Arena Project Report Moscow
Contents Section 1: Dynamo Physical Culture, Sports Park and Historical Heritage . . . 05-61
Section 3: Dynamo Sports Academy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69-71
Potential Strategy Moscow Kizhi Pogost Saint Petersburg Cultural and Historic Ensemble of the Solovetsky Islands Nizhny Novgorod White Monuments of Vladimir and Suzdal Architectural Ensemble of the Trinity Sergius Lavra in Sergiev Posad Church of the Ascension, Kolomenskoye Virgin Komi Forests Lake Baikal Volcanoes of Kamchatka Golden Mountains of Altai Western Caucasus Curonian Spit Ensemble of the Ferapontov Monastery Kazan Central Sikhote-Alin Citadel, Ancient City and Fortress Buildings of Derbent Uvs Nuur Basin Ensemble of the Novodevichy Convent Natural System of Wrangel Island Reserve Historical Centre of the City of Yaroslavl Struve Geodetic Arc Putorana Plateau Lena Pillars Nature Park Bolgar Historical and Archaeological Complex Assumption Cathedral and Monastery of the town-island of Sviyazhsk Landscapes of Dauria
Potential Strategy
Section 2: Dynamo Central Stadium and Arena . . . . . . . . . . . . . . . . . . . . . 65-67 Potential Strategy:
Section 4: Arena Park Residential Area . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74-77 Potential Strategy
Section 5: Hyatt Regency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78-81 Potential Strategy
Section 6: Arena Park Offices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82-85 Potential Strategy
Section 7: Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86-89 Potential Strategy
Land of History and Culture
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Dynamo Physical Culture, Sports Park and Historical Heritage The Park binds several residential quarters in Dynamo district, spreading from Leningradskiy Prospekt (major arterial avenue in Moscow) to Dynamo Stadium being reconstructed, to the building of Dynamo Sports Academy being designed and Arena Park urban district being constructed. Today it became possible to return to this territory the unique function of Dynamo physical culture and sports Park, to make the Park friendly, vivid and safe. Eighty thousand square meters of the green Park will ensure quietness and absolute protection for the residents from noise and vanity, by separating the residential area from the Stadium hosting plenty of events. Tranquillity is a must have in such a modern environment thought to involve all the aspects of the life, from leasure time to resting and working hours. The renovated park - one of Dynamo district’s pearls – will become a real Moscow sight. The historical park zone will be preserved and landscaped; there will be paths, cycling and roller tracks, playgrounds, game zones, grounds for sports and many other opportunities for leisure and outdoor activities. Nowadays there are almost no more places in the centre of Moscow where people can relax from vanity nearby their homes or offices, spend time outdoors with their friends and family. The project is aimed at satisfying each person, independently from gender, age and social status. That’s why the project
is built such that here everyone will find their preferred activity: children will have a safe environment for sports and have access to playgrounds, crèche facilities and learning programs; teenagers will gain access to different areas like freestyle and meeting places, where they can play sports, or show their particular qualities; businessmen will be able to leave their offices and continue working outside re-assessing their prospects, while amateurs will be able to train using great facilities, or just enjoy walking in the open air. Elderly people will have access to quiet, traditional park areas, cafes, shops, and a health centre. And businesses will want to make use of offices, professional event facilities, and the hotel for business guests, and event-sponsoring opportunities. Unrestricted availabilityof services to all clusters of the population is one of the main objective and each pool will be provided with Tailored-thought services. This hold especiallyfor business-class clients that will be attracted by VIP areas in the arena, luxury restaurants, superior hotel and residential options, private clubs, and a wellness centre. Dynamo Spots Academy that will be also placed on the territory of Dynamo Sports park, is a high-end training facility with the total capacity of 62800 sq.m., that will provide all conditions for development of body and spirit for adults and children, professional and amateur athletes.
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Potential Strategy • Aim is to keep historical significance of renovated facilities, reshaping cultural heritage sites in a modern environment.
V. Saransk
a) To inject new life into Historical Heritage sports must be combined with traditions, culture and attractive sites. To bring modernity, contests as photo-shooting can be organized and unified with events such as the Clean-up day which, along with ethical and social objectives, may increase the reputation of the project and of the area through an active participation of relevant personalities and/or former players.
VI. Rostov-On-Don
I. Yekaterinburg / Ekaterinburg
3. Kremlin and Red Square, Moscow
Ekaterinburg Arena
Inextricably linked to all the most important historical and political events in Russia since the 13th century, the Kremlin (built between the 14th and 17th centuries by outstanding Russian and foreign architects) was the residence of the Great Prince and also a religious centre. At the foot of its ramparts, on Red Square, St Basil’s Basilica is one of the most beautiful Russian Orthodox monuments.
