A football ground is not just for football - but it needs to be effectively marketed as a destination for events if you want to make additional revenue.
Long gone are the days of football stadiums being regarded as muddy pitches where you’d struggle to kick the ball into the goal. Now, stadiums are designed and built as multi-purpose entertainment venues, capable of not just outstanding matchday hospitality packages, but also able to host a range of different types of events.
Selhurst Park, home of Crystal Palace F.C. is a prime example. Located in the south of London, it is a unique venue merging tradition and history with modern catering facilities and an array of different-sized spaces to match any need.
However, a stadium needs its own identity, separate to football, to allow it to thrive and be seen as a potential choice for those wishing to use it to host their own event. Therefore, we were asked by the club to develop a standalone site that incorporated the understanding of its background in football and the local community, but that could also extend the reach and appeal to visitors that may not have viewed it as an option previously.
From our research, it was clear that there were a number of key items that needed to be central to the new site:
Following on from concept reviews with the client, we were able to move onto full-scale design and build, and spent the next 6 weeks delivering the site on a custom WordPress platform. As part of the build, we took on the role of developing key assets and images for the site to ensure a consistent look and feel. This meant that the client could focus on the copy.
We built the site with a number of hero sliders and galleries to showcase assets, using lazy-loading to retain overall performance, and integrated Google Maps for location details. We used an AJAX component on the Spaces page to allow users to filter their requirements and see applicable items, and we used built-in WP post functionality for the News section.
We also worked with the DAC Group in relation to ensuring high levels of organic SEO and setup ready for paid media campaigns. These campaigns are a regular monthly expense, but mean that the traffic directed to the site is ready to convert – at which point the pages take over and complete the rest of the journey through to an enquiry.
Crucially, the site has now built its own digital presence, through consistent updates and good quality content. Selhurst Park is now working as its own entity, separate to the club, to generate revenue and it has become a key destination in South London to host events. Additionally, the in-house team are continuing to develop and grow the list of events that they can host, and offer more options to potential customers.