Whether it be weddings on the hallowed turf of the Melbourne Cricket Ground, or afternoon tea in Lord’s Long Room, venue operators are looking for ever more creative ways to turn their sporting structures into fully operational commercial venues, open for business 365 days a year. Kevin Roberts provides a definitive guide to turning your white elephant into a home-for-all-occasions, as he finds out the most effective methods and common pitfalls of making your sports stadia about more than just sport.
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