Real Betis to invest another €2m to strengthen its VIP offering at the stadium

Spanish LaLiga team, Real Betis Balompié, will further increase the investment made in their Benito Villamarín stadium with the construction of a terrace in the main grandstand and the remodelling of the VIP boxes to increase the billing for hospitality, as reported by Palco23.

Real Betis made its biggest equity investment in recent years with the construction of the new South Stand, but this will not be the only investment or enhancement at their home ground in the Spanish city of Seville. Although the club must wait to complete the phased extension of their Benito Villamarín stadium, the board of directors has already given its approval to a €2m investment to enhance the VIP offering.

According to Palco23, management plans to build a space called ‘La Terraza’ in the main grandstand area, which will make it possible to take greater advantage of the 120 seats that surround the presidential box.

Ramón Alarcón, Director & General Manager of Business at Real Betis, said:

We have to believe that people are willing to pay a price for special services.

The works will be carried out shortly and will give continuity to the improvement of the hospitality services that began to be renewed for the 2017-2018 season with the creation of a ring of 456 seats between the lower and upper tiers of the South Stand.

The works will consist of an aesthetic renovation of certain interior spaces and the enabling of a VIP lounge with an outdoor area, which will be located on the façade of the stadium, facing Doctor Fleming Street, located above the club offices and with views of the outdoor area where fans gather before entering the game.

Betis wants the VIP business to grow to a point where it generates 80% of the match day business to maintain prices that encourage family ties.

The idea of ​​this area set for the days of the match was already implemented in the new tier, since the VIP seats include access to three common spaces with music and catering service.

Speaking on the need to create these experiences, Alarcón commented that they can generate a very important volume of business with a lot less people:

We have to understand that many people do not come to football because of a passion for a team, but for business and as a social meeting point.

In total, the Benito Villamarín has 1,500 VIP locations and 42 boxes, which will also be modernised, and in some cases will even be extended, within the package of new investments. Thus, they hope that these users can generate a business equivalent to 80% of the entire match day.

Alarcón added:

With this reform we will also make an improvement in the catering service, which will now always be mandatory.

The enhancements in the executive/premium spaces, was a requirement already included last year in the newer areas.

The optimism of Alarcón is high, because for the 2017-18 season, the club have already achieved five sold-out matches, all before the improvements. In fact, Real Betis is the fourth LaLiga team in terms of attendance, with 45,880 people per game at home and a year-on-year improvement of 46.2%.

Club President, Angel Haro, said:

The Betis fans have been very faithful, and even in the Second we have had more than 36,000 members; we really are a team that is meant by the loyalty of its partners. 

It is a solid base that they expect to grow year-on-year, as evidenced by a business plan that aims to raise ticket revenues at a double digit rate, going from €13.6m in 2017-2018 to €23m in 2020-2021. A growth that, above all, will come from the improvement in the operation of the hospitality service and from the available tickets to the margin of the subscribers, a group in which they want to promote the presence of entire families.

Vice President, José Miguel Catalan, said:

Three seasons ago we established that all the children’s partners (parents/guardians) could have a seat in the stadium at €59 (now €69); that is to make it easy for children, who pull the father and that is what allows us to be a very familiar club.

Haro added:

If we focus only on certain segments of the population, we are condemned not to evolve.

This article was translated from the original piece that appeared on the Palco23 website.

Ramón Alarcón, Director & General Manager of Business at Real Betis, is one of the top-ranking industry professionals that will be imparting his wisdom at Europe’s first Premium Seat event, ALSD International, coming to London this October, 11-12, where he will discuss the project in detail.

NB: Next week, we will be bringing you an in-depth interview with Ramón Alarcón, Director & General Manager of Business at Real Betis Balompié.

#SportsVenueBusiness – keeping you in the know!