Harlequins' Commercial Director James Kendall spoke to Harlequins TV about the launch of the new membership scheme. In order that we can be completely clear on the fantastic opportunity being made available to us next season, I transcribed the important parts.
Well we're really excited about the new membership program, both for the club and for the supporters. What we're trying to do with membership is rekindle something of the old magic of belonging to a rugby club. That real sense of belonging and passion that people have for their club. And this is a progressive membership it is an innovative scheme it's one that no-one else is doing in British rugby. ANd what we've been doing over the past few weeks and months is to look at some of the very best membership schemes that are out there that sports clubs, professional sports clubs, generally are doing. And we've been looking at the AFL, we've been looking at the NFL and we're bringing that together to provide this for our supporters.
How is this different to a season ticket?
Well, we spent a lot of time over the past few months really listenting to our supporters and what we have heard is that they would love to receive ways of getting closer to the club. They would like to feel rewarded for their loyalty. And they would also like to receive benefits of real value and that has really shaped the way we've put this membership program together. The season ticket model is quite wooden in my opinion.
How much is this going to cost people?
Well from as little as £199. That is the entry point. There are relatively small increases across the board of the price compared to season tickets last year, we're retaining our concessions in the places we've had them before and the family package that we offer is a s good a value as its ever been. In fact a child can come with an adult for the entire season for as little as £16 throughout the season. We are also investing in this program ourselves, it's an investment from the club and there is also the opportunity for our current season ticket holders to receive a discount on renewals as we've done in previous seasons.
So new lines of communication with your loyal support?
That's right. New lines of communication, more regular communication, different ways of communicating is our plan and intention. There are a range of new benfits that we're going to be introducing that are going to be doing exactly that for ALL members to enjoy whether they're in he 1866 club or the first XV club. And they are going to be ranging from an open training session with the players and the opportunity to meet them, the opportunity for a rugby festival at Surrey Sports Park, informal dinners with the commercial side of the club, the playing side of the club and the coaching side of the club too. And then there are a few more of the more traditional benefits that everyone will enjoy as well from discounts at the shop, discounts to enjoy these facilities on a non match day, for hospitality and a membership card that they will receive as well.
... Some stuff about overseas/distant supporters.
It seems to be an all encompassing approach, it's a family approach. Would that be fair to say?
That's exactly what we want to do, engender a greater sense of belonging, a greater sense of passion and excitement about the club and the way in which we communicate the benefits we're offering is designed to do exactly that
Dear Mr Kendal,
What a condescending load of old bull, as a member i will now be more passionate and closer to the club!!!!!!!!!!!!
Since i started going to the Quins with my lovely Dad at the age of 6 (a lot of years since) and a season ticket holder for 10 ...............i must of been lacking something but thank you for pointing this out.
Stopping there as i am so bloody annoyed.
I am sure regulars on this board will be more eloquent.
Just to get the traditionalists going, Kendall is wearing what looks like a Quins "honours" tie (distinguishable from the normal members' tie by the additional green stripe). Did he ever play for Quins and merit the right to wear the tie, or is it just a "looky likey"?
at least James Kendall's got the goushoms to go in front of a camera and speak out, unlike most here hiding behind screen and keyboard, don't like the new scheme .. say hello and wave goodbye, end off
I have had to revise down the level of marketing qualification I think they have to a NVQ level 1. While they remove car parking and then try to sell it back, they put the prices up above inflation and try to sell it with 'wonderful offers.....' If the offers are so wonderful why didn't they hold the ticket prices and offer us the chance to buy into these wonderful extras. No doubt some would but most wouldn't and that would say it all - they are not that wonderful. They need to do the next module in their marketing course - the one called 'The Value of Long Term Relationships'......
trouble is you dont like change, someone said "it aint broken dont fix it", well it is broken, our little pleasures are taking a hit, sky subscriptions down, beer sales down, burger sales down, gas electric travel costs up, club has lost a lot of additional revenue (as someone here stated, whatever happened to xx on friday nights, xx in march etc, to top it all, broncos will be off to barnet next season, so think on before you sling brush at wall, you want a club, support your club, else you wont have a club to moan about real soon
Grandad trouble is you dont like change, someone said "it aint broken dont fix it", well it is broken, our little pleasures are taking a hit, sky subscriptions down, beer sales down, burger sales down, gas electric travel costs up, club has lost a lot of additional revenue (as someone here stated, whatever happened to xx on friday nights, xx in march etc, to top it all, broncos will be off to barnet next season, so think on before you sling brush at wall, you want a club, support your club, else you wont have a club to moan about real soon
Is this the same grandad who gets in free? My wife and I support the club to the tune of about a grand a year currently. Not only that but I have said all along this is not about the rise itself although that affects some people and I am genuinely sorry about that. My anger is about the appalling way the club have handled this, something you have accepted at least in part in other posts. It has been insulting to say the least.
