Smart Stadium Tools
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Smart Stadium Tools An explorative case study of the Johan Cruijff ArenA: identification and optimization of smart tools Simon van Heck | Master Thesis | June 2019 | Delft University of Technology This page is intentionally left blank - 2 - Integrating Smart Tools within Stadiums An explorative case study of the Johan Cruijff ArenA: identification and optimization of smart tools by Simon Gerard Janus van Heck in partial fulfilment of the requirements for the degree of Master of Science in Management in the Built Environment at the Delft University of Technology COLOPHON Details Student number 4289986 Graduation Lab (Public) Real Estate Management Graduation Company KPMG The Netherlands Project duration February, 2019- July, 2019 Version P5-report Date June 18, 2019 Graduation committee 1st mentor Prof.dr.ir. A. (Alexandra) Den Heijer, Full professor Public Real Estate, TU Delft 2nd mentor Drs P.W. (Philip) Koppels, TU Delft, 2nd supervisor Assistant professor Real Estate Management, TU Delft 3rd mentor Ir. B. (Bart) Valks, TU Delft, 3rd supervisor PhD researcher Smart campus tools, TU Delft Company supervisor Ir. W. (Wilco) Leenslag, KPMG Innovation Advisory, company supervisor Senior manager KPMG Innovation Advisory Delegate examiner Ir. S. (Steven) Steenbruggen, TU Delft - 3 - Preface In the context of my Master of Science in Management in the Built Environment (MBE) at the Faculty of Architecture and the Built Environment at the Delft University of Technology, I conducted this research as my final graduation project. The research focused on improving the integration of smart tools in stadiums, which fits in the department of real estate management. This research is the results of almost nine months of work. In September 2018 I started with the preparations of this research. This research project has enabled me to combine my interests in real estate management, stadiums, and technology. My personal interests in real estate management resulted from attending the course Real Estate Management from my master’s program. At the same time, I was working as an assistant consultant. In that period, I received a proposal to write a real estate strategy for an agricultural company. I really liked this experience and I was triggered to learn more about this research field, especially in combination with new technologies and innovations. Besides this, I was always interested in large scale building projects, such as stadiums. A stadium is such a special kind of real estate, whereby it unites different classes of society and it let them experience a wide range of emotions during events. Throughout the research process, I could rely on the help of my supervisors. I would like to take the opportunity to sincerely thank everybody that contributed to the process of writing this research. Firstly, I would like to thank Bart Valks. The whole idea for this research topic started in a conversation with Bart in September 2018. He was always available and gave me always clear and constructive feedback that helped me a lot. His expertise with researching smart tools was very valuable for me and clearly benefitting the quality of this research. Secondly, I would like to thank Alexandra den Heijer for their extensive knowledge of real estate management research and asking critical questions to keep me motivated to improve certain aspects. This input was very valuable to make my research more understandable and to get a better picture of the visitors’ experience. This was very useful to understand what was needed to further improve to research, which kept me motivated. Another person that I would like to thank is Phillip Koppels, who was my second mentor during the research process. Philip gave always a lot of advice and tips for improvements. This was especially very valuable for my literature study and setting up a proper research methodology. I experienced Philip as very helpful and reliable, thanks for the articles you have send and the time you took for the meetings. Next to my graduation committee, I would like to express my gratitude to Wilco Leenslag, who was my company’s supervisor at KPMG Innovation Advisory. I really appreciated your enthusiasm and expertise about this research topic which I have experienced during our supervision meetings and working sessions in the Johan Cruijff ArenA and in Amstelveen. Besides this, I have met a lot of interesting persons in the world of stadiums and innovation. I am Wilco very grateful for his mentorship and the opportunity to graduate at KPMG. Last but not least, I would like to thanks everyone who participated in my research. It was not possible to come to this report without them. So, I look back on a period where a learned a lot about smart tools, stadiums, and real estate management, which has led to this report. This was not possible without the positive collaboration that I experienced with all my supervisors. It has led to