Gold Coast Titans in push to win back fans in wake of debt crisis
Peter Badel
The Courier-Mail
February 16, 2013 11:00PM
THE Titans have brokered a new Skilled Park stadium deal that will save an estimated $300,000 in operating costs as part of a strategic push to win back Gold Coast fans following the debt crisis that nearly bankrupted the club.
Only 12 months ago, the Titans were fighting for survival, with NRL auditors having uncovered a $25million debt and crowds dropping 33per cent on the record numbers that had flocked to Skilled Park in 2008.
But under the stewardship of new chief executive David May, the Titans have formulated a blueprint to re-connect with the community.
The Sunday Mail can reveal:
The Titans have signed a new tenancy deal with Stadiums Queensland to remain at Robina's Skilled Park until the end of 2017.
The five-year arrangement can be reviewed on an annual basis to ensure hiring costs are palatable.
The Titans have hired a US firm that works with NFL clubs to deliver revolutionary structured-pricing deals to fans.
Any fan under 18, accompanied by a Titans member, will get free entry in a bid to boost crowds.
CEO May will take a leaf from English Premier League clubs and preside over a community forum later this month to hear feedback from fans.
Titans crowds have dipped alarmingly in recent years, with the average home gate of 14,405 last season well below the mark of 21,618 that attended Skilled Park fixtures four years ago.
May has identified several key reasons for the decline, including the side's flagging on-field performances, the general cost of attending games and the financial uncertainty that engulfed the Titans in recent seasons.
But the Gold Coast boss is determined to stop the rot and believes the revised stadium deal, which provides fiscal latitude for the club to slash ticket prices, can reignite the Titans and confidence in the club.
"We need to get Gold Coast people excited about being at Titans games again," May said.
"I think there is a general cloud of uncertainty we are trying to clear away and we are working hard to show the fans we are sustainable, we are on solid foundations and we will be here for the long-term.
"That stuff doesn't come overnight. We want people to have faith and trust in us and that doesn't come overnight. It comes from doing the right thing consistently over time.
"How much of a hit (the Titans brand) took is hard to say, but we have to cement relationships with the fans and we have a job to rebuild the community's faith in the Titans."
The Titans hope to double their membership base to around 11,000.
Some family tickets will average out at $9 per person as part of the Gold Coast's bid to swell home crowds beyond the 18,000 mark.
May, the former marketing guru at Jetstar, has also engaged a US ticketing firm to introduce pricing strategies traditionally associated with airline companies.
"We have an `early-bird' campaign where adults get entry at kids' prices by buying well in advance of games," he said.
May said the new stadium deal would provide savings to the club in terms of hiring and ancillary services such as police and transport costs.
It is believed the Titans outlaid around $100,000 to host a game at Skilled Park under the previous tenancy arrangement with Stadiums Queensland.
"The key thing I wanted out of the stadium deal was the ability to reduce ticket prices. We have done that.
"When you have a market doing it tough like the Gold Coast, the No.1 factor for families is the price of getting to the stadium and attending games," May said.
"We have budgeted for 15,000, but I would like to see us get 18,000. If we can average in that area then it will help the team's performances. I just want to see the people back."