The Halton Stadium Performance Monitoring Report – April 04 – September 04

HALTON STADIUM

1 The Halton Stadium Performance Monitoring Report – April 04 – September 04

QUARTERLY PERFORMANCE MONITORING REPORT

April 2004 – September 2004

Directorate: - Regeneration & Neighbourhood Services

Service: - The Halton Stadium

1.0 Introduction

1.1 The purpose of this quarterly monitoring report is to report on the financial and operational performance of the five main business areas within the Halton Stadium, and to inform of any other key developments.

1.2 The main key to driving the Stadium forward is having clear aims and objectives with specific outputs and outcomes that the Business Managers and front line staff are prepared to take ownership of.

1.3 The following Key Objectives have been derived from consultations with front line staff, managers and financial data: -

2004/2005 KEY OBJECTIVES

• Delivery of Business Plan (2004/5) outcomes and outputs • Continuation of service improvements • Implement the recommendations of the Best Value Review • Programmed business growth • Development of conference sector business • Securing Premier League Reserve tenant • Development of second I.T. Executive Suite • Continuation of improved partnership working • Securing Stadium Sponsor – whole or part • Develop Stadium tour and gallery • Seek opportunities to raise the profile of the Borough

2.0 Key Developments

Pitch Events

2.1 The Stadium successful hosted the Semi-final of the Powergen Trophy between Warriors and , the decision by to choose the Halton Stadium ahead of venues such as the McAlpine Stadium and the Reebok Stadium raised a great deal of media interest. The event attracted a record crowd of over 11,000 spectators and was hailed by Rugby League as a huge success.

2 The Halton Stadium Performance Monitoring Report – April 04 – September 04

2.2 The Stadium also hosted the National League Grand Finals. This is the third year running that the Rugby League has chosen the Halton Stadium to host this prestigious event.

The event realised a record crowd for the Stadium since the three-stand redevelopment (11,005) spectators visited the Borough from as far south as Coventry and as far north as Whitehaven.

The Rugby League, Sponsors and Police have all contacted the Stadium to thank us and have made very positive comments about the facilities and staff.

A slight difference this year which lengthened the day for the Stadium staff was the introduction of a third play off game and the added complexity of the final play off going in to extra time.

2.3 Due to the number of games played over the past twelve months (65+) the pitch has been suffering quite considerably. A considerable amount of remedial work has been undertaken on the pitch, which has resulted in a significantly improved playing, surface, this dramatic improvement is a direct result of the tireless efforts of the Groundsman and his Assistant.

2.4 Unfortunately this additional work will result in an overspend on this particular budget head, the consequence of not performing this remedial work would mean the pitch needing to be relayed at a cost of over £260,000. A growth bid has been presented for consideration that would remedy the problem of surface water in front of the South Stand.

2.5 Negotiations are underway with a Premier League side in an attempt to bring Premier League Reserve football back to the Stadium for the 2004 – 2005 season. They have visited the Stadium and have requested permission to monitor the condition of the pitch during the present season. If the pitch deteriorates during the winter they are unlikely to switch their reserve games here next season.

2.6 A full fixture list is attached to this report and can also be found on the Stadium Web Site.

Bars/Social Club

2.7 A number of committee meetings have taken place with members of the new Social Club Committee. Views on how the Club can become a more vibrant element of the Stadium complex are being sought from the members, a number of social events have been held and are proving to be a popular draw with members and non-members. The Annual General Meeting was held on Monday 12 th July and a new Committee was elected.

3 The Halton Stadium Performance Monitoring Report – April 04 – September 04

2.8 The new Satellite TV is creating a great deal of interest, Premiere League games not shown on Terrestrial TV or Sky TV are being broadcast live and as such attracting large numbers in to the Social Club.

Catering/Hospitality

2.9 A number of high profile function have taken place recently, including the Mayor’s Installation Ceremony, on a number of occasions letters of recommendation/endorsement have been received complementing the Stadium on the facilities, food and service.

2.10 Freeman of the Borough – A formal Civic Ceremony was held celebrating the achievements of Mike Cuff and . A number of Civic Dignitaries and a large number of the British Rugby League team that last won in Australia attended the event. There was a great deal of media interest in the event.

2.11 The development of the Halton Suite has increased business in the small/medium conference market, the quality of the IT systems in this suite clearly puts the Stadium at the forefront of medium sized conference facilities in the area. Work is now complete in Executive Suites 1, 2 & 3 (The Tetley Suite) making it a Suite equal to that in facilities of the Halton Suite.

2.12 New menus for functions, weddings and other events have been produced. These menus will compliment the existing menus but offer a wider variety of choices to the customer(s).

Administration/Finance

2.13 The Executive Box sales (renewable each January 1 st ) have dropped off quite alarmingly. The reasons given by a number of the box holders is the poor performance of the Vikings recently and in one case the cessation of Premier League Football. Due to the renewal being January each year the decision to not renew by 6 individual box holders has had a significant effect on the projected income budget for this area (down £40,000). There has been a renewed interest in the boxes since Widnes Vikings confirmed their place in next year.

