“I think the box market has changed and is definitely changing,” project architect Christopher Lee, managing director EMEA, Populous, told SportBusiness. “I think the sports business has traditionally built 150-plus boxes in these stadiums and ended up forcing a lot of predominantly small-to-medium enterprises into them. But a private box is a huge commitment, not just for the financials of actually buying the box, but getting six staff and six clients, week-in week-out to fill them.”
Lee said Tottenham had opted to develop a smaller number of “bigger, higher-end” private suites to target larger corporations and high-net worth individuals, but a more diverse array of intermediate “products” to cater for a variety of client needs further down the chain. Overall, Lee estimated there are 19 different hospitality products between general admission tickets and the highest specification “Super Lounges” in the new venue.
The newest innovation in the stadium is the introduction of ‘loge suites’ that allow groups of four to six people to take a dining booth in a shared communal box. Tottenham chairman Daniel Levy said the idea was inspired by recent stadium builds in the US. “A lot of people now don’t want a full box, so this is a small area within an open space where you have your own booth and it’s semi-private,” he said.