Latest / Event Industry News Podcast / Inside Twickenham: How Allianz Stadium Reinvented Event Spaces
Transcript
- 0:06Hello, everybody, and welcome to the Event Industry News Podcast.
- 0:10My name's James Dixon, wishing you all a very good morning, afternoon,
- 0:13or evening, whenever or wherever you tune into today's podcast from.
- 0:17And never more apt than when I had the good fortune of being sat in a natural
- 0:22space rather than at my upright piano at home in Yorkshire, which is where I
- 0:26usually record these podcasts from.
- 0:27I balance the laptop on top of the piano, and I balance The microphone sits
- 0:30on the piano lid and it becomes the perfect sort of split-level podcast studio at home.
- 0:36So anybody who's watched it before, that's letting you into a little bit of
- 0:39the magic behind the scenes there.
- 0:41The reason that we're in person, and I have the good fortune of being sat in
- 0:46front of a camera with an actual microphone in my hand, is that we are at the
- 0:49Allianz Stadium in Twickenham.
- 0:51We have been part of an event that's taken place here today with a selection of invited guests.
- 0:57We've had some panel discussions this morning in this beautiful space within the stadium.
- 1:01The guests have had a great tour of the stadium. And to tell us a little bit
- 1:05more about what's been going off today and some of the wider events,
- 1:09ops stuff and event stuff that's going on within the stadium,
- 1:12is Johanna Bairain. That's right.
- 1:15Well done. Thank you for joining us. But thank you as well for facilitating today.
- 1:19That's okay. You're welcome. We always like to get buyers and industry experts
- 1:22to the stadium whenever we can.
- 1:23And it's been a great experience. We're in this great space today.
- 1:27And we'll put some, I think, sort of B-roll footage in of this space so that
- 1:31people who are watching the podcast today can actually see for context where we've been.
- 1:35But it's a great, relaxed bar space. I'm looking around here and there's a lovely long bar.
- 1:41There are sofas. There are lower level seating. There's bar seating.
- 1:44I can imagine that this is an absolute hive of activity on an international
- 1:49match day, of which there was one just a couple of days ago.
- 1:51Two days ago. We've just finished the international series.
- 1:54The Awesome, we had four back-to-back matches and four wins. And around that,
- 1:5824-7, we do non-match day events as well. So it's been a busy stadium, busy November.
- 2:03And a lot of developments as well are on, if you can call it the campus or the
- 2:08stadium, I don't know how you would refer to it, the complex.
- 2:10But again, I had the good fortune of staying in the new on-site hotel last night.
- 2:14There's now a Radisson Red Hotel on-site here, which is another string to your bow, dare I say.
- 2:21And part of today has been very much giving these invited guests a tour of the
- 2:25venue and showcasing the type of facilities that are available.
- 2:29What are some of the most significant recent changes or additions to what they
- 2:32offer yeah we're always evolving what we have here like the room we're in at
- 2:36the moment was an empty blank canvas and we just thought we wanted to add some
- 2:40personality to it we've made it into a lovely lounge,
- 2:42bar restaurant area on a match day yes
- 2:45you're absolutely right it's full of hospitality on a non-match day it
- 2:48really works well with our south stand conference center if
- 2:51it could use for their delegate catering or
- 2:54breakout spaces or you know a relaxing
- 2:57post-conference drinks so we're just really trying to
- 3:00develop that we've developed this we also redeveloped the beaumont suite
- 3:03which is in the north stand and again that was kind
- 3:05of an empty room that could be set up in very traditional
- 3:08ways and again the demand was more for
- 3:11a casual dining offering that can
- 3:14be added to a DDR for example so people
- 3:17can have the conference on the lower level which is the captain suite and
- 3:20then just up an internal staircase to the Beaumont suite which offers a really
- 3:24lovely lounge feel so those are probably refurb that we've just upgraded and
- 3:29then in the south stand here where we are at the moment we have a state-of-the-art
- 3:33conference center and again we've just upgraded all the tech and lighting in this level too.
- 3:38So it's always ongoing, always evolving. We never rest on all our roles.
