In the 10-year future of AFL stadiums, sports will remain the main attraction, but clubs and venues are looking beyond just the game to enhance the overall fan experience. While Australia may not see the extravagant rebuilds and developments like those in the US anytime soon due to budget constraints, there is a clear recognition that innovation is key to attracting fans, both to the stadiums and in front of their screens.
Dr. Sam Duncan, a sports business academic, emphasizes the importance of incorporating technology and in-stadium entertainment options rather than embarking on large-scale redevelopments that come with hefty price tags. With a focus on enhancing the fan experience, clubs and venues are exploring ways to integrate high-tech solutions such as mobile app ordering for food and beverages, virtual reality experiences, and streamlined services to create a more immersive environment.
The emphasis is not only on the sporting event itself but on providing a holistic entertainment experience for fans of all ages. Victoria’s Marvel Stadium serves as a prime example, with its recent redevelopment integrating retail shopping, bars, restaurants, and communal spaces within the stadium precinct. This trend towards multifunctional venues is set to continue, with projects like the Macquarie Point Stadium and the proposed redevelopment of the MCG’s Shane Warne Stand on the horizon.
Looking ahead to the completion of the Macquarie Point Stadium in 2029, James Avery, CEO of Stadiums Tasmania, highlights the need for anticipatory design that caters to evolving fan preferences. The focus is on ensuring flexibility in design to accommodate changing trends in technology, consumer behavior, and capacity requirements. Incorporating feedback from sports and event promoters, the aim is to create a seamless fan experience that encompasses everything from facial recognition for transactions to diverse entertainment offerings within the stadium premises.
As AFL venues strive to stay competitive, innovations such as Optus Stadium’s world-class facilities for players and coaches underline the commitment to pushing boundaries for the benefit of all stakeholders. Beyond the game itself, the challenge lies in elevating the matchday experience to cultivate a sense of celebration and spectacle akin to the grandeur of major sporting events. With a shift towards viewing AFL clubs as entertainment providers, the focus on innovation and fan engagement will continue to shape the stadium experience in the coming years, aiming to captivate audiences of all demographics and enhance the allure of Australian Rules Football for generations to come.