Max-Schmeling Hall in Berlin - 22nd IAKS Congress, 26 – 28 Oct ...

Max-Schmeling-Halle Berlin 

Venue design from an operator’s perspective 

22 nd International IAKS Congress & FSB 

2011 | 10 | 27 Cologne, Germany 

Gegenbauer Location Management & Services GmbH

Your Speaker. 

Oliver Duderstädt 

» Residence: Berlin 

» Aged 41 

» Political Economist 

» 1998 – 2004 Event Manager 

Max-Schmeling-Halle 

» since 2004 

Consultant and 

Project Developer 

2

Agenda 

1. Gegenbauer Group 

2. Max-Schmeling-Halle Berlin 

3. Missing Multifunctionality 

4. Utilization Concepts 

5. Finale 

3

Combining emotions with maintaining value. 

Gegenbauer Location Management & Services GmbH 

� 

Venue Management Facility Management 

= 

Location Management & Services (location-management.de) 

Operations Consulting 

4

Event- and Facility Management = Location Management. 

Our approach. 

Event Management 

� Acquisitions 

� Scheduling and Roomallocation 

� Event-Planning & - 

Operating 

� Arena- & Event-Marketing 

� Catering 

� Ticketing 

Operations 

Technical 

Facility Management 

Outdoor 


Facility-Management-Services 

focussed on all kinds of Events 

Commercial Facility 

Management 

Location Management & Services 

Consulting 

Individually taylored 

Concepts 

� Project- and 

Organisation Consulting 

� Technical and 

constructional 


� Supportservices and 

Implementations 

5

References. 

Venues 


Berlin, since 1997 

IKBB – former german 

parliament 2004-2006 

Velodrom 

Berlin, since 1997 

IKBB – former german 

parliament 2004-2006 

Rittal Arena Wetzlar 

since 2005 

Beethovenhalle Bonn, 

2005-2006 

Rhein-Sieg-Halle 

Siegburg, since 2006 

Olympiagelände/ 

Olympiastadion Berlin, since 

1997 subservices 

6

References (extract). 

Kongress- und Konzerthalle, 

Bonn 

Info-Box, 

Megaposter GmbH 

Kongresszentrum im Lehrter 

Stadtquartier, Berlin * 

Kongresszentrum im Europaviertel 

Frankfurt a.M. 

Konferenzzentrum, 

Stadt Böblingen 

Multifunktionsarena, 

IHK Coburg 

Mehrzweckhalle, 

Rhein-Kreis Neuss 

Sport- und Kongresshalle, 

Schwerin 

* Vivico Real Estate GmbH since 1. Juli 2011 is namend CA Immo Deutschland GmbH 

Kongresszentrum und 

Kulturhaus 

Multifunktionsarena, 

Stadt Ludwigsburg 

Multifunktionshalle, 

Stadt Wetzlar 

multifunktionales Zentralgebäude/ 

Audimax, Lüneburg 


Kulturhaus, 

Stadt Ludwigsfelde 

Arena 

Gummersabch, 

VfL Handball 

Gummersbach 

GmbH 

7


Division 

Industrial & Public FM Health Care 

Property Services 

Location Management 

Facility Services 

Division 

Cleaning Services 

Security Services 

One source for 

adding value 

Business units 

» Sectorspecific 

» Distinct 

» Integrated 

85

Bremen 

Schwerin 

Hamburg 

Greifswald 

Neubrandenburg 

Birkenwerder 

Hannover 

Berlin 

Frankfurt/O. 

Potsdam 

Cottbus 

Kassel 

Wolfsburg 

Salzgitter 

Magdeburg 

Dessau 

Düsseldorf 

Halle 

Leipzig 

Cologne 

Siegburg 

Bonn 

Erfurt 

Dresden 

Chemnitz 

Wetzlar 

Frankfurt/M. 

