Forsyth Barr Stadium At University Plaza
Our Brief was to develop and implement a Private Sector Funding Strategy to contribute to the overall capital funding strategy for the replacement for Dunedin’s Carisbrook Stadium, with the new stadium now known, following the completion of a significant Head NamingRights Sponsorship, as the Forsyth Barr Stadium at University Plaza
The new Otago stadium at Awatea Street, Dunedin, is a visionary and inspired Project is vital for the civic, economic, academic, cultural and sports & entertainment benefits that will accrue to the community from its existence.
The existing facility at Carisbrook is beyond economic development and, notwithstanding this, would offer none of the potential of the new stadium, either to its’ existing tenants and users or the wide range of potential tenants and users that can be attracted to Awatea Street.
Research undertaken by Colmar Brunton in association with The Marketing Bureau Ltd., indicated strong levels of support for the new stadium from all sectors of the community and throughout the region.
For example, the research identified that approximately $56 million leaves the region each year to be spent on sports and entertainment activities, much of which could be retained in the region.
Working for the Carisbrook Stadium Trust, our work began well before the Public Sector Funding was committed by the Dunedin City Council and Otago Regional Council and initially involved significant work in developing and submitting Objectives, Strategies and Plans to both the Trust and its Stakeholders.
The assignment also included the design and development of membership, seating and corporate sponsorship products and the launching and marketing of those products to both regional and national target markets.
This work included marketing communications planning and implementation, media relations, sponsorship sales & marketing, event management and telemarketing strategy and management.