Australian Stadium and Airport F&B specialists, Ground Control, to enter Europe and UK markets

Ground Control, the renowned Australia-based specialist F&B advisory for stadiums and airports, is extending its expertise to Europe and the UK following the appointment of business leader Paul Boon as the Head of UK & Europe. 

With over 50 years of industry experience, 300+ F&B outlets led across the Middle East, Asia, Australia and New Zealand, along with 40+ global awards won, Ground Control has made its mark as a trusted leader with extensive proven expertise in developing hospitality precincts in the Asia Pacific and beyond.

With Boon’s specialist industry expertise added to Ground Control’s advisory capabilities, the team looks forward to bringing its offering to new markets across Europe and the UK. 

Ground Control Managing Partner, Adam Summerville, said:

Our objective is to provide fresh thinking when it comes to hospitality precincts, commercial setup and revenue generation. Fan expectations have changed. Going to a ‘game’ is much more than watching sport, it is about an entire experience. Our point of difference is that our executive team have all worked on both sides of the fence and so not only do we understand what is desired, we also understand what is needed to execute and deliver on that vision.

Among several projects, Ground Control is currently overseeing the F&B master plan and go-to-market process for the Sydney Cricket Ground (SCG) and the new $900m Sydney Football Stadium development. Ground Control has also recently been appointed by Melbourne and Olympic Parks, the home of the Australian Open Tennis, to assist in transforming the F&B offering across the precinct.

Boon is a pioneer in the stadium F&B and hospitality playing field across Europe and the UK with impressive industry experience, including his roles as the Director of Events at Southampton FC and the Catering Director at Tottenham Hotspur FC. 

According to Boon, the fan experience in the European region is improving, although he believes there is a significant opportunity to accelerate the stadium spectator journey:

The team at Ground Control has already developed new ways of thinking and operating and I am delighted to be able to leverage that and add my own unique perspective. Collectively, we just want amazing fan experiences when our stadiums are full again. It’s very exciting!

Spearheaded by Adam Summerville, Kevin Zajax and Paul Boon, Ground Control develops and implements world-class F&B programs that improve ROI through memorable customer experiences. Boon is one of 200+ attendees confirmed to join us for this September’s ALSD International event.