P A N S T A D I A N E W S & E V E N T S

Company

NEWS &
Announcements

Terraplas plc announce the

appointment of their Office
Manager, Andrea Fodczuk,
as a Company Director

R
obert Else, Chairman and Managing
Director of Terraplas plc commented
of the appointment: “I am delight-
ed that Andrea has accepted the role as
Company Director. Since joining the
Company in May 2002, Andrea has
EVENTS
worked tirelessly to ensure we deliver our To follow you will find an edited version of the latest news
products and services in the most profes-
sional and efficient manner. Her efforts
from the sector — for the full text make sure to join our
over the past eight years have con- eBulletin service by registering online at: www.panstadia.com
tributed considerably to Terraplas’ ability
to maintain and increase its reputation in
the marketplace, escalating to the best raplas plc. The Terraplas Team Worldwide them for their dedication. The opportuni-
financial year ever experienced in 2009; really is ‘second to none’ and over the ty to work with the Company came ‘out
with 2010 promising to be at least as years I have worked here, I have been for- of the blue’ eight years ago and has
good. This appointment is a just reward tunate to have been able to form great proved to be the best move I could have
for Andrea’s commitment to the Compa- working relationships with colleagues not made. I am very excited about the future
ny and our ethos. We look forward to a only within the Company but with our and thank the Chairman and other Direc-
profitable future with Andrea as part of distributors, suppliers and customers too. tors for their commitment to me.”
the principal team.” In response Fodczuk These colleagues are invaluable and with-
added: “I am proud to have been offered out their loyalty and support my job For further information visit:
the position of Company Director for Ter- would be so much more difficult. I thank www.terraplas.com
 P A N S T A D I A
Press Releases
Expo Estádio 2009:
Optimistic Forecasts for
Forthcoming Sports Events
T
he FIFA World Cup of 2014™ and
the Rio de Janeiro Olympics in 2016
have been the cash cows of Expo
Estádio — the first trade fair of its kind in
Brazil to bring together the segments of
design, construction and operation of
stadiums and other sporting venues. This
event, which started on the 17th and
lasted until the 19th of November, had a
total of 5,000 participants, including
3,343 visitors, and also had the presence
of representatives from nine of the twelve
Brazilian football stadiums selected to
host games of the FIFA World Cup of
2014™ as well as all the architects
responsible for the World Cup stadiums
and other authorities of the segment. The
aim was to discuss and present the pro-
posals and plans, from Government and
also from private enterprise, to prepare
the country to receive the largest sporting
events in the world. Those attending
included the General Institutional Rela-
tions Manager of the Brazilian Olympic
Committee (COB), Mr Fábio Starling; the
Stadiums Consultant for the local 2014
Committee, Mr Carlos de la Corte; and
N E W S & E V E N T S
the Director for Infrastructure of the Rio
2016 Olympic Games Candidacy of the
Brazilian Olympic Committee, Mr Alexan-
dre Techima.
Aside from a string of Lectures and
Conferences which took up the three days
of the event, a total of 100 exhibitors,
including names such as Philips, Bosch,
Bayer, Imply, Seal Telecom and Arco,
showcased their most recent and innova-
tive technologies which promise to trans-
form the infrastructure for this segment.
In the opinion of the people responsible
for designing the stadiums, in general the
infrastructure needs adapting, so that
these stadiums are able to host interna-
tional events; however, the projects are
highly ambitious and seek not only to
cater to the needs of the World Cup and
the Olympic Games, but also to bring ben-
efits through the sequence of normal
activities in these arenas, after the events.
With regard to the infrastructure of the
cities, the Government plans significant
investments for areas such as transport,
sanitation, tourism and other interventions
made by the Growth Acceleration Plan
(Programa de Aceleração do Crescimento
— PAC), whose projects are directly relat-
ed to the new sports age. The forecast is
that a large part of this work shall be com-
pleted by 2014. With all this movement,
the companies enthusiastic about the seg-
ment have benefitted most. With equip-
ment and services for illumination, pic-
tures, security, operation, signalling and
computerization, the exhibitors took up all
the room reserved for the stands, and
have even made growth forecasts for the
coming years, with the arrival of the inter-
national players.
Together with Expo Estádio, there is
also the second edition of TranspoQuip
Latin America, the largest trade fair in the
segment of transport infrastructure which
includes segments such as infrastructure,
management, projects and services for
roads, railways, stations, ports, river
transport and airports.
For further information visit:
www.expoestadio.com.br
Terraplas plc announce Two
South African Contracts
T
erraplas plc — with its head office
in Castle Donington, United King-
dom — announced at Soccerex 09
in Johannesburg that they had received
two very prestigious orders totalling £1.2
million for their turf protection systems.
The two venues are Soccer City in Johan-
nesburg — South Africa’s National Stadi-
um — and Independence Stadium in
Windhoek — the National Stadium of ➲
 P A N S T A D I A N E W S & E V E N T S