- 3:42We always want to make sure we're providing the customers with everything they need.
- 3:45And have these new spaces and the refurbished spaces been driven by demand from your own clients?
- 3:52Or is there an element of you being able to sit down as a team and saying,
- 3:56well, here's where we think people's trends and desires are going.
- 3:59So we need to give them the spaces that we think they'll need in a few years.
- 4:02What's the balance between those two things? It's a little bit of both.
- 4:04I would say, first of all, we see what clients are asking for.
- 4:09Oh, can you hire in furniture to make this feel more of a lounge?
- 4:13And we don't want people to have to keep hiring in furniture and we certainly
- 4:15don't. So there was that demand, but absolutely, I would say most of it is as a team.
- 4:19We sit and we say on a match day, the demand is this. On a non-match day, this can also work.
- 4:26And we'll look as a teammate very much, we're all involved in design,
- 4:30we're all involved in looking at the different offerings that can be delivered
- 4:33so yeah so it's a little bit of both but absolutely.
- 4:36There's demands from the client, but also what we think is right for the audience as well.
- 4:39Because historically, in a venue of this size and scale, you know,
- 4:43an architect would be commissioned and they would say, here's what we're giving
- 4:47you as an event space. And everyone would go, oh, thank you very much.
- 4:51Mr. Contractor, please build what Mr. Architect has put on paper.
- 4:54It seems to be a much more joined up way and a collaborative process to the
- 4:58impression I get for venues of this scale that there has to be input from the
- 5:02team who are actually delivering day to day.
- 5:04Absolutely we're a complex venue very complex
- 5:07venue and we've got to make sure first of all
- 5:10you know you've got the chefs who want the kitchens to deliver the kitchens
- 5:13can't deliver it there's no point in having the spaces delivery access all those
- 5:17things that aren't the exciting things but it's behind the so that is always
- 5:20a priority and then it's the look and feel of the spaces so for these it was
- 5:24more internal design agencies who well worked with us it's also then we've got
- 5:28some really experienced people
- 5:29on site as well who can source and deliver things brilliantly for us.
- 5:33So yeah, a real mixture. Yeah, and adaptability as well. It's the first thing I thought when I came in.
- 5:39We arrived on site yesterday and had a little look around the space to see how
- 5:44we're going to set up and what does it look like.
- 5:46And hand on heart, I'd see no pictures at all.
- 5:49I hadn't looked at anything. So I came in yesterday afternoon and my first impression
- 5:54was my genuine first impression. I went, oh.
- 5:58Smells new. This is nice. You know, this is not just sort of boring carpeted
- 6:04conference space with a bar at one end.
- 6:07You know, we have an adaptable wedding and conference venue.
- 6:09Oh, what you actually have is a rectangular room with some carpet and a concertina wall.
- 6:14This is a genuinely adaptable space. And straight away, I spoke on one of the
- 6:19panels earlier about the event organizer augmented reality goggles that we have
- 6:23inbuilt to us where we can picture things happening.
- 6:25So I could picture a buzz on a match day when the bar's busy and people are
- 6:29having a few drinks and some food beforehand.
- 6:32I can see a breakout space for an event that may be taking place in the room next door.
- 6:36I can see how we're using it today, which we've actually used it as our event
- 6:40space and laid it out a bit more casual format. So it's great.
- 6:44To have that first impression as it. And do you get that kind of sense of satisfaction
- 6:48when you're showing clients around the spaces now where they do walk in and
- 6:51do the same thing? Absolutely.
- 6:52And people are always surprised, doesn't matter how much marketing we do,
- 6:56how many videos we do out there. People are always surprised at everything we
- 6:58have. We have 34 different event spaces.
- 7:01The majority of them are very different in layout and style.
- 7:04And nobody leaves here that doesn't say, I'm so surprised that you've had.
- 7:08And even as you say, suddenly we come down the corridor and we come across this
- 7:10beautiful lounge. I'm like, yeah, use this for your conference and your delegate
- 7:13catering people are like really?
- 7:15We're like yeah there's nowhere off bounds apart from the pitch but you know.
