Re-opening with Confidence: Expert panel share their insights

This week’s ALSD International – Virtual event featured 30 expert speakers, including 3 keynotes, and saw 7 panel sessions taking on the key challenges as the sports and live entertainment industry prepares to reopen. One of the particularly poignant sessions for the 200+ gathered industry executives was “Reopening with Confidence”, with Ascot Racecourse, Ashton Gate Stadium, Formula 1, PTI Digital and The Odyssey Trust sharing insights.

As the industry prepares to reopen, industry experts, George Vaughan, Head of Technology at Ascot Racecourse, Mark Kelly, Managing Director at Ashton Gate Stadium/Bristol Sport, Matt Roberts, Research & Insights Director, Formula 1, Robert Fitzpatrick, CEO at The Odyssey Trust/The SSE Arena Belfast (a key member of the Arena Resilience Alliance, part of the European Arenas Association) and Mike Bohndiek, CEO at PTI Digital, set about discussing how they are preparing for reopening, rebuilding and recovery.

To follow are a few key takeaways from the session, with the full video version to be available on-demand via the ALSD International – Virtual microsite for registered attendees within the next week and for everyone else within the next 10-14 days via the ALSD International and Sports Venue Business websites:

Matt Roberts, Research & Insight Director, Formula 1:

We have to treat 2021 as year zero, a learning year. We must continue to track consumer behaviour and confidence and adapt as we go.

Robert Fitzpatrick, CEO, The Odyssey Trust / The SSE Arena, Belfast:

Safe is going to be the new currency. Beyond that, the experience will need to be heightened beyond what we got away with before.

George Vaughan, Head of Technology, Ascot Racecourse:

This is an opportunity to re-think what we do and explore new ways of doing things. It’s a chance to make consumers part of the story, using digital as a pathway to involving them in the narrative.

Mark Kelly, Managing Director, Ashton Gate Stadium & Bristol Sport:

We’ll certainly have a heightened fan focus as we move to reopen, with clear and concise information being an important part of this. Combined with that is a focus on fluidity in the business.

PTI Digital’s Mike Bohndiek expertly moderated this insightful panel session, which drew questions from clubs including Luton Town, which is planning a move from its existing 10,000-seat home to a brand new 20,000-seat stadium in 2023.

NB: All sessions will be available on-demand for registered attendees in the next 7-10 days via the ALSD International – Virtual microsite, through which attendees can continue the conversation for the next 6-8 weeks, before we switch to the main ALSD International microsite ahead of the September event being hosted by Liverpool Football Club.

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