(Re)thinking place atmospheres in marketing theory

Abstract

<jats:p> This article explores consumers’ experiences of place atmospheres through a study into football matches, a context in which atmosphere is pertinent. While existing marketing literature concerning atmospherics largely conceptualises atmosphere as controllable, singular, and confined to the consumption environment and experience under investigation, we instead contribute a more spatially and temporally porous theorisation. Drawing insights from both consumer research and geography surrounding affect, embodiment and atmosphere, we unpack the spatial and temporal aspects of atmosphere in relation to consumers’ past memories, disrupted routines, and anticipations of future. The article contributes, therefore, to bourgeoning literature within marketing and consumer research regarding the consumption in – and of – places. </jats:p>

Towards a comprehensive understanding of football stadium tourism

“…While the transformation of football stadia is an international trend, there has been particularly dramatic change in England in recent decades. Top-flight English clubs were compelled to convert their stadia into all-seater arenas in concordance with the recommendations of the 1989 Taylor Report into the Hillsborough stadium disaster (Steadman et al, 2020). The abandonment of large standing terraces led to a dramatic reduction in capacity and loss of match day revenue that prompted clubs to invest in expanded seating areas.…”

“…Meanwhile, other clubs have abandoned their antiquated stadia for new purpose built stadiums, working with local government and the property sector to create multifunctional visitor destinations. In 2003, Manchester City Football Club, working with the municipality, moved from their old Maine Road ground to the new Etihad Stadium (Edensor & Millington, 2010;Steadman et al, 2020). The Etihad anchors a wider brownfield regeneration scheme, comprising the National Cycling Centre, regional squash, tennis and athletics facilities.…”

“…The Etihad anchors a wider brownfield regeneration scheme, comprising the National Cycling Centre, regional squash, tennis and athletics facilities. Following the club's 2008 takeover by wealthy Abu Dhabi investors (Steadman et al, 2020), the main stadium has been expanded to accommodate 55,000 spectators and is used for conferences, business meetings, and music concerts. The complex is linked to the city's tram network to facilitate connectivity to the city centre, which coupled with proposals to create Europe's largest indoor arena at the site, with retail, food and accommodation services, consolidate the area's status as an international sports and leisure destination (Makwana, 2020).…”

“…Though such transformations may have rendered football stadia more attractive sites for tourism, concerns they have undermined their homely qualities and constrained fan expression have intensified (Steadman et al, 2020). While stadium experiences are often shaped by the atmosphere generated by local fans during matches (Edensor, 2015), in maximising revenues and capacity stadium managers must appeal to a wider constituency (Edensor & Millington, 2008), including core local fans besides occasional visitors to matches and non-sporting events, and more geographically dispersed tourists whose visits are part of a broader touristic experience (Weed & Bull, 2004).…”

“…Many football clubs are adding new usages within stadia to attract diverse types of visitor throughout the year (Paramio, Buraimo, & Campos, 2008), with some moving to new multi-functional arenas. Despite these developments, many existing studies remain narrowly focused on routine match-day experiences of local fans, neglecting the experiences of more occasional visitors who seek experiences other than watching football matches, and more geographically-dispersed fans (Edensor & Millington, 2010;Steadman, Roberts, Medway, Millington, & Platt, 2020).…”