2.14 HBC Legal Department have been contacted with a view to draw up an agreement that will see a specialised marketing/sales company selling: - Naming Rights (Stadium), Naming Rights (Parts of the Stadium) Advertising Opportunities and Executive Boxes on a commission based agreement. (See Appendix 1).

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Marketing Initiatives

2.15 A promotional CD/DVD has been produced for the Stadium, it outlines to prospective customers from across the user spectrum the services and opportunities on offer at the Stadium.

2.16 A new CD Business Card has been produced, it is visually an attractive Business Card but once placed in a Computer will automatically boot to a screen menu enabling users to select from a menu of choices which includes the Stadium promotion CD. All Senior Officers and Elected Members will receive two of these interactive Business Cards and will be asked to distribute to any prospective Stadium users.

2.17 The new Conference and Marketing brochure is ready for distribution (See Attached) this brochure has taken some time to produce but should achieve the aims laid down in the Business Plan concerning growth for this sector of the business.

Stadium Fitness

2.18 The sales and marketing strategy for 2003 aimed to more than double the existing membership to a record breaking 1,000 members, the present levels of membership are outlined in 2.19.

2.19 The present membership status is: -

Total New Memberships for September 38

Monthly- Membership Status Members

Total

Full Members 727

Off Peak Members 181

Total 908

2.20 A membership of 1,000 generates an annual income of £200,000+.

2.21 Unlike last year when the gym membership was running at 450, we can not really exceed much beyond 1,000 members without us having a serious overcrowding issue.

We will however have to keep “on our toes” to ensure that our competitors do not start to “poach” our members.

5 The Halton Stadium Performance Monitoring Report – April 04 – September 04

2.22 A major challenge to Stadium Fitness this year has been the opening of the new JJB leisure facility in Widnes. A monumental effort will be needed if Stadium Fitness is to retain its existing members.

Recent Community Activities

IT Drop-in Centre

2.22 The recently developed IT Drop-in centre is proving to be very popular with local residents, over 1,100 have now registered with our partners in this project, the City Learning Centre, Saints Peter & Paul High School.

Schools Business Partnership

2.23 The management of the Stadium has been working closely with the Education Business Partnership to develop a resource pack for schools. The idea is to encourage school visits to the Stadium by linking activities at the Stadium to the National Curriculum. A number of teachers have produced a comprehensive set of working documents that include orienteering, problem solving and design concepts, the pilot visits have proved popular with the Pupils and Teachers.

2.24 Let’s Go Stroke Club

Due to the increased number of stroke survivors in the Halton area the Let’s Go Stroke Club has grown to such an extent that the previous premises at the Pavilions could no longer accommodate this group. The group offers support, help and practical advice to the victims and relatives of people who have suffered from a stroke.

The group meets on the first Wednesday of each month and hold social event such as Disco’s, Bingo and Christmas Parties.

The membership of this club is rising so fast, and the venue proving so popular that the organisers are considering the need to double the number of meetings.

2.25 Good Companions Sequence Dancing Group

Due to the temporary closure of the Queens Hall a Sequence Dance Group catering for the over 55’s has been relocated in to the west Stand complex of the Stadium. Each Tuesday around 150 over 55’s meet to learn new sequence dance routines and socialize; the oldest member of this group is 84 years of age. The organizer has complimented the Council on the quality of facilities available at the Stadium.

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2.26 Ballroom Dancing

Following the recent rise in popularity (mainly caused by the recent TV programme) the Stadium now hosts both on a Friday and Sunday evening, Ballroom Dancing, catering from classes for beginners to more advanced classes for the more experienced.

2.27 Table Tennis

The English Junior and Cadet section used the Stadium as a training camp for a week in July. Over 35 up and coming table tennis players trained at the Stadium. This training camp enabled local youngsters the opportunity to come in to the Stadium and see at first hand the skills required of a top table tennis player.

2.28 Crucial Crew

This is a multi-agency initiative that was held recently at the Stadium, this event resulted in over 2,000 primary school children spending time at the Stadium, having practical lessons on areas such as: - gas leaks, stranger danger, countryside dangers and road safety. Stadium safety staff and Widnes Vikings players have also taken part in some of these activities. This was the Fourth year this event has been held at the Stadium and the organisers commented that they felt it their best event to date.

Sponsorship

2.29 A sponsorship application pack has been created to target national chains and organisations. Advertising opportunities maximised throughout the Stadium advertising externally and through publications.

Business opportunities and relationships are to be developed with existing sponsors and traders of the Stadium and Halton Borough Council. It is essential that to increase revenue stream that some form of sponsorship either in whole or part is secured as soon as possible.

3.0 The Halton Stadium Business Plan 2004 -2005

3.1 Due to the ever-changing customer base and business demands at the Stadium a one–year Business Plan detailing specific areas for improvement has been developed. This Business Plan has been developed following consultation with individual managers, the Executive Board portfolio holder, Stadium users and a marketing consultant. The plan aims to address a number of issues and is designed as a working document.