Looking Ahead — Conferences & Trade Shows

Soccerex European Forum: 2nd-3rd March 2010 — Manchester LeadersinFootball: London, 6th-7th October 2010. URL:
Central, Manchester. URL: www.soccerex.com * (**) www.leadersinfootball.com * (**)
Sportel Asia: 8th-10th March 2010 — Ritz-Carlton Millenia, Singapore. LeadersinPerformance: London, 6th-7th October 2010. URL:
URL: www.sportelasia.org (**) www.leadersinperformance.com * (**)
LeadersinFootball: 21st-23rd March 2010 — La Manga. URL: Expo Estadio 2010: 6th-8th October 2010 — Sul América Convention
www.leadersinfootball.com Center, Rio de Janeiro. URL: www.expoestadio.com (**)
Marcus Evans' Corporate Sports & Marketing & Sponsorship SPORTELMonaco 2010: 11th-14th October 2010 — Grimaldi Forum,
Conference: (Originally to be held at Thailand) rescheduled for 22nd- Monaco. URL: www.sportelmonaco.com * (**)
23rd March 2010 — The Prince Hotel, Kuala Lumpur. URL:
TEAMS '10: 18th–22nd October 2010 — Charlotte, USA. URL:
www.marcusevans.com/html/eventdetail.asp?eventID=16090&Sect
www.schneiderpublishing.com (**)
orID=39&divisionID (**)
Soccerex 2010: 20th-24th November 2010 — Rio de Janeiro. URL:
Stadium Business Summit: 21st-22nd April 2010, Dublin. URL:
www.soccerex.com/soccerex * (**)
www.stadiumbusinesssummit.com * (**)
Turf & Grass Expo: 8th-9th December 2010 — RAI Convention Centre,
Screen Media Expo Europe: 5th-6th May 2010 — Earls Court,
Amsterdam. URL: www.turfandgrassexpo.com * (**)
London, UK. URL: www.screenevents.co.uk * (**)
Soccerex Asian Forum: July 2010 — Location TBC. URL:
* Katie McIntyre or a PanStadia representative will be in attendance at all of these events.
www.soccerex.com (**)
(**) PanStadia has Special Distributions organised at all of these events.