"get in free", i like others WORK for love and support of club for virtually nought 3 hours before ko and 1 hour after whistle, i may be lucky to see the occasional glance at screen and line out in my stand, think on before you choose your insults, my/your club will cease if you dont change stance, support new structure else there wont be a club (as we know it) to support, why on gods earth do you not think thats why this is happening, do you want quins with new conditions or not? be careful what you wish for
Grandad "get in free", i like others WORK for love and support of club for virtually nought 3 hours before ko and 1 hour after whistle, i may be lucky to see the occasional glance at screen and line out in my stand, think on before you choose your insults, my/your club will cease if you dont change stance, support new structure else there wont be a club (as we know it) to support, why on gods earth do you not think thats why this is happening, do you want quins with new conditions or not? be careful what you wish for
So what are you looking at the rest of the time - please do tell. I was managing things for long enough to know that there are many ways to do things; one way is to share with your (delete colleagues/workforce and replace with 'supporters') what the problem is and how bad it has got. That is what they did when relegated and we coughed up to support the club we love. The sad thing is that these marketing people who are obviously supported by the current CE don't represent the real club and I fear they could be getting it horribly wrong which is why I express my concern, something I will continue to do in more places than just this site. Cheers.
"So what are you looking at the rest of the time - please do tell", what im 'paid' [sic] to do. What you do from this point on comes under the banner of 'free speech' lately you wont get that on this site but gladly you have the opportunity to 'communicate' your concerns as you are clearly already aware, if you dont like what a steward (red or yellow coat) does, you have the 'right' to express your concern, what you are doing here is nothing short of 'toys out of pram' as stated, throw your brush and leg it, but dont leave your dirty washing for us to clear up
Yes they do and thats why they're doing it, 20% of what ?, if you cant afford the gold then drop s notch for one season, thats what my grandsons doing, believe me your seat in gold will be sold
Grandad Yes they do and thats why they're doing it, 20% of what ?, if you cant afford the gold then drop s notch for one season, thats what my grandsons doing, believe me your seat in gold will be sold
That may or may not be true Grandad, and lets face it we have absolutely no evidence that you are telling the truth.
What is obvious however, is that it will not be sold to a supporter who stood in the south stand in the rain before the roof was on, or who paid a premiership ticket price to watch ND1 matches , or who comes and shouts his lungs out whatever the weather.
It will likely be sold to the kind of person who is willing to sell it on at an inflated price to lets say...oh I dunno, perhaps a Munster fan.
There is no two ways about this, Harlequins are trying to hike up the ticket prices and reduce the useful benefits you get from a season ticket. If it wasn't for the fact that I go with my dad, and I don't know how many years of doing this I have left, I would tell the club where to stick their marketing spiel and their season ticket.
I expect this kind of@#$%&from politicians, and from NPower and telemarketing companies. I don't expect it from my local butcher or bookshop...and let's face it, in business terms that's where Quins are. If they want to try to become Tescos, or even worse Manchester United, then good luck to them - but I'll be going elsewhere.
What a complete load of horse's dollop..!! Kendall & Grandad, my god what a pair. This really is not the Quins that has been a huge part of my life for the last ten years. These guys need to understand that sport is emotional & passionate, & not just hard nosed corporate BS.
Grandad "So what are you looking at the rest of the time - please do tell", what im 'paid' [sic] to do. What you do from this point on comes under the banner of 'free speech' lately you wont get that on this site but gladly you have the opportunity to 'communicate' your concerns as you are clearly already aware, if you dont like what a steward (red or yellow coat) does, you have the 'right' to express your concern, what you are doing here is nothing short of 'toys out of pram' as stated, throw your brush and leg it, but dont leave your dirty washing for us to clear up
LOL! The steward nearest to me is always catching the ball and getting a big cheer for it so I guess he spends a good deal of time watching the game. I don't knock someone who saves the Quins a bit of cash but be up front about it - you don't fork out near to £1,000 a year to watch Quins and if you are not a season ticket holder then you won't have been getting the communications that we have been getting, which is what I and my wife have been getting so annoyed about - esp. it's inanity. One other point - in all of your posts you seem to be telling people 'if you don't like it then clear off', as you have done above. That is a bit sad.
