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INDUSTRY COMMENT
P
ut the
customer first;
an axiom for
every successful
business – and a pre-
requisite for those in
sport delivering the
The design of the new stand
London 2012 grass- Richard Lewis,
roots legacy.
chair Sport England
Old Trafford project kicks off
Sport has become more responsive to
its customers (participants) but I believe
L
ancashire County Cricket Club also include the installation of 2,500 per- two words hold the key to building on
(LCCC) has appointed construction manent spectator seats, new floodlights, that progress: understanding and choice.
company Morgan Ashurt to build a new outfield and new drainage systems. The power of choice has been
the first phase of a £200m redevelop- The total combined cost of all the demonstrated by the success of
ment of Old Trafford cricket ground. developments for the first phase is ex- Sport Unlimited – Sport England’s
The initial phase of the project, which pected to reach £15m. new programme to get more young
has been designed by BDP Architects, in- LCCC has been awarded a £2.65m people playing sport outside school.
cludes the creation of a new £12m glass- grant by Northwest Regional Develop- Launched last autumn, it offers
fronted conference and events facility. ment Agency (NWDA) for the scheme, 10-week courses in a wide range of
Called The Point, the £12m events suite which is part of a bid to win back Test sports, identified and selected by the
will include a mezzanine bar area and will match cricket after the venue lost out to youngsters themselves. The result is
open in time for the 2010 season. The first Cardiff’s SWALEC Stadium for the right hundreds of courses already delivered
phase of development at the ground will to host an Ashes Test match this summer. in activities ranging from football
and climbing to skiing and parkour;
persuading young people that sport
£55m sports centre for Cambridge
really has something for everyone.
To date, over 177,000 youngsters
have completed a course, with early
O
fficials at the University of Cam- The newspaper quoted a university indications suggesting around a third
bridge are planning to build a spokesperson as saying: “Although Cam- of them have gone on to become
new £55m sports centre. bridge students probably have access to regular participants. Over three years,
According to the Cambridge Eve- more facilities than most, there is still our goal is to reach 900,000, inspiring
ning News, the university said that it clear demand for a proper indoor a new generation of sports partici-
has drawn up plans for a new facility multi-sport facility. pants and making a major contribu-
– including an Olympic-sized swimming “The university has full planning tion to the government’s commit-
pool – after the Cambridge University permission for a £55m sports centre on ment to offering young people five
Students’ Union launched a campaign the West Cambridge site, which would hours of quality sport each week.
for more sports facilities. feature a 50m swimming pool.” Alongside choice comes under-
standing what motivates and matters
to people playing sport. This is critical
to our goal of building a world-lead-
BRISTOL CITY SUBMITS STADIUM PLANS
ing community sport system. Sport
England’s new satisfaction survey
Bristol City Football Club (BCFC) has The stadium, which has been de- provides national governing bodies
submitted detailed plans for the signed by Populous and will replace the with fresh insight into the priorities
construction of a new £65m stadium club’s current Ashton Gate home, will of people involved in their sport,
at Ashton Vale, as well as outline occupy a former landfill site adjacent to helping them to unlock the DNA of
proposals for a mixed-use scheme on the Long Ashton park and ride facility, sporting participation.
surrounding land. as well as a David Lloyd Fitness Centre. This greater level of understanding
Plans for the new 30,000-seat venue BCFC chair Steve Lansdown said: “A will help each sport to invest where it
have been drawn up following three new stadium would bring substantial is most needed and be most effective.
sets of public consultations with benefits for both the club and the This type of customer-led approach,
local residents and stakeholders, and city as a whole, creating a world-class I believe, will help us succeed in
include the potential to add a further sports facility, strengthening the local becoming the first Olympic host na-
12,000 seats as part of Bristol’s bid to economy and driving the ongoing tion to achieve a sustained legacy of
be a host city for the 2018 World Cup. regeneration of south Bristol.” increased participation.
Issue 3 2009 © cybertrek 2009 Read Sports Management online
sportsmanagement.co.uk/digital 13
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