II. Kaliningrad Kaliningrad Stadium III Samara Samara Stadium IV. Volgograd Volgograd Stadium
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Saransk Stadium
Rostov-On-Dio VII. Sochi Fisht Stadium VIII. Moscow 1. Luzhniki Stadium 2. Spartak Stadium
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IX. Kizhi Pogost The pogost of Kizhi (i.e. the Kizhi enclosure) is located on one of the many islands in Lake Onega, in Karelia. Two 18th-century wooden churches, and an octagonal clock tower, also in wood and built in 1862, can be seen there. These unusual constructions, in which carpenters created a bold visionary architecture, perpetuate an ancient model of parish space and are in harmony with the surrounding landscape.
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X. Saint Petersburg 1. Saint Petersburg Stadium 2. Historic Centre of Saint Petersburg and Related Groups of Monuments The ‘Venice of the North’, with its numerous canals and more than 400 bridges, is the result of a vast urban project begun in 1703 under Peter the Great. Later known as Leningrad (in the former USSR), the city is closely associated with the October Revolution. Its architectural heritage reconciles the very different Baroque and pure neoclassical styles, as can be seen in the admiralty, the Winter Palace, the Marble Palace and the Hermitage.
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XI. Cultural and Historic Ensemble of the Solovetsky Islands The Solovetsky archipelago comprises six islands in the western part of the White Sea, covering 300 km2 . They have been inhabited since the 5th century B.C. and important traces of a human presence from as far back as the 5th millennium B.C. can be found there. The archipelago has been the site of fervent monastic activity since the 15th century, and there are several churches dating from the 16th to the 19th century.
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XII. Nizhny Novgorod 1. Nizhny Novgorod Stadium 2. Historic Monuments of Novgorod and Surroundings Situated on the ancient trade route between Central Asia and northern Europe, Novgorod was Russia’s first capital in the 9th century. Surrounded by churches and monasteries, it was a centre for Orthodox spirituality as well as Russian architecture. Its medieval monuments and the 14th-century frescoes of Theophanes the Greek (Andrei Rublev’s teacher) illustrate the development of its remarkable architecture and cultural creativity.
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XIII. White Monuments of Vladimir and Suzdal These two artistic centres in central Russia hold an important place in the country’s architectural history. There are a number of magnificent 12th- and 13th-century public and religious buildings, above all the masterpieces of the Collegiate Church of St Demetrios and the Cathedral of the Assumption of the Virgin.
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XIV. Architectural Ensemble of the Trinity Sergius Lavra in Sergiev Posad This is a fine example of a working Orthodox monastery, with military features that are typical of the 15th to the 18th century, the period during which it developed. The main church of the Lavra, the Cathedral of the Assumption (echoing the Kremlin Cathedral of the same name), contains the tomb of Boris Godunov. Among the treasures of the Lavra is the famous icon, The Trinity , by Andrei Rublev.
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XV. Church of the Ascension, Kolomenskoye The Church of the Ascension was built in 1532 on the imperial estate of Kolomenskoye, near Moscow, to celebrate the birth of the prince who was to become Tsar Ivan IV (‘the Terrible’). One of the earliest examples of a traditional wooden tent-roofed church on a stone and brick substructure, it had a great influence on the development of Russian ecclesiastical architecture.
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XVI. Virgin Komi Forests The Virgin Komi Forests cover 3.28 million ha of tundra and mountain tundra in the Urals, as well as one of the most extensive areas of virgin boreal forest remaining in Europe. This vast area of conifers, aspens, birches, peat bogs, rivers and natural lakes has been monitored and studied for over 50 years. It provides valuable evidence of the natural processes affecting biodiversity in the taiga.
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XVII. Lake Baikal Situated in south-east Siberia, the 3.15-million-ha Lake Baikal is the oldest (25 million years) and deepest (1,700 m) lake in the world. It contains 20% of the world’s total unfrozen freshwater reserve. Known as the ‘Galapagos of Russia’, its age and isolation have produced one of the world’s richest and most unusual freshwater faunas, which is of exceptional value to evolutionary science.
