TWICKENHAM AIMS TO HOST MORE BIG NAME NON-RUGBY EVENTS TO BOOST REVENUE
The Twickenham-based Rugby Football Union (RFU) is exploring the potential of hosting more non-sporting events at the world-famous stadium, including concerts that can once again attract the world’s biggest artists like The Rolling Stones and Taylor Swift to better compete with other venues, it was announced today (monday).
Currently, the stadium, now rebranded as The Allianz is limited to hosting only three concerts per year, each with a significantly reduced capacity, with two required to be on a Saturday and no single act able to play across three consecutive days unlike other big venues like the 02 and Wembley Stadium.
The stadium and the stands can remain empty for as many as 340 days a year, which places a severe limitation on revenue-generating opportunities.
The RFU reckon it needs to increase this number to FIFTEEN per year to deliver the revenue required and is also looking at the possible capacity which is 82.000 for rugby matches and when such events may fit into the calendar.
“Increasing the number of event days would also allow us to invest further in improving the game day experience for local residents and make the stadium more of a community asset,” said a RFU statement.
Now the RFU has launched a programme of public consultation seeking the views of residents, businesses and the rugby community on the proposals.
In a statement released today released today (Monday) Alex Cohen, Venue Operations Director at the RFU said: “Allianz Stadium generates 90 per cent of the RFU’s revenues which all get reinvested back into community and professional rugby in England.
“A study looking into the impact of the stadium on the UK economy between 2015 and 2019 estimated the stadium contributed around £180m a year to the UK economy, £91m of which was in the Richmond and Hounslow boroughs, while also employing the equivalent of 2,870 full-time employees a year including event day staff.
“We have a history of successfully hosting non-rugby events including concerts by Depeche Mode, The Rolling Stones and Lady Gaga, however, in recent years international acts have chosen other venues which host more events over different dates and with a bigger audience. Therefore, our ability to continue to contribute to the national and local economy is lessened.
“Hosting more events is also critical to enabling us to invest in and redevelop Allianz Stadium. We appreciate the impact the stadium has on residents and businesses, and we therefore want to hear their views to ensure we can improve game day experiences while also finding ways to partner with the local community so the redeveloped stadium can benefit local residents.”
The consultation process is part of a wider RFU plan to ensure the national stadium remains up to date and fit for purpose.
A 10 year strategic plan, which will assess what works could be undertaken within the stadium’s current footprint, is expected to be presented to the RFU Board next year.
The RFU is launching a survey to assess people’s concerns and views.
“We want to hear the views of our local communities as we also begin to talk to Richmond and Hounslow councils, Transport For London, South Western Railway and other key stakeholders,” said the statement.
“You can let us know about your current experience, as well as sharing your ideas of what you would like to see at the stadium, by completing our survey. This survey will stay open until November 1.
“This is just the first step in this journey and we hope as many people will get involved and share their thoughts on Allianz Stadium both now and for the future.”
To fill in the survey and see a full list of key questions and answers go to https://ourstadiumconsultation.co.uk
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