Fan Records Broken At Edgbaston
The 2018 Vitality Blast Finals Day was the most successful on record, according to analysis released by Two Circles, which is working with the Edgbaston venue.
Tickets for the day sold out before the Vitality Blast tournament began, marking the earliest sell-out date in the competition’s 15-year history, with a third of available tickets already snapped up for next year’s event.
The 2018 Finals Day, won by the Worcestershire Rapids this month, was the 10th edition to be hosted at Edgbaston.
The venue, the home of Warwickshire CCC, has worked with data specialist Two Circles since 2013 to build a deep understanding of its fanbase and drive growth across all commercial revenue streams.
The agency says its data management and visualisation technology was used by Edgbaston to identify sales targets and drive targeted marketing messages.
It highlights the diversity of the Finals Day crowd, with kids representing 10% of ticket holders and a record female attendance.
Two Circles also provided audience insight to the Edgbaston events team to shape and enhance the in-stadium fan experience.
It says that fans rated the Finals Day matchday experience better than 2017 across seven factors, including viewing, seating and speed of queues.
This year also brought a four percent increase (97% to 93%) in the number of Finals Day fans who said they would return – and an eight point rise in the Net Promoter Score, which measures the strength of fans’ advocacy.
Edgbaston Commercial Director Gareth Roberts commented: “Knowing how our audience breaks down and what our fans want out of a cricketing experience at Edgbaston is critical in ensuring we host events that are both commercially successful, and provide a memorable day out for every cricket fan.
“Though we’re delighted with the successes of last weekend’s Finals Day, we’re already using our audience insight and learnings to make sure we continue to deliver better results for the 2019 campaign.”
The T20 Blast Finals Day will return to Edgbaston next year as part of a hosting contract that runs until 2024. For the first time, tickets for the event went on sale the morning after the conclusion of the previous year’s Finals Day event.
