Pride of St Helens Business Awards – Growing the Visitor Economy Award: St Helens RFC

SINCE the Totally Wicked Stadium opened in 2012, an estimated 1.5 million people from across the globe have walked through its hallowed doors, but not all of them have come to see the rugby!

As well as being the official home of St Helens RFC, the stadium has played host to everyone from NHS blood donors to adult learners crafting their CVs. It is the stadium’s versatility and key role as a focal point for the local community that general manager Dave Hutchinson attributes the club’s business award success to: “A lot of money was invested in the stadium when it was built, and it took years and years to plan it, so it’s great to realise its potential and to receive recognition for attracting more visitors to St Helens.

‘As a venue, we have some unique challenges – including accommodating a fixed calendar of sporting events; however, we have thought creatively about how we can best make use of this fantastic asset to the town and generate more business outside the times when the games are played.”

As well as Saints, the stadium is home to the Liverpool Under 19s team, who attract visitors from further afield. Excitingly, retail giants Vodafone and New Balance have filmed two product commercials there; however, it is conferences, parties and weddings which provide the more regular income stream.

“The stadium also hosts Sam’s Café for veterans and Reminiscence Café for those who have dementia,” Dave added. “Both groups are well attended by around a hundred people. They offer the opportunity to socialise and make friends – providing a lifeline for the more vulnerable members of our community.”

The stadium is also a seat of learning. Around 50,000 local children come each year to take part in health, education and sports projects led by the club’s charitable foundation.

“We also welcome adult learners, as we find that being in the stadium where their heroes play – rather than a traditional college setting – makes people more susceptible to learn.” Dave said. “It’s the same with blood donors; more people come here than a village hall or church, as they might see a player or two.”

Dave is now looking forward to the first game of the new season on January 31, when Saints take on their dearest rivals Wigan: “We’re hoping the lads will play to a sell-out crowd at their home stadium!” he said.