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XVIII. Volcanoes of Kamchatka This is one of the most outstanding volcanic regions in the world, with a high density of active volcanoes, a variety of types, and a wide range of related features. The six sites included in the serial designation group together the majority of volcanic features of the Kamchatka peninsula. The interplay of active volcanoes and glaciers forms a dynamic landscape of great beauty. The sites contain great species diversity, including the world’s largest known variety of salmonoid fish and exceptional concentrations of sea otter, brown bear and Stellar’s sea eagle.
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XIX. Golden Mountains of Altai The Altai mountains in southern Siberia form the major mountain range in the western Siberia biogeographic region and provide the source of its greatest rivers – the Ob and the Irtysh. Three separate areas are inscribed: Altaisky Zapovednik and a buffer zone around Lake Teletskoye; Katunsky Zapovednik and a buffer zone around Mount Belukha; and the Ukok Quiet Zone on the Ukok plateau. The total area covers 1,611,457 ha. The region represents the most complete sequence of altitudinal vegetation zones in central Siberia, from steppe, forest-steppe, mixed forest, subalpine vegetation to alpine vegetation. The site is also an important habitat for endangered animal species such as the snow leopard.
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XX. Western Caucasus The Western Caucasus, extending over 275,000 ha of the extreme western end of the Caucasus mountains and located 50 km northeast of the Black Sea, is one of the few large mountain areas of Europe that has not experienced significant human impact. Its subalpine and alpine pastures have only been grazed by wild animals, and its extensive tracts of undisturbed mountain forests, extending from the lowlands to the subalpine zone, are unique in Europe. The site has a great diversity of ecosystems, with important endemic plants and wildlife, and is the place of origin and reintroduction of the mountain subspecies of the European bison.
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XXI. Curonian Spit Human habitation of this elongated sand dune peninsula, 98 km long and 0.4-4 km wide, dates back to prehistoric times. Throughout this period it has been threatened by the natural forces of wind and waves. Its survival to the present day has been made possible only as a result of ceaseless human efforts to combat the erosion of the Spit, dramatically illustrated by continuing stabilisation and reforestation projects.
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XXII. Ensemble of the Ferapontov Monastery The Ferapontov Monastery, in the Vologda region in northern Russia, is an exceptionally well-preserved and complete example of a Russian Orthodox monastic complex of the 15th-17th centuries, a period of great significance in the development of the unified Russian state and its culture. The architecture of the monastery is outstanding in its inventiveness and purity. The interior is graced by the magnificent wall paintings of Dionisy, the greatest Russian artist of the end of the 15th century.
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XXIII. Kazan 1. Kazan Arena 2. Historic and Architectural Complex of the Kazan Kremlin Built on an ancient site, the Kazan Kremlin dates from the Muslim period of the Golden Horde and the Kazan Khanate. It was conquered by Ivan the Terrible in 1552 and became the Christian See of the Volga Land. The only surviving Tatar fortress in Russia and an important place of pilgrimage, the Kazan Kremlin consists of an outstanding group of historic buildings dating from the 16th to 19th centuries, integrating remains of earlier structures of the 10th to 16th centuries.
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XXIV. Central Sikhote-Alin The Sikhote-Alin mountain range contains one the richest and most unusual temperate forests of the world. In this mixed zone between taiga and subtropics, southern species such as the tiger and Himalayan bear cohabit with northern species such as the brown bear and lynx. The site stretches from the peaks of Sikhote-Alin to the Sea of Japan and is important for the survival of many endangered species such as the Amur tiger.
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XXV. Citadel, Ancient City and Fortress Buildings of Derbent The Citadel, Ancient City and Fortress Buildings of Derbent were part of the northern lines of the Sasanian Persian Empire, which extended east and west of the Caspian Sea. The fortification was built in stone. It consisted of two parallel walls that formed a barrier from the seashore up to the mountain. The town of Derbent was built between these two walls, and has retained part of its medieval fabric. The site continued to be of great strategic importance until the 19th century.
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XXVI. Uvs Nuur Basin The Uvs Nuur Basin (1,068,853 ha), is the northernmost of the enclosed basins of Central Asia. It takes its name from Uvs Nuur Lake, a large, shallow and very saline lake, important for migrating birds, waterfowl and seabirds. The site is made up of twelve protected areas representing the major biomes of eastern Eurasia. The steppe ecosystem supports a rich diversity of birds and the desert is home to a number of rare gerbil, jerboas and the marbled polecat. The mountains are an important refuge for the globally endangered snow leopard, mountain sheep (argali) and the Asiatic ibex.
