AS Roma

Rome, Italy

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Comperio Research were commissioned to provide initial estimates of the pricing, demand and revenue that could potentially result from the sale of a wide range of premium seating products at a new AS Roma stadium.

Comperio Research were commissioned to provide initial estimates of the pricing, demand and revenue that could potentially result from the sale of a wide range of premium seating products at a new AS Roma stadium.

Due to the confidentiality of the project, it was decided that the initial estimates should be based on demographic and economic trends, drawing upon demand and revenue data from comparable stadia within Italy and Europe.

Three separate statistical models were run in order to deliver on these objectives.

Comperio Research researched the optimal capacity for the new stadium, to meet AS Roma’s goals, including ensuring the continued accessibility to the stadium of AS Roma’s fans. This analysis was based on several different key factors that drive attendance at the new stadium:

  • historic attendance at the old stadium;
  • trends within Italian football;
  • impact of team performance on attendance;
  • the local market and changes in demographics and income per capita;
  • international experience of the “New Stadium Effect”, the increase in attendance that AS Roma would experience due to better facilities for ordinary fans, improved security and modern design of seating bowl

Comperio Research then customised its proprietary research model which has been used around the world to predict the corporate demand at new stadia. There were four key components to the model, which were integrated into product-specific demand curves, calibrated to the local market:

  • International benchmarks of premium seating demand
  • Corporate ‘sample frames’ identifying the number of companies by turnover band and industry type within the catchment area
  • Market penetration rate estimates based on turnover band and team performance
  • Premium seat demand data which was calibrated based on the above parameters

The results were then presented to the stakeholders in the project. http://www.youtube.com/watch?v=DuGfi3dE_jY

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The Leading Stadium Research Company

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
Managing Director
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"A vital part of our output is input into the design and concept of a new stadium – creating the best stakeholder experience and hence the maximum revenues"
Steve Moore,
Chief Consumer Strategist
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"We combine several cutting-edge research processes into a tried and tested methodology to deliver accurate projections of the potential of a stadium"
Kamrul Zaman,
Associate Research Director
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"Each market is different and it is only through being truly immersed in a local market that we can use our international expertise to deliver the ideal venue for each market"
Samin Macdonald,
Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.

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