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Paris Smith’s strong innings with the Ageas Bowl
The Ageas Bowl is more than a first-class international cricket ground; it’s also a vibrant community hub with ambitious future plans. As part of Paris Smith’s 200th anniversary celebrations The Business Magazine learns how the firm has built an enduring partnership with its landmark South Coast client
The Paris Smith connection with Hampshire County Cricket Club dates back to the 1930s, when former partner Cecil Paris captained the team. He was also a chairman of the Test and County Cricket Board (precursor to the England and Wales Cricket Board). A tree planted at the Ageas Bowl honours the late player and lawyer.
Cecil Paris would doubtless have taken great pride in the way his firm supported the club’s move to the impressive Ageas Bowl in 2000. And he’d probably have enjoyed facing a few overs on the immaculate pitch.
The range of services offered by the firm in the 1930s was broadly similar to those provided today, focused mainly on property and commercial advice. Since the club’s move to the 180-acre greenfield site, Paris Smith’s involvement has increased significantly.
The business of cricket
As well as being the home of the Hampshire team, the Ageas Bowl regularly hosts England fixtures. This summer, England will play its fourth test against
India at the ground. The 23,000-seater stadium is also the venue for five matches at next year’s Cricket World Cup.
“We are a unique and constantly developing business,” explained the Ageas Bowl CEO David Mann. “We are multi-purposed with a range of inter- connected activities. Our aim is to be a leader at delivering outstanding customer experiences.”
He added: “We were the first cricket ground to have a hotel. We run a spa, an 18-hole golf course and hold concerts with performers ranging from Oasis to Rod Stewart.”
The Ageas Bowl has a clear vision to be a destination leisure resort and a popular community resource. Year by year, it has been delivering on that promise. The Hampshire Cricket in the Community charity focuses on health and wellbeing, especially for younger people. Facilities at the Bowl include a popular boxing club with three full-sized rings that offers free training to around 600 children, a running club, karate club, free golf lessons for kids and, of course, cricket coaching.
David Mann
Within the cricketing world, the Ageas Bowl has provided a bit of a wake-up call as a disruptor that encouraged other grounds to invest and diversify. For example, half the hotel’s 171 rooms face the pitch and can be used on match days as hospitality suites and by broadcasters. The transformation began in 2000 when entrepreneur Rod Bransgrove invested millions in the club and became chairman of a business which had run out of money.
“You don’t get anywhere without investing and taking calculated risks and we are now seeing the benefits of that strategy, especially with new money coming into cricket from broadcast deals which will help to fund further infrastructure improvements. We’ve now completed our 2005 ‘Beyond First Class’ master plan, which included the new stands, the hotel and the 18-hole golf course,” said Mann.
Unlike many cricket clubs that are constituted as Industrial and Provident Societies the Ageas Bowl is operated via a plc holding company with a full- time board of directors, which oversees a number of separately, constituted subsidiary companies. The venue is supported by some very strong partnerships such as the one with Hilton, the brand behind the hotel, and the Naming Rights partnership with Ageas. The relationship with the local council has also been extremely important. and they have been instrumental in helping to fund our growth.
Annual turnover at the Ageas Bowl has risen steadily from around £3 million before the 2000 ground move, to approximately £21m this year. “We are starting to become profitable, building a sustainable business which is a key part of the local economy and now employs around 300 people,” said Mann.
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businessmag.co.uk THE BUSINESS MAGAZINE – JULY/AUGUST 2018
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