Introduction As been presented during the ESSMA Summit in Bilbao, in January 2016, ESSMA organised four dedicated workshops around their areas of expertise (Pitch Management, Stadium Management, Fan Entertainment and Safety Management). Each of these workshops were accompanied by a dedicated case study, collecting and presenting additional insights. This case study has been developed in the aftermath of the ESSMA Safety and Security Workshop in Stuttgart and digs deeper into topics closely related to the workshop presentations. Within the ESSMA Safety and Security expert area, content on safety and security is divided in three main influencers: Venue characteristics; Staff characteristics; Fan characteristics. It seems obvious that the venue stands at the very centre of safety and security management. However, it is important to note that safety cannot be guaranteed without a strong interaction with staff and fans. This particular case aims to bring insights in how Access Control, Staff & Steward Training and Crowd Management can contribute to a better customer experience. The case study has been developed thanks to the support of various ESSMA members, who were willing to share their experiences regarding the topic of Safety and Security. We hope you will find this case informative and that our conclusions will provide valuable insights to owners, clubs, operators, developers and public authorities concerning safety and security management. If you would like to receive further information or to discuss the findings of this study, please contact us.
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Table of contents INTRODUCTION
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BACKGROUND
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INNOVATIVE ACCESS CONTROL
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Opportunities Biometric access control
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STEWARD TRAINING
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Thre role of stewards Training programmes
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CROWD MANAGEMENT
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Fan screening Fan management
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CONCLUSION
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SOURCES
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Background Stadium management didn’t stay unaffected after the terroristic attacks in Paris. Suicide bombers trying to enter the stadium was a wake-up call towards many authorities to improve safety and security measures inside and around stadiums and put safety and security on top of priorities in terms of stadium management. During the ESSMA Safety and Security Workshop (22nd & 23rd of March in Stuttgart), President of VfB Stuttgart, Bernd Wahler, explained that in the aftermath of the Paris attacks, security was increased with 25% inside the Mercedes-Benz Arena.
“After the Paris attacks, security inside MercedesBenz Arena increased by 25%” However, at the same time, a whole communication campaign was setup in order to stimulate fans to come earlier to the stadium, in order to react on longer access procedures due to body searches and screenings.
As fans were staying longer inside their stadium, the club made sure to offer additional activities for the fans to make their stay in the stadium as convenient as possible. This practical example shows that safety and security should be looked at from a wider perspective and doesn’t only have to be seen as a cost for club or stadium. Multiple safety and security approaches will enhance the fan/customer experience and enable the club to diversify revenue streams.
Within the area of safety and security management, it is key to find the right balance between safe venues and the creation of a welcoming atmosphere in and around the stadium. Above all, this will enable to attract a more diversified crowd (families, women and children) and afterwards will lead to the creation of new and interesting fan segments and provide clubs and stadiums with new commercial opportunities.
Innovative access control
Opportunities Over the last years, the role and significance of access control changed considerably. In the beginning, access control was used to make sure only people with valid tickets could enter the stadium. However, within the last years, new opportunities rose. The new systems allow to personalise access and identify different types of customers at the entrance, obtain real-time access in order to be able to react in an efficient way and the possibility to gather additional data on fans and their behaviour. By gathering this data into Customer Relationship Management (CRM), customised loyalty programmes and offers can be developed, in order to maximise customer experience. Case: Lokomotiv Moscow In 2012 Lokomotiv Moscow installed new access control systems, used in both arenas (28,800 and 10,000 capacity) and parking (1,500 places). The parking system can be completely integrated into the access control system of the stadium. Hence, visitors need only one ticket (a barcode or an RFID ticket), which ensures access to the parking facility as well as to the stadium. Altogether, 65 access readers, as well as 7 mobile readers ensure access controls for all stadiums. The Lokomotiv Stadium uses 5 turnstiles on mobile pallets, which can be relocated as needed for the respective event. During last years, various stadiums integrated the stadium and/or stadium card, which enables cashless and contactless payments. Additionally, the access control of seasonal ticket holders can be integrated within this club/stadium card. The integration of seasonal tickets within the card is providing relevant data and information of the fans (at what time do they enter the stadium, how do they move within the stadium) and enables the club to better manage their crowd flows and incentivise fans.
