Snedden shares stadium pride and strong RWC ticket sales

Rugby New Zealand 2011 Chief Executive Martin Snedden has revealed that ticket sales for next year’s Rugby World Cup have already reached two-thirds of the organisers’ target for ticket sales.

A total of 864,000 tickets have been sold since the ticketing programme was launched earlier this year, bringing in revenues of $166 million. Organisers have set an overall target of 1.45 million ticket sales across the tournament’s 48 matches, and around 662,000 of those have been purchased already through Rugby New Zealand (RNZ) 2011 Ltd's global public ticket phases.

Snedden claimed that key match ticket sales and revenue targets had been met this year and added that organisers are preparing for the arrival of 85,000 international visitors next year.

Snedden told NZPA “this is a very good position to be in with 267 days to go until kick-off.

“We still have a lot left to do, but event preparations, coupled with ticket sales to date and strong international visitor projections mean we are getting ourselves in good shape to host the tournament.

"We are on track to achieve the forecast total ticket sales revenue of $268 million. (That target) was always going to be a big leap into the unknown given that the biggest grossing event previously in New Zealand's history was the 2005 Lions tour during which the New Zealand Rugby Union grossed $24 million from ticket sales. We've now achieved seven times that figure. In the end, we'll need to do 11 times that amount to hit budget.

"However, as of this week, our ticket sales revenues totalled $166 million, seven times the Lions tour, so although we still need to do another $100 million or so, that final target now seems so much more within reach.”

Snedden also explained that stadium redevelopments and upgrades have been another “good news story” from 2010, stating “the massive redevelopment of Eden Park is now complete and looks terrific. Upgrades in Christchurch, Napier, Whangarei, New Plymouth and Nelson are also now fully complete. The thing I like about each of these is that the redevelopments have been done in a way which reflects and is proportionate to the size of their respective communities. These facilities won't just service the needs of RWC 2011; they'll be great assets for their communities for many years to follow.

“Probably the most remarkable stadium story is Dunedin. The decision as to whether or not to build this stadium caused great angst down south. In the end, in the face of significant opposition, the city leaders made a courageous ‘on balance’ decision to do something they believed would protect and enhance that region's future.

“I recall Wellington having the very same fiery debate before it built the stadium that is now warmly regarded as one of its treasures. Certainly, this week's announcement that Elton John will perform there (in Dunedin) in late 2011 demonstrates that the facility will create new opportunities for the city.

“The stadium is most remarkable for its unique design. It will be the first in New Zealand and one of a few in the sporting world to have a permanent roof. The roofing material is a clear plastic-type substance also in use on Eden Park's new South Stand and in Bayern Munich's home stadium.”

Snedden visited the Dunedin stadium this week with International Rugby Board (IRB) Chief Executive Mike Miller, which prompted him to add that the “roof is now in place and the shell stadium looks amazing (and) we are holding our breath hoping that the stadium will finish on time. There is no margin for delay. I have no doubt that it will be ready.

“Prominent for me among a raft of other 2010 highlights has been the progress made by the regions and the Government's NZ 2011 Office in laying the foundation for delivery of the REAL New Zealand Festival which will be wrapped around the rugby tournament and delivered nationwide next year. Festival Director Briony Ellis and the hundreds of regional community leaders working on this are getting New Zealand into great shape to showcase ourselves. It is inspiring watching so many people take up this challenge.

“And the worthiness of their endeavours was re-emphasised this week when we were able to release information showing tangible evidence that at least 85,000 people will be coming from overseas for RWC 2011 and that they will be here for a good length of time – average stay 23 nights – and getting right round the country. At this time of western world recession, we are both amazed and delighted to see, from our ticket sales analysis, how many are coming.

“I know that the above sounds a bit ‘Pollyanna-ish’. Don't worry, we haven't got blinkers on. There are still heaps of challenges and issues, some easy and some difficult, that we will need to resolve or help resolve over the next 265 days.

In other rugby union news, the IRB has announced that Asian champion Japan will stage the Pacific Nations Cup next July at the Prince Chichibu stadium in Tokyo. Tonga, Samoa and Fiji will take part along with host country Japan in the four-nation tournament.