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XXVII. Ensemble of the Novodevichy Convent The Novodevichy Convent, in south-western Moscow, built in the 16th and 17th centuries in the so-called Moscow Baroque style, was part of a chain of monastic ensembles that were integrated into the defence system of the city. The convent was directly associated with the political, cultural and religious history of Russia, and closely linked to the Moscow Kremlin. It was used by women of the Tsar’s family and the aristocracy. Members of the Tsar’s family and entourage were also buried in its cemetery. The convent provides an example of the highest accomplishments of Russian architecture with rich interiors and an important collection of paintings and artefacts.
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XXVIII. Natural System of Wrangel Island Reserve Located well above the Arctic Circle, the site includes the mountainous Wrangel Island (7,608 km2), Herald Island (11 km2) and surrounding waters. Wrangel was not glaciated during the Quaternary Ice Age, resulting in exceptionally high levels of biodiversity for this region. The island boasts the world’s largest population of Pacific walrus and the highest density of ancestral polar bear dens. It is a major feeding ground for the grey whale migrating from Mexico and the northernmost nesting ground for 100 migratory bird species, many endangered. Currently, 417 species and subspecies of vascular plants have been identified on the island, double that of any other Arctic tundra territory of comparable size and more than any other Arctic island. Some species are derivative of widespread continental forms, others are the result of recent hybridization, and 23 are endemic.
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XXIX. Historical Centre of the City of Yaroslavl Situated at the confluence of the Volga and Kotorosl Rivers some 250 km north-east of Moscow, the historic city of Yaroslavl developed into a major commercial centre from the 11th century. It is renowned for its numerous 17th-century churches and is an outstanding example of the urban planning reform Empress Catherine the Great ordered for the whole of Russia in 1763. While keeping some of its significant historic structures, the town was renovated in the neoclassical style on a radial urban master plan. It has also kept elements from the 16th century in the Spassky Monastery, one of the oldest in the Upper Volga region, built on the site of a pagan temple in the late 12th century but reconstructed over time.
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XXX. Struve Geodetic Arc The Struve Arc is a chain of survey triangulations stretching from Hammerfest in Norway to the Black Sea, through 10 countries and over 2,820 km. These are points of a survey, carried out between 1816 and 1855 by the astronomer Friedrich Georg Wilhelm Struve, which represented the first accurate measuring of a long segment of a meridian. This helped to establish the exact size and shape of the planet and marked an important step in the development of earth sciences and topographic mapping. It is an extraordinary example of scientific collaboration among scientists from different countries, and of collaboration between monarchs for a scientific cause. The original arc consisted of 258 main triangles with 265 main station points. The listed site includes 34 of the original station points, with different markings, i.e. a drilled hole in rock, iron cross, cairns, or built obelisks.
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XXXI. Putorana Plateau This site coincides with the area of the Putoransky State Nature Reserve, and is located in the central part of the Putorana Plateau in northern Central Siberia. It is situated about 100 km north of the Arctic Circle. The part of the plateau inscribed on the World Heritage List harbours a complete set of subarctic and arctic ecosystems in an isolated mountain range, including pristine taiga, forest tundra, tundra and arctic desert systems, as well as untouched cold-water lake and river systems. A major reindeer migration route crosses the property, which represents an exceptional, large-scale and increasingly rare natural phenomenon.
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XXXII. Lena Pillars Nature Park Lena Pillars Nature Park is marked by spectacular rock pillars that reach a height of approximately 100 m along the banks of the Lena River in the central part of the Sakha Republic (Yakutia). They were produced by the region’s extreme continental climate with an annual temperature range of almost 100 degrees Celsius (from –60 °C in winter to +40 °C in summer). The pillars form rocky buttresses isolated from each other by deep and steep gullies developed by frost shattering directed along intervening joints. Penetration of water from the surface has facilitated cryogenic processes (freeze-thaw action), which have widened gullies between pillars leading to their isolation. Fluvial processes are also critical to the pillars. The site also contains a wealth of Cambrian fossil remains of numerous species, some of them unique.
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XXXIII. Bolgar Historical and Archaeological Complex This property lies on the shores of the Volga River, south of its confluence with the River Kama, and south of the capital of Tatarstan, Kazan. It contains evidence of the medieval city of Bolgar, an early settlement of the civilization of Volga-Bolgars, which existed between the 7th and 15th centuries AD, and was the first capital of the Golden Horde in the 13th century. Bolgar represents the historical cultural exchanges and transformations of Eurasia over several centuries that played a pivotal role in the formation of civilizations, customs and cultural traditions. The property provides remarkable evidence of historic continuity and cultural diversity. It is a symbolic reminder of the acceptance of Islam by the Volga-Bolgars in AD 922 and remains a sacred pilgrimage destination to the Tatar Muslims.