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Biometric access control In order to be able to track who is actually entering the stadium, biometric access control provides new opportunities. Biometric access control analyses biological data (finger prints, palm vein recognition, eye retinas…) to control access and personalise tickets and access authorisation. In August 2015, LaLiga started with the installation of Biometric access control systems in supporter areas (Youth Stand or Supporters Stand will be gradually installed in most of the stadiums of LaLiga. The initial objective of this installation was legion:
Eliminating violence Identifying members/subscribers Eliminating the possibility of uncontrolled transfer of season tickets Excluding people who could violate the law
The system registers part of a fingerprint and is not connected to any external database, which was vital for clubs to participate in this project. Case: Groupama Arena The Groupama Arena, home ground of Ferencváros TC, shows how a new stadium can drive a cultural shift. The brand new venue has been equipped with biometric access control, with identification based on palm vein recognition. In order to buy a ticket, visitors have to connect their palm vein recognition to the fan card. The club provides buses, moving through Budapest in order to facilitate the registration process. In the beginning there was some scepticism, as analysts thought this procedure might affect fan attendances. Mainly the most fanatical fans were protesting against this procedure and found this a violation of their privacy.
However, the results of the system are quite impressive. Due to a more friendly environment, the share of children (10 to 30%) and women (5 to 20%) increased significantly.
“Share of children (10 to 30%) and women (5 to 20%) increased significantly” Due to the fact the stadium was more appealing for families, the revenues gained out of the fan shop doubled as well as the number of seasonal ticket holders. Even the ultras are slowly coming back to their stadium, as they see how the system is working and they don’t want to miss the games of their favourite team.
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Steward training
The role of stewards Stewards active within the stadium, should contribute to a fluent circulation of spectators, preventing overcrowding, reduce the likelihood and incidence of disorder and provide means to investigate, report and taking early action in an emergency. At the same time, stewards should be aware of, and ensure the care, comfort and wellbeing of all categories of spectators (source: Guide to Safety at Sports Grounds). Similar as in hotels, staff should act proactive and look for contact with people attending games and or other stadium activities. This will assist in the creation of a good fan experience, make people feel more at ease at the stadium and can play a major role in terms of safety and security as well. A Federal Bureau of Investigation study (FBI) underlines the importance of stewards and staff within stadiums. Within the preparation of a terrorist attack, terrorists observe and visit their target multiple times, in order to
get as many information (access points, evacuation gates about their potential target as possible. The FBI research shows that if staff is able to have 2 contact points with potential terrorists in the preparation of their terrorist attack, terrorists will be discouraged and scared off, as they will perceive the venue as too secured. This will finally make them abandon plans to attack the specific location.
“2 contact moments with potential terrorists will scare them off and make them abandon initial plans to attack the initial target� This signifies that stewards are vital in terms of safety and security, but will be first line contact and ambassadors of the club and stadium as well.
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Training programmes Once a fan gets into the stadium, he is not thinking about his safety, but about the service he gets. Therefore, the service fans get, is crucial. Stewards are the first ambassadors of the club and stadium, which gives them a crucial role in the overall fan experience. Case: Arsenal FC Arsenal FC’s match trainingday, programme consists of a competences blended approach, focusing On a casual Arsenal FC 3 main are vital within on 11 different of steward recruits 900 aspects stewards, with training: a the recruitment procedure: retention rate of 84% (based on the Communication 2014-2015 season). In order to Attitude and behaviour recruit new staff, the club is using Team work specific Recruitment System Software, which screens candidates Once recruited, stewards are and enables an even more in-depth continuously trained based on screening procedure. This screening different learning approaches (role method has significant value for the plays, quizzes, assessments), in club, but can also contain valuable order to be able to offer a compliant information for other services fan experience. (police, security services). The training itself can best be seen as a blended approach: 1. Vision & Values 2. Training modules 3. NVQ Assessment 4. Lead our People 5. Support or people 6. Response refresh 7. Recruitment System Development 8. Counter Terrorism 9. Refresh training 10. E/M-Learning portal 11. Function steward training
“At Arsenal FC, 1,876 stewards (73% attendance rate) followed training sessions”
First part of the training consists of learning the vision and values of Arsenal FC. In total, the club provided 179 guided learning hours, divided over 38 ‘training moments’. Actually, 1,876 stewards attended the training sessions, which represents an attendance rate of 73%.