Wiesbaden 

Würzburg 

Mannheim 

Saarbrücken 

Freiburg 

Karlsruhe 

Stuttgart 

Villingen- 

Schwenningen 

Nuremberg 

Munich 

Traunstein 

Over 85 years in the service sector 

Facts & figures 

» Founded 1925 in Berlin 

» Services portfolio Integrated FM 

» Key sectors Industry & research 

Financial services 

Residential sector 

Health care services 

Public sector 

Venue & Event sector 

Administrative offices 

» Offices in all industrial areas of 

Germany and in Poland 

» Pan-European 

presence 

» Employees (2010) 14,562 

» turnover (2010) € 387.9 million 

9

Agenda 






10

The awarded Max-Schmeling-Halle Berlin. 

-Multifunctional Sports Facility for International Events- 

Get a „golden“ first impression. 

11

The Max-Schmeling-Halle Berlin. 

History 

» Architects: Jörg Joppien, Annette Maud-Joppien, 

Albert Dietz 

» Completion: June 1997 

» Construction Costs: 205 Mio. DM (104,8 Mio. €) 

» Public Owner: City of Berlin 

» Private Manager: since 1997 / 2008 

Velomax Berlin Hallenbetriebs GmbH 

(100% Subsidiary Company of the Gegenbauer Location Management & 

Services GmbH) 

Member & Partner 

12

24,5% 

Sports 

2,0% 

Eventmix 2010 


6,1% 

67,3% 

Conventions, Congress 

Concerts Musical, Show, Ballett 

Die Max-Schmeling-Halle Berlin. 

The green bridge connecting former East- and former West-Berlin. 

» Sustainability: Green Globe Certifcate as the first 

multipurpose arena in Berlin 

» Occupancy Arena 2010: 151 days 

» Occupancy Gyms A,B,C: 

340 days p.y., opened daily 7-22h 

» Sports Events aver. 65 – 75 % 

» www.max-schmeling-halle.de 

» Primary User 

- Füchse Berlin (1. National German Handball League) 

- SCC Berlin Recycling Volleys 

(1. National German Volleyball League) 

- 1997-2009 Alba Berlin Basketball Team 

(1. National German Basketball League) 

13

ANKERMIETER 

14

References. 

Events (extract) 

Sports Events 

» World- and European Championships (u.a. Basketball, Volleyball, 

Hallenhandball, Boxen, Tanzen) 

Entertainment 

» Robbie Williams, Bruce Springsteen, Herbert Grönemeyer, Madonna, Elton 

John, Tokio Hotel, Take That, Rammstein, Kylie Minogue, David Garrett, PINK, 

Bryan Adams, Joe Cocker, The Killers 

» Lord of the Dance, Apassionata, Disney on Ice, „The Dome“, „Wetten dass..?“ 

» german comedians like Mario Barth, Atze Schröder, Ralf Schmitz, Urban Priol 

Special Events 

» Gala-Abende und product presentation by Audi, Mercedes-Benz, Panasonic, 

Wella, Hapag Lloyd, Berliner Volksbank 

» Night of the Jumps 

Conventions, Congresses, Fairs 

» Berlin Pow Wow, Enjoy BERLIN, OSTPRO, Domestic Animal Fair 

» Party Conventions Bündnis 90 / Die Grünen, Die Linken, CDU 

15


Building Structure - Layout 

16



Facts Arena 

Total capacity: 11,900 

Seats in grandstand: 7,491 (extended) 

Flexible seating: up to 1,500 persons 

Arena floor space: 2,000 sqm 

Electricity: over 1,800 kW 

Load-bearing capacity: 120 t 

Height: 18 m 

Truck access possible 

Basic stage up to 360 m² 

12 production offices 

16 cloakrooms 

7 VIP cloakrooms 

17



Auxiliary rooms 

VIP-Lounge: 460 m² 

Restaurant: up to 120 persons 

Press conference room: 150 m² 

Conference room: 60 m² 

Colonnade hall: 2,420 m² 

Sports halls A+B: 2,430 m² 

Sports hall C: 1,215 m² 

Ballroom (dance studio): 400 m² 

Ballet studio: 210 m² 

Crew catering room: 360 m² 

18



On two different levels, you will find the VIP-Lounge, press 

conference room, restaurant and offices. 