Unfortunately for Grandad, he's played the comedy character for so long now that even if he is making a serious point, there's little audience that will believe him.
QuinA and Campden - thank you for your posts. They sum up how I feel. It just feels so short sighted to me. If/when the club faces a 'dip' and is not doing so well then where will these 'new fans' do then? I agree a club has to pay for itself but a 20% hike, loss of benefits and alienation..how is this 'getting closer'...I just don't understand it.
I feel as though the club I have supported avidly for 21 seasons has been hijacked by a not very good advertising agency which doesn't understand the people who go to watch their (my!) team and are now trying to sell it back to us without really grasping the fact that most of us are intelligent enough to realise what's going on.
It really is very disappointing.
Oh yes, I am not a "so called quins fan" I am a Harlequins supporter.
Edited 1 time(s). Last edit at 2013:04:30:21:21:53 by Robertquin.
robert... the marketing by mr kendall will work, the emphasis now is on connecting with the club and players, yes at a price, a price that will help the club to allow you to attend the best premiership club within the m25 to continue to exist, after 21 years, will you be renewing next season?, of course you will, then it worked .. right?
Grandad, I will, of course be renewing. It's because I am a Harlequins supporter whatever I might think of the communication at present. The marketing is annoying and had nothing to do with it. I don't see how a campaign which seems to have irritated so many of us is a success.
Anyway, I am looking forward to seeing a decent match on Saturday -v- Saints so we can get back to criticising the referee rather than squabbling amongst ourselves. :-)
Grandad "So what are you looking at the rest of the time - please do tell", what im 'paid' [sic] to do. What you do from this point on comes under the banner of 'free speech' lately you wont get that on this site but gladly you have the opportunity to 'communicate' your concerns as you are clearly already aware, if you dont like what a steward (red or yellow coat) does, you have the 'right' to express your concern, what you are doing here is nothing short of 'toys out of pram' as stated, throw your brush and leg it, but dont leave your dirty washing for us to clear up
That's clearly from the heart, as you forgot your usual northern schtick.
From day 1 of the game going professional, it was well understood that only two or three Clubs had any chance of trading at a profit i.e. solvent
Attendance numbers at games are the basic revenue source but it was always known that this revenue alone would never keep the business afloat.
Other Revenue/profit streams have been and are continually examined to compensate for the lack of revenue from ticket sales alone.
So a hike in ST prices was always inevitable and indeed are probably still well below what they should be - I would suspect another 50% would begin to make financial sense.
However, the business was set up on the premise that the game had very passionate enthusiastic supporters who would pay to watch their club.
They were right and we have done just that.
The Mark Evens route was the 'Quality Match Day Experience', the rationale being to add to the entertainment factor of the day, to justify the prices.
The main problem is that most people go for the rugby, not the Match Day Experience.
Lots of comments have been made about how the club have sold the price increase.
I believe the club have done their best to put together a package that minimises the financial impact and makes the changes more palatable.
IMHO.... i suppose that what the club has done is to try to make the best fist of an unpleasant job - selling a 20%+/-price hike
Sadly using the idea of 'getting closer' is a bit of an insult to this particular group of supporters - many of the posters on the board, apart from occasionally being a pain in the a**e, are as passionate a bunch as can be found.
However, outside this Board, the public will just see a price and will probably pay.
As someone who has had an association with Harlequins since the '60's playing and watching, I dont see much in claim of reward for the 'loyal' supporters.
The ubiqitous Grandad has done his best to defend the clubs position and is basically right - The current Financial Model does not work for Rugby Union - it was never going to, and finally the proverbial chickens are coming home to roost.
I am sure other clubs will look on with interest and follow price increases.
It had to come
Grandad dear oh dear, is that the best you can do, quins play saints Saturday, any comment on that, 1st play 4th 2nd play 3rd, comment on that qp?
Naff off grandad. You're part of the problem not part of the solution.
