Stadio Della Roma
A.S. Roma engaged CSL to evaluate the market feasibility of a new stadium development in Rome to replace Stadio Olimpico, which originally opened in 1937. Primary components of the study included an evaluation of market demand for premium seating products including club seat, loge box, mini-suite, and executive box options as well as sensitivity to the seat membership fee concept. As part of the market demand study, CSL conducted focus group sessions with current season ticket holders, premium buyers, sponsors and corporate prospects. Additionally, email surveys were distributed to club supporters to determine the number and type of premium and corporate hospitality areas that the market could support in a new stadium. Based on the results of this analysis, specific recommendations regarding appropriate inventories and pricing of luxury boxes and hospitality seating were provided to the club; along with preferred amenities, lease term structure, and appropriate hospitality services mix. According to the recommended building program, CSL prepared evaluations of incremental operating revenues and expenditures associated with the development of Stadio della Roma.