WHAT will it take to get fans back to Canberra Stadium?
That’s the question raised in an independent survey commissioned by the ACT Government into what fans want when they go to a sporting event at the stadium.
Tim Gavel.
Some in the focus group, albeit a small sample, said the high costs associated with going to a sporting event stopped them attending. This is not just ticket prices; it’s food, drink and parking, too. Additionally, people going to the football want quality food, they are sick of just a pie and chips. Others said they had issues with night sport in winter. Some said it was too easy to stay home and watch it on television. There was a general consensus that people going to the football wanted a total entertainment package.
Not content with a game of football, fans wanted to be entertained from the moment they get to the ground.
They want an event, but with the Brumbies playing eight home games and the Raiders 13, it’s that simple to make every home game into an event.
It is expensive to stage major events and often what passes as entertainment for some annoys others. The music played at Brumbies’ games is a case in point.
The Brumbies have taken the progressive step of cutting the price of tickets at Canberra Stadium next season. It’s a move in the right direction but will it be enough to entice people back?
It’s a gamble because if the same number of people turn up, the revenue will be less and the Brumbies can’t afford to take too many hits to their bottom line.
CEO Michael Jones is forecasting a loss of more than $1 million for the second year in a row. The future looks better though, with an increase in television money and improved sponsorship.
The Brumbies biggest-drawing games are against NSW, Queensland and the Crusaders, and if they are played during daytime, it’s an added bonus.
The Brumbies’ request for afternoon matches next season seems to have fallen on deaf ears and, at this stage, they will play four Friday night games; three on Saturday night and a Sunday afternoon match in 2016.
There’s no reason why the Brumbies won’t be successful next season with a similar side to that which made the finals this year. A winning team coupled with a reduction in ticket prices, will surely be enough to entice people back.
The Raiders have tried forecourt entertainment to get people back to Canberra Stadium, but with the team struggling to win at home, it’s been a hard sell. The Raiders have more games in the middle of winter than the Brumbies making it harder to get people to games.
The survey also enhances the push for an indoor stadium with the weather, comfort and accessibility seen as reasons why people don’t go to Canberra Stadium.
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