Cape Town Stadium has officially launched its Business Lounge Membership as they look to commercialize the iconic 2010 FIFA World Cup arena.
Despite recently announcing the football stadium will be the new home of Western Province Rugby (WP Rugby), DStv Premiership side Cape Town City FC will continue to use the ground as their home venue.
Scroll through the gallery to see images of CT Stadium and the new planned Business Lounge
With the Covid-19 pandemic effectively killing the revenue streams of the stadia, the latest offering aligned to the modern trends of sporting arenas around the world follows the decision to sell the naming rights to DHL in November last year.
The reported R11-million-a-season deal will alleviate some of the financial strain as they look towards the ultimate goal of fans filling up the stadium for football, rugby, and other high-profile events.
"We certainly see ourselves in a partnership with both Western Province and the PSL team Cape Town City, it's in both parties interest to get bums in seats as possible because that drives income from the commercial platform," Lesley de Reuck, CEO of Cape Town Stadium said at the launch.
"You can only make so much from televised events when you sitting with two and a half thousand people in a stadium, we need to get that back up to 15 000 consistently."
He added: "We're looking forward to the post-Covid-19 era when we can bring spectators and concertgoers back into the stadium to enjoy a host of exciting events we're eagerly waiting to roll out.
"With this latest offering, we've refined our spectator experience to offer something far more spectator-focused in nature; it's fresh, modern, and appealing at the same time."
What does the Business Lounge offer?
With 2,100 seats, the Business Lounge membership will offer not only a prime viewing position but also refined catering options and ample space for socializing. "Sports Fanatics" can enjoy a hospitality offering including delicious gourmet burgers, boerewors baguettes, snacks, and a well-stocked bar.
For 'Business Networkers', there's a fully catered offering that's suitable for client entertaining and networking. The 'Family of Fans' membership will be tailored towards a child-friendly option, with suitable catering and beverage options to match.
All members will have preferential access to parking in-stadium or close by, as well as exclusive ablution facilities.
Aside from being able to attend WP Rugby senior professional rugby matches and football, all members will enjoy various options of purchasing tickets and hospitality packages for other selected stadium events, including sporting events and concerts.
The Business Lounge has been fully renovated and lends itself to creative and unique experiences, both for bowl events and for private functions.
Business Lounge members will also receive a 20% discount on any booking done when hiring the Business Lounge for private functions such as weddings and conferences.
Date of completion?
As soon as legislation allows the stadium to host spectators again, the organization will conclude the sales process with prospective members. The stadium anticipates this will be around June 2021.
De Reuck believes that if stadiums operate responsibly on a limited-capacity basis, and uphold Covid-19 health and safety protocols, then the re-entry of spectators is possible. "But this takes working with national government and the industry, and ensuring at the same time that spectators return to stadiums in a responsible and safe manner."
With pandemic-linked restrictions now eased to Level 1 as per the guidelines set down by the Disaster Management Act, the stadium hopes that the reopening of stadiums and events will become an element for consideration by the government.
Until then, the management of Cape Town Stadium will continue to play a meaningful role in society. Just last year, the stadium became the province's main repatriation centre for over 10,000 foreign nationals needing to get home as strict Covid-19 lockdown restrictions came into effect.
This multidimensional aspect of the stadium, together with its prime position and lavish views of Table Mountain, Lion's Head, Signal Hill, the Atlantic Seaboard and the VA Waterfront, is key to maintaining its position as the Western Cape's number-one destination for large-scale entertainment.
"I think it would be true to say that we've demonstrated our ability to run, manage and uphold Covid-19 health and safety protocols, and we will absolutely continue to do so with the hosting of football and rugby matches under current Covid-19 guidelines," notes De Reuck.
"We take our prescripts from national government on a daily basis, and we are hopeful that spectators will be allowed back into stadiums in some shape or form from the second half of this year."
Did you know?
The total cost to build the Cape Town Stadium over the 33 month period between 26 March 2016 and 14 December 2009 was R4.5-billion.
Your thoughts, please?
What needs to be done to get fans back into stadiums after the pandemic?
Images: Bruce Sutherland