Skywalk, Gymnasium, and Restaurant to Boost Sustainability Orange Veldrome Stadium

Business Project
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Abstract
Orange Veldrom, a multipurpose stadium in Marseille, France, seeks to expand its revenue generating activities for better sustainability. The stadium opts to construct a skywalk, where prominent people will be following as they enter the stadium. The skywalk is expected to cost approximately $40 million and to give returns of approximately $300,000 monthly. The gymnasium will serve people who wish to maintain their fitness through morning runs and evening exercises. It will cost approximately $2 million to construct and projected to provide approximately $10,000 monthly. The gym sessions will be scheduled in such a way that they do not clash with the major events. Finally, there will be a restaurant, which will feature an eating place and a conference hall. The eating place will serve regular customers and will remain operational throughout. The conferencing facility will serve people with meetings of any nature. The OV stadium management seek to maximize the usage of these facilities for better sustainability.
Introduction
Stadiums, like any other investments, have to prioritize profitability for sustainability purposes. Utilizing the opportunities for diversification of the revenue streams helps compensate for the funds generated from hosting sports events. Normally, stadiums generate their revenue through ticket sales, charging parking fees, and support from well-wishers, such as employees who choose to reinvest their income as consumers.
Background
Orange Velodrome is a multi-purpose stadium in Marseille, France, and is home to the Olympique de Marseille football club. The stadium has been relying on publicly hosted events, including FIFA World Cups. Occasionally, it hosts the RC Toulon rugby club of the Top 14 and is known to be the largest football ground in France. Following the dynamics of the sports sector and the economy, the club has to seek alternative means of revenue generation to remain profitable.
Objective of the study
* To provide strategic recommendations for the transformation of Orange Velodrome into a 24/7 event and entertainment venue.
Research Question
1 Will incorporating a skywalk, a gymnasium, and a restaurant help boost the sustainability of Orange Veldrome stadium?
Strategy
The idea is to implement a Tunnel Club similar to that of other big club stadiums, such as Manchester City and Bayern Munchen, with the aim of generating more revenue. Besides generating its income from ticket sales and other common fund sources, the Manchester City stadium has a modern hospitality department that provides contemporary food, drinks, and remarkable behind-the-scenes access to the heart of the stadium (Zinganel, 2010). This hospitality department welcomes the team and the manager as they arrive at the stadium, serves as a complementary bar, provides padded executive seating along the halfway line, and serves as a place where one can listen to post-match interviews live, among many more services. Bayern Munchen, too, has its special services department that supplements the stadium's earnings and reduces its overreliance on public activities for susta...