Transforming Southampton FC’s Stadium into a Year-Round FEC

When Southampton Football Club looked at St Mary’s Stadium, they saw an opportunity hiding in plain sight. On match days, the venue came alive with over 30,000 fans. But for the remaining days of the year, it generated little revenue.

Their vision was clear: transform the unused office space on Level 1 of the football stadium into a year-round revenue-generating venue. That vision became LEVEL1.
 

A Family Entertainment Center Inside a Stadium:

To bring this vision to life, Greenspan were brought in to deliver and integrate the attractions that would define the guest experience.

This included designing and building signature elements like the tech-infused mini golf course, high ropes course and climbing walls, while sourcing and installing additional experiences from specialist partners.

The result was an FEC featuring nine distinct activities under one roof:
 

• A 9-hole Puttify® mini golf course 

• High ropes course and climbing walls, designed to fit the unique structural constraints of the stadium 

• AR darts, ClayShot, and Gamebox experiences 

• Football, golf, and racing simulators 

• Shuffleboard and American pool tables 

Bringing the Space to Life

At the heart of LEVEL1, the Puttify mini golf course anchors the experience, drawing guests in and proving to be the most popular and profitable attraction. Surrounding it, the other activities create a vibrant environment for competitive socializing and family entertainment. 

Together, these attractions have transformed the stadium space into a year-round entertainment destination that generates revenue for Southampton Football Club beyond match days.

Delivering Year-Round Entertainment Within Stadium Spaces 

LEVEL1 shows what’s possible when you reimagine underused spaces as thriving FEC destinations. 

If you’re working with a stadium, arena, or venue with untapped potential, we’d love to help you explore what could work for your space.

Let’s talk about what’s possible for your venue.