STADIAWORLD | SPORTS VENUES 2020/21

64    |   SPORTS VENUES 2020/21 www.stadiaworld.com OPERATION tough, the tough get going”, Markerink said. The Municipality of Amsterdam has selected the Johan Cruijff ArenA as a testing location for the coronavirus. Smart technology is be- ing used to conduct research into how larger groups of people can gather at busy locations and public events. Johan Cruijff ArenA has also joined forces with leading European foot- ball organizations like UEFA or City Football Group to tackle the challenges the pandemic brings to football. How to keep fans engaged while they cannot visit football stadiums, how to create a safe and engaging environment for fans, players and other personnel in the stadiums and how to enable youth and am- ateurs to keep playing and enjoying football. One highlight is also the pop-up restaurant on pitch side, where 2200 fans will dine, it was sold out quickly with a waiting list of 10,000 people. Thanks to all that, all employees kept busy and the Johan Cruijff ArenA did not had to sack any of them. Usually those responsible have a lot of work in the summer when football takes a break and the Johan Cruijff ArenA is turned into a concert venue. Up to 15 concerts take place during the summer months even though UEFA EURO 2020 had limited relevant plans. For next year, the already planned concerts, where the tournament will take place now, were moved to July or August. UEFA allowed the stadium to have concerts shortly be- fore the tournament, which would not have been possible in 2020. The reason for this is that the stadium can earn more with concerts than with the tournament. “EURO 2020 does not make us rich. We make less money than in pre- vious years”, explains Markerink who rates this as a decision between head and heart. To be part of such a large event creates added value in other areas for the ArenA that have less to do with financial aspects. Although the stadium itself organises events, 95 percent of its revenue is generat- ed through lettings. Ajax Amsterdam’s home games make up between 40 to 65 percent. Digitisation and innovation In the area of digitisation, the Johan Cruijff ArenA is also taking on a leading role. For several years data has been systematically collected to improve the stadium in various ways. Moreover, the ArenA is experiment- ing with 5G find out which direction to take with the new broadband network. For example, the stadium stewards have been equipped with bodycams that can provide diagnostics by means of artificial intelli - gence in case of medical emergencies. In terms of digitisation projects, the stadium is also aided by an innovation programme started in January 2019 where everyone was able to participate with smart ideas to improve the fan experience. 35 applications were selected from800 in total which are be- ing developed now or might already be in op- eration. According to Markerink this is only the start of developments in this area and the possibilities are virtually unlimited. With the UEFA EURO 2020 the largest stadium in the Netherlands is bringing another flagship event to North Holland albeit it being delayed by one year. 25 years after its opening the Johan Cruijff ArenA can prove its mettle again on the big stage and does not have to shy away from comparisons with other stadiums some of them being significantly younger. Henk Markerink who has witnessed and influenced the entire history of the ArenA has always kept pace together with this team and is even taking on a leading role in some areas. “There has been constant further development of the stadium since 1996”, summarizes the CEO. In addition to the infrastructural meas- ures it is a concern of Markerink to highlight the role of stadiums in socie- ty. “Every stadium has to be aware of its unique and important position. We have an important social role and some stadi- ums don’t realise this.” The Johan Cruijff ArenA will prove this not just during the UEFA EURO in the year to come. Johan Cruijff ArenA installed removable seats in the corners. Picture: Johan Cruijff ArenA 

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