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XXXIV. Assumption Cathedral and Monastery of the town-island of Sviyazhsk The Assumption Cathedral is located in the town-island of Sviyazhsk and is part of the monastery of the same name. Situated at the confluence of the Volga, the Sviyaga and the Shchuka rivers, at the crossroads of the Silk and Volga routes, Sviyazhsk was founded by Ivan the Terrible in 1551. It was from this outpost that he initiated the conquest of the Kazan Khanate. The Assumption Monastery illustrates in its location and architectural composition the political and missionary programme developed by Tsar Ivan IV to extend the Moscow state. The cathedral’s frescoes are among the rarest examples of Eastern Orthodox mural paintings.
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XXXV. Landscapes of Dauria Shared between Mongolia and the Russian Federation, this site is an outstanding example of the Daurian Steppe eco-region, which extends from eastern Mongolia into Russian Siberia and northeastern China. Cyclical climate changes, with distinct dry and wet periods lead to a wide diversity of species and ecosystems of global significance. The different types of steppe represented, such as grassland and forest, as well as lakes and wetlands serve as habitats for rare species of fauna, such as the White-naped crane and the Great Bustard, as well as millions of vulnerable, endangered or threatened migratory birds. It is also a critical site on the migration path for the Mongolian gazelle. a) To blur the gap between Sport and Historical Heritage, Events and Workshops may be thought to show how Russian Sports evolved with the succession of Historical Events. Facilities for this purpose can be identified in the Dynamo Sport Society Museum, that will be part of the Stadium building, and the HYATT Regency, the luxury hotel which includes 3,500 square meters of flexible meeting and event space, 660 square meters pillar-less Regency Ballroom that is located within its own building and 13 individual Meeting rooms (including two boardrooms). b) Organise exhibitions like Denkmal exhibition 2011(Sponsored by VTB Arena) focusing on preservation and restoration of heritage and putting emphasis on the “Lore�.
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A future for Sports and Traditions / The link between Sports and Traditions
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Dynamo Central Stadium and Arena VTB Arena – Dynamo Central Stadium – a multifunctional sports and entertainment complex being created as part of the overall reconstruction of the Stadium and other sports facilities on the territory of the legendary Russian Stadium that has seen a lot of great victories. To improve the functionality of the building, the construction company located the Stadium and the Arena under one roof within the boundaries of the existing walls. Dynamo Sports Society Museum will be part of the Stadium. This makes the Project unique in the Continent. This multifunctional sports and entertainment complex comprises the Arena with total capacity 26.319 seats which can assume 3 different configurations: hockey conf. 11 488 seats, basketball conf. 12.770 seats, concert conf. 14.000 seats and only few hours to shift among conferences. In 2010, the VTB Arena park project was designed by Mr. David Manica and described by him as “..one of the most fascinating and exciting projects that I have ever had a chance to work on. If you look at the facilities and buildings that have already been constructed throughout the world you will not find any venue absolutely similar to this one … this project is undoubtedly a new reference standard for similar development projects throughout the world.” Among the projects performed by Manica Architecture there are also the following riveting facilities such as Lusail World Cup 2022 Stadium (Doha, Qatar), Mercedes-Benz Arena (Shanghai), Beijing Olympic Basketball Arena (Beijing, China) and stirring the imagination the O2 Arena in London. The Stadium will firstly host a special event the twenty-second of October two-thousand-seventeen in occasion of Lev Yashin’s birthday, with a series of test matches coming afterward; and also a film about the player will be showed in this date. Innovative ideas are at basis of the project and new technologies and materials will be used in its construction. Noticeable fact is that a huge glass wall with inbuilt LED strips allowing to convert the glass into a gigantic video screen at night will be installed over the South façade facing Leningradsky avenue and Dynamo metro station. One of the main focus points is the willingness to reflect “True Love for Football” and sports in general, varying from the common ones to extreme practices. Visual appeal must be a fundamental characteristic to attract customers, non only for sports events but also to raise the number of peoples attending music events or concerts. 65
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Potential Strategy • Targeting the consumers to increase revenues is a focus point of the strategy. • The possibility to transform the Arena in a concert space must be seen as an opportunity to profit from this kind of events. In Russia the classical music is appreciated but what seems to be the most popular gender among Russian peoples in the “Ruassian’s Chanson” (Stas Mikhaylov, Yelena Vaenga, e Grigorij Leps). Obviously, there are opportunities for what concerns the younger generation, more interested in innovative genders as Hip-Hop and Trap. • The multifunctionality of the structure allows also the possibility to organise Triathlon-like competitions with participation of both amateurs and/or professionals. These kinds of competitions may be linked with the facilities included in the Dynamo Sport Academy and Dynamo Park such as tennis fields, volley fields, etc. • Must be noticed that all these features may be spurred at highest levels of participation through the delivery of advertisings, videos and promotions across the huge glass wall that can be easily converted in a LED video screen. • With this purpose, the glass-wall may be used both for internal (events, matches, etc.) and external (sales of advertisings, etc.) marketing proposals.
