BEYOND THE TURNSTILES, BELOW THE LIGHTS A Creative Alternative that Takes the Venue Experience on the Road George Vaughan
aving worked in the stadium and hospitality space for many years, one thing that is immediately obvious to any follower of a team or sports person is that the number of fans generally outstrips the capacity of the venues that host them. Even the biggest arenas across the world don’t come close to being able to satisfy the audiences that follow them. Old Trafford, home to the UK’s best followed team, Manchester United, can hold just over 74,000 but most recent statistics suggest almost 20 million people in the UK alone support the team. Accommodating this massive fanbase would require an astonishing 265 additional Old Trafford-sized stadiums! TV broadcasts shoulder the weight of viewing audiences but while there have been attempts at other forms of hybrid engagement – during my time at Twickenham with the RFU we explored the concept of a virtual seat via VR and at Ascot Racecourse we also gave serious consideration to bringing the iconic Royal Ascot event to the heart of London – there are still huge, untapped opportunities to reimagine brand partnerships away from the venue and the sofa.
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A Multi-Purpose Digital Space I was recently introduced to a new space that opened in the West End and seemed to be the perfect fit for such a concept. Nestled in the bustling heart of London, Piccadilly Circus is now home to Below The Lights, a state-of-the-art experience centre redefining brand activations, immersive events and opportunities for sports arenas. This innovative location offers a unique blend of cutting-edge technology and historic charm, providing a platform for brands and organisations to engage audiences in unprecedented ways. From a sandbox environment for testing new concepts to the hosting of unique experiences linked specifically to an event or product launch, Below The Lights delivers the perfect “home from home” solution. A Glimpse into Piccadilly Circus Piccadilly Circus has long been a symbol of London’s vibrancy, famed for its iconic neon signs, busy streets and cultural significance. Originating in the early 19th century as a junction for major thoroughfares, the area quickly became a focal point