Ms. Silva Davi is the Chief Marketing & Communication Officer and Head of Global Partnerships at Venezia FC. For Ms. Davi the concept behind “fan experience” is tied to the club’s overall brand identity and philosophy. During an interview with ESSMA, Ms. Davi shared her background before joining Venezia FC. She developed a global financial literacy initiative with football legend Pelé for Nasdaq and worked on different entertainment focused projects with the MLS, NY Red Bulls, and Broadcast Music Inc. (BMI). She also led different customer experience programs in both B2B and B2C organizations, making her the perfect candidate to tell us all about the ultimate global customer experience. In this short article we will share with you some of the insights from the interview with Ms. Davi. ESSMA members can check out the full article on our Knowledge Platform.
Ticketing
Using Vivaticket, Venezia FC ensures accessibility for inquiries and smooth ticket purchases through various channels. Venezia FC doesn’t use dynamic pricing because of Italian restrictions but considers the use of 3D previews for fan seats. To boost the ticketing sales and overall experience, the Venezia FC Marketing & Ticketing teams create different events and promotions such as the creation of a new supporter’s card launched last summer.
Catering
The F&B and catering team employs 8-10 staff members in F&B hospitality areas and controls 7 concession stands around the stadium. Concession stand staff members focuses on speed while emphasising quality, professionalism, and client relations. In hospitality areas, staff are trained for buffet service, emphasising food quality and speed. Lounges open 1.5 hours before the match, providing a seamless experience for fans. The club prioritises working with local suppliers, not only for community benefits but also for logistical reasons to prepare and transport catering by boat.
Merchandise
The merchandise plan revolves around unique kits with the goal of creating fashionable and meaningful designs aligning with the club colours and Venice’s traditions. Most of the sales are completed through E-commerce and at Venezia FC’s unique physical boutiques. Most of the items have been very successful given several creative merchandising campaigns conducted by Venezia FC over the last couple of years.
Unique location
One of Venezia FC’s goals is to attract fans internationally while also cultivating younger generations as they are the future. The club achieves these goals by running special promotions, establishing partnerships, and collaborating with local communities and cultural organisations. An advantage we have over other clubs is that our stadiums is in a unique location. Built on water, our stadium is fitted with a jumbotron, equipped for lightshows and with a sound system capable of blasting tunes to create the ultimate matchday atmosphere.
Storytelling and personal touch
Ms. Davi goes on to explain how she relays on her local team in Venice for the marketing, public relations, and content creation. Venezia FC emphasises storytelling and crafts compelling narratives around the club’s journey and culture to build an emotional connection with fans. Davi and Venezia FC also created a strong online presence through the different social media channels and cultivation events in Venice such as “Meet the Team” or other markets such as NY to further strengthen the connection between players and local and global fans.
The full interview with Silvia Davi is exclusively available for ESSMA members only on our Knowledge Platform
