In 2012, Manchester City Football Club engaged CSL to evaluate the market feasibility of new premium seating options in a renovated Etihad Stadium. As a part of the study, CSL hosted focus group sessions with selected hospitality and season ticket buyers of the club. Email surveys were also conducted with club supporters, while telephone surveys were conducted with corporate prospects to determine the level of interest and price sensitivity of various premium seating concepts, and expanded seating areas. The primary components of the proposed services included the following: (a) developed a market assessment regarding potential luxury box and club seat inventories based on comprehensive email and telephone surveys; (b) assisted in the pricing and amenities mix of new premium seating options (c) estimated incremental revenues and expenditures associated with the introduction of new general and premium seating products (d) developed a stadium program consisting of the suggested expanded facility size and inventory of premium seating.
CSL and International Stadia Group were re-engaged by Manchester City in 2018 to assess the potential expansion of the north stand of Etihad Stadium, as well as evaluate pricing, packaging, and sell-through of existing hospitality offerings throughout the stadium.