By Dai
November 17 2003

The Celtic Warriors have issued a new statement outlining the reasons for making the decision for playing all games at the Brwery Field. Read on for more.

Support

The dilemma is quite simple – there are supporters in the Pontypridd and surrounding areas that will not or cannot travel to the Brewery Field and there are supporters in the Bridgend and surrounding areas who will not and cannot travel to Sardis Road. The net result is that whichever ground we play at we will never ever maximize support. Consequently at each and every game so far we are averaging just 1700. If everyone traveled then this average will probably only increase to around 2500. So the argument that there are more supporters in one ground compared to the other does not stack up:

Warriors v Dragons at Sardis Road (24.10.03) - The crowd was 1474 with an element of away support.

Warriors v Glasgow at the Brewery Field (07.11.03) – The crowd was 1586 and there was no visiting support.

It is critical therefore that should a decision be made to choose one ground to play out of then it must be based on sound commercial reasoning and business sense. It is quite simply the ability to generate and maximize the income streams from those spectators within the ground.

This takes us on to:

Hospitality

Cash generation is critical, more so now than ever before – the costs are consequently higher and there is therefore much more at stake. The future of Regional Rugby depends on the maximizing of all income streams – the demise of the Gwent Dragons demonstrates this very issue.

With the removal of the temporary hospitality stand at Sardis Road and the non existence of corporate hospitality facilities in other parts of the ground means there can be no income generation from this support sector. The Brewery Field on the other hand reflects the investment in the club’s infrastructure that has taken place over the last 3 years. The Brewery Field can boast two pre-match hospitality suites and 20 hospitality boxes that run the length of the pitch – the only stadium in Wales to boast such a facility. We have a commitment and duty to our sponsors.

I detail below just how important these facilities can be by demonstrating the income levels that can be generated from the same. Against the Ospreys in October the gate was just 1981 however the income generated was as follows:

Gate monies £17,816
Hospitality £14,606

Needless to say the income levels in the last few months generated at Sardis Road for the Warriors was NIL and this was highly unlikely to improve in the future.

All the hospitality income generated at the Brewery Field is paid to the Warriors.

All bar profits (52% gross margin) at the Brewery Field are paid to the Warriors.

All outside catering and food sales at the Brewery Field are paid to the Warriors.

All players’ food and ancillary costs are NOT charged to the Warriors but are charged to Bridgend RFC Ltd.

Retail Income

The income generated from Warrior merchandise sales is critical. At the Brewery Field the modern retail outlet sponsored by Kooga has been the source of valuable income. To date sales details are as follows:

Replica shirts £24,190
Jackets £8416
Polo shirts, scares etc £4940
Gifts £4113
Other items £5710

This income stream was not available to us at Sardis Road as access to the club shop was denied.

The above income streams are denied to the Warriors when games are held at Sardis Road. There is no doubt that playing out of two grounds and therefore two cost centres is commercial suicide. Whilst we have at least attempted the exercise the time was right to revisit this strategy based on the evidence so far.

Home Advantage

Whilst the decisions made so far have been based on the ‘finance’ issues I have always been mindful of capitalizing on having a home and a base for the Warriors. A ground suitably 'badged' with all the facilities that go with playing rugby at this level – pre-match meeting rooms for players etc…

Home advantage, particularly in the Heineken Cup is critical to the success of the team especially in the ‘tight’ competition pool we are in. The team needs an identity, hence the decision to transfer the games to the Brewery Field sooner rather than later. It was imperative that the squad, which now includes the World Cup players, familiarize themselves with the Brewery Field prior to the Calvisano game on 5th December 2003. The switch of venue for the Edinburgh game on 28th November 2003 from Sardis Road to the Brewery Field was therefore a rugby decision and was requested by the coaching staff and players.

Whilst trying to justify my decision on a commercial and rugby basis it does not reflect my personal commitment to Regional Rugby. I continue to be criticized and castigated by the minority who simply do not want to understand the economics of the situation. I personally subsidise the Celtic Warriors to an average of £57,000 per month (based on the last 5 months) and I have further personally underwritten the projected loss of some £600,000. If anyone out there would like to take on this commitment then I would be only too pleased to talk to you.

In brief:

We are providing free transport to and from Sardis Road.

We will honour all season tickets.

I am personally financing probably the strongest squad in Welsh Regional Rugby.

We can provide top class facilities at the Brewery Field.

I still plan to build a £15 million all seater stadium in the RCT region.

For those of you, whether you are Bridgend or Pontypridd supporters, who wish just to support the Premiership game, that’s fine but remember that is as good as it gets. With the limited financial support both from the Union and gate monies it is hard to see how the Premiership will carry on – other than being a development platform for the Regional teams – I believe it should be treated as such.

Change is inevitable to survive and progress. Rugby, like it or not, is a business – profit and loss reports, cash flow forecasts and balance sheets are an everyday and integral part of Rugby life. Whilst passion and pride are vital elements to success you cannot survive on these ingredients alone.

There was an urgent need for change in the Welsh playing structure and the introduction of Regional Rugby was paramount to that. In order to compete in Europe and at International level the better quality, talented players needed to be concentrated in a reduced number of teams to play every game at a higher intensity week in week out. This is part of the ‘change’.

I am not asking anyone to desert their local club, but to support those players now in the Warrior team that has been developed and will continue to be developed through those clubs. Bear in mind that within the current Pontypridd Premiership club there are 5 players that I currently fund. In brief by turning your back on the Warriors it does not affect me at all – it is the players who need your continued support.

In conclusion I must say that I have received as much positive support as negative and whilst I appreciate your passion for your local club you must also look at the bigger picture – Regional Rugby has arrived and will be massive – just look at the squad and forthcoming fixtures!

What is for sure is that I will not desert the Warriors – I am extremely ambitious for the team and I am totally committed to the funding of the Region.

Thank you.