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| Quote London Broncos and Ealing will upgrade Vallis Way to a capacity of 4,080 initially with a 1,040 additional stand in a winter development to host Super League.'"
Excellent move - we need to fill it week in week out. CMG email Mr Hughes......
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It is imperative that whoever takes charge of the marketing effort at the club, budget permitting, takes a fresh approach to the club's marketing and aesthetics. Let's learn from what HAS NOT WORKED in the past and fully embrace the future. There is virtually no 'match day experience' at Vallis Way and the demographic needs to be families and younger generations.
If I hear the song 'London calling', the weird song from the 80s they play after a try or 'Bonkers' by Dizzee Rascal after a goal, I will scream. And update the sound system because the music is key. The future of the club does not lie in playing only to the tastes of geriatrics, with full respect. We should take our marketing lead from the Toronto Wolfpack (again, within the budgetary constraints, though our promotion to Super League will lead to fresh injections of capital).
Match-day experience:
1. The sound system cuts out during announcements and has done so in every home game this season. This is amateur hour. The music is nowhere near loud enough to create an atmosphere. If you are constrained by planning laws on this, at least fix the sound system and employ someone who knows what they are doing to create a proper playlist at the start of the season that will engage a younger audience and families. Toronto's 'party vibe' would be ideal but difficult to replicate without significant investment.
2. Catering - The bar they have added is OK but it's not enough of a draw. We need to work the 'alternative' / 'hipster' angle, and the food and drink available should reflect it. If the club are curious as to what I mean here, walk down Maltby Street market or Drury street market on a Saturday to see what this hipster vibe looks like. Even the Skolars offer a variety of craft beers. Basic barbecue does not cut it and will not attract new fans with different tastes, which is key in London. The Long walk as you approach the ground is an ideal place to put rows of stalls and tents etc. would benefit local small businesses to and create a party vibe from the outset.
3. Mascots - Buck and Dusty need upgrades. The current versions look devoid of character and unfriendly compared to their 1997 counterparts with big floppy features and stupid big shoes. Take a look at the original Buck here: https://c1.staticflickr.com/1/137/32145 ... z.jpg?zz=1. SO MUCH BETTER. Chris Warren built a 'story' around these guys and brought them into the experience, calling Buck a silly horse etc, races at half time etc. etc. It was fun. Now Buck is just there but is never introduced or really brought into the experience. Kids come for the mascots and end up staying for the Rugby League, as I did 20 years ago.
4. Club shop - in desperate need of an upgrade despite all the hard work that goes into it. Transactions take far too long with the technology they have and need to be near instant when paying by card to maximize revenue. The cost of fixing this is small and should be addressed. The selection in the club shop needs to be expanded and ideally some pro designers would be brought in to make the apparel appealing to a younger audience (ala Toronto). Subtle upgrades to the club's logo (to make it simpler and monochrome - lose the metallic effect, that's so 90's) could help here (Again, think Toronto's bold T shape that you see EVERYONE wearing at their home games). Lastly, BSK's shirts bearing our logo (solid block grey on read or black) just does not work - it looks appalling.
5. Some kind of on-pitch activity (together with PA) at half time. Again, an attraction for casual fans.
6. Others...
MARKETING
1. Note how Toronto market the game as 'Rugby' rather than 'Rugby League' - I don't think we should be marketing the game as 'different' as most people are utterly ignorant of both codes. Accordingly, we should just call it 'rugby' - union doesn't own the word and we're not really looking to convert Union heads in London.
2. Focus on the individual - it annoys me somewhat that everyone in rugby league is waiting on Eddie Hearn to come in and save the sport. He's not a genius. One of his main ideas is to create superstars. He realises how important individuals are to marketing successfully. Marketing efforts at the clubs should be directed to marketing key individuals not just vague notions of the 'team' (Alex Walker is now the obvious example as someone who could have great stature in the game and its great to hear his Essex accent in post-match interviews).
3. Free tickets - let's follow the Toronto model of giving away free tickets and promotions to local schools, community clubs, rugby clubs etc.. What's the downside to this? Greater takings at the bar?
4. Robert Cialdini (Influence) - the club need to read this book.
5. Others...
The above is no criticism of the club as I appreciate that it has been up against it financially and has made enormous strides in other areas. But to be a true success in Super League the marketing effort and match day experience needs a total overhaul to compete as an attractive proposition in London, not just trying the same old tactics to cater for an ageing audience.