Seconded
The level of business school BS we're having to put up with from the administrative side of the club at the moment is horrifying. And completely inept. I really hope there is some genius plan afoot because I can't fathom what they ate trying to achieve. Unless it is to alienate a large part of their most enthusiastic and passionate fans....
bad mouthing the players?, are you referring to key england player representing an iconic london side, with '.. down to toilet' comment, or maybe the leeds incident, not once, not twice but 3 times, or maybe the the ripped shirt issue and replaced singing icon girlfriend at hq, you call that 'bad mouthing' or a disgrace to an historic club thats now clearly struggling, now then .. bloodgate, prior to that '2 hats' evans .. need i go on, qp .. the watchman watches the captain too
The worst part of this is that men in natty suits have turned one club into three clubs. You have to choose whether you want to be an upper class 1st XV member, a lower class 1866 member or join the management so you can slag off the members and accuse them of not supporting the club. Until this divisive nonsense was announced I thought I was just a Harlequin !
Receiving the new season ticket offer has been one of life's little pleasures until this year. This year I feel completely let down.
Yes Grandad, you've mentioned some of the trivial incidents to which you grossly over-reacted. Ripped shirt and gf singing at HQ - pathetic reasons to bad mouth our heroic captain. Think on.
Me too. It's shockingly poor. It reminds me of a company I worked for a while back - a new director of bullshit was appointed after blinding the CEO/chair/owner with science. He appointed a small range of his mates, people he owed one to & a couple of sexual targets to run comms. They were slightly less inept - only slightly - when everyone else involved left & things went a bit...wrong, it took (I believe) a lot to eventually get rid of them. This sort of thing appears common.
Someone's been had. Whether Ellis is doing or done to I don't know.
Harlequins strengthens its management resources
21 February 2012 14:50pm
Harlequins announced today (21st February) that it is strengthening its management resources to capitalise on current and future commercial opportunities and to ensure its long term sustainability.
The club is organising itself into seven departments - Commercial, Community, Communications, Customer Experience, Finance, Rugby and Stadium, led by experienced executives who will report to the club's Chief Executive, David Ellis. The changes will take effect from the beginning of March.
Announcing the new structure, David Ellis said, "We believe that the time is right for Harlequins to become a more customer focussed and consistently profitable business, in the process achieving our ambition to rank among Europe's leading clubs. We intend to grasp the opportunity to grow and are confident that the changes announced today will ensure we are successful."
Over the past two years the London club has been enjoying a period of sustained success both on and off the pitch highlighted by its consistent performance in the top half of the Aviva Premiership, winning the Amlin Challenge Cup in Europe, attracting a club record crowd of 82,000 for the recent Big Game at Twickenham Stadium, its successful community programme and the ongoing development of its Twickenham Stoop Stadium.
I have the unworthy thought that research into the best membership packages from the AFL and NFL probably involved actual trips to see the teams play and discuss the innovative packages available on site.
Then they came back to England with suitcases full of duty free, ignored all they discussed and stole the Wasps package from 2011! Wasps Package
I recognise some of the verbiage!
I'll be interested to see what the new lines of communication with the loyal support are. Answering phone and responding to emails are, in my experience, the old lines which have been scrapped. Presumably the new lines are identical questionnaires after every game and silly teaser press releases.
The new lines of communication involve sending a questionnaire to some, but not all, season ticket holders about what benefits they want, then telling other sths that if they want the questionnaire they should email and ask for it, then not responding to those emails, leaving said sths to obtain questionnaire from a message board
I am not sure I agree that communications from supporters are ignored and would like to think I wasn't just lucky but I sent an email to the club this afternoon and received a telephone call from an extremely pleasant and helpful lady about 2 hours afterwards. She answered all my queries and I was very impressed. Credit where it's due.
I am, however, very much in the camp which thinks the "Closer" campaign is twaddle.
rodders1 Embarrassingly it does look like a cut and paste job
We may be wrong. Two people may have been thinking 'get closer' at the same time....or it could have been a lets look at the NFL and then pinch the ideas from Wasps...it may be either...
Come on fellas stop squabbling and @#$%& about a small increase I am an OAP and cant really afford the increase but I love the game.
Surely that is what it is all about, just being a fan and I have read the reports on all clubs and we have one of the best stadiums and the cheapest STs.
It all costs money and our players have to be paid etc etc.
Pharaohbob Come on fellas stop squabbling and @#$%& about a small increase I am an OAP and cant really afford the increase but I love the game.
Surely that is what it is all about, just being a fan and I have read the reports on all clubs and we have one of the best stadiums and the cheapest STs.
It all costs money and our players have to be paid etc etc.
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