As any commercial team knows only too well, football stadiums face a very different challenge in between fixtures.
While matchdays drive intensity, atmosphere and guaranteed demand, many stadiums still struggle to unlock consistent commercial value from their hospitality spaces once the final whistle has blown.
When our work for the brilliant Seat Unique called for us to create their uber-premium suite at the Co-op Live in Manchester, we saw first-hand just how different an Arena rhythm is to sports; with the focus on constant turnover, fast turnaround and premium guest experiences that have to work night after night, and week after week.
And one of our biggest takeaways was that this is a model that sports stadiums can learn a great deal from for their own high-end hospitality spaces.
Inside the landmark Co-op Live, this “every single night” thinking is embedded into each premium environment - and none more so than the Seat Unique Club which, designed and built by the DT Sports team, is a perfect case study for how arena-led hospitality principles can translate into sports environments to drive year-round revenues, partner value and guest delight.
While it’s a project that sits outside the football mould, there are plenty of lessons here that are highly relevant to clubs looking to futureproof their revenues from premium guest experiences - so let’s dive a little deeper…
A Premium Space that delivers on all fronts - DT Sports X Seat Unique at Co-op Live
Why Arena Hospitality is Designed to Perform
Arena hospitality is built on a simple commercial truth: these are spaces that must perform, and perform repeatedly and reliably, regardless of what’s going on on the stage.
Unlike traditional stadium suites built around a single sport and match schedule, these venues have to:
- Turnover quickly between events.
- Adapt with ease to different audiences.
- Feel premium without any compromise on flexibility.
- Deliver a consistently excellent experience, even under pressure.
This all calls for a focus that covers adaptability, operational efficiency and great guest experience in equal measure - all just as crucial for stadiums looking to boost non-matchday revenues.
And while arena hospitality may demand this approach by necessity, this thinking has always informed how we design every DT Sports stadium project too - delivering out-of-this-world spaces that are versatile, intuitive and commercially resilient, working just as hard between fixtures as they do on matchdays.
Browse more of our DT Sports projects here
Inside The Seat Unique Club at Co-op Live
Let’s step inside the Seat Unique Club and highlight some of the design lessons that make this space sing.
Conceived as a VIP dining and hosting environment for corporate clients looking for an elevated experience that’s still strongly connected to the energy of an event, our talented team delivered this stunning space in just eight weeks.
With its opulent, members’ club vibe, luxury private bar and the plushest of seating for up to 16 guests, it feels exclusive and indulgent - while staying flexible enough to support an always-changing rota of events and brand activations.
And importantly, the space never loses Seat Unique’s own brand identity in the process, with subtle but significant cues built in to make sure the brand name is quietly but firmly embedded in the guest experience.
Throughout, our approach was rooted in comfort, flow and ambience, so the lounge would be perfectly primed no matter its use; from pre-concert dining and corporate entertaining to post-show drinks.
Subtle but statement branding - DT Sports X Seat Unique at Co-op Live Arena
To do this, we:
Designed for constant turnover
One of the clearest lessons stadiums can take from arena hospitality is the importance of designing for repetition and seamless change.
Arena hospitality spaces can host a whole range of different audiences every single week, and each one of them comes with their own expectations and behaviours.
In interiors terms, this means you need:
- Intuitive layouts that need no explanation.
- Materials that withstand heavy use while offering a plush, premium feel.
- Lighting that can dial the mood up or down (and do it quickly).
- Flexible furniture and zoning to support different group sizes.
Here, we achieved this through a combination of thoughtful, bespoke design touches; from the open booth-seating style and the sweeping curves that create a sense of easy flow, to the layered lighting, which creates a luxurious, intimate feel.
The result is that guests get how to use the space instinctively, and that both reduces friction and increases dwell time - making it a principle just as valuable for stadium lounges and sponsor suites.
Out-of-this-world Hospitality Design in action - DT Sports X Seat Unique at Co-op Live
Harnessed the power of the Premium Guest Journey
Arena hospitality excels because it’s absolutely obsessive about the guest journey.
In the Seat Unique Club for example, the whole experience feels curated from the moment of arrival - a private entrance for the smoothest of VIP entries, clear sightlines for immediate orientation and design elements that ooze quality and refinement, from the rich textures and premium finishes to the subtle tonal shifts that bring depth and warmth.
It all combines to create a sense of pure ease; something so key to great hospitality but too often overlooked in traditional stadium settings.
And that’s why, for sports stadia, this is such an important takeaway.
Your premium guests won’t just judge the quality of the food or their view, they also factor in:
- How smoothly they arrived.
- How welcomed they felt.
- How intuitive the space was to use.
- And how effortless the experience felt overall.
Designing with these moments in mind on matchdays and beyond can dramatically increase perceived value - and that encourages those all-important repeat bookings and word-of-mouth referrals as well as strengthening partner relationships.
Adaptability is key - DT Sports X Seat Unique at Co-op Live Arena
Kept Flexibility top-of-the-list
And while the Seat Unique Club looks and feels utterly luxurious and indulgent, we think its real strength lies in its adaptability.
Designed to support every type of event from pre and post-event hosting and corporate dining through to informal networking and brand activations, its versatility keeps it commercially viable for Seat Unique across the Arena’s packed calendar - another fundamental lesson for stadiums looking to diversify their hospitality offer.
What do we see as the key takeaway for commercial teams in football from this design?
It’s that spaces that can shift their purpose without losing their identity offer endless value in comparison to rigid, single-use suites, which work great on matchdays but limit your potential to earn extra revenues in between.
Transferable lessons in action:
DT Sports X LUFC with (clockwise from left) the 773 Box, 1919 Suite and Peter Lorimer Steakhouse
What Stadiums can borrow from Arena Hospitality: A checklist
Tapping into the expert advice of our specialist team, here are the lessons we see as the most important- and transferable - when it comes to stadium design:
Design for frequency, not just occasion
Stadium hospitality often peaks on matchday, but arena hospitality is designed to perform again and again - and to do so in quick succession.
Stadiums that adopt this mindset can unlock more non-matchday bookings without any compromise around matchday experience.
Prioritise intuitive layouts
Guests shouldn’t need staff guidance to understand a space.
Choose clear zoning, create natural flow and build in visual cues to reduce friction and improve comfort; particularly key in high-turnover environments.
Invest in finishes and furniture that can flex
Premium materials and furnishings that balance style, luxury and durability with versatility allow spaces to host different audiences without any issue.
Elevate the arrival experience
A private entrance might be impossible for you to offer, but clear wayfinding and considered transitions are still a great way to set the tone before guests even sit down - small experience shifts that deliver a big impact.
And treat hospitality as a journey, not a room
Arena hospitality succeeds because every step of the guest experience is meticulously mapped, planned and perfected.
When Stadiums adopt this approach too? It’s possible to dramatically improve both the satisfaction of your commercial clients and your own commercial performance in one go.
As more clubs look to develop revenues beyond the traditional matchday cashflows, arena hospitality offers a strong blueprint for spaces that are flexible, efficient, premium - and always in use.
By borrowing these principles and applying them with plenty of design savvy in stadium environments, you can unlock new revenue streams, attract a wider audience and futureproof your commercial offering.
