Allianz Parque speeds up Viva Arena and opens doors to fans with new venues and restaurants – Sport

Opened in 2014, Alliance Park accelerates the offer of the product before it is presented by the team Palm trees: becoming, in fact, a universal place where people can be in workplaces, shops and restaurants.. BUT W Towerresponsible for the construction and management of the stadium in the west of São Paulo, was able to realize his plan this season in an arena that has nothing to do with football and shows: expanding the entertainment options in the stadium and making it the home of the paulistano, and not just a follower of palmeirense.

After the pandemic subsided, WTorre stepped up the Arena Viva project, which was created to change the attitude of visitors to the stadium in terms of different experiences, in addition to Palmeiras games, field events and music shows. The plan is to make the arena a multi-purpose venue in the city given its potential to attract the public and generate income for the construction company as well as for Palmeiras, as the club is entitled to a sum of between 10% and 25% of the entertainment fee. program. The idea is to bring the paulistano into the arena. Make him spend a few hours there consuming what Allianz has to offer. To do this, they have a region with a large movement of people.

“When I arrived, I saw that during the days of concerts and games, Allianz was recognized as the best arena in the city, and the remaining 300 days of the year were inactive,” says 38-year-old Claudio Macedo, CEO of Wtorre Entretenimento, in an interview with Stadao. He took office at the end of 2020 and has since been working to strengthen this initiative to open the stadium for more days, which was created before the executive took over but has been put on hold for some time.

“Allianz has a special multi-purpose feature. This is the best area in São Paulo, with a lot of people walking around, but the stadium is underused in terms of square meter. I thought: how can I maximize this? that the concept of Arena Viva came about in the days when there are no games and shows,” explains.

The idea is to make full use of the stadium, attracting people from São Paulo, as well as tourists, through new experiences created recently. Today, Allianz has 500-seat co-working spaces – in English, co-working spaces – an observation deck park, an event space for up to 2,500 people, as well as three restaurants on the third floor: the Japanese restaurant Nagairô, which has been in existence since 2017, mustard, a snack bar in American style, and Braza, a meat restaurant run by Chef Giovanni René, winner of the third season of the gastronomic reality show Top Chef Brasil.

Soon they will be joined by the Italian restaurant La Coppa. All of these gastronomy spaces are operated by GSH, the concessionaire for Allianz Parque’s food department. They are in the booths, overlook the lawn, and are also open on concert and match days, but with sealed packages, including food and drinks.

Model inspiration comes from outside. Macedo lived in the US for seven years, where he received an MBA. There he noticed that sporting events of various modalities are also entertainment shows. “It is very interesting that the residents Orlando Magic (NBA time) said to me: “Claudio, you are very lucky that you have a football arena in Brazil, because the fans have already put on a show. There is no such thing in the USA. They have to create a show to draw the crowd,” he says.

The chief executive says he has not identified with any of the arenas and recreational options he has visited in the United States. He claims to have captured the concept of each location. “It also brought in a lot of concepts from theme parks like Disney and Universal,” he gives an example. In his opinion, the challenge is to make the visitor experience an exciting experience in both football and entertainment.

“I already consider Allianz Parque the home of Palmeiras, but also the home of Sao Paulo. This is the home of Palmeiras and it will remain so, but those who are not from Palmeiras today already have an affective connection to the stadium through the shows and other experiences they have had here,” said WTorre Entretenimento CEO.

Macedo often tells his team that Allianz must always be ahead of the competition in terms of innovation. Other initiatives will be implemented in Arena Viva in the coming months. The stadium will have a selfie museum, an “Instagrammable” space where you can take a photo, as the term implies, and a gallery of NFTs, the famous non-fungible tokens, digital objects inserted into the universe of cryptoassets.

In addition, the lighting in Allianz Parque will be replaced with DMX-powered LED lamps used in the theater and event industry to control lighting equipment in special effects devices. It will come to life. The stadium is facing competition from the Shopping Bourbon attached to its structure in the Pompeii area, but the arena’s managers understand that business is not in the way.


Arguments and discussions between Palmeiras and WTorre over disagreements over the unusual contract model laid out by former President Luis Gonzaga Belluzzo and signed by Arnaldo Tirone, which led to the opening of arbitration a few years ago, are a thing of the past. to parties. . The construction company and the club understand each other well today. According to Macedo’s definition, relations are more than peaceful, they are “friendly.”

“Relationship with (Mauritius) Galliotta and keep up the good work with Layla (Pereira)“, – he says, quoting the former president and current president of Palmeiras. “Today, on our part, there is an understanding that Palmeiras is our main partner, and Allianz is the home of Palmeiras. And from the Palmeiras side, they understand that WTorre is very efficient as an operator. While other clubs are losing money from their stadiums, Palmeiras has income from operating the arena,” he adds. The numbers were not disclosed.

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