- 7:19But everywhere else absolutely can be used for events I guess a lot of silver
- 7:23would have to cross palm in order to in order to utilise the turf well I don't
- 7:29even think that's an option so I think it's just,
- 7:32it's hallowed very much so absolutely and the guests today of course have had the
- 7:37opportunity not to go on but they've been right down to pitch side haven't they
- 7:40down to pitch level and we do we really maximize you know we have a large venue
- 7:44here we have to maximize the potential the pitch side experience is phenomenal
- 7:49and i think it makes it all that special and so we can offer that pitch side
- 7:53experience whether it's a product launch.
- 7:55Barbecues even just breaking up your day for your
- 7:58afternoon tea break pitch wherever we can we'll incorporate that
- 8:01experience because even if you're not a fan of rugby or
- 8:04you've never been here people are usually very excited about a
- 8:07large stadium what it offers it is a theatre it
- 8:11is a however you an auditorium however you want to see it we also actually
- 8:14I did come up with this and you're welcome but we do
- 8:17an alfresco auditorium because if you look at a stadium I was about to ask you
- 8:21it is tiered seating it's an auditorium do you ever use the stadium as a space
- 8:26so we'd have a pitch side stage and we will do conferences pitch side I love
- 8:32that so you sit in a purpose built racked auditorium,
- 8:36And I was honestly, I can't believe she just said you've preempted it.
- 8:40In my head, I'm going, I wonder if they ever use, you know, a block of seating.
- 8:44And so, well, we can get 500 people in there and there's space for a small stage at the front.
- 8:48And we wouldn't want anyone like, they are stadium seats. You wouldn't want
- 8:51people to sit in them for eight hours listening to who wants to do that anyway.
- 8:55But we have a picture, wonderful pictures on our website. I'm going to send
- 8:59you one afterwards. Please.
- 9:00Yeah. We'll put one up, hopefully. We'll try and get one in.
- 9:02Yeah, and I have an auditorium, a conference, a welcome, a CEO welcome,
- 9:06then everyone scatters off into all the different spaces.
- 9:09And it's a really big welcome for people. And you just need a simple stage pitch
- 9:12side and people can 100%. It's an alfresco auditorium. And of course,
- 9:17when you think about it, I'll copyright that.
- 9:18It makes so much sense because by design, all of the internal spaces that you've
- 9:23got for a match day experience need to offer accessibility into the stadium.
- 9:29So you can walk straight from your seats into a suite. so why not use that space
- 9:33anyway and dovetail the two together are you copywriting it?
- 9:37I'm copywriting that any other stadiums planning on offering that within their
- 9:42conference event offering you must run it past here first there is a small franchise
- 9:46fee to pay interesting joking aside there's been.
- 9:52At least four ideas that i've been involved in today in conversations that have taken place,
- 9:59what are we just after three o'clock in the afternoon we've been on site here
- 10:02since eight o'clock and there's at least i've spoken to al turn i've spoken
- 10:07to the team from event industry news and we've had four ideas just between us
- 10:12you've just dropped another one there we go and.
- 10:15This is what days like this do though they do inspire the whole point of today
- 10:18was to inspire bit of conversation.
- 10:20We wanted people to get some ideas and go away with thinking,
- 10:23oh, hold on, what could I do? How could I use that?
- 10:26And I suppose from a marketing point of view, pictures and videos and specifications
- 10:32of the spaces are all well and good and need to be done.
- 10:35But actually inspiring thought and inspiring ideas is a whole other strand of the messaging.
- 10:41100%. And for any venue really, just
- 10:44going on that site visit is crucial because we
- 10:47have wonderful marketing collateral videos dolls houses tours
- 10:50but you'll show show someone
- 10:53a room give them 10 minutes to have a coffee or catch up on emails
- 10:56like we said take some time out and they'll go actually based on
- 10:59that event that venue you showed us downstairs we've just thought and
- 11:02we've gone you know it can be used slightly differently you know break them
- 11:05all do something different do something creative and that's where we have the most
- 11:07fun with events but yeah just kind of getting the
- 11:10ideas or people will actually move they'll see one
- 11:13room and go that other room now we quite like the style of
- 11:16that yeah and that all comes down to and it is something that
- 11:18we try and you know teach it's not just about how many delegates are
- 11:21coming what's the event for it's saying how do you want your guests to
- 11:24feel when they get here yeah want them to be surprised you want them
- 11:26to just go straight into business mode which absolutely some brands and companies
- 11:30do do you want them to feel relaxed welcomed surprised surprised at the layout
- 11:35you've chosen or not you know and it's just working with clients on what they
- 11:38want from a capacity point of view mentioned there's 34 available spaces in
- 11:43here and presumably because.
