Chris Heck - President of Business Operations

[Drummond]

Probably nothing. We don't even own our ground any more!

[chrisw1]

I throw this into the mix because no-one seems to know the answer - how much land do we now own?

Do you mean around the ground?

This site plan was included in the planning application




I think this link should work
http://eplanning.idox.birmingham.gov.uk/publisher/docs/BD826ED339AEEC7EA4F4CD6F3D32F5C3/Document-BD826ED339AEEC7EA4F4CD6F3D32F5C3.pdf

[pauliewalnuts]

Heck speaks about how we need redevelopment to increase this type of revenue but until now I've yet to hear anybody confirm there's a big queue for it.

I don't think for a nanosecond Heck, with his domain expertise and the raw data at his hands, plus the people who know how to use it to extract the value, is wrong on that.

I don't really like the bloke a huge amount given a few things he's done, but he's going to be spot on with this one.

Things like Terrace View and the Lower Grounds, the real purpose of introducing those wasn't to immediately generate a huge amount of revenue - the amounts they make will be relatively minuscule currently - it was more about getting us used to there being different levels of 'seated customers' rather than just seated fans and corporate fans, that space between the two.

[ChicagoLion]

Exactly. And in two years time, we could have had 10,000 extra paying customers, a mix of normal fans and premium corporate areas x 20 odd games depending on success, forever more.

Obviously the real money is in a stadium with multi-purpose facilities that can be used seven days a week,  but I'd be interested to know if there's real demand for a tonne of new corporate boxes/seats/etc at Villa Park?

As people have mentioned, the trend is moving away from boxes. Boxes rely on a company buying them and then it's a done deal and who they invite comes.

If you have trendy hospitality areas and posh seats, you can break them down further and sell them with different options and packages at different prices. It's far more flexible and gives you the greatest chance of selling everything for the most money.

I get that but is there demand? Or put another way, is it companies taking out a table for x number of people for the season or a family treating a family member for their birthday? Is their a long waiting list for 'corporate entertainment'?

Heck speaks about how we need redevelopment to increase this type of revenue but until now I've yet to hear anybody confirm there's a big queue for it.

I think the existing Corporate Hospitality is virtually sold out, the inbetween level seems to be where the focus is for lots of clubs on the understanding that there is only so far you can go (price wise) with the majority of the fan base.
As Dogtanian says, the lower level hospitality provides lots of flexibility to maximise £ per seat revenue.

[London Villan]

Not sure if it still the case, but 10 years ago the biggest buyers of boxes at Villa were the players.

[Rudy Can't Fail]

Not sure if it still the case, but 10 years ago the biggest buyers of boxes at Villa were the players.

I'm reminded of Doug sending Abdul out to find new clients.

[Mister E]

Things like Terrace View and the Lower Grounds, the real purpose of introducing those wasn't to immediately generate a huge amount of revenue - the amounts they make will be relatively minuscule currently - it was more about getting us used to there being different levels of 'seated customers' rather than just seated fans and corporate fans, that space between the two.

Yeah, they were a 'sighting shot' for the evolution of a different business model.

[dave.woodhall]

I throw this into the mix because no-one seems to know the answer - how much land do we now own?

Do you mean around the ground?

This site plan was included in the planning application




I think this link should work
http://eplanning.idox.birmingham.gov.uk/publisher/docs/BD826ED339AEEC7EA4F4CD6F3D32F5C3/Document-BD826ED339AEEC7EA4F4CD6F3D32F5C3.pdf

I was thinking more around Aston. I know Doug bought some, Xia flogged some and I wondered what was left.

[Rudy Can't Fail]

Exactly. And in two years time, we could have had 10,000 extra paying customers, a mix of normal fans and premium corporate areas x 20 odd games depending on success, forever more.

Obviously the real money is in a stadium with multi-purpose facilities that can be used seven days a week,  but I'd be interested to know if there's real demand for a tonne of new corporate boxes/seats/etc at Villa Park?

As people have mentioned, the trend is moving away from boxes. Boxes rely on a company buying them and then it's a done deal and who they invite comes.

If you have trendy hospitality areas and posh seats, you can break them down further and sell them with different options and packages at different prices. It's far more flexible and gives you the greatest chance of selling everything for the most money.

I get that but is there demand? Or put another way, is it companies taking out a table for x number of people for the season or a family treating a family member for their birthday? Is their a long waiting list for 'corporate entertainment'?

Heck speaks about how we need redevelopment to increase this type of revenue but until now I've yet to hear anybody confirm there's a big queue for it.