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Dynamo Sports Academy Dynamo Sports Academy is a high-end sports and training complex that caters to all tastes and even the highest demands not only of professional sportsmen but also of amateurs of sports. The academy will be flanked by world-class sports schools, a fitness-club and a SPAcentre. Dynamo Sports Academy, placed in (the territory of Dynamo Sports park) is a high-end training facility with the total capacity of 62800 sq.m. The aim is to provide all conditions for development of body and spirit for adults and children, professional and amateur athletes. The Academy will comprise of sports grounds that cater to more than 20 arts of sport such as hockey, basketball, squash, combat sports, fencing and other game sports. Build structures, functional to gymnastics, will also be complemented by outdoor tennis courts, sports clubs for children and adults and by the modern fitness-centre. This significant upgrade in sports facilities of the area will both preserve the local sports culture and serve to take it forward, helping athletes to raise their profiles, improving Moscow’s contribution to sport nationally and internationally, and promoting sport within the city. The objective is to transform Dynamo district into a breath-taking leisure centre for locals and foreign guests, satisfying the sophisticated demand of all different generations: offering everyone their preferred activity. The area will be made interesting involving people with festivals such as the “VTB Arena Open students basketball festival on the Red Square” or “Gorodki or Banki competitions in Petrovsky park”, with the aim to revive interest to these once-ultra-popular games.
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Potential Strategy • One of the main points for the renovation of the area is the foundation of a “students Euroleague”. This niche already exists but unfortunately students don’t have any venue available for this purpose. Russian, Latvian and Finnish teams already agreed and the aim is to succeed in a tournament extension and expansion including students from other European countries such as Spain, Italy, etc. • Another willingness of the creators of the project is to organise a regular schedule for Russian games events like Gorodki or Banki, renovating the interest for these traditional Russian games and linking these events to workshops. • Workshops and Events regarding less known sports of Europe (i.e. Basque Pelota or Jai Alai), including competitions, may be flanked to traditional Russian games events such that the area will be recognised in the world for its attempt to avoid the “extinction” of the ancient sport culture, handing down different traditions to future generations. • Finally, the “motto” will be “Offer everyone a choice”: The project must catch the opportunity to develop a European/Global reputation for nichesports as extreme sports (i.e. free climbing, skateboarding freestyle, football freestyle, BMX freestyle, etc.). This will improve the sites’ recognition allowing it to become the global leader of extreme sports exhibitions, especially through the active participation of sponsors like Red Bull, Monster, Burn, Rockstar, Full ThrOttLe, etc. • Each of these events, workshops, competitions and in general each kind of activity implemented in the area will be designed to be appreciated by important personalities, press, experts and professionals through their active participation in contests and activities.
