Introducing Silvia Davi
ESSMA: Ms. Silvia Davi, can you introduce yourself to the ESSMA Community? What is your role at Venezia FC and what are your responsibilities at Venezia?
Ms. Davi: I am the Chief Marketing & Communications Officer and Head of Global Partnerships at Venezia FC, the official football team of the city of Venice, Italy. Based in NY and managing a team in Venice, Italy, I am responsible for branding, global marketing, brand, corporate communications, public relations, the press office, digital and social media. I am also responsible for global partnerships, corporate development strategy and thought leadership programs locally and internationally.
ESSMA: Do you have any previous experience in football or with customer experience in general? How did you end up at Venezia FC?
Ms. Davi: Yes, I have developed various sports business programs throughout my career. In particular, when I served as Global Head of Corporate Communications and Marketing at Nasdaq. One key program I developed was a financial literacy initiative with international football legend Pelé. Also, I conducted a few projects with Major League Soccer and NY Red Bulls bringing them to Nasdaq for bell ceremonies with US soccer star Tony Meola to name a few initiatives.I have led various customer experience programs in both B2B and B2C organizations. Most notably within the capital markets industry I was responsible for unveiling the customer “stock exchange” experience for listed companies and media outlets at Nasdaq’s flagship broadcast studio and facility in Times Square. This included developing the exchange’s overall external profile, public relations, international affairs and brand. Within the music and entertainment industry, I was responsible for the implementation of a new brand at Broadcast Music Inc. (BMI) and new marketing appeal during a time of disruption and innovation within the music industry.On a more personal level, I am the daughter of an Italian soccer fanatic (who met my mother at the historic Football World Cup of 1970). Growing up in NYC, I was one of a select few New Yorkers who was raised watching nearly every Serie A, Serie B, EuroCup, World Cups, and many other local games. I often attended World Cup soccer matches to cheer on the Italian National Team with my soccer-obsessed father, which has left an everlasting mark on my upbringing and contributes to my innate passion for the sport. I first had the opportunity to interact with the current President of Venezia FC Duncan Niederhauer within the capital markets and stock exchange industry and more recently within a fintech venture. Following a few Board meetings for a technology start-up where I served as CMO, we often spoke about our mutual passion for the city of Venice and its remarkable artistic, cultural and one of a kind identity. Shortly after, I pitched him on my views for a global strategy to expand Venezia FC’s reach internationally to enhance its marketing, public relations, digital strategy and corporate development. Given my professional and cultural expertise and multilingual abilities, it was a perfect fit and the rest is history. We have been working together ever since last year.
ESSMA: What does the concept “fan experience” mean for you?
Ms. Davi: The concept behind a “Fan Experience” is tied to the club’s overall brand identity and overall philosophy. The focus is on creating a memorable and positive journey for individuals who support our club and overall mission, whether they are going to Stadio Penzo, visiting our shops, engaging digitally, or interacting with the team within the community at local or global events. A successful fan experience builds a strong and loyal fan base both locally and internationally, which is essential for the long-term success and sustainability of Venezia FC. Personally, I find my role as a Chief Marketing & Communications Officer is that of a Chief Experience Officer and I strive to incorporate the fan demographics, input and experience as much as possible as we would not be where we are today without the support of our loyal ArancioNeroVerde community.
ESSMA: How are you trying to provide better customer service, setting yourself apart from other clubs/stadiums? What is the main strategy behind the development of your fan experience approach?
Ms. Davi: Our mission focuses on sporting excellence and integrity and the preservation of Venice. With that in mind we strive to provide a unique customer service by taking advantage of the culture, ambiance and scenic richness of Venice and its unique lifestyle. We are the only club whose stadium is truly on the water, as highlighted within our slogan: “Football on Water” – which sets us apart from any other team. Our main strategy is to proudly represent and serve Venice as much as possible. With the goal of making our local fans feel at home at the Stadio Penzo, and by incorporating our international fans with educational campaigns that focus on cherishing the city, its treasures and our club.
ESSMA: How many people/FTEs are responsible for providing that ultimate customer service and fan experience?
Ms. Davi: On game-day specifically it is all hands on deck. Every employee of the club helps out in order to provide excellent customer service and a premier fan experience. When it comes to the day to day of the customer experience the Global Marketing & Communications group along with the Partnership teams are critical to the overall experience for our fans and sponsors and are composed by internal and external team members. The Match Day & Ticketing team are also critical to the success of the customer and fan experience.
