Schalke to transform Berger Feld into an open community space – new experience centre by the VELTINS-Arena to begin with

The new experience centre will feature food and beverage offerings, a 200-square-metre rooftop terrace, a club shop and an extensive outdoor area spanning around 300 square metres. The venue is designed to be used throughout the week as well as on matchdays and event days, creating a place where people can meet, spend time together and feel connected to S04.

The redevelopment of the club grounds forms part of a wider strategic vision that has been developed by the club’s leadership over the past year. The long-term objective is to transform Berger Feld into a modern, open and vibrant space where people with a wide range of interests can come together, enjoy various activities and experience FC Schalke 04 in a variety of different ways.

“FC Schalke 04 is far more than simply a football club and those 90 minutes on a weekend. For many people, Schalke is part of their identity and an integral part of their lives. We want to create a place that reflects this sense of belonging and encourages meaningful encounters and shared experiences beyond matchdays,” explained Matthias Tillmann. “Berger Feld is a gift for this vision because it allows us to showcase every aspect of club life between the VELTINS-Arena, our training facilities and the administrative offices. We are now set to unlock its potential step by step. At the same time, these investments are a clear commitment to our city and to the responsibility we carry as one of Gelsenkirchen’s most important institutions. Through the long-term development of this quarter, we want to create an attractive destination for the people of the region – that is our ambition.”

The development of the quarter is strategically anchored within the club’s wider ‘Schalke Experience’ concept. At its heart are the many interactions between supporters and the club that take place far beyond just home matches. Schalke refers to these exchanges as ‘fan sites’, ranging from attending matches and public training sessions to buying tickets, visiting the club shop or accessing services through the Service Centre. “Our benchmark is to ensure that every interaction is delivered to the same high standard and immediately conveys what Schalke 04 stands for,” explained Sebastian Buntkirchen. “To achieve that, we are systematically identifying and developing our fan sites through the lens of the Schalke brand. Appreciation, closeness, authenticity and community are the core values that guide our decisions.”

A key part of the process involved a comprehensive examination of Schalke’s identity. Schalke 04 sees itself as an authentic working-class brand: a club that honours its roots in the mining industry while continually developing them for the future of work, society and football. Its foundations remain firmly in Gelsenkirchen and the Ruhr region, yet its appeal extends far beyond them. “At the same time, maintaining the club’s competitiveness – both on and off the pitch – is essential,” Buntkirchen continued. “Competition has intensified, and the gaps between clubs have widened. Our task is to strike the right balance between the needs of the club and those of the business. We are very confident that we can achieve that.”

Tillmann also believes that the club’s sharpened brand identity provides an important foundation for future development. “Schalke 04 is deeply rooted in the Ruhr region and can look back on more than 120 years of eventful history. We want to draw strength from that heritage while approaching the future with ambition, courage and openness. Through an extensive strategic process, we have addressed the key questions that arise from that challenge. The result enables us to make important decisions more clearly and consistently with our core brand in mind, ensuring that they always reflect the club’s fundamental values.”

The construction of the new experience centre marks the public launch of this new strategic direction, the implementation of which will take place over several years. To support this, the club is establishing a dedicated ‘Schalke Experience’ team tasked with identifying and enhancing fan sites across the institution. The aim is to strengthen the recognisability of FC Schalke 04 at every point of contact and to continuously improve the quality of the experience for supporters, members and visitors.

“There are two central spaces in this strategy: Berger Feld and the Arena of the Future,” said Tillmann. “A major focus is on developing Berger Feld into a lively space where people can socialise, take part in sporting activities and experience FC Schalke 04 right up close. At the same time, we are looking at the future matchday experience. We are already considering what the VELTINS-Arena should offer by its 30th and 40th anniversaries in order to remain an incredibly well-loved venue that meets both the expectations of future generations and evolving requirements.”

One of the first major milestones in the transformation will be the opening of the outdoor area. “Our goal is to open the experience centre this autumn together with as many supporters and interested visitors as possible,” Tillmann said.