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City for Life and People
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Arena Park Residential Area Residential area “Arena Park” comprises modern hospitality, dwelling, office and shopping spaces that create comfortable and tranquil conditions for living, development and rest of a person as well as raising the Project’s profitability. VTB Arena park project offers to the Muscovites and visitors a unique opportunity to become an owner or tenant of unique in the context of comfort real estate in the centre of Moscow. Business and residential area - “Arena Park” is a district, surrounded by the old Park, that neighbours on Multifunctional Sports and Entertainment Complex, VTB Arena – Dynamo Central Stadium. This is a unique district in terms of its centric location within the entertainment complex, fitness centres and SPA centres, the modern “Hyatt Regency Moscow, the Petrovsky Park” and business area. The objective is to create all conditions for success, comfortable life and rest. Along with a high-end office centre, the residential area with businessclass apartments including a conference hall and the luxury class hotel with health centre, cafes, restaurants, shops and entertainment areas, the area will be provided with an underground parking with more than 4200 car spots. VTB Arena park is a unique development that is going to become a new prestigious city centre – the heart of the capital where active and dynamic way of modern life is masterfully combined with the atmosphere of tranquillity and serenity of the old Moscow. The entire complex is intended to become a city landmark – both as an architectural achievement and as a favourite destination – renowned for its comfort and convenience, and a favourite place to work, rest and play, whether it be among locals or visitors of the city who stay at the hotel during their time in the capital. Cosy alleys, cafes, restaurants, shops, other service facilities will create a friendly and comfortable atmosphere of the metropolis keeping the traditions of old Moscow but at the same time adding a modern shade to it. Here you can find everything that a person may need to lead a
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productive life, living up to the date and who evaluating every single moment. There will be placed cafes, banks, shops, communal services, leisure centres and study centres on the first floors of all buildings that will create a comfortable atmosphere of the metropolitan city by building up Moscow courtyards of a modern kind. The main objective is to transform a chaotic grey site of 32 000 sq.m. in a city ensemble, attracting people with an innovative approach and supporting Moscow Government to reduce traffic, transforming the area’s facilities in a solution for city transport problems. The presence of people will be fostered by the combination of sports, entertainment, commercial and residential facilities. Modernity will be linked with traditions in a dynamic way, maintaining the tranquillity of the area (modernity & romanticism & heritage). As for any area of the project, the aim is to satisfy the wants and the needs of different generations, through the creation of facilities which range from VIP areas in the arena, luxury restaurants, superior hotel and residential options, private clubs, and a wellness centre, for businessmen, to quiet, traditional park areas, cafes, shops, and a health centre, for elderly people. The residential area will be a unique context infused with the spirit of comfort brought by cafes, banks, shops, communal services, leisureand study centres on the first floors of each building. The joint effort of both project managers and Moscow authorities will put emphasis on social responsibility bringing a contribution to the progress of infrastructure development in the Russian capital. This will foster the creation of a City Cultural Landmark with wide appeal across all ages and social strata, meeting the highest environmental, ergonomic and innovation requirements. VTB Residential Area will be the “City for Life and People” where everybody will have the opportunity to give a healthy future to their children that will live in a human-friendly environment.
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Potential Strategy • Organize events that will raise the reputation of Arena Park a) Guided tour around Dynamo Area (as Journey guided organised by Denis Romodin –popular blogger, expert in Moscow Studies – 21/05/2013, which included: Metro Stop, Petrovsky Palace and Petrovsky Park, well-known places of entertainment of the Petrovsky Park: “Eldorado”, “Mauritania” and “Apollo”, Villa “Black Swan”,Cathedral of the Annunciation, Sports Park and the Monument to Lev Yashin). b) “Clean-up Day” (as was in 21 April 2012) in Dynamo park with participation of relevant personalities (Executives of VTB Arena park project, VTB Bank, Football Club Dynamo Moscow, reps of the fan club, local citizens, Dynamo veterans, Lev Yashin’s widow, etc). These events may focus on both ethical and environmental issues as well as historical and human celebrations (i.e. planting of a line of trees in honour of former Dynamo player. c) Each event will be characterised by the presence of contests and quizzes, coffee break and tea parties. • Cross Selling of offices and apartments: a) Discounts for companies buying both offices and residences for their employee. b) Discount cards for employee, residents, students and monthly-subscribed sportpeople to go shopping or to have lunches in restaurants. (As creation of an inflation-free environment in a kind of Stand-alone City).
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Hyatt Regency “Hyatt Regency Moscow, Petrovsky Park” Hotel, that is next to the historic Petrovsky Park and eponymous palace, is also a part of the residential area “Arena Park”. For residents and visitors of the district, bars, restaurants, fitness centres and SPA centres, swimming pool and many other places will open their doors. Hyatt Hotel is optimized for 297 contemporary and functional rooms (air conditioned, flat-screen TV, private bathroom with walk-in shower or bath and minibar), including 40 suites and 56 furnished apartments of A-class. Certain rooms feature a kitchenette and a living room. Moreover, in the Congress-hall of the Hotel with the capacity of 700 seats, will be created all the essential conditions for the organization of seminars, conferences and business sessions. The hotel features several restaurants and bars where guests can enjoy lively culinary experiences. The spacious on-site fitness centre will help the guests stay fit and energised. The Regency Club Lounge is located on the 12th floor, where guests are served continental breakfast. Evening cocktails are also offered in the lounge. The Hyatt Regency Moscow Petrovsky Park features spacious conference spaces for various events. This location, perfect for calm and rest, is located just five minutes walk away from VTB Arena and Dinamo Stadium. The Kremlin and Red Square are 6 km from the hotel and the Dinamo Metro Station is 500 metres from the property. Belorussky Train Station is a kilometre and a half away, while Sheremetyevo International Airport is 28 km from the Hyatt Regency Moscow Petrovsky Park.