19

Capacity 

Offices 

20


History 

21


History 

The Plot 

» Projected as a boxing, gymnastics- and ballgame 

sports arena in the context of the application of the 

city of Berlin for the Olympic Games 2000 

22

Magic Moments in Australia. 

101. Session of the IOC 

1993 | 09| 23 

The Olympic Games 2000 

SYDNEY 

What would become to the Max-Schmeling-Halle Berlin? 

23


Re-Thinking, Re-Planning, Re-Constructing 

Despite the failure of the application, the construction of the 

Max-Schmeling-Halle, already starting in June 1993, had 

been completed due to the lack of appropriate Sports 

Venues in unified Berlin and the political intention for 

closing former West-Berlin multipurpose arena 

”Deutschlandhalle”. This led to: 

» re-orientation 

» new definition as a multipurpose arena 

» cost savings 

» partly no or different completion 

» new utilisation concepts had to be developed 

» thinking about new concepts to operate the venue 

24

Agenda 






25


Pofitability through Multifunctionality 

Built as a sports facility but managed and profitably 

operated as a multipurpose arena. 

» Profitability 

- Public Private Partnership between the City of 

Berlin and privatly owned company Velomax/ 

Gegenbauer 

- operating lease commitment 

�Multifunctionality 

At that time: 

Does the arena meet technical and structural 

requirements to achieve profitability in 

multifuntionality? 

26

10 hints for missing multifunctionality. 

Problems to face - things to re-think, re-plan and to re-build 

1. arena built light-flooded, translucent, no blinds to black out 

2. not sufficient high-voltage current for many kinds of 

productions, partly at the wrong place 

3. missing pre- or secondary rigg for production trussing over 

main stage 

4. not enough toilets resp. at the wrong position (backstagearea) 

5. missing cable-conduit to TV camera positions in arena 

6. missing crew-catering room for productions 

7. too little or no communication medium 

8. VIP-Lounge & restaurant unfinished 

9. missing catering booths 

10.missing chain hoist & trussing to black out and downsize 

arena 

27


Things to be done. 

» expansions during daily operations 

» based on a designated public budget 

�examples given for realised expansions 

28


Problems to face - things to re-plan and to re-build 

» arena built light-flooded, translucent, no blinds 

to black out 

» not sufficient high-voltage current for many 

kinds of productions, partly at the wrong place 

» missing pre- or secondary rigg for production 

trussing over main stage 

» not enough toilets resp. at the wrong position 

(backstage-area) 

» missing cable-conduit to TV camera positions 

in arena 

» missing crew-catering room for productions 

» too little or no communication medium 

» VIP-Lounge & restaurant unfinished 

» missing catering booths 

» missing chain hoist & trussing to black out and 

downsize arena 

29




to black out 















30




to black out 















31




to black out 















32




to black out 















33




to black out 















34




to black out 















35




to black out 















36




to black out 















37




to black out 















38

Conclusion. 

Important experience for the operator of Max-Schmeling-Halle (= us) 

» Result: 

The Max-Schmeling-Halle became a multifunctional, 

nationally and internationally successfull to promote 

sports arena. 

» Something to learn? 

- Expansions in technique and in the building during 

daily operations are expensive, and at the expense 

of profitability and efficiency. 

whereas 

- Based on substantial utilization concepts, initial 

construction costs might be higher but will 

financially pay off in the life-cycle consideration of 

the building. 

39

Agenda 






40

Our propositions. 

Keep concepts as wide as possible for success. 

1. Working together with 

consultants that are experienced 

in operations. 

- Experienced in Event-/ and 

Venue Management 

- Experienced in Facility 

Management 

2. Provide a utilization concept 

prior to planning and 

constructing 

3. Requirements Planing (DIN 

18205) 

41

Utilization Concept & Requirements Planning. 

