Where does a project of this scale begin?
Preparations for an event of this scale begin weeks in advance. The first and most important question is always the same: what exactly is the nature of the event, and how should we tailor the hostess team to it? What sort of guests will be attending? Which entry points will be in operation? What VIP services will be available at the match in question?
We work closely with the security service; they set the guidelines. A few weeks before the match, and again on match day, we receive the most important information from them: exactly when the match starts and when the gates open. We then work out when the hostess team needs to arrive and how many people will be required.
The FTC–Real Madrid match is a good example of this: it was a sell-out, so we brought in extra staff at the entry points to ensure that admission ran smoothly. In such situations, our team’s tasks include:
- assisting with the turntable,
- handling problematic tickets,
- the issuing of accreditations to staff working at the stadium.
At the start of the season, we receive a preliminary briefing on the VIP areas at Groupama Arena, followed by a detailed summary sent by email before each match, setting out exact times and locations. Our hostesses work at the registration desk, in the children’s corner, in the cloakroom and in the various VIP sections, and they are responsible for ensuring that the guest experience is truly memorable.
The right person in the right place
A wide variety of tasks need to be carried out simultaneously within the stadium, and staffing levels must be adapted accordingly. The VIP areas require a completely different approach and style of communication to the busier ticket gates.
For the VIP team, appearance, communication skills, self-confidence, a guest-centred approach and the ability to speak a foreign language are of paramount importance. These are the hostesses who, in many cases, are the first to meet a VIP guest, which is why first impressions play such a vital role.
For the team working at the gates, different skills come to the fore. There, speed, decisiveness, attentiveness, resilience and clear communication can be crucial.
Some people are in their element in an elegant VIP lounge, whilst others really come into their own at a bustling entry point. In our view, one of the secrets to good staffing is recognising this right from the moment the rota is drawn up.
VIP or gate? Two different worlds, the same goal
The VIP team’s main responsibilities are to welcome guests, guide them, provide them with information and support the running of the VIP areas. In contrast, staff working at the gates are responsible for checking tickets, directing arrivals and ensuring a continuous, smooth flow of guests.
Yet there is one very important thing that these two fields have in common: in both, problem-solving skills are one of the most important competencies. Because at an event, something always happens that cannot be scripted.
A guest cannot find their seat. Someone arrives at the wrong entrance. A VIP guest has a specific enquiry. Traffic suddenly increases at a gate. In such situations, the most important thing is not that someone follows the rehearsed instructions to the letter, but that they recognise the situation, know the extent of their own responsibilities, and know when to ask for help.
What happens before and during the event?
There is a great deal of internal preparation behind the work carried out on site. Before every event, we brief the team thoroughly: everyone must know exactly their own position, their duties, the access control process, the arrival routes, the areas, and the basic questions that guests are highly likely to ask them.
One of the most important aspects of a project manager’s role is to see the whole event as a single, cohesive whole. We keep a constant eye on the team and stay in touch with the other on-site managers to ensure that everything goes according to plan and that we can react promptly should any issues arise.
Of course, with an event of this scale, it’s impossible to prepare for everything in advance. But our aim is for the team to be so well prepared that it can handle even unplanned situations with confidence.
What are the real benefits of staffing?
For us, effective staffing means having the right person in the right place, with the right information and the right training.
A project isn’t successful simply because everyone turned up for their shift, or because we „sorted out” every problem, but because the guest notices almost nothing of this. They find the entrance. They get an answer to their question. Any problems that arise are dealt with quickly and professionally by the team. And at the end of the event, we’re left with the feeling that, behind the scenes, everyone knew exactly what they were supposed to do.
For us, this is the essence of professional staffing: from the guest’s perspective, the very best service is often the one they don’t even notice. And we have been working for years to ensure that this is the standard at the Groupama Arena, even during the biggest matches.
