ISG launch research into hospitality and ticketing for Tottenham Hotspur’s new stadium
“International Stadia Group (ISG) have been contracted by Tottenham Hotspur (THFC) to carry out an extensive research phase to help define the entire ticketing and hospitality strategy at their new stadium.
Tottenham Hotspur currently play their football at White Hart Lane, a stadium with a capacity of 36,284, including a hospitality capacity of 2,978. However, in order to be able to compete with the elite teams both domestically and internationally Spurs require a stadium with a greater capacity, more modern facilities and greater revenue potential. The new stadium will have an increased capacity of 61,000, including a single tier home southern stand of 17,000. The stadium will also be equipped to host NFL matches and the Club recently agreed a landmark agreement with the NFL that will see there be a minimum of 2 NFL games played a year at Spurs’ new stadium.
ISG’s work, through Comperio Research, ISG’s specialist in-house stadium research company, is one of the most comprehensives surveys undertaken in football and is being conducted across all adult One Hotspur Members (for full details of the Tottenham Hotspur press release can be found here), existing VIP clients as well as new leads throughout the London area to gauge the interest from the wider market. E respondent will undertake a detailed survey customised according to their existing buying habits and the potential ticket packages they may purchase. The volume of surveys will provide statistically robust financial projections for the new stadium and will form an integral part in shaping and designing ticket packages that will go on sale in the new stadium. All packages being proposed in the research phase are flexible and hypothetical and the final recommendations will be configured based on the insight and feedback from supporters and other potential users.
ISG have been working with the club since 2011 advising on many elements of their new stadium strategy, including their relationship with the NFL and the potential move to another location during the build process, and are working with the club to provide the business plan analysis that will be critical in securing the financing for the project.
Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.