By kwin
June 10 2002

Who would have believed it? Seven years ago the Professional era commenced with no fewer than five London clubs in the top flight (Sarries, Wasps, Irish, Richmond and Quins). In 98/99 came a sixth as London Scottish were promoted. Roll on to 2002 and now? Well, um....just the one left, actually.

In the early days it was different  - no one wanted to move out. On the contrary the clubs were keen to emphasise their London roots - Wasps and Quins even renamed themselves to become London Wasps (how long will that last now?) and - for two seasons - "NEC Harlequins of London" (and I've got the Cotton Traders shirt to prove it). But very soon it all started to change:

Football Mad

Sarries were the first to leave, taking up enthusiastic residence at Watford, a grim third-rate football ground with small ill-stocked bars, a fenced-off pitch, uncomfortable seats with pillars blocking the view and facilities for no more than three women to take a pee at any one time. Ah, brave new world! But at least it was bigger. I forget what happened to their old ground at Enfield - underneath a Tesco now, I imagine. No doubt some Fez-heads would like to tell me?

At about the same time Wasps started the long journey that would lead them out of London - and to the very edge of extinction - by selling their Sudbury ground (and their soul) and moving into Loftus Road, a grim third-rate football ground, etc etc.  Now, unwelcome at Loftus, their old ground long-gone (and all the money with it) they are tramping off to Wycombe to test the waters there. Possibly you could say they were forced out of London, but the club doesn't seem unhappy to move - if it goes well, they say, they may never return (although they'll have a prime tenancy problem to overcome one day)

Squeezed out

Meanwhile, the London Borough of Richmond found itself with an embarrassment of rugby riches - hosting a national stadium and at one point no fewer than four premiership clubs (Irish, Quins, Richmond, Scottish) as well as two leading second flight clubs (London Welsh and Rosslyn Park). The planners met and quickly agreed that one professional club in the borough was quite enough and, not surprisingly, only the Stoop was suitable for the ground improvements that were necessary. So we got to build our  East Stand, while the Irish were denied. Irish might have actually stayed permanently at Sunbury if they'd been allowed to build there- but in retrospect it's clear that The Avenue isn't really a suitable location for a modern club attracting the size of crowd that the Paddies have proved capable of. After a short and unhappy season sharing the Stoop, they made for Reading where they are making a success of their (much shinier, much more impressive) football stadium.

Sold out

Well, we know what happened to Richmond  and Scottish.

The Last Club in London

Which leaves the aristocratic Quins the last club in London. For the ZP as a whole, and indeed for London, the exodus has gone too far - although spreading out around the South East was undoubtedly a Good Thing, it was overdone - London can certainly support more than one club, and it was a sad day when Wasps left.  But one club it is, and it's us. And what a happy position to find ourselves in - now for most of London, and for all of Hampshire, Surrey, Sussex, Kent we are the closest place to watch Premiership Rugby.  Next season we will be the local club for something approaching 10 million people. 10 million! To understand the opportunity involved consider that if we can persuade just 1% of them to visit the Stoop just once next season, our average gate would double.  What can we do to maximise this massive opportunity? Well, here's a few things the club might consider

Build those Stands

Clearly this is of utmost importance: if we are to increase our gates even a little bit we need a new stand - well we need three. I haven't had the chance to see the plans we've made but some of the rumours have suggested North and South only - or West and North - or West and South. From this, I conclude that a number of options remain on the table. If so: well now is the time to be bold. Build all three stands. Rugby is becoming more popular, we are becoming more popular, the last rival attraction has moved out. At the same time the risks are low: the ZP appears to ring fenced, interest rates are low. We need the stands to ready for the 2003/04 season (I'll explain why).. Expect Planning Application soon.

Gaining Converts

Remember last season Wasps sold us tickets for a fiver, so long as we gave our name and address? Then we were all mass-mailed for season tickets. That strikes me as a great idea. Every occasional Wasps supporter will be at the Stoop in November, looking for a rare chance to see their team play in London. That's a game to target for converts. Cheap tickets, bar extension, the best band, mailing lists. (Waspies will reply to this declaring that none would ever switch - well that's true for the 2000 DW fundamentalists, but don't forget that - like every other club - about 30% of their crowd have only been there a season or two). Expect marketing wheezes like this one next season.

Local (i.e. Mass) Marketing

10m locals is a challenge, as well as a blessing. How on earth do we market to them all with a limited budget? One idea that occurs to me is that we stand to gain exceptionally well from any general marketing of rugby as a whole - ie if Zurich or Sky, or the RFU raise the profile of rugby nationwide, then 20% of their spend is directed at our fan base. (10m/50m).  What could we do to ensure that the Rugby powers make 2003 a year when they market club rugby extensively and in the right way? Perhaps not much - but if a Harlequins man could succeed Walkinshaw as Chairman of Premier Rugby that might help. ...What? oh yes, Jillings just did. What a coincidence!

But a  truly serendipitous coincidence here is the timing - the 2003 Rugby World Cup. The RWC is a period when rugby reaches it biggest and most excited fan base. It's when marketing spend, and profile for rugby is at its highest. In short  RWC = Profile for Rugby = new fans going to their local club = lots of bums on our new seats. We need to make sure we have a two or three England players in the RWC squad and we need to BUILD THOSE STANDS!

The Future is multi-coloured

Call me optimistic if you like, but I can't think of the next three years without a broad smile on my face. The opportunities are limitless - I honestly believe that by 2005 we could be selling 20,000 seats. Mark (with his team) has proved he can run a small/medium sized Rugby club - now he probably feels like having a shot at a big one. The good news is he's going to get his chance right here.