The new head of the Forsyth Barr Stadium has taken rugby
officials to task for the "arrogance" he says they have shown
the sport's potential supporters.
In an interview with the Otago Daily Times, Dunedin
Venues Management Ltd chief executive David Davies said
putting up posts and flags and expecting a crowd to come was
no longer good enough, and if necessary, he promised to deal
with that problem.
• Hard school of experience
• Not just a rugby stadium?
"I expect better from them. If they don't make a difference,
I will."
While Otago Rugby Football Union chairman Ron Palenski was
not fully comfortable with the term "arrogance", he agreed,
when contacted, there was a perception among the public that
was the case.
The union was already working amicably with Mr Davies on how
the stadium and the union could work together on promoting
the game, and the stadium, and the union supported what he
was doing.
"Rugby needs to work harder to get people to follow the All
Blacks, follow tests, and watch games," Mr Palenski said.
"It's not automatic any more that people go to games."
For Mr Davies, the game needed more than just the new stadium
to bring back the crowds.
"Losing bums on seats is not because the stadiums are poor;
it's the customer experience," he said.
There was an "obvious arrogance" in rugby union circles, with
the expectation crowds would automatically turn up for a
game.
"They're not," Mr Davies said, and there was an education
process that needed to happen.
"If people spend money, they need a reason.
"Part of this is improving the customer experience."
That was the case whether it was motorsport in Indianapolis
or football in the United Kingdom.
Mr Davies is not the only new entrant to the management of
Otago rugby who has recognised the Highlanders, at least,
have lost their connection with the public.
One of the franchise's recently appointed directors, Kereyn
Smith, made it clear early on she felt the Highlanders needed
to "re-engage" with fans, and Mayor Peter Chin noted the
expectation of the public in the performance of the team, not
just on the field, had "not been borne out".
Mr Davies planned to consult the region's rugby clubs, and do
something about the criticism he had heard, that people were
disconnected from "the pro arm" of the code.
He said in New Zealand, rugby had not marketed itself at a
community level to the extent of which it was capable.
"I'm very clear about how we have to present it to the
public."
The experience had to be a good one from the time punters
parked their cars.
Going through turnstiles had to be a simple and quick
process, tickets needed to be bought through mobile phones if
necessary, and queues had to be short.
There had to be sufficient television screens in the
concourse so people leaving the playing arena to buy food or
beverages did not have to rush back if a try was scored.
Entertainment needed to be provided, and children had to have
access to players after the match, as they used to be able to
do at Carisbrook.
"Trying to capture some of the spirit of Carisbrook of old is
something we want to do."
Mr Palenski said discussions with Mr Davies were amicable.
"We want to fill the stadium. They want to fill the stadium.
That's great."
Mr Davies had "tremendous experience" in his field, and
understood the game of rugby, Mr Palenski said.
"It's wonderful to be able to work with a guy like that."
david.loughrey@odt.co.nz
A name, residential address, and (preferably residential) telephone number is required from readers who comment on ODT Online. These details will not be visible to site visitors.