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 Wigan Warriors and Warrington Wolves, the decision by Rugby League 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 Frank Myler. A number of Civic Dignitaries and a large number of the British Rugby League team that last won the Ashes 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 Widnes 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 Super League 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). 4 The Halton Stadium Performance Monitoring Report – April 04 – September 04 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.