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RCD Mallorca Spend Big To Improve Matchday Experience

rcd mallorca stadium

fcbusiness speaks to executives at RCD Mallorca to find out more about their investment in the stadium and how it will improve the matchday experience for fans.

 

 

 

ALFONSO DÍAZ, CEO OF BUSINESS

What work is being carried out?

We are working on a total renovation of the Visit Mallorca Estadi at both a conceptual and architectural level.

 

While this is the most ambitious and largest redevelopment our stadium has experienced, it is part of a continued, scheduled evolution that is building upon refurbishments to our dressing rooms, press room and VIP corner.

 

Perhaps the most exciting aspect of our redevelopment is the construction of new lower stands which will bring fans closer to the action than ever and remove the running track that encircles the pitch.

 

Running tracks have long been a regular feature in stadiums across Europe, and while there are advantages to being a multi-purpose stadium as ours was originally designed to be, we are breaking the mould by addressing this issue and prioritising the fan experience.

 

We are also installing a cover on the roof to provide shade from the sun and protection from the occasional rain shower in the east stand, while the west stand will have a unique, exclusive hospitality zone for fans to enjoy a once-in-a-lifetime experience just touching distance from the dugout.

 

At the north end of the stadium we are introducing a new façade which will become the hub of the stadium with a larger fanzone for visitors to enjoy.

 

 

We still recognise the importance of being a site capable of hosting events beyond a matchday, and the renovation to the south-side of the stadium will introduce a new stand and multi-purpose area, as well as making the Visit Mallorca Estadi a place to visit for those who are not fans of football.

 

We are working to ensure that the Visit Mallorca Estadi can be considered a 24/7, year-round venue for various events, hospitality projects and fan engagement initiatives.

 

While it is not quite an addition to infrastructure, and in line with a commitment to further enhancing our technological and digital development, two new video scoreboards are being installed.

 

The total capacity of the stadium will also increase from 23,000 to 25,000 as a result of this momentous chapter in our home’s history.

 

What is the overall aim of the work?

The renovation project is working towards several diverse objectives, but the fan experience has always been the principal concern.

 

Our supporters are the lifeblood of the club and we recognise that this is their home.

 

Getting fans closer to the action has long been on the agenda of the club, but it is of vital importance this rejuvenation comes with a variety of engaging, distinct experiences for all walks of life – from those with disabilities being able to enjoy an upgraded mobility centre, to tourists having a place to engage with the very best of Mallorquin culture in our fanzone.

 

We have accelerated our construction plans with the aim of completing all work within three seasons to ensure the redevelopment does not affect the playing season.

 

Our continued commitment to reducing our impact on the environment is of vital importance to us and our fans.

 

Football must do more in this respect, and improvements to water retention and energy consumption are vital steps towards greater sustainability at the Visit Mallorca Estadi.

 

What is the cost of the work, how is it being funded and what is the timeline?

The projected cost of the renovation is around 22M€ and is a financially sustainable development for the club.

 

This is a project with the long-term future of the club at its foundation and is primarily funded by our ownership group, but it is also true that the money invested into this construction is supported by LaLiga’s Impulso project following the agreement with CVC.

 

Work on the stadium will be implemented across four phases with specified deadlines totalling two-and-a-half years as we hope to have construction completed as quickly as possible.

 

We are aiming to open the doors to a completed, rejuvenated Visit Mallorca Estadi in the second quarter of 2024, but we also look forward to welcoming fans to the stadium ahead of the new season this year so they can see the good work which has already gone into renovating our home.

 

Why is this work needed?

This is an important step forward for the club and the long-term vision our owners have for RCD Mallorca.

 

We recognise that improvements to the stadium, fan experience and supporter engagement were not preferences, but necessities for us as a club to continue developing both on and off the pitch.

 

As previously stated, our supporters are the lifeblood of the club and this is their home, so providing the best environment for them to support our team has, and always will be, the foremost priority.

 

The steps we are taking with regards to the redevelopment are a testimony to this.

 

Beyond that, and speaking strictly in terms of business and finance, this construction will generate greater matchday revenue and puts us among the country’s elite stadiums.

 

The improvements made to our home will ensure we continue on an upwards trajectory and consolidate the club’s position in LaLiga for the long term.

 

What considerations were made on what work was required?

We have analysed this project from every possible standpoint and it has been a long process to get to where we are now.

 

Meticulous planning, consideration and consultation has been behind even the slightest change made to our home.

 

Economic responsibility, environmental sustainability, architectural feasibility and fan experience are just a handful of aspects we have had to discuss, analyse and prepare around in order to enhance the stadium so supporters can enjoy football in the best possible environment.

 

FELIX TORRALBA, CHIEF REVENUE OFFICER

How will it improve the fan experience?

There is no doubt that the stadium refurbishment will have a major impact on the club in various ways, but the principal reason as to why we have gone through the redevelopment process is and always has been to improve the fan experience.