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It is imperative that whoever takes charge of the marketing effort at the club, budget permitting, takes a fresh approach to the club's marketing and aesthetics. Let's learn from what HAS NOT WORKED in the past and fully embrace the future. There is virtually no 'match day experience' at Vallis Way and the demographic needs to be families and younger generations.
If I hear the song 'London calling', the weird song from the 80s they play after a try or 'Bonkers' by Dizzee Rascal after a goal, I will scream. And update the sound system because the music is key. The future of the club does not lie in playing only to the tastes of geriatrics, with full respect. We should take our marketing lead from the Toronto Wolfpack (again, within the budgetary constraints, though our promotion to Super League will lead to fresh injections of capital).
Match-day experience:
1. The sound system cuts out during announcements and has done so in every home game this season. This is amateur hour. The music is nowhere near loud enough to create an atmosphere. If you are constrained by planning laws on this, at least fix the sound system and employ someone who knows what they are doing to create a proper playlist at the start of the season that will engage a younger audience and families. Toronto's 'party vibe' would be ideal but difficult to replicate without significant investment.
2. Catering - The bar they have added is OK but it's not enough of a draw. We need to work the 'alternative' / 'hipster' angle, and the food and drink available should reflect it. If the club are curious as to what I mean here, walk down Maltby Street market or Drury street market on a Saturday to see what this hipster vibe looks like. Even the Skolars offer a variety of craft beers. Basic barbecue does not cut it and will not attract new fans with different tastes, which is key in London. The Long walk as you approach the ground is an ideal place to put rows of stalls and tents etc. would benefit local small businesses to and create a party vibe from the outset.
3. Mascots - Buck and Dusty need upgrades. The current versions look devoid of character and unfriendly compared to their 1997 counterparts with big floppy features and stupid big shoes. Take a look at the original Buck here: https://c1.staticflickr.com/1/137/32145 ... z.jpg?zz=1. SO MUCH BETTER. Chris Warren built a 'story' around these guys and brought them into the experience, calling Buck a silly horse etc, races at half time etc. etc. It was fun. Now Buck is just there but is never introduced or really brought into the experience. Kids come for the mascots and end up staying for the Rugby League, as I did 20 years ago.
4. Club shop - in desperate need of an upgrade despite all the hard work that goes into it. Transactions take far too long with the technology they have and need to be near instant when paying by card to maximize revenue. The cost of fixing this is small and should be addressed. The selection in the club shop needs to be expanded and ideally some pro designers would be brought in to make the apparel appealing to a younger audience (ala Toronto). Subtle upgrades to the club's logo (to make it simpler and monochrome - lose the metallic effect, that's so 90's) could help here (Again, think Toronto's bold T shape that you see EVERYONE wearing at their home games). Lastly, BSK's shirts bearing our logo (solid block grey on read or black) just does not work - it looks appalling.
5. Some kind of on-pitch activity (together with PA) at half time. Again, an attraction for casual fans.
6. Others...
MARKETING
1. Note how Toronto market the game as 'Rugby' rather than 'Rugby League' - I don't think we should be marketing the game as 'different' as most people are utterly ignorant of both codes. Accordingly, we should just call it 'rugby' - union doesn't own the word and we're not really looking to convert Union heads in London.
2. Focus on the individual - it annoys me somewhat that everyone in rugby league is waiting on Eddie Hearn to come in and save the sport. He's not a genius. One of his main ideas is to create superstars. He realises how important individuals are to marketing successfully. Marketing efforts at the clubs should be directed to marketing key individuals not just vague notions of the 'team' (Alex Walker is now the obvious example as someone who could have great stature in the game and its great to hear his Essex accent in post-match interviews).
3. Free tickets - let's follow the Toronto model of giving away free tickets and promotions to local schools, community clubs, rugby clubs etc.. What's the downside to this? Greater takings at the bar?
4. Robert Cialdini (Influence) - the club need to read this book.
5. Others...
The above is no criticism of the club as I appreciate that it has been up against it financially and has made enormous strides in other areas. But to be a true success in Super League the marketing effort and match day experience needs a total overhaul to compete as an attractive proposition in London, not just trying the same old tactics to cater for an ageing audience.
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| As a club London Broncos have a lot of work to do in attracting more fans. New fans need to be attracted and retained.
