Holmes Miller

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The Best Ticket in Town

A game on the up

The continuing success of Rugby Union and Rugby League, with the introduction of professional teams, has meant that the sport has had to change its offer.

Friday night in Glasgow is now rugby night for the lucky few who can get a ticket, so it is now the time to keep your audience, enhance your offer and allow the whole business to grow.

Capacity has always been the way to increase  turnover; build and they will come, but now the focus is on the offer and the price points that can be set up to offer a bigger and better experience to the fans.

More is now known about the fan base through season ticket information, age profile, gender profile, demographic, so it is now more of a science than an art and this is where rugby clubs are at the forefront making the most from their known fan base.

How do you know where to focus the investment?

Ask the experts, do the research.

6 points of note:

  • Offer a varied price point ; to suit all pockets and occasions

  • Get the fans in early and encourage them to remain in the stadium

  • High quality offering for food and beverage

  • Quick service allows multiple purchases

  • Give the fans the opportunity to build an atmosphere, a feeling of ownership within stadium sections

  • Enhance the digital offer for the sponsors

Six Nations Rugby

The Six Nations Rugby and the Rugby World Cup are the big events in the northern hemisphere and the success of these feeds into the Autumn Tests and keeps the sport in the media for the full year.

With this next Six Nation Rugby Calcutta Cup match in Edinburgh selling out on the first issue, getting the people to the event is not a problem.

The Scottish Rugby, at BT Murrayfield can transform the back pitches and car park into a top class hospitality offer. This ability to set out a destination event feeds the City of Edinburgh with the hotel room take being one of the highest of the year.

https://www.sixnationsrugby.com/

Rugby League World Cup 2021

With 6 of the venues, for the forth coming Rugby League World Cup 2021, being designed by Holmes Miller, we can now proudly state that we have built over 215,000 seats for Rugby use, across the codes.

https://www.rlwc2021.com/the-tournament/hosts

Guinness Pro 14 Rugby

The continuing success of this format has given rise to the success of our two local teams. With sell out matches and a predominantly Friday night format, the pro game in Scotland is attracting major sponsorship.

The confidence in the teams can be further seen in the investment that Scottish Rugby have shown in the new Edinburgh Rugby Club stadium at Murrayfield where a purpose built venue can be seen rising from the rear pitches. Due for completion in 2020 this will further enhance what the game can offer and only aid in the rise of the venue’s popularity.

https://www.pro14rugby.org/

Holmes Miller

Holmes Miller has been on this journey since the early 90’s, with the clubs and national bodies and will continue in our support to keep these events as the Best Ticket in Town.

https://www.holmesmiller.com/work