Overview
Marvel Stadium in the Docklands area of Melbourn achieved its vision of becoming a 365-day dining destination and evaluating how the current F&B offering can be enhanced to compete on an international scale.
The Marvel Stadium redevelopment started in 2018 when the stadium signed an eight-year deal with the Walt Disney Company Australia, rebranding from Etihad Stadium to its current name. The new partnership aims to elevate the stadium’s user experience offered to sport fans by expanding the F&B program and tapping into experiential approaches to engage visitors in game-days. Aligning with the global shift in stadium hospitality in recent years, the redeveloped stadium will act as a 365-day dining and entertainment centre, capitalising on the full potential of the space and its F&B tenants to generate traffic year-round and not only on event days.
As part of the expanded retail program, the Marvel Vault has already been opened inside the stadium, marking a first as the only dedicated Marvel retail destination in Australia. Here Marvel fans can find anything from branded merchandise and accessories to limited edition comic books.
Design
The project scope for Ground Control includes an extensive review of the existing F&B program and offering guidance surrounding size, layout, number of outlets and category mix including all logistical considerations both FOH and BOH. Ground Control is also responsible for market assessment and research for best-in-class operators nationally and globally; assisting in preparing financial business cases for the AFL steering committee; developing, preparing and running a go-to market strategy including a full EOI and RFP process, as well as providing guidance and recommendations for the operator selection mix and financial and lease terms negotiations.
Awards
In June 2019, Marvel Stadium was named the Global Venue of the Year at The Stadium Business Awards. The awards follows on the global recognition the stadium received the preceding year with more than 2 million visitors attending the 55+ events hosted, including sport games for AFL, BBL Cricket and A-League as well as concerts by internationally-acclaimed artists like Taylor Swift and Ed Sheeran.