We have become a club where a nucleus of die hard fans turn up and have a few beers, watch a game of rugby and go home. Not much effort is made to make it anything more than that.
Would hope that the club can grasp the opportunity that promotion has given them to raise its profile and pull in the numbers that we once had and then even more.
The clubs attitude needs to change. The "All our fans are a load of drunks" needs to go. The club needs to think before they act. Too many times they have done things which alienate the few fans that still attend.
Let us go forward for a brighter future.
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| Some great suggestions above. These needed to be addressed even at the Championship level in order to grow the fan base.
London is not short of craft breweries and street food vendors that could improve catering. Half time heroes were often good entertainment. With bigger crowds the home fans might be thinking about getting to the ground earlier for various reasons. Why not have regular age group games before main game, we have the advantage of 2 all weather pitches ?
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| The post above is excellent, and if the powers that be are reading, notes should be taken.
My thoughts:
1) Sign a competent addition to the staff, to support Neil on all matters off field and match day.
2) Better engage voluntary support to improve match day resourcing.
3) Yes, club shop is adequate, but something more permanent would be better.
4) Market the match day locally as an event; make it an event; promote it as rugby; engage the local community like Toronto do.
5) I still love my idea flagged a while ago of a hot tub experience, watch the game and have a drink from the hot tub …. it worked in 20/20
6) There are RFL rules around curtain raisers, especially if the Academy are playing, but in conjunction with Neil, I manged to run two London Junior League games on pitch 2, pre match – it needs coordination but very do-able.
7) Half time entertainment is important. Dance troupe ? Kids games ? Mascot races ? Adults making a prat of themselves, etc
Have to say I like the playlists but yes, the sound quality needs to improved.
9) The barriering on the coaches side needs to be sorted. With any sort of crowd that area needs addressing as there is effectively only two ‘safe’ levels. It needs to be tiered. But of course, those monstrosities will still be in the way.
10) Dedicate one stand to away fans; and part of the other stand to families / schools
11) Hopefully a new toilet block will be built to support the new stand.
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| Pretty sure LJL would happily jump at the chance to play junior league games at Trailfinders, as would a fair few of the open age teams, but play it on the main pitch.
Is there a suggestion here that a “new” “temporary” additional stand has been approved?
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| Yes - it has been confirmed that a new stand is approved. The club provided paperwork to that effect to the RFL.
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| Where's this new stand going?
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| As I understand it. Behind the posts at the open end where the houses are.
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| Quote ="Bostwick"As I understand it. Behind the posts at the open end where the houses are.'" Not sure where else it could go really.
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| 1040 seats is a big stand to have there. As said, no where else really at the moment
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| Quote ="PC Plum"The post above is excellent, and if the powers that be are reading, notes should be taken.
My thoughts:
1) Sign a competent addition to the staff, to support Neil on all matters off field and match day.
2) Better engage voluntary support to improve match day resourcing.
3) Yes, club shop is adequate, but something more permanent would be better.
4) Market the match day locally as an event; make it an event; promote it as rugby; engage the local community like Toronto do.
5) I still love my idea flagged a while ago of a hot tub experience, watch the game and have a drink from the hot tub …. it worked in 20/20
6) There are RFL rules around curtain raisers, especially if the Academy are playing, but in conjunction with Neil, I manged to run two London Junior League games on pitch 2, pre match – it needs coordination but very do-able.
7) Half time entertainment is important. Dance troupe ? Kids games ? Mascot races ? Adults making a prat of themselves, etc
Have to say I like the playlists but yes, the sound quality needs to improved.
9) The barriering on the coaches side needs to be sorted. With any sort of crowd that area needs addressing as there is effectively only two ‘safe’ levels. It needs to be tiered. But of course, those monstrosities will still be in the way.
10) Dedicate one stand to away fans; and part of the other stand to families / schools
11) Hopefully a new toilet block will be built to support the new stand.'"
Re no10, I don't know why the away fans were ever 'given' the DB stand - I would have made it a family stand, at one game there were a couple of school groups there with our drummer - all chanting , making a great noise!
Otherwise i agree with all your points - new soundsystem, new toilet block for new stand, entertainment pre match, half time, post match and some bloody marketing - however I think I'll pass on the hot tub come next Feb!
David Hughes needs to invest, or better still bring some new investment in. Let's get it RIGHT this time - and let's not forget if Hughes hadn't had his hissy fit and very nearly pulled the plug after the CC semi final mauling we got at the hands of Wigan we really shouldn't have had to go through these Championship seasons!
