Emirates Old Trafford and Lancashire County Cricket Club ran out winners at the prestigious global 2016 Stadium Business Awards which were held at the Santiago Bernabéu, home of Real Madrid, last week.
The Club picked up the Sales and Marketing Award for their pioneering work with US-based The Aspire Group last season which saw Lancashire incorporate a multi-year ticket marketing, sales and service (TiMSS) strategy into its sales plans for this summer’s international matches between England and Pakistan at Emirates Old Trafford.
This was the first time in the United Kingdom that a sports venue had implemented this successful and innovative fan segmentation method into its ticketing strategies.
A detailed programme of customer research was undertaken to define varying demographics and profiles of customer base to inform the creation of segmented new stand led experiences.
The judging panel commented: “LCCC and Aspire have crafted the most sophisticated, incisive and creative fan segmentation and engagement strategy being implemented anywhere in the world outside of the USA.”
Lancashire County Cricket Club’s CEO, Daniel Gidney, said: “We are delighted and proud to have won this award, which recognises our pioneering work with The Aspire Group. To see off world-wide competition including Melbourne Storm and England Rugby is fantastic for the team at Emirates Old Trafford, Cricket and UK Sport as a whole.
“The TiMSS strategy allowed the Club to achieve a thorough researched-based review of its pricing strategy which moved from a low, middle and high model to a much higher level of pricing complexity.
“The approach allowed us to develop a ‘pockets of scarcity’ concept rather than scatter gunning to sell a large capacity stadium. We discovered that by selling smaller sections and experiences out first, where restricting supply when demand is too wide was a successful method. As a result of this all of our higher priced and premium inventory for our upcoming International matches between England and Pakistan at Emirates Old Trafford have sold out.”
"The Aspire Group is honoured to have partnered with a progressive and innovated organisation such as Lancashire County Cricket Club. As a Lancashire native and lifelong Red Rose fan it was particularly gratifying for me to see the cutting-edge work that our Strategic Consulting & Research team provided and it being recognised at the highest level of Stadium Business," said Dr. Bernie Mullin, Aspire's Founder and Chairman.
"The sales results for the Pakistan Test Match Series that have already been achieved speak for themselves.”