3.2 Good progress is being against the outcomes and outputs outlined in the Business Plan.

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4.0 Financial Performance

4.1 The present financial position is outlined in detail in the attached trading statement.

4.2 The Stadium is performing slightly below budget expectations; the main reasons for the present position are:-

a) No formal offer of sponsorship b) Continued remedial work on the pitch. c) Non-renewal of Executive Boxes

5.0 Best Value Update

5.1 The Best Value review of the stadium was completed on time, work is now in progress to implement the approved Action Plan

8 The Halton Stadium Performance Monitoring Report – April 04 – September 04

Halton Stadium Summary

Revenue Budget as at 30 th September 2004

Annual Actual Budget Variance Budget To Date To Date To Date £ £ £ £ Income Stadium Administration 758,470 362,617 379,235 (16,618) Stadium Fitness 219,580 98,602 109,790 (11,188) Hospitality 961,090 560,356 554,691 5,665 Match Days 133,540 56,188 56,188 0

Total Income 2,072,680 1,077,762 1,099,904 (22,142)

Expenditure Employee-Operational 581,630 375,827 341,723 (34,104) Employee-Administration 175,160 91,994 87,580 (4,414) Premises 313,580 172,666 162,993 (9,673) Supplies and Services 322,890 187,514 183,429 (4,085) Food Provisions 172,960 102,415 103,776 1,361 Bar Provisions 241,690 114,676 145,014 30,338 Capital Charges 19,420 13,670 11,652 (2,018) Neighbourhood Overheads 108,000 54,000 54,000 0 Stadium Non-Trading 996,590 498,295 498,295 0

Total Expenditure 2,931,920 1,611,057 1,588,462 (22,595)

Contribution to O/Heads (859,240) (533,295) (488,558) (44,737)

Central Overheads 137,350 68,675 68,675 0

Net Expenditure/(Income) 996,590 601,970 557,233 (44,737)

COMMENTARY 1. Failure to secure a stadium sponsor, £25k, and a loss of executive box sales, £15k, account for the majority of the variance.

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Stadium Non-Trading

Revenue Budget as at 30 th September 2004

Annual Actual Budget Variance Budget To Date To Date To Date £ £ £ £

Expenditure Capital Charges 478,820 239,410 239,410 0 Client support 517,770 258,885 258,885 0

Total Expenditure 996,590 498,295 498,295 0

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Stadium Administration

Revenue Budget as at 30 th September 2004

Annual Actual Budget Variance Budget To Date To Date To Date £ £ £ £ Income Stadium Admin 758,470 362,617 379,235 (16,618)

Total Income 758,470 362,617 379,235 (16,618)

Expenditure Employee-Operational 51,890 24,058 25,945 1,887 Employee-Administration 150,810 68,235 75,405 7,170 Premises 274,740 150,900 137,370 (13,530) Supplies and Services 167,090 79,134 83,545 4,411 Neighbourhood Overheads 108,000 54,000 54,000 0

Total Expenditure 752,530 376,328 376,265 (63)

Contribution to O/Heads 5,940 (13,711) 2,970 (16,555)

Central Overheads 137,350 68,675 68,675 0

Surplus/(Deficiency) (131,410) (82,386) (65,705) (16,681)

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Stadium Fitness

Revenue Budget as at 30 th September 2004

Annual Actual Budget Variance Budget To Date To Date To Date £ £ £ £ Income Stadium Fitness 219,580 98,602 109,790 (11,188)

Total Income 219,580 98,602 109,790 (11,188)

Expenditure Employee-Operational 110,720 62,524 55,360 (7,164) Employee-Administration 24,350 23,758 12,175 (11,583) Premises 2,440 678 1,220 542 Supplies and Services 17,970 7,657 8,985 1,328

Total Expenditure 155,480 94,618 77,740 (16,878)

Surplus/(Deficiency) 64,100 3,984 32,050 (28,066)

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Hospitality

Revenue Budget as at 30 th September 2004

Annual Actual Budget Variance Budget To Date To Date To Date £ £ £ £ Income Social Club 365,340 175,124 219,204 (44,080) Catering 351,250 246,943 210,750 36,193 Function Bar 199,410 133,198 119,646 13,552 Christmas Ball 45,090 5,091 5,091 0

Total Income 961,090 560,356 554,691 5,665

Expenditure Employee-Operational 331,920 212,697 199,152 (13,545) Premises 10,770 1,872 6,462 4,590 Supplies and Services 55,820 59,283 33,492 (25,791) Food Provisions 172,960 102,415 103,776 1,361 Bar Provisions 241,690 114,676 145,014 30,338 Capital 19,420 13,670 11,652 (2,018)

Total Expenditure 832,580 504,615 499,548 (5,067)

Surplus/(Deficiency) 128,510 55,741 55,143 598

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Matchdays

Revenue Budget as at 30 th September 2004

Annual Actual Budget Variance Budget To Date To Date To Date £ £ £ £ Income Matchdays 133,540 56,188 56,188 0

Total Income 133,540 56,188 56,188 0

Expenditure Employee-Operational 87,100 76,547 61,266 (15,281) Premises 25,630 19,215 17,941 (1,274) Supplies and Services 82,010 41,439 57,407 15,968

Total Expenditure 194,740 137,201 136,614 (587)

Surplus/(Deficiency) (61,200) (81,013) (80,426) (587)

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