Fredrik Cornell puts all his trust in the groundsmen
How important is the pitch in the eyes of the CEO of the Strawberry Arena?
The Strawberry Arena, formerly known as Friends Arena in Solna, Sweden, features one of the most northern natural grass pitches in the world. Despite the stadium allowing only 10% of natural sunlight to reach the pitch and hosting 50 events annually, including concerts and (inter)national sporting events, the venue is still praised for its pitch quality. We spoke with Fredrik Cornell, CEO of Strawberry Arena, about his views on having the best job in the world, his thoughts on the pitch, the crucial role of sustainability, and his collaboration with the groundsmen.
Best job in the world
While many people enjoy their work, the “grass is greener” mentality is always in the back of their head. But for Fredrik Cornell, the grass is greener on his side. He proudly calls his role the best job in the world. “I have the best job because I manage a great team and a fantastic stadium, creating events where people arrive excited and leave with unforgettable experiences,” Fredrik explains. “Whether it’s a football game, concert, or show, everyone goes home happy. Well, except when the local football club or national team loses, then, not everyone is as cheerful.”
As CEO of the stadium, Fredrik’s responsibilities are diverse, keeping him involved in many aspects of the venue’s operations. “My job is to ensure everything in the building runs smoothly, including heating, plumbing, water, ventilation, electricity, and of course, the pitch. No two days are the same for me. One moment I’m tackling a facility issue, and in the evening, I’m watching an artist like Bruce Springsteen live. It really is the best job in the world!”
Importance of the pitch
Fredrik Cornell juggles many responsibilities in his role, and the pitch is just one of them. But how important is it in his eyes? “The quality of the pitch is what it all comes down to; it’s our prime responsibility. At the same time, managing a natural pitch while hosting other events is a challenge. In fact, it’s our biggest variable cost when you consider everything, from renovations to maintenance, buying pitches from the farm, watering, maintenance by staff, materials, machinery, and so on.”
Located in Solna, Sweden, the Strawberry Arena faces a unique challenge with its natural grass pitch. Due to the geographical conditions and temperature fluctuations, the roof remains closed during the first and last two months of the season, as it cannot be opened when temperatures drop below 0 degrees. Additionally, this limitation impacts the overall maintenance and health of the grass, requiring careful management to ensure optimal playing conditions throughout the year.
Fredrik continues, “The decision is between hybrid and natural grass. We change the pitch frequently throughout the year, and we opted for natural grass because of its sustainability. Hybrid pitches contain plastic, which would end up as waste whenever we replace the surface. With natural grass, we can take the old pitch back to the farm to regrow it for future use.”
Sustainability & quality
Sustainability is an important, yet sometimes sensitive topic, and often requires finding a fine balance. “When faced with two options, we look at the cost and try to balance it with sustainability. But when it comes to the pitch, quality always comes first because it’s one of our top priorities. The quality of the pitch is always the top concern, which is why we use grow lights. Nothing else matters if we don’t have a good-quality pitch.”
Fredrik then touches on a key dilemma: “The question is, what’s more sustainable? Replacing the pitch or doing everything to maintain the current one? I believe that it’s more sustainable to put more effort into our current pitch than replacing it. That’s also why we use LED grow lights, it’s better for sustainability and significantly better for pitch quality.”
“I believe that it’s more sustainable to put more effort into our current pitch than replacing it. That’s also why we use LED grow lights, it’s better for sustainability and significantly better for pitch quality.”
Groundsman empowerment
The quality of the pitch at the Strawberry Arena is of greatest importance and the standards are set high and Fredrik explains how they maintain such high standards: “I have the best Head Groundsman in at least northern Europe: Simeon Liljenberg. I trust him completely. We talk often, but I don’t always know the specifics of what he’s doing as I let him be the expert in his field. I understand the costs involved, and ultimately, it all comes down to having the best groundsman.”
Fredrik goes on to describe their working dynamic: “For me, it’s very clear, Simeon is in charge of the pitch. The pitch is his kingdom; he makes the rules. He has full authority to make decisions, except when it comes to significant investments. In those cases, he needs to convince me, and we’ll discuss it, but he usually gets his way. My role is to ensure he has the power he needs and to balance how much we invest with how much improvement we see in the pitch. It’s essentially an equilibrium.”
So, what’s the key to achieving a high-quality pitch? “You need to understand what’s happening with the grass, both what you can see and what you can’t. That’s the groundsman’s expertise, so you have to listen to him. Having the best Head Groundsman is why our pitch is in such good condition.”
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