Stadium by East Coast Promotions

COMPANY PROFILE

2014

Stadium Management SA

+27 11 247 5300 | ww.stadiummanagement.co.za

company profile

A standing ovation for stadium management

Editorial: Helen Lake Production: James Clark

South Africa is home to FNB Stadium - one of the largest and most iconic sports stadiums in the world - and behind it is management company, Stadium Management South Africa (SMSA). In 2009 Stadium Management South Africa (SMSA) was appointed by the City of Johannesburg to manage four of the city’s stadiums – FNB, Orlando, Dobsonville and Rand. The 94,000 seater FNB Stadium (formerly Soccer City), home to the Kaizer Chiefs, is instantly recognisable worldwide for being the flagship venue of the 2010 FIFA World Cup South Africa. Nestled in the south of Johannesburg where soccer is at its most loved and most vibrant, it was the first stadium in Africa to host a match in the history of FIFA World Cup™. Not far behind it is the Orlando stadium, home of the Orlando Pirates, it boasts a magnificent heritage. This stadium takes up to 40,000

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spectators and made yet another mark in history when it hosted the 2010 Vodacom Super 14 Final and SemiFinal. The Dobsonville and Rand Stadiums are also impressive venues, with Dobsonville being the home of the Moroka Swallows. All four stadiums benefited from generous investment and refurbishment prior to the 2010 FIFA World Cup. With massive venues of such iconic status and undeniable revenue potential, the event management and planning must be second to none and, thanks to SMSA, it is. Since 2010, SMSA has managed over 300 events at the stadiums with over 4.5 million visitors. Their services are world class and they continually strive to be the leaders in their industry. “We understand our

Stadium Management SA

clients’ objectives and deliver solutions that allow our clients to maximize opportunities for their venues or events by leveraging all available channels to deliver clear and tangible benefits,” says CEO, Jacques Grobbelaar. Although the venues are government owned, SMSA operate on full financial risk basis, independently funding the commercial business and management of these multimillion rand venues.

THE WHO BEHIND SMSA SMSA is made up of highly qualified and experienced professionals, but on top of the corporate pyramid is CEO Jacques Grobbelaar and Directors, Barry Pollen and Russell Stephens. Jacques Grobbelaar’s

experience includes the successful delivery of more than 380 major events many of which took place at some of South Africa’s biggest stadiums including Kings Park, Johannesburg stadium and the old FNB stadium. He served as a specialist consultant for Arup Major Projects Consultancy team on the 2010 FIFA World Cup Master Plan for Polokwane Municipality. He was also shortlisted for the Executive of the Year Award at the Stadium Business Awards 2013, an accolade that recognises “leadership, innovation and achievement in the delivery, operation and management of sports facilities” on a global scale. While Grobbelaar is based at the FNB stadium, Barry Pollen is based in the UK. Barry was

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company profile

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Stadium Management SA

responsible for the Host City Event Master Plan for the 2010 FIFA World Cup and he was representative for design and construction of the Soccer City Stadium (now the FNB Stadium). His stadium management experience is international, stretching as far as Wembley Stadium in England, the Millennium Stadium in Wales, Shah Alam Stadium in Malaysia and Hong Kong Stadium in Hong Kong. Russell Stephens, based in the USA, has 23 years’ experience in the event, sports and venue management industry with consultancy work that specifically focuses on technology. He served as technical advisor for Polokwane’s Event Master Plan for 2010 FIFA World Cup.

Johannesburg shares in 22% of the profits, it has allowed the City of Johannesburg to reduce its community development budget by R192 million. In addition to its economic success, since taking over the stadium management in 2009, SMSA and its stadia have been shortlisted and won 20 plus awards. In 2010, the FNB (Soccer City) stadium won the Leaf Award, an international architecture award for the Best Overall Project and Winner Public Building categories – among many other prestigious architectural awards. In 2011, the company won the Sports Event of The Year Award for 2010 FIFA World Cup at the Stadium Business Awards.