- 11:45They were designed, you know, with a match day experience in mind as well.
- 11:50There's no limit to how many of those can be operational on any one day for
- 11:53a non-sporting event, a non-match day event. Absolutely, we can use them all. Yeah.
- 11:58I don't think the operations team will help you. What's the step count like, though?
- 12:01What's the step count like, though, working in a venue like this?
- 12:04When you're overseeing, you know, a full quota of events within the spaces,
- 12:08you've got to navigate this.
- 12:09It's a big old place. It's just even the event managers who do a brilliant job
- 12:13and the operations team, they are usually allocated an area for a day with their
- 12:18own kitchen and their own team.
- 12:20So yeah, absolutely. You've got to position people in the right stands and the
- 12:23right spaces. But we can have several events going on at once and people don't
- 12:28know that each other are here. We also have 150 boxes.
- 12:32Yeah, of course. Yeah. We all have little meetings in. So they're booked as
- 12:35well for the days for little meetings.
- 12:36Well, if you dive into the archives, which is still very much available in the deep,
- 12:41deep in the heart of the event industry news website you will
- 12:45find episodes of the podcast that were recorded
- 12:48in one of the hospitality boxes here from we
- 12:51we think i think about 10 years ago i've not actually referenced it to get the
- 12:55exact dates but we're going to find pretty sure that it was about 10 years ago
- 12:58that we came here and set up the event industry news podcast studio in one of
- 13:02the hospitality boxes i remember the day really really well because we had some
- 13:07good guests but we were looked after really well as we have been today.
- 13:11There were two of us that were here. I think.
- 13:15Lost in the messaging they assumed that it
- 13:18was an entire rugby team coming to record the podcast because
- 13:21we were given breakfast lunch and dinner that would have fed easily a
- 13:25full squad if not two of them and it was fantastic right as has the catering
- 13:29been here today so yeah maybe have a little look around through the podcast
- 13:33or history and you'll be able to find there with me a little bit more hair there's
- 13:38a little bit more hair maybe not as much around the jowls either going back about 10 years.
- 13:43But one thing I wanted to ask you is, a topic of the conversation today has
- 13:48been about how event organizers shape their events and design their events. And how do you think,
- 13:55I'm wondering, with the experience that you've now got with offering these spaces
- 14:00and the actual spaces that you've got as a venue,
- 14:03you will inevitably have built an experience of seeing the successful events
- 14:07and the ones that maybe haven't quite delivered and haven't been planned and
- 14:11executed as well as they could have been.
- 14:13And I think again something that's underutilized in the industry by event organizers.
- 14:19Is their willingness or perhaps
- 14:22even forgetting completely that they could go to the venue and
- 14:25say what are your thoughts on this do you ever
- 14:28get involved in that side of things we love that and even recently there
- 14:31is a client setting up a main plenary with lots of breakouts and
- 14:34they said we're bored of our breakouts we
- 14:37do them every year yeah they tick a box what have you
- 14:40seen from other clients brilliant and you're not divulging you're
- 14:43literally saying well in my if i was you what i've seen worked well and we attend
- 14:47events right yeah all the time so we see what works well we leave some of our
- 14:50beds go with the events industry why did they do that you know so actually and
- 14:55we'll say this is what i would recommend if i was you if you want to mix it
- 14:58up and we'll give them ideas how to make mix up the breakouts their timings are crucial.
- 15:03So yeah we get asked that a lot it could be that they can see i'm a bit old
- 15:06and experienced but They know that I've seen what works well and what doesn't work well.
- 15:10And we're not shy about telling people, listen, that won't work.