ESSMA: Have you seen the needs of the modern fan over the last decade evolve?
Ms. Davi: The needs of fans over the last decade have definitely evolved. This process seems to be going almost hand and hand with the development of technology and digital experiences that have contributed to the growth of our brand globally. The modern sports fan is seeking a more dynamic, personalised and socially connected experience, leveraging technology, merchandise, social media, video games, and embracing a broader set of values beyond the sport and game itself. Within my past year at Venezia FC, I have evaluated the growth of our reach, traffic, and data which has definitely demonstrated that our fans’ needs have evolved and that they appreciate a proactive and interactive local and international engagement program that combines our sporting excellence with an integrated brand merchandise community and cultural affairs.
Ticketing (& tools):
ESSMA: A first part in the fan journey and providing better customer service is the step of buying a ticket.How have you built the ticket purchasing process to be as user friendly and seamless as possible?
Ms. Davi: Our Ticketing team is always accessible and available via email or telephone to answer any questions and facilitate the ticket purchasing process. Our ticketing provider is Vivaticket, which is one of the largest players in ticket sales. It is a simple process and tickets are easily purchasable on our website, at official stores, and authorized Vivaticket retailers.
ESSMA: For example:Do you work with dynamic pricing?
Ms.Davi: No, we do not use Dynamic Pricing. In Italy there are many fiscal restrictions that make it difficult to use this strategy; prices are set from match to match (although for Serie B they are quite static).
ESSMA: Do you have a secondary ticketing market under the club/stadium’s control?
Ms. Davi: The only tickets sold externally, but still under the club’s control, come from CharityStars auctions, our top sponsor, and Coras, which is an API that displays and resells our tickets on sites linked to airlines (e.g Ryanair Events). Otherwise we mainly sell through our official club and Vivaticket channels.
ESSMA: Do you have 3D previews of a fan’s seat?
Ms.Davi: No, we don’t have a 3D reconstruction of the stadium but it is a service that can be integrated with Vivaticket. We have definitely thought about it and it is something we may consider.
ESSMA: Do you offer mobile or paper tickets?
Ms.Davi: We offer both paper and digital tickets. Access to the stadium is granted through a QR or Barcode.
ESSMA: Some clubs offer tickets as NFT’s, have you considered this?
Ms.Davi: We have definitely explored the possibility of utilizing and having club NFTs, but at the moment we do not have them.
ESSMA: How many season ticket card holders do you have?
Ms. Davi: We have about 1.300 season ticket holders, and 2.600 Supporters Card holders which allows fans to fully experience their passion for the club and access discounts, exclusive event invitations and dedicated promotions.
Food & Beverage:
ESSMA: How many staff work in F&B and catering on matchdays?
Ms. Davi: When it comes to our hospitality areas, everything is organized by our partners. Our partnership team works with them to communicate regarding the areas, number of guests expected in the lounges, and the kind of services we need according to the match time. Usually it is around 8-10 people working in the F&B hospitality areas. We also have seven concession stands located all around the stadium. Two people work in each one.
ESSMA: How are these staff trained to provide better customer service? What are they most focused on (for example: client friendliness, speed of service, quality…)?
Ms. Davi: At our concession stands staff are most focused on speed of service, as we know that fans want to spend the least amount of time possible on line and more time enjoying the game. Having said so, we do also emphasize quality, professionalism and client relations. While in our hospitality areas, we provide a buffet service, so staff are trained to give information and serve/offer drinks. In our buffet we focus on the quality of the food and speed of service.
ESSMA: How have you organised catering facilities to offer fans a smooth and seamless experience?
Ms. Davi: In order to offer fans the best and smoothest experience possible we open our lounges 1 hour and 30 minutes before the match until kick off, and at halftime. Fans can access the hospitality with a bracelet that is handed out before the match by the hostesses at the entrances. Meanwhile our concession stands are in business from the moment that we open the doors of the stadium to its closure. Each sector of the stadium is equipped with at least one concession stand.
ESSMA: How have you adapted your catering offer and prices for fans?
Ms. Davi: All of our prices are related to the expenditure of the club for the service. We strive to offer the best price possible to our fans.
ESSMA: In creating bonds with your fans but also with the local community do you believe that it is important to work with local suppliers in catering?
