Marketing based only
In Dome's vision when designing a large scale public complex. the logic of the
clients policies are taken into account. Dome focuses on two aspects, the
bonding strength of a complex and the marketing options. A good accomodation
draws an audience and knows how to keep it, it offers the audience possibilities
to transform their enthusiasm into spending. In these times of extensive
individualising , the need for collective events is growing. Dome regards sports-
and event-arenas as houses of community thinking, with such themes as sport,
music, theatre or a combination of these at the helm.
In the development of large scale theatres
the complexes bonding power takes central stage. Bonding means, what are the
possibilities to create a community around the central building, including the
options of marketing. The idea to be part of such a community is all that is
needed for public cooperation.
In modern times the classical possibilities in realisation have faded; people
are looking for alternatives to shape their own identity. This is why Dome sees
the building where all these people meet as the hardware of a close community.
In its set-up, are the ideal conditions for broad and optimal sales. For example:
the catering industry, merchandising, rental of business accomodations and
advertising facilities. Less traditional services and products such as travel,
financial services, complementary hotel entertainment centres such as cinemas
and new media could also be taken into consideration.
In this way a new and complete world is created around any choosen theme. There
is more than ample consideration for the ever growing demand of collectivity.
The theme oriented needs of the audience, and the ability to transform the needs
of the audience into hard currency. The emotional attachment to a choosen theme
is an important added value in terms of services and product sales.
At the drawing board the mix of wants and experience of the consumer make up the
key ingredients. Above all, marketing means listening to the market. Dome helps
to transform the acquiered information into quality of service, atmosphere,
convenience and amusement. This can than act as a breeding ground for
collectiveness. This in turn will offer the optimal perspective for high-returns
resulting in a mix of classical and innovative business opportunities. To futher
realise the Dome way of thinking one can look at the case of the Gelredome in
Arnhem, This was the first project in which Aalbers had the opportunity of
implementing his market oriented ideas in an integral concept.