The meetings industry in the past 20 years has seen rapid worldwide growth, the construction of purpose-built convention centers, and the conversion of many other types of buildings for use by this sector. In some instances, it has been responsible for the regeneration and refurbishment of sports stadia, as the facilities seek to exploit their unused capacity as a way of increasing revenue. Some stadia have capitalized on this comparatively “new” field of nostalgia sports tourism and entered the very competitive meetings market, even including access to some backstage areas as a way of differentiating their product. This paper explores the issues involved in this use of stadia, utilizing 2 case studies from the United Kingdom and Australia to identify the implications and future opportunities available.
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Leask et al. (2002) studied this question.
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