STADIAWORLD | SPORTS VENUES 2020/21

www.stadiaworld.com SPORTS VENUES 2020/21   |   63 OPERATION when the city bid for the 1992 Olympic Games. After this bid had failed the plans were adapted including scrapping the run- ning track and the building work started in November 1993. “We built the stadium at a time when hooligans ruled football. We created a multifunctional theatre for the sport”, remembers Markerink who has been in office since 1995. The closable roof of the arena was a huge innovation in Eu- rope at the time. It paved the way for the roofed multifunctional stadiums in Gelsen- kirchen, Frankfurt and Warsaw. Name change means image change Since 2018 the stadium bears the name of the deceased Johan Cruijff who influenced Ajax Amsterdam and football in general like no other. This appreciation brought the stadium not just a new name but also a new image. As long as the stadium was named “Amsterdam ArenA” it was largely associ- ated with monetary aspects and seen as a company streamlined for profits. After the renaming public opinion changed. “Since our name is Johan Cruijff ArenA we are much more often associated with charitable activities; that’s not a given in the business world”, says Markerink. Although the stadi- um boss admits that in case of a very good sponsoring offer the name might have to change again, he is currently very happy with the positive effects of the non-monetised naming. “At the present time we make no money with the stadium name even though this is a common occurrence in our sector”, says Markerink. The Amsterdam model also shows that positive effects can be achieved without any financial support of a company. The stadium is owned by the Stadion Am- sterdam NV, which equals the business form of a limited company. Different shareholders are involved in the company. Ajax Amster- dam as well as the city and various private individuals and businesses own shares. The stadium is operated by the Johan Cruijff ArenA NV Operations. However, both com- panies have the same staff and also share a CEO, HenkMarkerink. 70 employees in total organise daily operations and the company works with various subcontractors. The ca- tering for example has been awarded to five firms of which two handle the VIP catering and the remaining three focus on the public area. A maximum of 2,500 persons work in and around the stadium on event days. Numerous investments The ArenA turns over approximately 20 million euros annually with the catering. This amount is not incorporated in the total turnover of the stadium because the sub- contractors pay a fixed amount each year. According to Markerink the stadium earns around 40 million euros a year after tax. In the past three years the stadium achieved an annual growth of ten percent. The free cashflow amounts to 10 million euros a year of which arising costs for repairs and the like are paid. “We save what’s left for larger investments. Our entire funds are invested into the stadium to make sure that we are always up-to-date”, says Markerink. The stadium was comparatively inexpensive with building costs of around 150 million eu- ros despite the capacity of more than 50,000 and the closable roof. Those responsible have since ongoingly invested in improvements. About 90 million euros were spent in the past 15 years for modifications and modernisa - tions. The new main building was the most expensive investment with 25 million euros. On the east side an annex was added for 18 million euros. The installation of escalators and elevators resulted in costs amounting to 12 million euros. Moreover, the capacity of the stadiumwas increasedwith variousmeas- ures. The trench between stand and pitch that is customary in the Netherlands was closed whichmade space for 5000 additional places. Finally, the closure of so far open corners cre- ated another 1000 spaces. In addition, the stadium circuit was en- larged to increase visitor comfort. This in turn pushed up the sales figures at the ca - tering stands explains Markerink. “We will mainly invest into the quality of the stadi- um and our visitors acknowledge that.” Busy despite Corona Even the plans of the ArenA were thwarted by the pandemic, those responsible made a virtue of necessity. “When the going gets  The stadium was renamed after the late Johan Cruijff in 2018. Picture: Johan Cruijff ArenA Key facts: Johan Cruijff ArenA City: Amsterdam, Netherlands Main tenant: Ajax Amsterdam Owner: Stadion Amsterdam BV Operator: Johan Cruijff ArenA NV Operations Capacity: 56,000 Costs: 150 million euros Opening: 1996 Architects: Rob Schuurman & Sjoerd Soeters i