HOSPITALITY GUIDE 2012/13

SUMMARY
CHAMPIONS CLUB CONCEPT FOOD & BEVERAGE ROOM LAYOUT LIGHT & DECORATION STAFFING & ENTERTAINMENT VENUE MATERIAL COMMERCIAL PARTNERS MATCH WEEK SCHEDULE 04 08 12 16 20 24 28 32

CHAMPIONS CLUB CONCEPT

CHAMPIONS CLUB CONCEPT

CHAMPIONS CLUB CONCEPT

CHAMPIONS CLUB CONCEPT

At each UEFA Champions League venue as of group stage, an exclusive hospitality area is set-up for UEFAs commercial partners and their guests. This hospitality area is called Champions Club. In return for large sponsorship fees that the partners pay to be associated with the UEFA Champions League brand, UEFA must ensure that the stadium bowl, including the Champions Club, is exclusive for the commercial partners and free of any third party branding. It is important that the entire guest experience is considered The Champions Club is a premium quality hospitality area aimed at providing an enhanced experience for its guests during one of the worlds greatest club footballing events. Simply, the positioning of the competition as the Best of the Best on the Ultimate Stage must be reected in every aspect of the venue and a consistent approach towards the Champions Club concept must be maintained across all venues. Along with the quality of the match itself, the Champions Club experience should provide a lasting impression of the UEFA Champions League upon its guests. The operational hours of the Champions Club vary between countries, however a good suggestion is to open around 18:30 CET and close at approx. 23:30 CET. when setting up the Champions Club; the key focus points are infrastructure, brand positioning, guest experience and service. Approximately 280-330 guests will enjoy this remarkable experience at each match. Free hospitality will be offered prematch, at half time and post-match whilst combining the local culture and the essence of the host club. A variety of hot and cold dinner buffet food, nger food, desserts and drinks, both hot and cold, will be provided throughout the evening. In addition, the caterer must take different dietary requirements into consideration (always make sure there are sh and vegetarian options available on the buffet).

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CHAMPIONS CLUB CONCEPT

CHAMPIONS CLUB CONCEPT

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CHAMPIONS CLUB CONCEPT

CHAMPIONS CLUB CONCEPT

FOOD & BEVERAGE

FOOD & BEVERAGE

FOOD & BEVERAGE

The Champions Club catering should reect the local hospitality style and cuisine, offering a buffet with a selection of highquality hot and cold dishes and beverages. The Champions Club should also offer the guests of the visiting club a taste of home which should resonate in the menu. The quality of food and creativity, including its presentation should be in line with the high standard of the competition. Whilst certain room sizes and layouts can be restrictive, a variance of buffet set-ups and presentation methods can enhance the overall feel of the Champions Club. Chefs and other catering staff should ideally stand behind the buffet to serve guests and inform them about the food. Presentation is essential and a key factor to the success of this hospitality area (buffet of varying heights, live cooking, ying buffet, etc.). Catering staff (together with bar staff provided by Heineken) should be available to serve beverages to the guests; guests should preferably not have to queue at the bars for drinks. Guests should have the possibility to taste a variety of high quality food pre-match, at half time and post-match. Therefore, we encourage the caterer to come with a few suggestions of menus and presentations including snacks, main courses and desserts. The caterer will be asked to provide pictures of previous events he or she has been involved in, including food presentation, decoration, etc.

In addition to catering of the Champions Club, some other services could be requested from the caterer: Venue team lunches: on the day before the match (MD-1) and on matchday (MD), a pre-dened area with seating is required for the venue team to enjoy a hot lunch buffet incl. drinks for approx. 25-30 people. The caterer would ideally be responsible for these lunches and should provide UEFA with a quote as well as menu suggestions. Lunchbags: are offered to UEFA working staff and commercial partners on MD. The number varies depending on the size of the match, for a group stage match the caterer needs to count on providing approx. 120-250 lunchbags.

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FOOD & BEVERAGE

FOOD & BEVERAGE

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FOOD & BEVERAGE

FOOD & BEVERAGE

FOOD & BEVERAGE

ROOM LAYOUT
ROOM LAYOUT

ROOM LAYOUT
The level of the Champions Club facilities including its location and interior must be of a very high standard, at least comparable
ROOM LAYOUT

High tables with stools or standing tables are preferred as it enhances to the uidity and movement of the guests. If within the Champions Club; however it is important that this area is located in a way that it doesnt obstruct the movement of guests.
ROOM LAYOUT

to the clubs VIP hospitality. The room should be a minimum of 400m2 of open and usable space, has to be located as close as possible to the partners complimentary seating area and easily accessible from the partner parking. If such a space is not available inside the stadium, the club must nd an alternative solution, either to erect a provisional tent or share its own hospitality area with the UEFA Champions League partners. In the latter case, the area still needs to be exclusive and only the UEFA Champions League partners may be visible in the shared hospitality area. These different options have to be discussed and agreed between UEFA and the club.

possible an area with lounge furniture should be identied

The guest ow is an important factor in the Champions Club; ideally the main buffet should be situated in the centre of the room and the movement of guests should be considered to avoid restricted access to certain areas. If required, additional buffet stations can be placed around the room. The placement of the buffets is evidently much dependent on the character of the room.