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| I dont know if they are allowed to but put the events for the kids and the shop on the pitch right next to the main pitch.Where it was located this season was stupid,around the back of the main stand.I am sure many people who turned up who were new to the game did not even know they were there.
The merchandise although arriving early, i thought was poor.The playing shirts were great designs, but the polo shirts were boring.
How about for the Super weekend where clubs wear one off shirts have a competition where people can design the shirt that the team will wear.
The craft beer idea maybe trailfinders would not like as it would hamper their bar takings but a couple of pop up tents offering different food would be good instead of the usual burger and chips which is good value at trailfinders.
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| I have to say I have enjoyed our time in the Championship.
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| The discussed 1,000 seat temporary stand - assuming it comes off - at the currently open end would be perfect for away fans. Put a bar and toilets next door too. Then, as suggested, use the Bugeja stand for families, school groups and junior clubs. Broncos regulars, plus returning, occasional and new fans can congregate in the pavilion and opposite.
I'm assuming there are some media / medical upgrades required too.
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| Quote I have to say I have enjoyed our time in the Championship.'"
There is certainly an argument against premature promotion and the lure of a winning side in the Championship is possibly greater than a side that gets thrashed every week in the Super League. The dream for next year would be a mid table finish.
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| Quote ="northernbloke"Pretty sure LJL would happily jump at the chance to play junior league games at Trailfinders, as would a fair few of the open age teams, but play it on the main pitch.'"
Not sure
1) I still dont feel the LRL relationship with LB is where it needs to be
2) Not all community clubs would be on board, assuming Hemel and Skolars have their own priorities
2) Academy on the main pitch always take precedence
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| Ljl finals are played at broncos! Or should I say have been.
Didn’t say all community clubs, silverback, HHH, chargers already have played games at broncos.
And not suggesting precedence over the academy, but it’s an option when the academy are not playing.
If you are going to do it, make it when they can be on the main pitch, that way a few folk would take interest and watch it.
On the second pitch no one really notices
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| Quote ="northernbloke"Ljl finals are played at broncos! Or should I say have been.
Didn’t say all community clubs, silverback, HHH, chargers already have played games at broncos.
And not suggesting precedence over the academy, but it’s an option when the academy are not playing.
If you are going to do it, make it when they can be on the main pitch, that way a few folk would take interest and watch it.
On the second pitch no one really notices'"
Finals Day is dedicated for LJL.
The number of days Academy and First Team didnt coincide - bear in mind the Junior season runs from late March to end July and open age later on both counts. I stand to be corrected there were 1 maybe 2 pre match opportunities on main pitch.
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| Plummy, yes fully aware of LJL finals day, just shows there is a relationship with LB that can be built on.
How many games coincided? Obviously am suggesting games when academy are not at home, invite the junior teams, get em on the pitch the big boys play on, make it part of the experience, let the RL fans see the future of the game.
As for the relationship with juniors for me broncos should be getting players involved with every LJL, does upset me that at LJL finals hardly ever see anyone from broncos there.
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| Ive never seen them advertised so in some ways taking after the LB
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| For me, having Broncos Academy games as warm up is most attractive option.
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| Buzza, can’t disagree with that, and makes sense, but the fixture list seldom takes that into account
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| Seen people on social media suggesting the club should play “one-off” games across various football grounds in London but not only is it throwing money down the drain, it’s pointless. The club’s priority should be Ealing, embedding roots further into the area and attracting bigger crowds.
The club needs to offer something different than other sporting options in London. Maybe “the cheapest elite level season ticket in London”? It’s not hard to be cheaper than Football and I have no idea how much RU costs (and wouldn’t want to find out). That would need to be marketed though and Rugby League doesn’t do that well.
The club could do well to replicate something similar to what Toronto have. It needs to be an experience and a day out rather than just a game of Rugby. Craft beer is booming and it would be relatively cheap to knock up a few tents and offer beers, gins etc and street food tents. There’s surely enough bands in London waiting for a break and you could hold a mini-festival in the summer months or have bands at games most weeks. There’s got to be things for all the family to do, get bouncy castles and face painting for the kids.
This is a massive opportunity for the club.
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| Quote For me, having Broncos Academy games as warm up is most attractive option.'"
5 pints and talking S#1% is my preference
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