The Millennium Stadium has taken the bold step of bringing the promotions and events business of the 74,500 seater, multi-facility, Cardiff venue in-house. Headed by new Venue Sales Manager Vici Williams, the Stadium’s on site team will be the key point of contact to all incoming event organisers as well as produce events of their own.
‘There really is an unlimited scope to the kind of events the Stadium can host,’ said Williams. ‘And it will be our job to ensure that the venue is used to its full potential and that it meets each and every need of its existing and future clients.
‘That will mean finding and producing events of our own as well as going out into the market-place and spreading the word that we have one of the World’s finest multi-facility event venues right here in Cardiff and it is available for use.’
The Millennium Stadium’s retractable roof, removable pitch and unique sight lines have made it the ideal home for events like the FA Cup final, World Speedway Championships and concerts from the likes of Robbie Williams, The Stereophonics and BBC’s Songs of Praise.
‘We looked at the current way our business was run,’ said Millennium Stadium General Manager Paul Sergeant.
‘We realized that if we do it ourselves and have direct contact with the event owners and promoters – as we already do with much of our sport business – we will be able to offer an improved service. ‘Vici brings a wealth of experience to the job from her time at Twickenham, the old Arms Park and with the Millennium Stadium.
‘Couple that with the current review of the pitch system, after which we anticipate sticking with the removable palletised pitch to ensure we retain full venue flexibility, and we are able to present an attractive proposition to prospective clients.’
The promotions and events company SJM Concerts, run by promoter Rob Ballantine, has brought the likes of Robbie Williams, the Stereophonics, Manic Street Preachers, Tina Turner and Bon Jovi to the Welsh capital during the four year life of the Stadium, but Sergeant is hoping his staff can do even better.
‘We have taken responsibility for all event revenue streams and operations,’ added Sergeant.
‘We’ve revised the reporting structure within our department to accommodate event ownership and a new event management system.
‘That has involved realizing some job descriptions within existing staff and putting in place a structure at each level to react to needs of event owners as they arise.
‘SJM Concerts have done a great job for the Stadium over recent years and this new step is no reflection on them, just an attempt by Millennium Stadium plc take a firm grip on its business assets.
‘We have introduced a package of changes starting with clear lines of responsibility within our department for commercial and operational roles.’
The move comes at a time when the Welsh Rugby Union, the governing body in Wales out of which Millennium Stadium plc was born, has re-vamped its playing structure and the rejuvenated its management team with three key members of executive staff including Sergeant.
For further information about Millennium Stadium Events please contact Vici Williams, Venue Sales Manager on 02920 822412.
