How Celtic Football Club plans to maximise revenue from its stadium

Cloud SaaS

by Duncan MacRae| 02 July 2014

By adopting Priava Cloud, Parkhead stadium’s owners and operators could more effectively target and secure additional revenue streams.

Celtic Football Club has upgraded its existing premises-based system, Events Perfect, to a cloud-based venue and event management booking solution from the same company, Priava, a cloud-based venue management software company.

Designed to add value and a rapid return on investment to venue owners and operators, Priava's new purpose built enterprise venue and event management booking system is said to incorporate all the complexities involved with multi-venue availability, including event logistics, catering, equipment and resource requirements.

James Pegum, CEO, Priava said: "After a ten year relationship, we are delighted that Celtic Football Club has continued to place its trust in Priava and deploy our new cloud-based offering that will further enable them to maximise the revenue potential from this world famous stadium.

"In recent years, the role of the football stadium operator has evolved from traditional pitch maintenance, ticketing and the concerns of the dressing rooms, to sweating the asset, maximising commercial revenues and optimising hospitality, meetings and conference bookings throughout the year."

He added: "By adopting Priava Cloud, stadium owners and operators will be able to more effectively target and secure additional revenue streams from facilities such as executive boxes and suites, lounges and restaurants - on match days and also at other times of the year. The other key advantage of our cloud-based solution is that it requires no in-house IT support and is very simple to use so requires minimal training for new users. Priava has a strong client base in Scotland and we welcome Celtic Football Club as the first of these to move to the cloud."

Priava says its solution offers a feature rich software platform from which venue management teams will be able to access critical customer and venue information in real time and gain better insight into their overall business operations from rich reporting capabilities.

The facilities at Celtic Park include a comprehensive range of hospitality options from private executive boxes and executive suites through to lounges, bars and restaurants. Celtic Football Club topped the Scottish Premier League in 2014 and has qualified for next season's Champions League.

Offered in the cloud as a service, Priava enables venue managers to chart and plan future venue availability and review both customer history and ongoing operational trends in real time. The result is both a boost to customer experience and enhanced venue management efficiency.

Cloud software has become a critical component of the venue and event management industry as users want to know they can access reliable and secure information quickly, at any time and from anywhere. The Priava cloud platform enables venue managers to work on multiple events at the same time, rapidly locate any event, contact or account record, manage calendars, and review confirmed events.

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