Delaware North recently began operating exclusive tours of London Stadium (previously known as The Stadium at Queen Elizabeth Olympic Park), where it also operates food and beverage services. The stadium tours initiative, which began on Aug. 12, is Delaware North’s first such effort in the United Kingdom.
London Stadium served as the home venue for the 2012 Summer Olympics and Paralympics, hosting the track and field events and opening and closing ceremonies. It was later renovated as a multi-purpose stadium, with its primary tenants being West Ham United Football Club and British Athletics.
“With exclusive access to areas of the venue that are typically private, superstar footage and unique interviews, the new London Stadium tours are perfect for London 2012 enthusiasts, West Ham United supporters and anyone simply interested in understanding the workings of a world-class stadium,” said Dan Hurst, senior tours operations manager for Delaware North at London Stadium.
Visitors will get to explore one of the top hospitality areas in the stadium and relax in a seat with fantastic panoramic views. After visiting the changing rooms and using the newly-developed Shirt-Cam technology, the experience continues in the unique indoor running track activity area.
“And fans of the stadium’s newest residents, West Ham United, will not be left disappointed as they follow in the footsteps of their heroes and make the walk along the players’ tunnel and out to the manager’s dug-out, before standing pitch-side at the iconic venue – where they can imagine they are being serenaded by a deafening rendition of ‘Bubbles,’ the West Ham anthem, by 60,000 fans,” Hurst said. “The venue will come alive through a 90-minute, interactive multimedia tour that has been specially developed for London Stadium.”
Every visitor is given a handheld device that plays video and interactive content during their journey throughout the venue – showing interviews with footballers and athletes, as well as highlights from the history of the stadium, UK Athletics and West Ham United. There are “Tour Experience-Makers” around the route to enhance the customer journey. Tours are offered in five languages at present, with more to be added next year, Hurst said.
To bring the tours to life, Delaware North has been working closely with West Ham United, UK Athletics and stadium tour and content specialists Imagineear.
“We’re delighted to be hosting the London Stadium Tours and look forward to giving visitors to the stadium an exciting, memorable and informative experience,” said Doug Tetley, managing director of Delaware North’s UK operations.
Since its launch, more than 4,000 people have experienced the new tour.