Utilization Concept as a result of sub analysis 

» potential clients and target groups 

» potential options for use and intensities of use 

(events profile of the facility) 

» recommendations for capacities and focus for events 

» requirements and necessities regarding size, use, 

ammount of floor space and rooms as well as the 

building structure 

» requirements and necessities for equipment and usespecific 

technical features 

» possible synergies (neighbourhood) 

42

Utilization Concept 

Demand-oriented concepts. 

Utilization Concept as a basis for… 

Construction 

Concepts for planning and 

constructing 

Management 

Feasabilityconcepts, Concepts for 

the organisational structure 

Facility Fanagement 

Facility Management Concepts 

43

Demand-oriented concepts. 

Further (sub)-concepts based on the results of the Utilization Concept. 

Utilization Concept 

Construction 

Management 

FM 

room layout, function charts, infrastructure, equipment, 

furniture, event technique, fire protetion, security 

concepts, employment protection, seating plans, 

ermergency organisation, documentation 

analysis and designing the oraganisational- and 

management structures and processes, ticketing, 

operating schemes, human ressource concepts, 

marketing & sales, catering 

FM planning in advance – materials, surfaces, everyday 

solutions to sustainably reduce operating costs 

Process oriented, long-term FM concepts focussed on 

the life-cycle of the real estate (sports facility) 

44

Agenda 






45

Thesis 

» Venue operators are a nightmare for initiators of 

new arena projects. 

46

Something’s wrong? 

Solution 

» Darkended glas to 

avoid light to shine 

from production 

offices into the dark 

arena interior and 

to keep spectators 

from looking into 

the backstage-area 

47

Protect your building. Avoid additional costs. 

Solution 

» Many users, many 

service provider – 

lots of potential 

damages and costs 

48

Reducing costs 

Solution 

» While planning 

ways, space and 

surfaces go back to 

the future an think 

about costs for 

everyday cleaning 

over years! 

» Do cleansing 

machines fit? 

(lenght and width) 

» Can they drive the 

radius around the 

corner? 

49

Logistic 

Storage Capacity 

» Multifunctionality 

requires high 

storage capacities. 

» Think about it: 

- Basketball Court 

- Handball Court 

- Volleyball Court 

- Dancing Court 

- Stage elements 

- Chairs, Tables 

- Stairs 

- Tool Kits 

- … 

50

Somehow too complicated, yet dangerous 

Loading ramp and door 

» not high enough 

» not wide enough 

» difficult angle for 

trucks 

Loading with up to 

3 forklifter = 

additional costs 

51

Thesis 

» Venue operators are the „natural enemy“ of 

initiators for new arena projects. 

» Planning an arena from outside to inside: 

- don‘t be surprised when the handball court will 

not fit into the basketball court 

- don‘t be surprised, baskeball team meetings 

suddenly are held in your office or the VIP- 

Lounge due to lack of alternative room capacity 

� Also think from inside to outside. 

» In the long run you will love us. 

» You don‘t have to love us but you are invited to 

listen. 

52

Getting things into a more successfull direction. 

Working together with operation experienced consultants 

» Max-Schmeling-Halle was not misplanned. It just 

had a different approach and background (Olympia 

2000). Today it is a successfull multifunctional 

sports arena - successfull in both: professional 

marketing and open to the public in sports 

» Even the experienced „operations“ consultant 

can not predict the future. But meeting the state of 

the art requirements (laws, regulations, norms, 

rules, standards, ...) is crucial and will be the least, 

owner, investors, architects and planners should ask 

for from a professional and experienced venue 

management consultant. 

53

Thank you very much for your attention. 

Oliver Duderstädt 

Gegenbauer Location 

Management & Services GmbH 

Consulting & 

Project Development 

Paul-Robeson-Straße 39 

10437 Berlin 

54 

oliver.duderstaedt@gegenbauer.de 

www.location-management.de

Max-Schmeling Hall in Berlin - 22nd IAKS Congress, 26 – 28 Oct ...

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