Up-‘Close’ tour of Johan Cruijff ArenA


Johan Cruijff ArenA partners with Close App Image: Johan Cruijff ArenA

The Johan Cruijff ArenA (Netherlands) has joined hands with the interactive app Close to make visitors’ visit to the Amsterdam stadium a memorable one and provide them an amplified experience.

The 55,500-capacity Johan Cruijff ArenA is the main stadium of the Dutch capital city of Amsterdam and the home venue of football club AFC Ajax since its opening.

The Johan Cruijff ArenA also offers multifunctional accommodation for large-scale, national and international music and dance events as well as for smaller-scale meetings for (mainly) the corporate segment.

Henk Markerink, CEO, Johan Cruijff ArenA, Netherlands, is a Member of Coliseum’s Strategic Committee.

johancruijffarena.nl sources stated that once the coronavirus dust settles and the doors of the facility are allowed to open again, Close’s direct communication platform will be used to personally inform visitors of the Stadiumtour before, during and after their visit.

In addition, both parties will look into the opportunities if the app can also support the shepherding of larger groups.

johancruijffarena.nl sources added that anyone who buys a ticket for the Stadiumtour, will receive push messages via the Close app with useful information about the most up to date guidelines such as following a fixed route, the latest information on buying food and drinks and if wearing a face mask is necessary. The app also contains the entrance ticket and information on the starting time and at which entrance you are expected. In addition to practical information, Close also offers entertainment features such as the audio tour and a quiz about the stadium.

Sander van Stiphout, Director International, Johan Cruijff ArenA, stated, “With the help of the Close app we can offer visitors of our Stadiumtour a more personal welcome and experience. Direct communication helps improve the visitors flow and reduces waiting times. This allows us to make the stadium visit even more pleasant in times of the coronavirus.”

Sander van Stiphout, Director International, Johan Cruijff ArenA, Netherlands, is a Member of Coliseum – Global Sports Venue Alliance.

As part of the collaboration, smart innovations are also being tested and developed to improve the stadium experience and communication with visitors and staff.

The Close app will, therefore, be tested to see if it can be used to manage and guide larger groups, such as fast and direct messaging, how to keep sufficient distance and the opening of catering points.

The Close platform is a chat-based app. Users gets access to (exclusive) information such as a personal message or a sneak preview of the show.

Thanks to the Close app, visitors get a better user experience and it also provides organizers with customer data to better serve visitors and to create new up- and cross-sell moments.

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