Marvel Stadium boss reveals big ideas to make venue as fan friendly as possible
Marvel Stadium boss Scott Fitzgerald has outlined his vision to make the Docklands stadium as fan friendly, multifunctional and accessible as possible, with a range of big ideas being explored.
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A new rooftop walk for fans, public access to the playing surface, “super high end fine dining” and more events are on the cards for Marvel Stadium.
Marvel Stadium boss Scott Fitzgerald has outlined his vision to make the Docklands stadium as fan friendly, multifunctional and accessible as possible.
Everything from better general admission facilities, easier ticketing and “hatted” in-stadium eating will be used to breath new life into the AFL owned venue.
Big ticket US events such as NFL, NBA, Major League Baseball, UFC and WWE were on the wish list in a bid to make the stadium, “an entertainment, food and beverage destination where you come early and stay late’’.
And a sky high rooftop tourism experience was being explored to attract visitors to the Docklands regardless of whether there were sporting or musical events on at the stadium.
“What we are looking to do is continue to diversify this place for entertainment, not just for things that happen out on the field,’’ Mr Fitzgerald said.
“We’ve had a look at the roof many times and we will continue looking at points of difference.
“But I think one of the areas we look at is using this stadium for what it’s known for – we have a roof … So there are access points around how you get up.
“And I think what we’ve seen with other stadiums is, places that are generally off limits are the ones that people are interested in most.’’
Mr Fitzgerald said Adelaide Oval’s popular roof climb was a guiding light for what could be done at Marvel Stadium to give fans a unique experience.
“In terms of experience and what we could do there, you see people sitting on the roof at Adelaide Oval watching a quarter of footy – unbelievable,’’ he said.
“Now they are rigged up and safe, there is nothing in their pockets and all that would be the same.
“I know that we can deliver something unique from an experience perspective here.’’
While the roof being closed for AFL matches would limit access, unique vantage points such as the catwalks high above the stadium could still be used.
“Whether there is a game on there or not, the ability to walk through the top rafters of the stadium is something that is really exciting,’’ he said.
“So we’ve got a lot of work going into that and other things that will attract people to our stadium but more broadly to the Docklands as a place to be entertained.’’
Marvel has already this year hosted five Pink concerts and will soon host Pearl Jam and Coldplay tours, among 14 arena shows between October and December.
From a sporting perspective, Mr Fitzgerald said he would: “love to have the NFL, love to have college footy, NBA, MLB, ice hockey.
“Because they are the pinnacles of sport and you know they will draw big crowds that will come from everywhere to see them.
“And, importantly, it gets to showcase the work you are doing inside your venue.
“So they would be high on the wishlist,” he said.
So too was getting more fans onto the “hallowed turf that you don’t usually get on’’ for events, a new stadium tour or amateur sports such as off-season AFL 9s tournament.
“We want to find the right balance between preparing and presenting elite surfaces for footy but also understanding that when people come to the stadium the first thing they look at is the ground and they just want to be on it,’’ Mr Fitzgerald said.
“So at the right time, for the right things … I want to push the boundaries as much as I can.
“How do we actually bring this place to life?’’
While the stadium now has several pubs, restaurants, cafes and a wine bar open on days there were no matches or events, this year’s opening of exclusive luxury dining space Altis had set new ground.
The members or invite-only space split over several levels, complete with caviar on entry and lockers where its elite clientele can keen their favourite bottle of whiskey is unique in the Australian landscape.
At $40,000 for its list of only 60 members, it does not come cheap – but that is kind of the point.
“What we’ve been missing is that super fine dining experience,’’ he said.
“It’s super high end fine dining within a venue … a hatted experience in a stadium environment.’’
But a major focus of recent redevelopment of the stadium, completed with aid of $225m of taxpayer money, was making sure GA areas of the stadium were “the best public amenity in the country’’.
Future plans for the stadium include a rooftop space on city side, with “beautiful west-east views of the city”.
“We want to look at things like how do we activate the rooftop, with cinema or small format concerts or just as a place where people come and socialise,’’ he said.
Fan experiences would also be bolstered by different experiences trialled in the seating bowl, such as couches and viewing platforms.
“People are time poor so what am I getting off the coach and going to the stadium for on match day?’’ he said.
“One thing I know of this venue, there is not much it can’t do, so in terms of the events we want to attract the sky is the limit really.’’
Originally published as Marvel Stadium boss reveals big ideas to make venue as fan friendly as possible
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