BIG CHALLENGES BIG ACHIEVEMENTS With such a wealth of experience behind it, SMSA has seen unrivalled success. The effect of SMSA promoting, managing and hosting category A – B fixtures is quite astonishing with the economic multiplier effect of more than R100 million per event. This means that ten fixtures a year is putting R1 billion into the City of Johannesburg economy. Not only that, but as SMSA has a self-funded annual operational budget of R60 million and the City of

The Nelson Mandela Sports and Culture Day took place on the 17th August 2013 at the FNB Stadium with crowds of people arriving to watch the three international sports games and one live concert. SMSA gave the world front row seats to its innovative, collaborative and outstanding service. The event began with the South African Legends playing the Italian Masters, followed by Bafana Bafana playing Burkina Faso before the Springboks took on Argentina and the event closed with singing

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Carryon Projects On a trip over to England in 2003, Emile Murray was captivated with the temporary fencing at Heathrow Airport used to cordon off areas under renovation and realised that the traditional chevron barrier tape seemed to be a crowd controlling tactic of the past. After extensive research back on home soil in South Africa, Murray saw a potential gap in the local market to introduce the sturdy designation fencing and crowd control barriers. “Carryon Projects prides itself on its unique design and fabrication of ‘made for South African’ temporary fencing. Our fence is a superior product made to withstand the harsh South African conditions; we continually perform routine maintenance on our products to ensure a professional product suitable for display” founder of the company, Emile Murray explains. A decade on, Carryon Projects supply temporary crowd control and construction hoarding fencing for the events and construction industry. As an event management support company, Carryon Projects maintain a comprehensive range of temporary wire and IBR barriers as well as event equipment including: portable signage, boom gates and fire station structures in addition to specialised fencing products ranging from wooden picket and rustic style fencing. Carryon Projects is a preferred supplier for all events managed through or in conjunction with Stadium Management at all of the four stadia currently under Stadium Management’s control. The company covers the management and maintenance of the FIFA 2010 “Stadium Fence”, supplying and erecting additional event fencing and the planning and coordination of the fencing safety plan. Over the next few years the company hope to increase its presence within the construction and manufacturing industries, providing temporary construction hoarding and wire mesh fencing. Construction companies are still opting to utilise costly semi-permanent IBR fence or inferior wooden staked neon shade cloth so Carryon Projects

hope to challenge this mind-set, showing that its fencing is not only the more cost effective choice but that it eliminates the need for the contractor to maintain a suitable “stock-holding” of this high maintenance product. This will help to eliminate the cost to contractors of transporting, erecting, dismantling and storage of the product. Carryon Products has many expansion plans in the pipeline including the development of a new “Clear-Vue” temporary crowd control fence that is to be marketed later this year and will be aimed at the high end events and functions, lending a professional and stylish finish. Carryon Projects has also introduced a versatile and innovative ground screw to its product line which can used as an alternative to structural foundation. The company hopes to market this for several applications including the events industry where it can be used for the erection of temporary event structures such as flagpoles, marquees and temporary grandstands and for the stabilisation and security of temporary fencing, advertising structures and event signage structures. The new ground screw will also be marketed for use in the construction and manufacturing industry, aiding the erection of site offices, semi-permanent fenced enclosures and for the stabilisation and security of perimeter temporary fencing or hoarding. Carryon Projects continue to be involved in many projects with Stadium Management ranging from the local and international sporting matches including the Super Rugby, Soweto Derby and Shell F1 Event to local and international concerts hosting global stars from Justin Bieber, Bon Jovi and Eagles to Bruce Springsteen, U2 and Coldplay. Carryon Projects also assist Stadium Management at local culture events including the Nelson Mandela Memorial, Higher Life Church Revival and the ANC Rally. With new products lines, a continued and invaluable relationship with Stadium Management and plans for expansion, the future for Carryon Projects is looking very bright indeed.

