Consultancy Services – Hospitality and ticketing revenue growth
AFC Bournemouth
CONSULTANCY SERVICES•
Maximising Revenue Beyond the Sellout
AFC Bournemouth were selling out home games – but the club identified an opportunity to grow revenue further, both from general ticketing and hospitality. They needed a partner who could look at the situation with fresh eyes and identify where genuine improvements could be made.
PROBLEM
The challenge was not filling the stadium. The challenge was maximising the commercial value of every seat and every hospitality space – without alienating the loyal supporter base that had helped drive the club’s rise up the football pyramid.
SOLUTION
GSW embedded a team within the club to carry out a thorough analysis of the ticketing and hospitality operation. We consulted with local supporter groups and club representatives – and brought an independent commercial perspective to the pricing structure.
RESULTS
The result was material hospitality revenue growth without any increase in capacity – proving that the opportunity was always in the product and the strategy, not the number of seats. Ticket revenue also grew as a result of pricing rationalisation and improved consistency across the stadium.