Ms.Davi: Part of our mission is the redevelopment of Venice as a living city, thus we believe that it is essential to work with local suppliers when it comes to catering. Not only because it is a fundamental way to create a relationship with and benefit the local community but also because we need to for practical reasons. We do not have a kitchen at the stadium, therefore our local suppliers have to prepare everything at their restaurant and transport it to the stadium by boat.
Merchandise:
ESSMA: Venezia FC has become famous for its branding and merchandise. What is the strategy behind this merchandise plan and what have been the results of it?How important is the local community (and the fans) in the development of that branding and merch? Can you tell us a bit more about the results of the merchandise campaigns? (number of shirts sold, revenue..) Is your strategy of merchandise sales more focused on an online presence or on gameday sales?
Ms. Davi: The main objective within our merchandise plans are our unique kits. In recent years we have embarked on one of a kind collections that were born in collaboration with the Bureau Borsche design studio,which we partnered with for the club’s rebranding in 2022. Our goal is to continue to create fashionable designs in line with the tradition of the club and the city of Venice. We have leveraged the beautiful trinity of colors: Arancio, Nero & Verde (orange, black, green) and the most unique, gorgeous city setting.For our 23/24 jersey collection the inspiration was the city of Venice and the spirit of its beautiful people. The pre-match jersey is a tribute to our fans, highlighting the soul of the city, and its locals in their various facets of everyday life, who are the essence of our football club. The models for this campaign were ordinary Venetians living their daily lives. Our home jersey is meant to capture a Venetian aura of elegance while relating it to a local cultural icon, the famous Venetian architect Carlo Scarpa, as a tribute to the contemporary work he represents, celebrating his delicate combination of craftsmanship and design apparent in the jersey. The campaign was shot at the cultural institution of Fondazione Querini Stampalia, to whom Scarpa was the architect. Our away jersey takes us back to a retro jersey design common in the nineties and has elements that recall the Basilica of San Marco. Within our Away Jersey with aim to represent the famed Italian – Dolce Vita lifestyle and within our campaign, we feature Arrigo Cipriani, as a global brand ambassador with his natural simple yet elegant style in front of the iconic Harry’s Bar, a staple destination in the city of Venice and a national heritage site declared by the Italian Ministry of Culture. In addition to the emblematic Harry’s Bar, other locations chosen for the campaign for the Away Jersey include the beautiful island of Torcello located in Venice’s northern lagoon inhabited since Roman times, and Piazza San Marco. And our final piece of the 23/24 jersey collection, the third jersey, is a tribute to the gondoliere and their connection to the beautiful city of Venice, who for generations have sailed its canals in a tradition handed down from father to son. Gondoliers are considered cultural Italian icons globally and are an integral part of the historical Venetian Regatta, one of the most spectacular and engaging cultural traditions of the city life, celebrated with great passion by Venetians who gather on the Grand Canal every year for this historic tradition. More recently we collaborated with Nivelcrack, a Seoul-based brand and creative studio specializing in the intersection of football and fashion,to create a capsule collection, which included a track jacket, sweatshirt, beanie and scarf. The co-branded collection kicked off in Asai confirms the international scope of Venezia FC and the stylistic pursuit of combining sports and lifestyle. The sale of the collection has done really well. Overall in recent years we have achieved fruitful results from our merchandise campaigns, with the majority of our items selling out. The majority of sales are ecommerce transactions through our site, but we also have two stores in the heart of Venice, and a third one in our state of the art sporting center, Ca’Venezia. Additionally we also have a small merch stand at the stadium open on game days.
Promotions and activation:
ESSMA: How does your marketing team support the team in building a stronger fan base?(for example: developing engaging videos, special promotions for merchandise or ticketing sales…)
Ms. Davi: In the last couple years we were able to build a jumbotron which has significantly enhanced the gameday experience. Thanks to this we are able to display engaging videos, like the one we created for the 116th birthday of the club. This year we came up with a special promotion called “la giornata arancioneroverde” in which the revenue generated by ticket sales for one game will be donated to a charity very close to the fan base. For the second half of last year’s season we created ticket bundles, where fans could purchase tickets for multiple games together at a discounted rate and are actively testing new strategies.To create better synergy between the fans and the club, we have put together dozens of events in which fans have had the chance of meeting the players and engaging with our players. Most of these events have taken place at our stores or at our headquarters in Venice.One of the most special recent events was when we announced the renewal of the contract of our striker Joel Pohjanpalo. We surprised the fans present at the “meet the team” event at our store near the Rialto bridge, making Joel sign his renewal in front of the fans. The place was packed, the renewal had been the main topic amongst the fans during the summer, and it was Joel’s birthday. It was such a special occasion which I think the fans of all ages really loved.
