CASE STUDY
Riverbank Renewal

“The Adelaide Oval Stadium Management Authority engaged Square Holes to conduct research into the type and quantity of corporate products that could be sold at the redeveloped Adelaide Oval. The research findings gave us the confidence to build a range of facilities that could be sold and allowed us to price these in a manner that would maximise revenue for a sustained period. To date, we have been able to achieve strong sales and the feedback on the quality of product has been very positive.”

- Darren Chandler, General Manager Operations & Commercial, Adelaide Oval SMA

Opportunity

Square Holes worked with the Stadium Management Authority [SMA] extensively from 2010 to 2015, including working with its various partners SACA, SANFL and the AFL, to support the design, pricing and marketing of the corporate hospitality offering at the currently in redevelopment Adelaide Oval. Other general consumer research for Adelaide Oval has also been conducted since 2010. Square Holes has also worked on multiple government and commercial projects in relation to the precinct over the past decade.

Square Holes had worked with the SANFL in 2007 in relation to priorities to upgrading the then home of South Australian football 'AAMI Stadium.' While moving the stadium to the Adelaide CBD was regularly discussed by local media and recommended by other experts, it was a most sensitive topic, and discussion about any such move was a sensitive topic to many. The redevelopment of Adelaide Oval is well recognised both within South Australia and well beyond as a world-class stadium in a wonderful city.

Square Holes has also worked with the SA Government, Renewal SA, Adelaide Casino and other Adelaide Riverbank partners and neighbours over the past decade to support this once in a life-time renewal of the precinct into the cultural heart of South Australia. This has included work for Adelaide Casino to inform the hospitality and wider entertainment offering. Square Holes has also worked with Renewal SA in relation to the Railway Station, it's development priorities and retail and hospitality mix moving forward. The Adelaide Railway Station is viewed by many as neglected for many years, but positioned at the heart of the riverbank , it is the heart pumping visitors into the precinct. Many of Square Holes projects in relation to the precinct have involved key government, sport, arts and other stakeholders. It has been pleasing to observe the positive mood shift and optimism moving forward.

Outcomes

The research for the Stadium Management Authority, Adelaide Casino and wider precinct partners was a joy. It was so wonderful to play such a key role in this once in a life-time revitalisation of the heart of Adelaide and wider South Australia, sports, arts and culture. Other than the huge cultural and economic impact of the development of the precinct, Square Holes was pleased to be awarded a National Finalist position for the Research Industry Council of Australia Research Effectiveness Awards / Consumer Insight category.

"We worked with Square Holes to ensure that our planning for our $350+ million dollar development meets the needs and captures the imagination of a variety of different customer groups and stakeholders. The team at Square Holes has been accommodating and easy to work with, and their research has been critical in revealing important truths and providing a clear direction moving forward."

- Aaron Morrison, former General Manager Adelaide Casino, SKYCITY Entertainment Group