Magazine: Groupama Arena – stadium experience with extras

Budapest’s one-year-old hypermodern Groupama Arena is a spectacular building and a venue that offers many experiences. It isn’t only the home pitch of football club FTC and the Hungarian national team, but also a place where cultural, musical and corporate events are held. Csaba Siklósi is the managing director of Lagardère Unlimited Stadium Solutions Kft., the company that operates Groupama Arena. He took us on a guided tour around the stadium, showing us the statues of FTC founder Dr Ferenc Springer and Golden Ball winner Flórián Albert. Mr Siklósi also showed us around Hungary’s first and only official sports museum, where special technology is used to introduce the club’s history to visitors, and we also got to visit the club’s official store. The whole stadium projects an air of state-of-the-art modernity and style. Visitors enter a special world where both FTC and the national side have already played memorable matches. This UEFA 4-category stadium is acknowledged internationally. Groupama Arena is bigger than 28,000m² and can seat 22,000 spectators. A recent survey has revealed that FTC has 1.6 million supporters in Hungary and this number is growing, thanks to the superb experiences offered by Groupama Arena and its programmes – often at promotional prices. Behind the scenes – in the players’ and referees’ dressing rooms – cutting edge infrastructure serves the needs of those who work here, from the Tracab Online match analysis system to LCD displays. There are 220 displays in various parts of the building, which operate in a network but can also be programmed to work separately, thanks to the Stadium Vision system. For instance sponsor ads can run on all of them at the same time but it is also possible to send different messages to the screens around the pitch and in the VIP boxes. VIP guests can enjoy catering services; there are 994 VIP seats in the Bronze section, those sitting here can choose from hot dogs, salads and soft drinks while watching the game. Gold-category guests – there can be 1,240 of them – can enjoy courses served in a buffet lunch system and representing 4-star hotel level. There is also a stage in the arena, where Groupama Arena’s hostess Anita Köböl often invites famous people for talk show-type events. On the 3rd and 4th floor of the stadium we find 34 Sky Boxes, from which 22 have already found their owners. These places can be used to invite business partners and to enjoy games in 5-star hotel fashion – on demand in a branded environment. Each Sky Box has its own waiter and guests can decide whether they want to watch the game from the box or sitting in padded seats outside. VIP guests can spend 2 hours before and 2 hours after the game in the stadium, which gives them enough time to conduct business negotiations too. The stadium’s rooms and services can also be used on days when there is no game. Comfort is guaranteed by the 600-700-strong staff. Mr Siklósi told our magazine that they have already hosted more than 150 events, so they are experienced but at the same time are also open to new, creative ideas and to serving special needs. (x)