Another trend could be that clubs who wish to improve their grounds will begin to act more aggres- sively as developers, and will finance new facilities either by the sale of surplus land or by including explicitly ‘commercial’ uses. More recently the com- bination of a sport club and another key occupier has evolved, where sport is considered as an one element in a mix of activities in order to generate a critical mass of activity for the customer. Good man- agement of these mixed venues can increase rev- enue by exploiting each part of the facility for more than one purpose, a strategy sometimes referred to as ‘multi-use’ but actually just a matter of maximiz- ing the return from the investment. Table 2.1 shows some possible combinations of sports and commer- cial uses.