Richard Seymour works for the strategic management consulting firm CAA ICON, UK, in a key post. Seymour and his team have their fingers on the pulse of the fans and the venue industry through data. And data has played a crucial role in helping CAA ICON script the success stories of many venues around the globe.

He avers that data is key for the venue operators/owners to make decisions in their venues whether it is renovation or a new build – “Data is very important. It cannot be an afterthought and it definitely cannot be an afterthought while renovating a venue or in a new build.”

Richard Seymour is based out of CAA ICON’s London (UK) office. He has nine years of experience in the sports industry in consumer research-led insight, rights valuations and business feasibility. He has over 10 years of experience in data analysis and consumer insight for both online and offline multinational brands. He is experienced in leading consulting, research and data teams and delivering projects grounded in consumer research, insight and data analysis.

In an exclusive talk with ‘Coliseum’, Richard Seymour, Strategic Advisory Director, CAA ICON, UK, gives a brief overview on how to utilize the global trends and data to drive decision-making in European stadia. He stated that as part of running fan surveys (which resonated globally) it has come to the fore that “the fans go in for savory food and prefers more seating options”. Seymour also underlined that the CAA ICON surveys further revealed that while for the venue owners/operators generating handsome revenue counts the most the same does not hold good for the fans – “For the general fans smooth ingress-egress to the venue matters the most and they are not interested in the premium seating and the hostesses.”

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