AMO and AMU: two complementary roles
Owner’s advisory (AMO) advises the project owner, whether a developer, a property company or a local authority. It helps define the need, the programme, the budget and the tenders, then defends the owner’s interests with the design teams.
User advisory (AMU) speaks for those who will bring the venue to life: users and operators. How will the venue be used, at what times, by whom, with what flows and what equipment?
In an esports or gaming venue, the line between the two is thin. Technical choices directly shape use: a broadcast control room, a low-latency network, acoustics designed for events, screen visibility from every seat, late opening hours. A design oversight is paid for throughout the venue’s life.
When to step in
- Upstream. Feasibility, definition of uses, writing the programme.
- During the tender. Specifications for uses, analysis of bids from design teams or consortia.
- During design. Reviewing plans from the users’ and operators’ point of view: access, flows, storage, technical needs, event safety.
- Before opening. Alignment with the operators, operating scenarios, launch preparation.
The earlier AMU comes in, the less it costs. A wall is easy to move on a plan, much less so on a building site.
One-off assignment or framework contract
Some project owners commission a single phase: writing a programme, analysing bids, reviewing a preliminary design. Others prefer a framework contract that covers several phases and is called on as the project needs it. That is the format Linkcity chose for La Scène Digitale.
Local authorities can award these assignments in line with public procurement rules. For the composition of the programme itself, see mixed-use real estate programming on the STAKRN Innovation website.
Reference: La Scène Digitale
In Thiais, south of Paris, La Scène Digitale is a 30,000 m² project led by Linkcity. It includes a gaming and esports ecosystem: bootcamp rooms, a mini-arena, a gaming centre and a gaming house. STAKRN Innovation works on it under an AMU/AMO framework contract, ahead of a feasibility study for each use.
Frequently asked questions
What is user advisory (AMU)?
It is a consulting role that brings the needs of future users and operators into the design of a venue, from the programme to the opening.
Can a local authority commission AMU?
Yes, in line with public procurement rules, as a one-off assignment or within a framework agreement.
Does AMU replace the programming consultant?
No, it complements them. For leisure, esports and gaming venues, STAKRN Innovation often handles both the programming of uses and its follow-up during design.