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Crowd Management
Fan screening First of all it is important to make the difference between crowd control (restriction and limitation of group behaviours), which is more reactive and crowd management (systematic planning for, and supervision of, orderly movement and assembly of people), which is pro-active. Fan screening can thus be divided in the first category. Appropriate screening will be two-folded: blacklisted people will be denied the access into the stadium and problem creators inside the stadium will get identified and punished accordingly. In order to capture blacklisted people and violent fans, cameras, video management systems and face recognition systems play significant roles. The technology allows more safety inside the stadium and be more attractive to fans and especially families, knowing that the stadium (and its environment will be safe and family friendly.
Case: Bayern Munich In and around the iconic Allianz Arena, approximately 80 cameras have been installed and integrated within the safety system. The video data of metro and tramway can be consolidated in the control room of the police and the data can be directly forwarded to the police headquarters in Munich. The new system enables safety directors to have high-resolution surveillance of home and visiting fan areas and possess of intuitive operation / multiuser capability. This enables safety personnel to trace specific safety issues (pyrotechnics, throwing of stuff, violence) and react in an efficient way.
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Fan management As part of crowd management, it is crucial to understand the behaviour of fans. Unfortunately, a lot of incidents are the result of a lack of dialogue between clubs and fans. Case: Legia Warszawa The Polish 1st division club has strong military roots and is strongly based on patriotic values. The club faced 3 main challenges: Safety and security Attendances (only sold-outs per season) Infrastructure
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Legia Warszawa faced different financial penalties and had to play games ’behind closed doors’. The new stadium (2010) accompanied by new board (2013) and owners (2014) were important actors within safety management. Case: Brondby IF Brondby IF, which has the largest fanbase in Denmark, is also known for their ‘Ultras’ and crowd issues (pyrotechnics, violence,…), which resulted in problems with other fans, authorities and Danish Football Association. In 2013, the club sat literally on its knees, with financial problems and 2 games which had to be played behind closed doors.
One of the biggest factors in this shift was the open dialogue and cooperation with fans. The role of fans increased in order to involve fans in major strategic issues.
“Stadium attendance increased with 31%” The approach resulted in a decrease of incidents (no more games behind closed doors), recognition by media, improved cooperation with authorities and an increase of average attendances with 31% (‘13’14 season compared to ‘14-’15 season).
The club sits together with the fans on a monthly basis, new types of fining and bans were developed and fan ideas were implemented. This resulted after oneyear into a better dialogue and understanding, fewer crowd related issues and better cooperation with police and authorities.
From that moment the club intensified communication with the fans.
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Conclusion This case study aimed to bring insights in how safety and security management can both influence fan experience and revenues of clubs and stadiums.
Every part of this case study (innovative access control, steward training and crowd management) provides information from different clubs and stadiums about how their approach contributes to an improved organisational efficiency and increased generation of revenues. Indispensable within the mentioned approaches is the role of technology, which enables to provide stadiums with new opportunities, and communication, both in training and management of fans. Given the current terroristic threats, we expect that safety and security management will remain one of the top priorities within stadium management. Another trend we see, is the commercialisation of safety and security management. This will contribute to the idea that safety and security don’t have to be looked at as just a cost. Finally, the case study has been conducted in the aftermath of the first Safety and Security Workshop in Stuttgart. Safety & Security is one of ESSMA’s domains of expertise and the association provides dedicated: Content (case study and in-depth articles) Events (stadium tours and the ESSMA Summit 2017 in Lyon) Expertise (key industry experts & ESSMA board members, strategic partners and Stadium Partners)
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Sources In order to create this case study, we could rely on the content and information from following ESSMA members and partners:
VfB Stuttgart
Legia Warszawa
Brondby IF
Ferencvarosi TC
Lokomotiv Moscow
Groupama Arena
SGSA
LaLiga
Arsenal FC
FC Bayern Munich
Metropolitan Police Service
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Contact us Cyril De Greve Content Specialist E-mail: Cyril@essma.eu Mobile: +32 477 37 82 10