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ROOM LAYOUT

ROOM LAYOUT

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ROOM LAYOUT

LIGHT & DECORATION

LIGHT & DECORATION

LIGHT & DECORATION

Lighting and decoration are essential elements in creating a nice and warm atmosphere in the Champions Club. The aim is to enhance the atmosphere in a discrete yet impressive way. The colours of the lights used in the Champions Club should preferably be warm (e.g. red, yellow and orange) in order to create the right impression.
LIGHT & DECORATION

Certain decoration elements will be brought onsite by UEFA and are outlined in the chapter venue material. However, further to these items, UEFA is responsible for organizing some decoration items, like owers and lighting through suppliers onsite. The caterer may be asked to support UEFA in nding/ recommending local suppliers for this purpose.
LIGHT & DECORATION

In addition to the lights, the decoration and dressing of the Champions Club plays an important part in the overall feel and ambiance of the room.

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LIGHT & DECORATION

LIGHT & DECORATION

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LIGHT & DECORATION

Staffing & Entertainment

STAFFING & ENTERTAINMENT

STAFFING & ENTERTAINMENT

In addition to the catering personnel there are various other staff playing an active role in the running of the Champions Club on match night. Some of these roles are listed below: Hospitality Coordinator (HoCo) main contact for the caterer and the commercial partners present in the Champions Club on match night. Duties involve supervision of hostesses, making sure that the commercial partner activities are running smoothly, controlling of competitions, general quality control, etc. The HoCo is briefed by and reports to the UEFA Venue Services and Sponsorship Manager (VSSM) onsite
STAFFING & ENTERTAINMENT STAFFING & ENTERTAINMENT

UEFA is also responsible for organizing entertainment in the Champions Club. In addition to background music (by for example a DJ, a jazz band or a saxophone player) the guests experience can be enhanced by the presence of a magician, caricaturist or other performance artists. It is important to note that the entertainment should not be intrusive in any way and should allow guests to network without distraction.

Hostesses rst point of contact for Champions Club guests. Friendly, service-minded and courteous. Duties involve checking of hospitality passes and handing out lanyards and wristbands when guests arrive, assisting guests in nding their seats, involving guests in competitions, etc. The hostesses are briefed by and report to the UEFA VSSM onsite, however the HoCo will oversee their work throughout the setup and in the evening. Master of Ceremony (MC) person with football knowledge guiding the guests through the evening in a professional yet entertaining way. Duties involve conducting interviews with ex-players/ celebrities (sourced by the help of the club), informing guests of the evenings schedule and announcing competitions. The MC is briefed by the UEFA VSSM. 20 STAFFING & ENTERTAINMENT STAFFING & ENTERTAINMENT 21

STAFFING & ENTERTAINMENT

VENUE MATERIAL

VENUE MATERIAL

VENUE MATERIAL
Various items are brought onsite by UEFA to ensure a consistency across all venues. This material is installed and dismantled by the signage team. Here are some samples: Welcome desk with backdrop Entrance carpet partner backdrops incl. TV screens Vase for pins & pens Napkins Buffet cards & holders

Stage
VENUE MATERIAL

Soccer table

Table signs

Lanyards & wristbands

Tray

LunchBag
VENUE MATERIAL

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VENUE MATERIAL

VENUE MATERIAL

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VENUE MATERIAL

Commercial Partners

Commercial Partners

COMMERCIAL PARTNERS
Exclusive rights form the basis of the UEFA Champions League commercial concept. This means that the UEFA Champions League partners are the only commercial entities which have the right to associate themselves with the competition and who may run promotions in and around the stadium. The Champions Club is one of the main areas where the commercial partners can set up their promotional activities, and where they can meet and connect with already existing or future clients. Each of the commercial partners can have a dedicated area in the Champions Club, where they can set up their displays and welcome their guests. These areas will be identiable by different signage elements, such as backdrops and table signs, featuring the commercial partner logos.

COMMERCIAL PARTNERS

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COMMERCIAL PARTNERS

COMMERCIAL PARTNERS

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Commercial Partners

COMMERCIAL PARTNERS

Match Week Schedule

MATCH WEEK SCHEDULE

MATCH WEEK SCHEDULE

The Champions Club facilities must be available for the UEFA venue team as of 09:00 two days before the match (MD-2), until 12:00 on the day after the match (MD+1). The following is an example of how the set-up and dismantling of the Champions Club might be scheduled (all timings in CET):

MD-2 MD-1
12:00 15:00

Champions Club ready for set-up and all third party branding removed or covered

UEFA VSSM meeting with caterer Signage installations

MD
09:00-15:00 16:30 17:30 18:30 23:30 00:00 Sponsor, supplier, and entertainment set-up VSSM brieng hostesses Caterer set-up nalised Opening of Champions Club Closing of Champions Club Sponsor, supplier, entertainment and caterer dismantling

20:45 Kick-off

MD+1
09:00-12:00 Signage dismantling

MATCH WEEK SCHEDULE

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MATCH WEEK SCHEDULE

MATCH WEEK SCHEDULE

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MATCH WEEK SCHEDULE