Hire of Construction

Hoarding, Fencing, Signage and Foundation Ground Screws

www.carryonprojects.co.za

011 869-7688

info@carryonprojects.co.za

082 9221461

Events & Hospitality

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company profile and dancing from top local and international artists. The event was a huge logistical enterprise and a first-time experience for everyone involved, believed to be the first event of its kind, with Soccer and Rugby matches being played on the same day on the same pitch. SMSA worked closely with the South African Football Association (SAFA) and the South African Rugby Union (SARU) to plan the pitch conversion to the finest detail, especially considering that the rugby posts used at the FNB stadium are considered to be some of the biggest and heaviest posts in world rugby. As a result, SMSA, working with the Department of Sport, SARU and SAFA, brought in lightweight aluminium poles and altered the size of the soccer pitch down to 100 metres in length. It took three teams and numerous practise sessions to get the pitch conversion down to a perfect 20 minutes. “The knowledge and experiences of our Directors and senior staff ensures that we always deliver innovative solutions to our clients with a focus on excellence and attention to detail on every project.” explains Grobbelaar. Along with the catering, hospitality, security, car park, health

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and safety and numerous other support services, SMSA successfully delivered a day for the history books with all proceeds from the event going to the Nelson Mandela Children’s Hospital.

IN THE COMMUNITY – SMSA TRUST When the stadia were being refurbished for the 2010 FIFA World Cup, the government were adamant that each stadium was managed in such a way that they remained open and accessible to the public. SMSA went the extra mile to make sure this was upheld through the work of SMSA Trust projects and by having regular tours of the stadia. SMSA Trust has a huge impact on the lives of children in orphanages and children’s homes such as Reach for a Dream Pretoria, the Othandweni Centre and the Teboho Trust. By offering complementary tickets to domestic and league soccer matches as well as international games events, SMSA Trust are giving these children a once in a life time experience. They sponsor the Soweto Rugby Club and provide the team with the use of the FNB

Stadium Management SA Training grounds - free of charge - for their league matches. By doing this SMSA shows its understanding of the need to invest in our sporting communities as a way of building a sustainable future.

STRIDING FORWARD Obviously maintenance of the stadia is expensive and there isn’t always a World Cup around the corner to cover the costs, so how does SMSA ensure future success? “Our commercial model is based on a formula that provides sustainable, profitable and active venues, with no burden on the taxpayer,” explains Grobbelaar. The FNB Stadium alone has a reported monthly operating cost of R2.5 million and so SMSA has designed a strategy that gives the stadia a sustainable future. In order to remain active in competing for headline sports events to host at the stadia, SMSA have secured long-term tenant agreements with the three resident teams and they have a strategic agreement with the Premier Soccer League to host cup finals and semifinals. International artists and concerts bring in a large proportion of the revenue too and so SMSA has secured a partnership with the biggest concert promoters in the country, Big Concerts. The big events matter, but so do

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Guard monitoring Retail security Armed reaction K9 patrols Riot control 24 hour off site monitoring Event management Ware house/ factory stock management • Electronic security systems installation and maintenance • Cleaning services

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the smaller ones. SMSA are ensuring that full use of the facilities is made available with super-suites at the stadia that are perfect for weddings, galas, and year end parties with all the exquisite stadium views. The auditorium at FNB stadium seats 156 people and is equipped with state-of-the-art technology for use at conferences and launches. By making full use of the facilities and having a team of highly experienced and qualified staff to manage them, SMSA is hosting events of a consistently high quality and is looking ahead to a bright future. Just around the corner on the 26th July 2014 is the Carling Black Label Cup at FNB Stadium – a big Kaizer Chiefs vs Orlando Pirates rivalry match that is set to see the stadium packed to capacity. 2015 bookings have started with a bang as we anticipate the world famous boy band, One Direction, to hit the FNB Stadium on the 28th and 29th March 2015.

“We understand our clients’ objectives and deliver solutions that allow our clients to maximize opportunities for their venues or events by leveraging all available channels to deliver clear and tangible benefits” jun 14 PAGE 9

+44 (0) 1603 411555 info@industrysa.com East Coast Promotions Ltd, 2 Ardney Rise Norwich, Norfolk NR3 3QH