Seidenweberhaus GmbH Krefeld stays with the beer partner
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Managing Director Keusch – “Yayla-Arena is well positioned”
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Paul Keusch is the managing director of Seidenweberhaus GmbH, which also owns the Yayla Arena.
Photo: Lammertz, Thomas (lamb)
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Krefeld Despite the satisfactory situation, there are risks that concern the hall boss. He is all the more pleased that the beer partner will continue to exist.
The Yayla Arena is doing comparatively well. The booking situation is good and the hall is operationally profitable, explains Arena Managing Director Paul Keusch. In addition, the contract with König Pilsener was extended. This means that in the next three years, only Duisburg beer will be served.
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“Our booking situation is very good. We have some catch-up effects and many events that are currently being booked,” says the hall manager. However, he also sees risks. “We cannot accept all events. We simply don’t have the staff for conversion and construction,” he says. There are also risks in the energy situation. “We are connected to the district heating network and get our heat from waste incineration. But other halls rely on gas. If there really are bottlenecks, it can be assumed that our industry will be left behind first,” he suspects. What initially sounds like an advantage for the Yayla Arena could quickly become a problem. “Theoretically, we could take on events from other providers. In practice, however, whole tours would probably be canceled and that would hit us hard too,” he fears.
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The corona imponderables represent another risk factor in autumn. Nevertheless, the hall is currently operationally profitable. “Although we are dependent on grants, this is due to the repayment of the construction costs. Operationally, we are in the black,” says Keusch. Everyone in charge is pleased about the extension of the contract with König Pilsener. “We had three offers, including one from the Königshof brewery. The one from König Pilsener, or rather the Bitburger brewery group, was clearly the best,” says Karsten Ludwig, member of the Supervisory Board of Seidenweberhaus GmbH, and colleague Hans Butzen adds: “The contract is even better than the previous one.”
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The brewery has been a beer partner since the opening of the hall and was also the namesake of the arena until 2019. For König Pilsener managing director Lisa Wulf, the extension is an important sign. “Beer is an emotional product and we want to continue to connect our brand with the emotions that prevail in this hall. For us, Krefeld is part of our home market,” she says.
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The contract applies to the entire Seidenweberhaus GmbH, i.e. for the Yayla Arena and Seidenweberhaus. Chairman of the Supervisory Board Manfred Läckes says: “We see the fact that König Pilsener beer remains a partner in our event venues as a sign to the public that appreciates quality and consistency.”
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