Namibia. This follows a now established

‘norm’ whereby seemingly all multi-use
National Stadiums around the World
have chosen this proven system.
The initial contact by The Ministry of
Sport for Namibia relating to Indepen-
dence Stadium was made at Soccerex 08
where Terraplas was exhibiting. Since
then relationships have been continually
nurtured, with the purchase agreed the
week before Soccerex 09 following a rig-
orous tendering process.
The Soccer City Management Team
and advisors attended Soccerex 08 as
part of their evaluation of the interna-
tional products and services available. Fol-
lowing this, a Tender Specification, which
recognised the many and varied non-
sporting events they intend to hold at the
Stadium, was produced by Soccer City’s
Consultants. This comprehensive tender
process resulted in the contract being
awarded to Terraplas plc. Both systems
are scheduled to be delivered in early
2010 in readiness for use during and
after the FIFA World Cup 2010.
Robert Else, Chairman of Terraplas plc
commented: “These two orders, on top
of the 17,000m 2 of products sold to
Dubai Sports City as a direct result of our
exhibiting at Soccerex 06 in Dubai,
demonstrate the incredible value of
exhibiting at Soccerex, and I am looking
forward to having an even larger pres-
ence at Soccerex 10 in Brazil.”
For further information please visit:
www.terraplas.com and: www.soccerex.com
New Professional Knapsack Sprayers head to UK
An innovative, durable, budget-friendly
knapsack sprayer range offering top
quality innovation is entering the UK turf
and amenities market thanks to
experienced UK distributor DMMP Limited.
Chapin International, the largest
manufacturer of sprayers in North
America, boasts 125 years of
manufacturing, research and
development. The company invented and
patented the pump sprayer in 1902.
Chapin is bringing its innovative Chapin
Pro Series Knapsack Sprayer to the UK
market; a decision which will offer UK
buyers the chance to benefit from Chapin’s
vast experience, as well as its keen pricing
and outstanding value.
The Chapin Pro Series Knapsack Sprayer
line has an easy pumping action, quality
grips and straps, leak-free no-waste seals
and a level of quality and features
professionals demand, bringing best value
to the UK market. Versatile, the Chapin
Pro Series Knapsack Sprayer can be used all
year round for all tasks,
proving a cost-effective
and wise choice for the
landscape, turf, amenity
or gardening professional.
Chapin’s strong customer
orientation and
dedication to excellence
in its core US business has
resulted in a level of
product quality and
innovation that the UK
market can now benefit
from fully. Chapin’s UK
Managing Director of DMMP Limited
Marcus Palmer is confident that the UK
will welcome the great value and
innovation offered by Chapin’s Pro Series
Knapsack Sprayer line. He commented:
“The UK industry needs a knapsack sprayer
that works as hard as it does. The Chapin
Pro Series Knapsack Sprayer line is
efficient, reliable and robust and has
earned its place as a leader in the US
market, so I am confident the buyers here
will want to reap the benefits of a proven
product at a very attractive price.”
Chuck Mattes, Vice President Sales &
Marketing of Chapin explained why the US
giant has decided to bring this product to
the UK market now: “Globally we are all
asking more of our products and volume
production. The Chapin Pro Series
Knapsack Sprayer line delivers value and
durability so it will appeal to both the
landscape, turf, amenity and gardening
professional, as well as the accounts
department. Customer care is highly
important to us, so we chose to work with
DMMP as we knew
Marcus Palmer and his
team would extend our
consumer-focused
philosophy into the UK
market.”
The Chapin Pro Series
Knapsack Sprayer line
retails from £79.99 per unit.
For more information, please
contact Marcus Palmer at
DMMP Limited on Tel:

NEWS & distributor and partner in

delivering first class
+44 (0)845 643 9776 or
visit: www.dmmp.com

EVENTS service is Leicestershire-

based DMMP Limited.