Entertainment:
ESSMA: It is often reported that the typical game day crowd is slowly becoming more diverse. Have you adapted your game day offer in any way to reflect that?
Ms. Davi: Diversity is definitely something that we cherish and that we invite to our stadium, and we have been adapting our gameday offering by looking at our demographics. In fact, part of my role in joining the club last year was to bring a more diverse, global and fresh perspective.One of our goals is to attract a younger crowd internationally. We have created promotions for university students, where they can get tickets in a certain sector of the stadium at a cheaper rate. The idea is to try to mimic a student section that we tend to see in US college sports. In the past we have also partnered with local universities in the Venice area, as we hosted IUAV’s (Venice’s architecture and fashion university) fashion show at the Stadio Penzo. Furthermore, establishing partnerships and collaborations with local communities and cultural organizations helps us integrate diverse perspectives into game day experiences. We have partnered with cultural organizations such as Save Venice, Teatro la Fenice, Fondazione Musei Civici, Galleria Accademia, M9, Palazzo Grassi, and La Biennale. Additionally, our community partners include We are here Venice, Ocean Space, and AVIS. From an F&B standpoint, we are able to offer options for vegetarian and vegan dietary restrictions. Our men’s team is composed of an international roster, which in itself has heavily diversified our fans. Alongside our men’s team, we take lots of pride in being one of the only Serie B clubs who have a women’s team and are actively engaged with having our Women’s team serve as global ambassadors for the city of Venice participating in local community events.This past summer we made a splash in New York by organizing a cultural driven educational event at ITA, the Italian Trade Commission in Manhattan in partnership with Banfi, The Wine & Food Society of New York titled an Evening of Italian Culture, Wine & Football to highlight unique aspects of global Italian brands such as Venezia FC and Banfi Vinters. We are always looking to adapt and enhance the overall gameday experience, club’s appeal, community events, and global awareness based on the changing demographics, new entertainment and digital trends and preferences of our fans all over the world.
ESSMA: Stadiums these days are not just in competition with other stadiums or events, they are in competition as well with Netflix, Disney, Playstation… Are you looking at entertainment differently to be more enticing to a new generation of fans?
Ms. Davi: Yes, definitely. We know that nowadays in order to compete with so many other entities, we can’t just rely on what happens on the field but we have to try and offer an all encompassing experience. We do our best to offer a more enticing and engaging experience, which for Venezia FC is easier given its unique appeal as the only football club on the water. Our stadium alone is accessible via the lagoon or just 20 minutes from the legendary Saint Mark’s Square.. Also, as I mentioned previously, we have a jumbotron in the stadium which allows us to play promotional videos, and display stats and replays. Furthermore, we have a light show that we are able to perform with our stadium lights and alongside it we have a specifically curated music playlist that blends the wants of our fans and our team. These aren’t out of the ordinary things, as many other clubs have been providing this form of entertainment for years, but for a club of our size who has risen rapidly in the past decade it is definitely something special that our fans really appreciate.
Infrastructure:
ESSMA: It has been reported that Venezia FC has plans to move to a new stadium (construct a new home). What would this mean for the fans? What would be the advantages of a new stadium?
Ms. Davi: At the moment I am not really certain about the timeline or possibilities for a new stadium. Despite the unique appeal of Stadio Penso, all I can say is that with a new infrastructure we would be able to immensely improve the fans’ game-day experience and provide better services and entertainment for the province of Venice as well as additional seating and accessibility.
ESSMA: Marketing and contentHow does the marketing team of Venezia FC support you in building a loyal fan base?