- 15:15Yeah. You know, especially on timings. If people want to use lots of different
- 15:18parts of the stadium, we know how long it's going to take to move 400 people
- 15:23from one to another. Yes. And they allocate five minutes.
- 15:26We're like saying, actually make your part of the pitch wall.
- 15:28You know, grab a coffee. Let people mooch around. Let them look at the stadium.
- 15:32Enjoy the experience. Allocate yourself X amount. So really,
- 15:37you know, for buyers, push onto the venues, ask their experience,
- 15:40ask what they've seen works well, ask them what hasn't worked well.
- 15:43And I think any venue will want it to be delivered brilliantly and give you ideas.
- 15:46This might be sort of almost a boring question, but I'd love to know sort of a...
- 15:51When I get the opportunity to speak to somebody in your position,
- 15:53what the standout events are.
- 15:55You don't necessarily have to name the name of the client, but are there examples
- 15:58of things that you've seen done at events, either recently or historically,
- 16:02where you think, what a brilliant use of that space.
- 16:05Yeah, and I was just talking to one of the clients here today about one,
- 16:08without telling the client's name.
- 16:09But when they're brave and they're using rooms that we wouldn't usually use,
- 16:14so we have two restaurants in our East End called the Gate 1 and Gate 2.
- 16:18Beautiful gatehouse steakhouse style restaurants
- 16:21and they saw those as absolute tabletop
- 16:25team exercises because it was set up
- 16:28as a restaurant they didn't want anything it's dark it's moody they put
- 16:30some really good cool lights in pumped some music
- 16:33through but you access them straight off
- 16:36the pitch and they're hidden so everyone was pitch
- 16:39side then suddenly you know there was call to an announcement
- 16:42saying follow you know your leader so to speak and
- 16:45they went into these rooms that were all dark so they went from bright sunshine into
- 16:48dark and the music was pumping and they use those as desktop
- 16:52team build activities and they moved between
- 16:55them both and they're just hidden out of sight and they would never to
- 16:58use that and then they come back out did their lunch pitch
- 17:01side then they went up to a different room so this isn't about using lots of
- 17:05different rooms it's just they could see the vision of using not the norm and
- 17:09there it was it was an internal event and the guests were like it was such a
- 17:13surprise every room we went into was different we didn't know what we were entering
- 17:16so the delegates had really good feedback saying when they were like.
- 17:21Team number two, you're now in this room. They literally were opening the door
- 17:24and not knowing what they were going to go into.
- 17:26I just finished watching Squid Game, so it does sound a little bit like Squid
- 17:29Games. But whatever the challenge is, follow the workers.
- 17:34Follow the team leaders. Open the door. Yes, it's interesting you say that because
- 17:39one thing I find prevents conversation more than anything is silence.
- 17:45I find if you put music in a room or any sort of background noise,
- 17:49People are less embarrassed about hearing their own voice.
- 17:53There's a certain sort of psychology with people sometimes that if you want
- 17:55to promote conversation, don't give them a silent room.
- 17:59Because there's nothing worse than being in a restaurant, for example,
- 18:02that's just honestly quiet.
- 18:04And you feel like you've got to whisper to the person opposite the table because
- 18:09you don't want to hear people sing.
- 18:11But when you go into a restaurant that's got that hum of conversation and background
- 18:16music, you feel more inclined to have a conversation, have a great time.
- 18:19And it's simple things and it is down to the venue because the buyers can't,
- 18:23or the organisers can't think of everything.
- 18:25They've got a thousand other things to think about. And it's down to the venue
- 18:29to say, do you want music played during your lunch break? And they'll go,
- 18:33well, that would be nice. Yeah.
- 18:34Whereas on the day, then suddenly try and scrabble around. We're lucky we have
- 18:37it inbuilt, but some venues don't. They'd have to put a system in.
- 18:39But just asking those questions. Listen, in my opinion, everyone's going to
- 18:42be a little bit stilted on arrival for breakfast. Would you like music played? Yes, great.
- 18:47So it is down to the venue and the planners to ask those questions as well.
