VONOVIA RUHRSTADIUM, Bochum

(Lead: Steilpass)

CLIENT: VFL BOCHUM 1848 E.V.

VfL Bochum 1848 e.V. is one of the traditional football clubs of German football history. In order to remain attractive and competitive for the “normal” fan, traditional football clubs are also permanently challenged to further develop the “home match-day” experience.

PROJECT: EXPERIENCE OPTIMISATION FOR THE PUBLIC AND VIP OFFER

Based on a sound analysis, Steilpass developed concrete measures, innovative approaches and Quick-Wins for the optimisation of overall experience. A special focus was given to market positioning of VfL in the strategic concept with the aim to identify differentiation possibilities for the club in a highly competitive football market. The opportunity: the more differentiated and unique the VIP experience for the client is, the less dependent the club is on difficult to plan sports successes.

„THROUGH INTENSIVE COOPERATION WITH THE BRAND & EXPERIENCE ADVISORS OF STEILPASS, WE SYSTEMATICALLY RECEIVED VERY COMPREHENSIVE INPUT FOR OUR (MATCH DAY) DAILY BUSINESS. DEEPLY ROOTED ASSUMPTIONS, PARTLY KNOWN TO US ON VARIOUS LEVELS, WERE CONFIRMED, CONCRETISED, MADE VERIFIABLE FOR OTHER PROCESS PARTICIPANTS, BY THIS PROCESS. IN ADDITION, STEILPASS USED THIS ANALYSIS AS A BASIS, SHOWING US BOTH SHORT-TERM CORRECTIVE MEASURES, AND MEDIUM & LONG-TERM PROJECT KEY ELEMENTS FOR AN INCREASED-EXPERIENCE-STAY ON GAME-DAYS. THESE MEASURES WERE ALWAYS DEVELOPED WITH THE RIGHT SENSE OF FEASIBILITY AND INCREASED PROFIT FOR THE ASSOCIATION, THUS BECOMING REALISTIC AND FEASIBLE. AS A NEXT STEP, WE ARE NOW DEVELOPING TANGIBLE MEASURES, CONVERTING THE MEDIUM- & LONG-TERM PROJECT IDEAS. WE HOPE TO BE ABLE TO FURTHER COUNT ON THE COOPERATION, EXPERIENCE AND COMPETENCE OF STEILPASS AND ITS NETWORK.“

Stephan Westermann, Marketing Director, VfL Bochum 1848 e.V.