|
CONTENTS |
|
| Preface | |
| Introduction | |
| The Tournament | |
| The Tournament Playing Window | |
| Broadcast | |
| Marketing | |
| Ticketing | |
| Administration | |
| Safety & Security | |
|
|
|||||||||||||||||||||||
One of the most frequent criticisms of world sports events concerns ticketing. Such problems can undermine excellent work done elsewhere. An impressive marketing campaign and spectator-friendly facilities can be devalued by ticketing difficulties. The effects can be damaging such as loss of important revenue,
half-empty grounds, negative publicity, security problems and dissatisfied
supporters.
The Twickenham Ticket Office distributes 750,000 tickets in an average season and has developed a reputation for efficiency and a strong service culture that enables the team to deal with thousands of calls a day, including a record 8,500 in a single day. The RFU Ticketing Team has been praised for providing a dedicated resource to manage the ticketing and associated needs of disabled spectators. Preparation and Training The key to a successful strategy will be a thorough preparation and training programme. We intend to commence this at an early date and our outline timetable is as follows:
Clarification of Roles and Responsibilities Clear lines of responsibility and direct communication are crucial
for a successful ticketing operation. In order to achieve these
aims, we recommend that RWC Ltd delegates responsibility for all
ticketing to the Twickenham ticketing team.
A RWC 2007 Ticket Office, managed and run by the RFU, will undertake the following responsibilities:
The benefits of the approach will be felt by spectators, commercial
partners, VIPs, corporate hospitality guests and media. For the RWNC, additional responsibilities will be assumed in order to deal with the estimated 148,000 tickets that will be sold. Ticketing for the RWNC will be devolved to the Regional Committees and club venues, but the RFU Ticket Office will set all ticket prices and undertake a policy, advisory and supervisory role. The ticket prices for the RWNC will be set in consultation with the Regional Committees. The RFU Ticket Office will supervise the printing, allocation and distribution of tickets. The ticket printing will be undertaken locally to a standardised design and printed tickets will be distributed by local match organisers. Pricing and sales initiatives for the RWNC will be particularly targeted at a youth audience using the RFU’s database and the contacts of the Rugby Development Officers. The RFU proposes that purchasers of RWNC tickets will be given priority in any public offer for any non sell-out RWC matches. Allocation of Tickets The policy for allocation of tickets between RWC Ltd and the Host
Union should be based on realism combined with historical precedent
in order to minimise the late return of unsold seats.
The venue selection process will include a check on each ground’s ticketing systems. Quality thresholds will be agreed with venues to cover paper type and quality, approved suppliers and ticket design. This is important for security reasons as well as quality control. Printing Procedures We propose that RWC tickets be printed by the ticket office of the relevant venue. This is a tried-and-tested method and will be more reliable, cost effective and efficient than remote venue printing. All venues will be required to accept a common policy established by the RFU on the issue of duplicate tickets. This is a critical area to control. Requests for duplicates will be required to be made in writing and a charge will be made in all cases. Pricing Policy Ticket price ranges will be set by the RFU after consultation with
RWC Ltd and all venues. Factors that will be taken into account
include local economics and the need to attract new audiences to
the game from a variety of age groups and sporting backgrounds.
The RFU’s proposed ticket pricing policy is set out in Section
9 - Distribution and Returns Procedures A detailed timetable will be drawn up and agreed and adhered to by all parties in order to distribute tickets to spectators, and to receive and re-sell returns. The objective will be to avoid the need to resort to unrestricted sales to all-comers in the last few days before a match. Incentives will be put in place for the Event’s commercial partners to emphasise the importance of and to encourage adherence to the timetable. It is proposed that tickets will be allocated based on sales at an agreed date with an additional margin for later take-up. Security Measures We are very aware of the need to minimise the potential loss of revenues through the black market and to provide the official tour operators, appointed by RWC Ltd, with the comfort and protection that they require. There will be close liaison between the RFU National Security Manager and police authorities and the necessary systems will be put in place. Packaging and Sales Incentives The RFU Ticket Office is very familiar with marketing needs and has successfully introduced initiatives such as linked ticketing, ‘2 for 1’ offers, family tickets, tiered pricing, concession, last minute ticket sales,discounted ticketing and group sales. The office also works closely with television partners to ensure that block releases are aligned to television camera angles and general production needs. Consideration will be given to a combination of cross selling, packaging and pricing initiatives to benefit the whole Event such as:
|
|||||||||||||||||||||||
