According to David Bruce, a major renovation to the Stadium of Light this summer will assist to “bring back the heart and soul” and give the stadium more “personality” when Sunderland plays there.
Even if there is still uncertainty in the football department due to the lack of a new head coach, the Black Cats are moving quickly to enhance the matchday experience for fans at the Stadium of Light. Work at the stadium is already underway as part of Sunderland’s summertime plans to restructure the club’s retail, servicing, and ticketing systems.
Furthermore, according to Bruce, the club’s new chief business officer, that’s only one aspect of their efforts to improve their facilities and “inspire” fans to attend games.
Bruce, a Wearsider who joined Sunderland after more than ten years in the US working for the MLS, stated, “We have to make that stadium a must have rather than a nice to have.”
In addition to creating experiences and chances for involvement, we must place the fan at the center of all we do. “We’re attempting to accomplish it in the summer with the stadium investment; the owner is contributing more funds than at any other point in the previous 20 years.
The new pitch, safe standing, floodlights, PA system, and 5G capabilities are not inconsequential. There are ways we can truly enhance the fan experience, which will encourage greater fan interaction. “We updated the hospitality spaces last year, which was a much-needed renovation, and as a result, we now have two fantastic facilities: Quinn’s Bar and Montgomery’s Bar.
We probably need to be a little more vigilant about the season-long maintenance and updates that take place. As I indicated, this summer is seeing a lot of investment. “How do we give the stadium and its surrounds more personality?’ is one of the topics we’ve discussed internally and have begun to hint at publicly. We want to create a Sunderland vibe because, in my opinion, that’s what’s lacking.
Since that’s what makes the club unique, we want to find a method to convey that heart and soul and bring it back. There is obviously some investment involved, but there are a lot of other things we can do there to help inspire the following generation of fans by the experiences we provide.”
Bruce has bigger plans for the area around the stadium than just the stadium itself. According to him, “Sunderland’s Wembley Way” may be the new footbridge that connects Sheepfolds with the former Vaux site. He states: “There is a lot to be done and a lot of talks to be had with the city stakeholders around that because from the streets around etc., you wouldn’t know there’s a stadium there.” We have a competition up the road that is doing amazing things, and that actually thrills me because there’s a potential there to do something very different and own something anchored in heritage, authenticity, and community. We have to be constantly considering the future generation.
We have a great potential with the next generation, not only in Sunderland but also in the neighbourhood. We need to collaborate with the city’s stakeholders on that; the Esports Arena is soon to open, but there is still more work to be done to improve and enhance the fan experience. It’s critical that we cultivate that bond with our supporters. Of course, what occurs on the field matters a great deal, but we also want the club to grow in tandem with the community. Investments that will advance the city are being made with a laser-like focus.
With the way the city has grown, there have been several opportunities to establish new customs and rituals. One little example is the new bridge that is being constructed; it may end up becoming our new Wembley Way. “When I talk about the fan journey, I mean coming up with fresh and innovative methods to support and feel a part of the football team. I find that to be incredibly interesting.” Bruce wants Sunderland to make every effort to attract new supporters in addition to enhancing the matchday experience for existing ones.
“We talk about the fan journey a lot because the support never goes away,” he stated. A significant aspect of that is the matchday experience, and one of the most fascinating things is how many rituals people follow. However, many members of the club may not currently have those, so how can you even begin to consider creating those? And we want to consider that because we want to draw a variety of individuals to the stadium, including new ones.”
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