Venezia FC Debuts Elevate-Designed Pre-Match Boat Hospitality

By Bret McCormick

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Nealry 100 fans took a very different route to Venezia FC’s Serie A season opener Sunday against Lecce. The club, which is now partially owned by Tim Leiweke and Francesca Bodie, debuted La Serenissima, essentially a premium ferry for pregame and postgame travel to the club’s island-based stadium.

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The boat -- the experience was designed by Elevate and built by Italian firm Opera -- is two levels, the first indoors with dark interiors and high-backed leather bench seats, and the second open air. Both floors have bars and impeccable views of historic Venice.

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“It’s hospitality beyond four walls,” said Elevate Chief Creative Officer Drew Bryant. “We didn’t build a room, we built a vantage point.”

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The boat is part of a new relationship between Venezia and Elevate, which has been named the club’s agency operating partner. Elevate will also help identify brands that fit with Venezia’s identity and expand the club’s commercial sponsors roster.

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Bodie is the first female president of Venezia FC and one of two female presidents in Serie A, following a $117M investment into Venezia FC by a consortium that included her, Leiweke, and the Canadian rap star Drake, among others. Leiweke and Bodie were formerly on Elevate’s board of directors when they were with Oak View Group.

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“Creatively, there was a comfort level we had already established with Francesca,” said Bryant. “Our lens and viewpoint was something they appreciated and wanted to bring forward.”

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The ferry trip starts at San Marco, the heart of Venice, and winds through and across the Venetian Lagoon to the stadium. It takes 30 minutes to get to the stadium by boat but La Serenissima will take roughly an hour, allowing patrons to soak up the experience and views.

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“We’re really letting the city shine,” said Bryant. “The interior sets the mood and we let the window deliver the moment.”

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The club is selling the La Serenissima experience both match-by-match or through a season ticket. Dynamic pricing starts at €300, which includes a match ticket. The boat is available for private events, too.

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Elevate knows how to commercialize a match day but had to deep dive on Venice to create something that rang true locally. The boat’s interiors are dark and moody -- like Venezia’s fashion-forward brand featuring equal amounts of orange and green following the late 1980s merger of two rival clubs. Sparkles of the water are referenced throughout La Serenissima, and Elevate’s creative team even designed specific blankets to have on the boat for chillier days.