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Potential Strategy • Cross selling: residences sold with discounts to all the employees of the hotel. • Discount cards to employee allowing them to do shopping, eat etc. at low prices nearby their workplace. • Link booking of both rooms and tailored events.
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Arena Park Offices Arena park offices will thought to provide a luxurious life style to businessmen which will have the possibility to live in an innovative environment with all the facilities they may need or want to get the maximum possible daily satisfaction.
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Potential Strategy XXXVI. Cross selling: Sell offices and residences at the same people with possibility of discounts on price. The same could be done for what concern sports and entertainment facilities providing discounts to residents through discounted monthly cards.
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Tourism Moscow was ranked third in 2015 for tourists’ appeal in two thousand sixteen and almost seventeen and a half million tourists visited the city, listed among the top 10 cities of Lonely Planet’s Best in Travel ranking. According to Momondo.ru and RoomGuru.ru, the city tops the list of the 10 most popular New Year holiday tourist destinations among Russian cities. To contain all tourists: 870 Moscow hotels with a total of 58,100 rooms were assigned star ratings. Those include 27 five-star hotels, 74 four-star hotels, 184 three-star hotels, 40 one-star hotels, and 447 no-star hotels, including 230 hostels. Just last year, more than 5 thousand hotel rooms were introduced in Moscow. Events like the Times & Epochs Festival of Historical Reenactments, Our Product, Moscow Ice Cream, Moscow Jam - Gifts of Nature, Back to School, Russian Field Festival of Slavic cultures and Golden Autumn drew between two and a half and eight million people each. Moscow’s Circle of Light International Festival counted seven and a half million people in 2016. Revenues of the capital’s hotels in 2015 rose by 20 million pounds year-on-year. Number of Tourists from non-CIS countries last year fell by 3.5%, and the number of visitors from other Russian cities rose by 275k increasing by more than 7.7%. Last but not least, tourism trend in Russia will face noticeable changes which will bring challenges as well as opportunities. 1. The Russian ruble has decreased in value against the euro (by 55%) and the dollar (by 58%) since early 2004. 2. The Russian economy showed the worst performance among developed and developing countries in 2015, with a decline in GDP of 3.5% in comparison to 2014. 3. Unemployment rates began to rise in early 2016 as many private sector companies and government bodies started to initiate widespread layoffs throughout their workforce. 4. Because of this drop in income, the average Russian citizen spends more than they earn. They also tend to owe debts to the banks which, of course, must be repaid.
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Potential Strategy • Idea of the creators is to organise a farewell event for the legendary Dynamo Stadium or more precisely for the way it looks nowadays and celebrate New Year party and start a new life of the high-end Stadium. This may include a Mini soccer tournament as thought by the company. • Given the lower value of Russian ruble and future potential sanctions that is thought will be given from the United Nations to Russia, Moscow and St. Petersburg will experience an increase in tourism from other Russian cities. Unify bookings of both events tailored for tourists and hotel rooms. • Summer temperature is usually around 20 degrees. Aquaparks may be useful but does there exist open swimming pools? • Russian citizens face problems in organizing their holydays given the low presence of travel agencies in the country. This can be translated in a Cross-selling opportunity in this way: a) Find a travel agency (national or foreign) willing to place an office in Arena Park.
b) Sell discounted apartments to employee of the agency and of other companies in the area. c) Once established, the agency will benefit from the few distance existing between them and the residences (potentially no distance if same building). d) Improve profits of the agency building its reputation as a “next-door provider of solutions”. • G iven hotel price limits set by Government for the World Cup in 2018, in order to prevent inflated prices, and the weak ruble, citizens from Great Britain, Switzerland and Eurozone countries will not be likely to face great expenses here. Moreover, popular Russian cities will experience an increase in tourism from European countries, China, Iran and India. With these premises, package tours with football and non-football activities in all the 11 cities that will host the World Cupcan be organized depending on tourists’ Nationality. In this waythe offers will include one or more matches a particular national team and guided tours around the city that will host the competition.
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Contacts VTB Arena park construction headquarters Tel: +7 499 755 42 22 www.vtb-arena.com, project@vtb-arena.com
VTB Arena park sales office Tel: +7 499 755 42 42 www.arena-park.ru