- 18:50They've got the facility here. I'll give a shout out to that because we've got
- 18:53the team on site from Eclipse.
- 18:55And they've been really helpful today. So a little shout out to them.
- 18:59But yeah, when we needed some background music on, oh, no problem.
- 19:02It's inbuilt to the stadium. We'll just pop it through. Especially when there's
- 19:05lots of people coming who don't know each other.
- 19:07And again, our World Rugby Museum is brilliant for that because it's interactive.
- 19:10Right. And the companies who
- 19:13have used that say it's great, especially if people are trying to network.
- 19:16Yeah. They are interactive. There's lots of things to look at,
- 19:18lots of things to talk about. There's music and there's audio all the way through.
- 19:22So it does actually break the mic. And even without using it as a private space,
- 19:27the museum is a good point because it's another feature of the venue that organizers
- 19:32can look to incorporate within them and say,
- 19:33look there's a bit of downtime here and whilst you're in that
- 19:36downtime during the event we you know the opportunity is
- 19:39there to go and visit here and you know when we talk about
- 19:42this sort of stay and play thing with the hotel now there's
- 19:45the leisure facilities that are on site the gym the pool
- 19:47and things like that and all of these things can be
- 19:50inbuilt now like a little city on itself absolutely yeah and it's no longer
- 19:54just oh we're having a two-day conference and there's a hotel we will sit in
- 19:58a room during the day we will eat dinner we will all have a few drinks in the
- 20:02bar John from accounts will end up too drunk and then in the morning we'll go
- 20:05through the same thing again and that's well using you know I think someone
- 20:08was talking about earlier you know.
- 20:10Making use of the local area we're in a really lovely borough here
- 20:13we have twickenham riverside a few minutes walk richmond
- 20:16and you know go for a walk in the evening if you do have
- 20:19a multi-day go and see the local restaurants have a walk along the river go
- 20:22over to your pipe there's so many things on outdoor studio out up to the fox
- 20:25fox and their hand pull ale that i sampled it purely for research purposes i
- 20:31wanted to see destination research to the venue i wanted to see what things
- 20:35there were within a 10 minute walk and i felt it necessary to sample a part,
- 20:39Are US inbound clients very much like that?
- 20:42Ted Lassa is filmed in the area as well. Yes.
- 20:45I have sent a few people off in Ubers to the pub in Richmond.
- 20:49And done the Ted Lasso tour, post site visit. And another string to the bow.
- 20:53It's been really great talking to you today. And just sort of on behalf of the
- 20:56Event Engine News team, thank you for looking after all the guests today and
- 21:00giving us the space in which to do this.
- 21:03It's been great. And before we kind of wrap up the podcast, I should just give
- 21:06a little mention as well to the team from Jacobs Massey, who have very kindly
- 21:10set up the tech and the cameras and the audio recording today to help capture
- 21:14these podcasts and capture the sessions earlier on in the day.
- 21:17So a big thanks to all the team from Jacobs Massey for facilitating that.
- 21:21And before we kind of wrap up things for the day, just a final mention for the
- 21:26Event Industry News website.
- 21:27If you're listening to the podcast today via your audio platform,
- 21:30don't forget that you can go to eventindustrynews.com and watch video versions
- 21:33of all of these podcasts, as well as looking into the A to Z supplier directory.
- 21:38If you've got something that you're looking for within the events industry,
- 21:40the chances are you'll find it within that supplier directory,
- 21:43along with all the special supplements, features, all that good stuff that's
- 21:46available on Event Industry News.
- 21:48The meetings and conference guide has been launched here today as part of today's event.
- 21:52So that is now available to download from the website.
- 21:55Of course, if you've started your journey here today and you're watching this
- 21:58on video on the Event Industry News website, thanks very much for doing so.
- 22:01And please make sure you go in the opposite direction and tune in and like and
- 22:05subscribe to the podcast wherever you get your audio podcasts from.
- 22:09Thank you once again, Johanna. Thank you. The day has just about come to a conclusion.
- 22:14Thanks again for all your help. Thanks again to everybody for listening to this
- 22:17and we'll see you on the next episode. Goodbye.