A Free Market Arena Pacaembu reopened the doors to the public with free access to the complex. The proposal is that the stadium operates as an urban park, available to the population for leisure and sports activities.
In an interview with the CNN Sports S/A, Eduardo BarellaArena CEO, and Thiago Savoldidirector of new business and experiences, commented on the importance and approach of the reform.
According to the interviewees, the democratization of access is one of the main assets of the reopening.
“In fact, it is this dynamic: people can arrive and enter. In the past, they had the need for a card, register, not here, they are invited to enter and to enjoy the complex. The use of sports equipment, the pool, the gym and the tennis center, they are made by reserve in our application,” said Barella.
The CEO has made it clear that the success of the reopening is directly linked to the public adhesion with the innovative dynamics.
Our idea has always been that the dynamics of the Free Market Pacaembu Free Market was a dynamic that resembled a park. And that people were invited to enter, to enjoy this infrastructure. Also, for us, the greater the number of people, the better.
Beyond an asset
According to Barella, the model is uncommon even outside the country. He highlights the social role of the complex.
“Our vision has always been a view of a real estate asset, which by the way there is a field, which by the way is very important, which by the way has a great story and that we want to preserve and enhance, but our dynamics is the fact that people whose presence of people is fundamental,” he explained.
Thiago Savoldi reinforces the importance of interaction with the public to keep the cultural identity of Brazilian football alive.
If there is something democratic in this country is football. We appropriated the sport, we became the country of football. (…) This relationship of the Brazilian with football, she is passionate and very rich.
Experience focused on the public
With free admission, without the need for prior registration. The exception is sports equipment, which require reservation via application.
The pool is free, as it was before private management. To use, you must register, present medical examination and book time. Already the gym and the tennis center operate by lease.
“Our decision (…) was by maintaining the dynamics of operation of when the equipment was managed equipment (…) by the public. So, the pool, it is free. You have the obligation to register, present your medical examination and make a reservation of time.
The guided tour, which allows the visitor to step on the lawn and hit penalties, is one example of the attempt to.
The intention, according to Savoldi, is to preserve.
Families access the complex and they want to touch the grass, they want to step on the lawn. (…) This proximity is important even for us to maintain this tradition and this positive relationship of football for the next generations.
CNN Sports S/A with Eduardo Barella and Thiago Savoli airs this Sunday (10), at 21h15 (Brasília time), CNN Brazil and YouTube of CNN Sports.
CNN Sports S/A
With Eduardo Barella and Thiago Savoldi, it reaches the 103rd edition. Presented by João Vitor Xavier, the program addresses the backstage of a billion market and is one of the most profitable in the world: sport.
On the agenda, the hottest subjects in the industry in the world of the ball, from the perspective of economics and business.
