designed 50 years ago is still being used today; it’s one of Arena Seating’s “bread and butter” systems. “When Terry’s dad designed the first system, it was more important for promoters and organisers to get the numbers in,” explains Withey. “Now, there needs to be a balance between comfort and capacity. People weren’t as tall as you and me; now we have to factor in comfort in the seat, leg room, and great views to give people a good customer experience.”
A CLEAR VIEW
In 2010, Arena began developing the Clearview seating system, a reconfigurable and demountable seating system. It was unveiled ahead of London 2012 and caused a stir at the time of its launch.
“There wasn’t another system in the world like it,” Withey adds. “We needed a new product in our portfolio. We started designing it in 2010 and now that system goes all over the world.”
Smith confirms that the system is being “redefined”. Together, Smith and Withey have been listening to clients to see how the system can be engineered to improve on build times, storage, transportation, and sustainability. They believe that Arena Seating is leading the way because it has a range of products that clients want. However, Smith’s 20-year stint as operations director has also given him an advantage. He knows the challenges that clients face, and he also understands the pressures that each crew member faces, as he has done every single job that he now asks his crews to undertake.
“Up until becoming MD in 2018, I was very much working on site,” Smith continues. “My focus was on operations, and it has 100 per cent made me a better MD. As we look out over the stadium now, there’s a guy over there cleaning the seats in cold temperatures. I’ve done that job, and I know how that guy feels. You’re working in an exciting environment, but the job isn’t. Trying to flog that crew member to do a 12-hour shift is not the right thing to do. Productivity is key and so is giving crew members proper working conditions, breaks, and welfare facilities. Plus, it’s down to me and the team to design equipment that is easier to build, lighter and quicker.”
LESSONS LEARNED
Both Withey and Smith agree that the pressures on the crew have increased over the years. Health and safety, deadlines, and promoters/organisers don’t want to pay for extra days and long complicated builds. It’s because there are pressures on costs and there’s every chance that some events would not go ahead without “flexibility”.
Smith says that the industry has changed and there is an increased focus on collaboration and partnerships. Arena Seating is pro-actively working with clients to improve welfare on site, for example, and a greater work/life balance. However, everyone recognises when they need to go above and beyond to deliver projects on time. It means that Arena Seating is having to work smarter in a world that is getting smaller and more competitive.
“When you’re in the trenches, you have to dig in and get events over the line,” says Smith. “That’s why collaboration and building relationships are so important.”
Smith is honest in his appraisal as he looks back at his career and the business his dad started. Smith continues: “My biggest mistake, because I was operational and behind the scenes, was that I guess I never felt like I had a loud enough voice, or I was listened to enough. My opinion was strong and well developed but I would hesitate. I was always thinking someone else has a better opinion or more experience than me at being a senior exec. It’s probably not a mistake but something I have learned over the years. But, now, I am at the top table, my opinion is good and well placed and I am able to bring the worker aspect to the management. I see myself as the guy on site and I make sure I stay close to the boots on the ground and the realities of what we do rather than getting too distant from it.
“Would dad be proud of what Arena has become? One hundred per cent. He’d be ecstatic and 50 years ago he’d probably never have envisaged getting to this scale, globally.”
LOOKING TO THE FUTURE
Smith and Withey confirm that Arena Seating is looking to grow. The UK is a “mature market”, but the Middle East is an area of focus, as is Asia, and Australia is also on Arena Seating’s radar.
Withey adds: “Where do I think Arena Seating will be in 10, 20, 30 years? I think we will have diversified into other areas of the industry, doing things that we don’t necessarily do now. Yes, Arena does seating, structures, and ice rinks – we’ve grown rapidly in the last 15 years. I think we’ll be completely global and have offices all over the world.”
Smith concurs and concludes: “I think we’ll be taking that Arena family, philosophy, and approach into other parts of the world. That hands-on, transparent collaborative approach with clients so that events continue to be successful. It’s one of the reasons why we have a brilliant events industry.”
