Keepmoat Stadium

Doncaster, UK

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Bastion has increased the customer base by over 500% and tripled the value of invoiced sales within a two year period.

Bastion, the wholly owned subsidiary of ISG, was appointed by Doncaster Rovers Football Club (DRFC) in March 2006 to develop, sell and manage a new premium seating product at the new 15,200 capacity Keepmoat Stadium.

Bastion undertook extensive research to identify the potential customer base, determine the pricing structure and assess the viability of the product. The sales team focused on the SME business community going to market with a distinct sales message.

This new premium product is called The Premier Club and the sale of Premium Seats was launched in May 2006. The entire inventory of Premium Seats was sold out well in advance of the stadium opening in January 2007.

The relationship between Bastion and DRFC/Keepmoat Stadium continues to be very strong and they work as an integrated part of the in-house teams. Bastion has continued to secure new members and their after sales care has ensured continued customer satisfaction.

Bastion has been contracted to operate the Commercial Department at Doncaster Rovers since February 2007. Bastion has increased the customer base by over 500% and tripled the value of invoiced sales within a two year period.  

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ISG is the market leader in forecasting and maximising revenue from seating in stadia and arenas, and enhancing the spectator experience. ISG's uniquely experienced senior executive team has been responsible for generating more than $2 billion in revenues at more than 15 projects.

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