I think the existing Corporate Hospitality is virtually sold out, the inbetween level seems to be where the focus is for lots of clubs on the understanding that there is only so far you can go (price wise) with the majority of the fan base.
As Dogtanian says, the lower level hospitality provides lots of flexibility to maximise £ per seat revenue.

Cheers, CL and Doggy, that's making a lot more sense. The corporate boxes I've been invited to at Benfica (copied by Arsenal) and Mrs RCF's cousin's box at Sporting have a private room with direct access to seats outside. As Paulie said, Heck will know his numbers and market so it's good to hear on a marketing point we have several offers available and ideally with corporate locked in for the season thus reducing the work and more importantly guaranteeing the revenue.

That said, I still think Terrace View is a piss take and poorly thought out even if it does bring in a few extra quid.

[Dante Lavelli]

Things like Terrace View and the Lower Grounds, the real purpose of introducing those wasn't to immediately generate a huge amount of revenue - the amounts they make will be relatively minuscule currently - it was more about getting us used to there being different levels of 'seated customers' rather than just seated fans and corporate fans, that space between the two.

Yeah, they were a 'sighting shot' for the evolution of a different business model.

Same with Villa Live (lite).  Test whether gigs/weddings etc are viable on non-match days without the cost of building the real thing.

[Scott Nielsen]

Atairos build and manage arenas and exhibition centres and have ploughed some money into the club.

We keep saying this and I understand why given Villa's press release. But when you look the Atairos portfolio, their profile is simply that of a typical growth PE firm.

https://www.atairos.com/partner-companies/

[Dogtanian]

Atairos build and manage arenas and exhibition centres and have ploughed some money into the club.

We keep saying this and I understand why given Villa's press release. But when you look the Atairos portfolio, their profile is simply that of a typical growth PE firm.

https://www.atairos.com/partner-companies/

Okay, sorry. To be correct we should say that Comcast own and operate stadiums and venues, and have invested in Aston Villa through their investment arm Atairos.

[Scott Nielsen]

No need for you to be sorry. I just meant we are making a very big assumption based on a pretty short press release.

There is not much stadium building/operating going on in the Atairos portfolio companies yet we seem, to a man, absolutely convinced that is the only reason they have invested in Villa. Whereas they, at least primarily, might just be another growth PE firm wanting a slice of the Premier League pie.

[London Villan]

It was the background of the two board appointments, both recently completed large stadium projects.

[Dogtanian]

No need for you to be sorry. I just meant we are making a very big assumption based on a pretty short press release.

There is not much stadium building/operating going on in the Atairos portfolio companies yet we seem, to a man, absolutely convinced that is the only reason they have invested in Villa. Whereas they, at least primarily, might just be another growth PE firm wanting a slice of the Premier League pie.

I don't think it's based solely on a press release, it's lots of different bits of information.

• Atairos are the investment arm of a company that has built and manages sports venues.
• Our mega-rich owners let them buy into V Sports for £100m despite the fact that if they needed £100m to pay the bills they could easily cover it themselves.
• Comcast own and operate the 76ers stadium where Chris Heck was VP.
• Chris Heck shelved the new North within days of them becoming part owners.
• We've made board appointments all with experience in construction or new stadiums.

Add to that more general facts, such as;

• Everyone at the club is adamant that we are here to compete at the top.
• We are massively behind those clubs on match day revenue.
• Clubs we are already behind have already expanded, or are in the process of expanding, their stadiums to offer more high-end options: Arsenal, Spurs, Man City, Liverpool, Newcastle.
• The North Stand and the Doug Ellis are both in desperate need of upgrading as the facilities are poor.
• Comcast/Atairos are unlikely to invest in a project whose only opportunity to grow revenue is from finishing a few places higher in the Premier League or to get further in europe. They will want to see a plan for significant growth.
• Owners with no cash-flow problems do not sell 20% of their company for a small amount of money that will do little to grow the company. The deal really only makes sense if they're bringing something more to the table.
• Expanding the stadium to get more match day revenue is something that the club can control and push, whereas increasing revenue from commercial or on-pitch success is too reliant on outside factors.

Basically, the Atairos deal only makes sense if our owners desperately needed the cash, and then wouldn't make sense on their side as we all know £100m is pissed away in an instant in football.

Cancelling the New North only make sense if you can't afford it, don't have the ambition, or if you recognise that you need to go further.

(Yes, I know people will also say it makes sense if they don't think there is demand, but seriously if that's the case then they made a mistake buying the club and are now flogging a dead horse.)