 

We are working to a phase-orientated timeline for the completion of the stadium reconstruction having started work this summer in order to have the East Stand completed by the beginning of the upcoming campaign.

 

The remaining phases of this project will continue through until 2024, but for this season, the biggest improvement to the fan experience will be the new seats and redeveloped East Stand.

 

We are one of few clubs in Europe actively removing the running track of our stadium and fans sat in this area will be closer than ever before to the game.

 

The closest supporters could previously get to the pitch was about 25 metres, but with the improvements we are making, our new refurbished stand will situate visitors seven-and-a-half metres away from the game itself.

 

It is an innovative step forward for the club to remove the running track, and a decision that has been incredibly popular with our fans, but bringing supporters closer to the game will build on the fantastic atmosphere we already have in the stands.

 

The track will be removed across the remaining stands within the next two seasons, resulting in a completely new viewership experience a stadium such as ours has never previously had in over two decades’ worth of history.

 

 

In order to give back to the sportspeople in our local community, there is a commitment in place to build an enhanced, modern running track near the stadium available for public use.

 

In addition to this, our supporters will enjoy newly-installed seats and the construction of a roof structure to provide protection against the sun and rain.

 

However, the matchday experience isn’t just what happens inside the stadium: we have created 12 new access gates to lower waiting times to enter the stadium, improved access with new ticketing systems and created a larger fan area which is almost three times bigger in terms of space for supporters to enjoy before, during and after the match.

 

New food and beverage options are also being explored to cater to every fan and implementing digital food ordering initiatives, fast-track lines and cashless payment.

 

We are so focused on making sure that anyone who comes to the Visit Mallorca Stadium not only enjoys the best football, but also has a great experience from the very first moment they head towards Camí dels Reis.

 

Bringing fans closer to the action – how important is this?

Removing the running track has been something both the club and fans have wanted to see for a long time, so we are extremely pleased to finally turn this dream into a reality.

 

The Visit Mallorca Stadium was built as a multisport venue in 1999 to host the ‘Universiade’, or what is more commonly known as the ‘International University Sports Games’, and it has been our mission to convert our home into a modern, innovative stadium.

 

Getting our ‘12th player’ in closer proximity to the match and improving the fan experience have been priorities for the club, and removing the running track was the first topic raised when the preliminary discussions related to stadium’s renovation started.

 

Our fanbase is second to none and have always created a terrific atmosphere despite the running track, so we can’t wait to see what a full stadium is going to be like once the improvements have been completed.

 

We want to give our supporters the opportunity to experience the match in a way that you cannot do from TV or in other stadiums – the connection between the club, the players and the supporters is so important for success both on and off the pitch.

 

Once completed, you will have to come out and join us for a game – even if it is just an excuse to visit the island!

 

ROMÁN ALBARRÁN, HEAD OF TICKETING AND FAN EXPERIENCE

What will the commercial impact of the work be – will it help matchday revenues?

The new stadium will allow to diversify sales and improve the fan experience as Felix has already touched upon, but these renovations now rank us among the top stadia within the country.

 

Our fan-orientated approach is so important to how we operate as a club, but from a commercial standpoint and to clarify pricing structures, the stands are segmented between the centre and sides which allows us to diversify the price of a season and matchday ticket.

 

It may seem simple, but having a dynamic pricing structure allows us to adjust and vary between matches, but also give alternative options to fans who want different matchday experiences.

 

As one of Europe’s most popular tourist destinations, we are unique in the sense that we have to consider the attendee who isn’t necessarily a fan, but wants to come and watch a game of football during their holidays.

 

There is normally a spike between August and October and then later in April and June, but we work all year to ensure that those visiting the stadium for the first time have an authentic RCD Mallorca experience with initiatives such as live music, fanzones and typical Mallorquin food and drink.

 

We go beyond the 90 minutes of football and have developed the matchday experience into a full day’s worth of activity with the creation of these fanzones.

 

We have slowly grown this out since COVID-19, and the response so far has been great with supporters engaging in all sorts of activities and initiatives put on by the club.

 

This approach has driven season ticket sales which we have also restructured to cater to the fans’ needs.

 

Diverse payment structures have been created to address the rising cost of living, while we also work alongside season ticket holders unable to attend a fixture by selling their ticket for them and compensating with 40 per cent of the eventual sale.

 

Our season tickets are 100 per cent digital to eliminate the use of plastic, enhance stadium access and modernise our approach to ticketing, with the only exception being supporters of the age of 65 and over who request a physical ticket.

 

The plans for the new stadium will also extend the VIP area’s size, while a new pricing structure will allow more fans than ever before to enjoy a one-in-a-lifetime matchday experience with Michelin Star catering, drinks upon request and meet-and-greet opportunities all available.


 

 

 

 

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