the final product of my student career and we will see how the next chapter will look like! Enjoy reading! Simon van Heck Rotterdam, June 2019 - 4 - Abstract Today’s stadiums face increasing competition from home-viewing options, powered by better camera angles and multiplatform, multimedia experiences. Concurrent with these trends is the increase in computing power and near ubiquity of the smartphone. These technological developments create new opportunities to measure real-time space use. The service or product that can measure (real-time) space use is called a ‘smart tool’. There are some studies about smart tools, but these are not focussing on the integration in stadiums. This resulted in the following research question that will be addressed in this research: which smart tools can be identified in stadiums, and how can the use of these smart tools be optimized? Due to this nascent character of the research topic qualitative research is conducted, whereby literature is reviewed in combination with an exploratory case study. The case that is studied is the Johan Cruijff Arena in Amsterdam, the stadium has the ambition to be the most innovative stadium by 2020. Based on the case study, nine different smart tools are identified, whereby the main goals of the tools are to reduce costs and to support user activities. Based on the outcomes of this research it can be concluded that the integration of smart tools in stadiums are in their ‘infancy’. From these nine smart tool projects, only five were in use at the moment of the research, the other four were still under development. As a result, concrete numbers of the effects of integrating of smart tools are missing. However, the current experience of integrating smart tools in stadiums did generate some valuable insights on how the use of the tools can be optimized by linking the findings to innovations from practice. Recommendations are provided to guide stadium managers in the effective management of smart tools. Lastly, the research stresses out the importance of future research on this topic Key words – Smart tools, Smart stadium, Innovation, Internet of things, Smart buildings, Real Estate Management - 5 - Executive Summary Introduction Today’s stadiums face increasing competition from home-viewing options, powered by better camera angles and multiplatform, multimedia experiences (Giorgio, Deweese, Reichheld, & Ebb, 2018, p. 3). While at the same time, the monetary costs to operate and maintain a stadium are remaining the same. Concurrent with these trends is the increase in computing power and near ubiquity of the smartphone which gives even the most remote user access to the benefits of this technology. Today’s smartphone owner carries a device with processing power that would have required a computer the size of a stadium fifty years ago (Campbell & Giorgio, 2018, p. 2). One of the benefits of this technology is that it has the potential to measure real-time the use of the stadium. This can be done by so-called smart tools, whereby this definition originally derived from campus research. A smart tool is a “service or product which collects real-time information on space use to improve the space use on the current campus on the one hand, whilst supporting decision making on the future space use on the other hand” (Valks, Arkesteijn, Den Heijer, 2018, p. 23). The implementation of smart tools in the built environment has the potential to align real estate portfolios more frequently in time and on a higher level of detail in space to the needs of their users, due to the provision of real-time information. Problem Statement Smart tools can have a lot of potential to solve issues which typically occur in stadiums: in a short period of time, a lot of people are gathered, which create challenges. Providing (real-time) information to the users of the stadium has the potentials to improve certain processes in stadiums, such as safety and security, the satisfaction and experience of the fan, sustainability, energy reduction, efficiency, and longevity (Buckman, Mayfield & Beck, 2014; D’Orazio and Guaragnella, 2014; Dong, 2015; Panchanathan et al., 2017; O’Brolcháin, Colle & Gordijn, 2018). In addition to this, the information required from the smart tools can be used for the long term, by using the information to develop long-term plans, real estate strategies, which can improve the decision-making processes of managers (Valks Arkesteijn, Den Heijer & VandePutte, 2016, p. 104). This information that is generated is affecting the decision-making of managing a stadium, thus the real estate management of a stadium. In real estate management, the focus is in general on the match between demand and supply with can result in a ‘competitive advantage’, which in the end can lead to different ‘added values’ for an organization (Den Heijer, 2011). This is also the case for stadiums, whereby the potential technology can affect the ‘competitive advantage’ of a stadium (Sartori & Nienhoff, 2013).