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The National Speedway Stadium, home to Speedway Great Britain Premiership club the Belle Vue Aces, is a 6000-capacity stadium with an 1800-seat grandstand that overlooks a 347-metre, FIM-homologated shale racing circuit.
Opened in March 2016 as part of the multi-million-pound Belle Vue Sports Village and wider regeneration project of the east Manchester area, the National Speedway Stadium hosts all home fixtures for the Belle Vue Aces and Colts.
It also plays host to various high-profile national and international events, such as the British Final and Speedway of Nations, to rival other major international speedway venues.
The National Speedway Stadium has worked in partnership with Tickets.com since opening in 2016, with the primary focus of increasing its online ticket sales.
To do this, the stadium implemented ProVenue® to manage all aspects of ticketing, putting the user in complete control with the ability to purchase tickets online 24/7 whilst providing extensive data capture to help the venue analyse trends to enhance customer engagement.
Moving forward, Belle Vue Speedway is looking to grow their fan base and expand their reach to a broader visitor demographic, as CEO Adrian Smith explains: “We want to engage more with families and younger visitors whilst retaining our core audience, and our ticketing experience is central to this.”
In 2018, Belle Vue Speedway introduced MyProVenue™, a next-generation web application built to streamline processes, from buying tickets to managing account preferences, within a responsive framework that works across both desktop and mobile devices.
Combined with the features available in ProVenue®, Belle Vue has enhanced its visitors’ online ticket purchasing experience, whilst driving data, permissions and behaviours through the application.
“To attract a younger audience to watch the Aces, we had to improve our customer experience to make ticket purchasing more accessible, and we saw sales via mobile as a vital means to do this,” explains Adrian.
“Traditionally our audience tends to be older and this is reflected in their ticket purchasing behaviour, with the majority of tickets sold through the box office. The introduction of MyProVenue increases the number of sales channels available and will help us towards our aim of a 50/50 split of online ticket sales versus walk-ups.”
In addition to the benefits experienced through the new technology, Adrian and his team have also praised the ongoing support from Tickets.com: “We have a really strong and collaborative working relationship with Tickets.com.
“They share with us best practice and advice based on their extensive industry experience, whilst working closely with us to come up with solutions to operational challenges.”
In 2017, Tickets.com helped Belle Vue to implement a two-stage ticket sales process to solve issues the club was experiencing as a result of a high number of at-event walk-ups: “We added a ‘best available’ seating option for those turning up on the day to eradicate the queues that were forming as a result of the time taken for visitors to select their seats.
“This has also helped encourage more people to use the online sales channels as tickets bought pre-event still benefit from the ‘select a seat’ function, which has subsequently improved the logistical operation at the stadium,” says Adrian.
Tickets.com have also provided the team at the National Speedway Stadium with key operational support for third party events, including the Speedway of Nations on 5 June 2018: “This was a big event for us and Tickets.com managed all ticketing and fulfilment seamlessly.
“Our technical account manager also spent time onsite with our team and ensured tickets were compatible with our access control system, and we were really pleased with how well it went.”