WINTER 2009/10 PA N S TA D I A 190

 P A N S T A D I A N E W S
Sports Retail and Food Strategy
“Who ate all the couscous?” is a chant that should no longer be
required at stadia and entertainment venues in 2010. As the food
offering in these facilities is initially architecturally driven, then lease
driven, to achieve an improved food offering a food plan must be
created from the outset; or at least early enough to influence the
architecture of the venue. The plan also needs to extend beyond food
and include all other appropriate retail.
To originate a plan, venue managers and operators must start by
answering the following: ‘What is the venue use for?’ (i.e. is it sport-
specific or multi-use); ‘Who is the audience/s?’; and ‘How will the
venue be used?’
The vast majority of venue operators recognise the financial benefits
of food and retail, and also the associated amenity benefits, but rarely
execute the food plan well; this is because they are not retailers or
caterers. Contract catering in the work place has improved
dramatically in the last few years. Now it is the turn for international
sports venues to literally ‘up’ their food and retail game.
CADA Design Group works hard with its food brand clients to deliver
on speed of service; with handheld food and product consistency for
market environments that have ‘peaky’ footfall. Many of these brands
are working exceptionally well (often under license), in venues such as
ExCel and The O2 Arena in London, UK.
There should be no impediment to a suite of complimentary branded
offers being brought together in sports venues. To develop the detail
behind a sports food plan, a usage pattern is key. Crowd dynamics is
also a well developed tool, which can aid food placement and indeed
measure the effect that it has on crowd flow. One of the dilemmas for
food placement is that locations for peak use may not be the
appropriate locations during ‘normal’ venue conditions. This is an
issue for consideration in the early planning stages.
In the last few years huge leaps have been made in micro catering.
CADA Design Group’s work with Pret A Manger, Square Pie, and Bagel
Factory for example, has created catering footprints as small as 10sqm
capable of delivering huge amounts of food very quickly. The good
news is that they are portable and relatively low cost. This means that
the food plan can be scalable and avoid the stadium appearing ‘half
shut’ during non-peak periods.
Audience characteristics need to be considered too. The food demands
for a Beyoncé concert will be different to those for a Lakers game.
Rather than pushing a generic food offer onto the audience, consider
product pull. Ask what do they want? Then give it to them. This can
be done in a variety of ways through guest brands, sponsored special
appearances, or most simply working with the food team to tailor the
menu frameworks accordingly. Why does this rarely happen? Two
reasons: too much effort; and the fear of one-off costs. The truth is by
responding to market pull, more food will be sold to more people.
Product and price hierarchy is the next topic. The easy win is to sell a
restricted, easy to prepare, high margin menu at the same price across
the whole stadium. Economies of scale and simplicity make this
approach attractive. However, look to street food and particularly
Asian street food to see how much variety can be created from a few
simple ingredients. This leads on to food trends. What are people
eating and how much are they paying for it? This flexibility in
planning price and product will reap dividends.
Price hierarchy and margin contribution are a hot topic. If food deals
are straight forward fixed price leases there are no incentives on
either side to drive trade. Nor are there incentives to pursue high
margin products such as juices and smoothies.
Many brands have well articulated event solutions (pop ups is the new
vernacular) — certain champagne houses come to mind. Their
presence is a win-win all round; customer benefit, brand profile and
revenue. But these spaces need consideration in the food plan. They
need to be interruptive but not obstructive.
A well considered and well executed food plan needs to be constantly
WINTER 2009/10 PA N S TA D I A
& E V E N T S
monitored. Is it delivering to its agreed criteria? This is not just a
revenue issue but from a customer’s point of view it is all about
quality and value. Don’t be afraid to mystery shop your food offers.
The question is how often should the food plan be reviewed? An
annual check is a good idea; not only as an internal review, but a
market review also. Check what is happening in the market as a whole
and ask are our offers still relevant and what innovations should we
be considering.
The food plan cannot be considered in isolation from the retail plan. If
we parallel stadiums with shopping centres and airports, the food and
retail mix and placement is carefully integrated to increase dwell time
and increase spend. The same criteria apply to retail as to food,
however there are some factors that need consideration that are
utterly unique to stadia. Premier league football stores can process up
to 6,000 replica shirt sales in the 90 minutes before a match. Each shirt
is selected, printed and paid for — 18,000 processes in an hour and a
half. This informs the architecture of the store, its position at the
venue and its non matchday use and appearance.
Nike have tried to extend product ranges in their stadia stores
however the reality is that non-food retail is largely souvenirs, replica
products and memorabilia. This is partly due to the mindset of the
customer. Apart from amenity retail this is unlikely to change unless
the stadium is part of a larger leisure of mixed use development. If it
is, it obviously fundamentally alters the food and retail plan. The
concept of pop ups for food has been mentioned, but it is worth
considering for retail. There is a current retailer appetite for low cost
short term retail concepts. Could Top Shop and New Look be
persuaded to do a pop up for the aforementioned Beyoncé gig?
Probably, if the deal is right.
CADA’s earliest involvement in the stadia business was in the eighties
with the Superstadia consortium — a team set up in the wake of the
various disasters earlier in the decade to create the all-seater stadia we
take for granted today. Even then in the eighties we were advocating
crowd management through amenity planning — a topic that is still as
pertinent today. If the food plan is developed early enough in the
process it can have a beneficial contributing effect on crowd dynamics.
The food plan needs to be thought about as a three dimensional
entity. It is scalable, flexible, always current, continually monitored,
delivering quality and value (and not just for the corporate
hospitality). Such a food plan can then be articulated through a design
process complimentary to the hard architecture with sufficient
elasticity to take whatever future trends throw at it.
In 2008 Delaware North received an award for innovation and
excellence in their food offer at the Emirates Stadium. This should be
the norm not an exception. There are a myriad of awards for
excellence in food in all sectors yet it appears to be a token gesture in
the stadia business. A pathfinder approach is required. From
Singapore to Brazil, 21st century stadia are being constructed. Do they
have fully integrated food and retail plans?
Let’s hope that we can sit and watch the action without the
Portuguese or Chinese equivalent of “who ate all the pies” ringing in
our ears!
CADA Design Group is an international brand and retail design
consultancy, specialising in British design excellence with an international
outlook. The London-based studios provide strategic consulting, fresh
thinking and creative design expertise to a national and international
portfolio of clients including Nike, Harrods, Dean & Deluca, Delhi Airport,
Cardiff Airport, Galeries Lafayette, Harvey Nichols and INTERSPORT.
CADA Design Group has over 60 years experience between the team and
clients in 28 countries.
For further information please contact Gavin Gooddy via email at:
gavin.gooddy@cada.co.uk or Tel: +44 (0)20 7234 9700.
192