Ms. Davi: Being based in New York, I rely tremendously on my local team in Venice for execution and implementation of our marketing and corporate communications and public relations strategies, game-day activities, content and community/cultural events. We are a small inhouse team with an outside digital team for support given all the work we implement on a regular basis which focuses on our sporting and cultural programs, club developments, players, partners and merchandise. Furthermore, we are focused on showcasing the cultural attributes of the city of Venice. Without a hands on marketing, communications/PR and digital team it would be very difficult to build our brand which translates into developing a loyal fanbase among our external stakeholders.. Storytelling is a big part of our mission and we regularly craft compelling stories around the club’s journey, achievements, and cultural significance helping us build an emotional connection with the fans. Establishing a strong online presence is crucial in today’s digital age. The marketing team focuses on managing the club’s website, social media profiles, and other digital platforms to engage with fans and grow our reach by sharing content, and providing real-time updates.Building a loyal fan base involves creating opportunities for fans to actively participate. The team and I organize proactive editorial content on our social media channels, fan events, contests, and interactive campaigns to keep supporters engaged and involved with the club beyond match days. The goal and mission of a well-functioning global marketing and communications department is to have passionate, hard-working, creative and most of all dedicated individuals focused on creating compelling experiences for our fans.
ESSMA: What player activations do you use to help connect with fans?
Ms. Davi: We often do “meet the team” events in the city and the surrounding areas. We usually have 2 to 4 players per event. At these public relations and fan engagement events, our fans have an opportunity to take a picture, get an autograph, and have a conversation with members of the team. This past December we celebrated the 116th birthday of the club. The week leading up to it we had a player event everyday. I am very grateful for the players’ availability and the attachment they show to the club. What has been cool to see is that at least two of our players, that I know of, decided to live in the city, which is a unique thing. Many players tend to live outside of Venice on the mainland. This has really created a deeper connection with the fans as they are able to see the players as one of them.
Membership programmes & community:
ESSMA: Do you have special membership programmes that fans can become a part of for exclusive benefits (in and out of the stadium)?Who can become a member and what are the benefits they can receive?How have you developed these programmes and what have been the results so far?
Ms. Davi: This summer alongside our season ticket campaign we created the Venezia FC Supporters Card, which allows fans to fully experience their passion for the club and access discounts, exclusive event invitations and dedicated promotions.The card is essential to subscribe to season tickets and to purchase tickets in case of restrictions imposed by the authorities or to follow the team on away matches when a Fidelity Card is required. Since the launch of the Venezia FC Supporters Card we have around 2600 card holders. Additionally, a year and half ago we created the Venezia FC bond which allowed supporters to invest in it and feel even more part of the club. The minimum investment was €1000. Apart from the financial benefits that come from the investment, investors are invited to exclusive events, and have their name written in our brand new training facility, Ca’ Venezia.Thanks to the Venezia FC bond we raised over five million euros, which went towards the development of our new training ground. We are incredibly grateful to our supporters.
ESSMA: What initiatives does the club organise to connect with the local community and its fans?
Ms. Davi: Alongside the initiatives and events already talked about, the club has several cultural partners and community partners.Thanks to our partnerships, we have sent our teams on visits to cultural sites and have had team photoshoots in the Palazzo Ducale (the Doge’s Palace). This to demonstrate the connection of the club with the local community and the fans. In the past, part of our profits generated from the sales of our jerseys were donated to local nonprofits such as Save Venice and We are here Venice.
Partners:
ESSMA: How do your partners support you in building your fan base? What synergies are there between the club and its partners?
Ms. Davi: The success of building a fan base often relies on strong partnerships between the football club and its sponsors. Our partners play a crucial role in enhancing the overall fan experience and expanding our reach. With our partners we get the chance to do collaborative marketing, communications and digital campaigns to help us reach a wider audience. By aligning our brand messaging and values, we create cohesive campaigns that resonate with both existing fans and the target audience of our partners. They also allow us to offer exclusive promotions, discounts, or experiences to our fans and amenities that make attending matches more appealing. Additionally, we support community outreach programs, showcasing our commitment to environmental and social responsibility. Furthermore, given our club’s aspirations for continued international growth, we are working with more global partners to assist us in expanding our reach in new key markets.. This may involve joint efforts in marketing, merchandise distribution, like our collaboration with Nivelcrack, or even hosting events that appeal to an international audience during key Venetian events such as the Carnevale, Biennale, Regatta Storica or International Film Festival.In essence, the synergies between the club and our partners lie in the mutual pursuit of shared goals, whether that’s enhancing the fan experience, contributing to the community, or expanding the club’s global presence. Through collaborative efforts, we create a stronger, more engaging, and inclusive environment for our fans with a goal of focusing on our unique sporting, cultural and global community appeal.
