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Essex County Cricket Club nets Advanced Ticketing to engage with a new breed of fans

Essex County Cricket Club have announced the appointment of Advanced Ticketing (Advanced) to handle its ticketing and CRM operations. The Club will implement TALENT Sport, the (ticketing) ecommerce platform from Advanced, as part of its strategy to deliver a first class online experience to drive fan loyalty and attract a new audience to its cricket games.

The Chelmsford-based cricket club chose TALENT Sport following a formal tender process that was designed to ensure the Club could enhance the online experience for customers, in support of The England Cricket Board’s goals to drive new fans to cricket.

Rowan Bangs, Membership and Ticketing Manager at Essex County Cricket Club, said:

We had outgrown our previous system and needed additional functionality. The Club couldn’t effectively capture customer data and the lack of a single shopping basket was prohibitive for both our Members and those booking a ticket to a game for the first time.

TALENT Sport allows us to deliver a top-class online experience to fans, wherever they are, at any time and from any device. It supports our strategic plans to enhance the match day experience and attract a larger following to cricket in line with the ECB’s directive. We are now in a position to capture key fan data to deliver a personalised and tailored online experience, with details such as favourite seats and card details for fast purchasing of tickets. We now know when parents book children onto kids’ courses, so we can offer them birthday experiences; these are the building blocks for gaining a new loyal fan base.

The solution went live in November 2014 and members can now update their personal information online, including membership photos, and ensure all data is up-to-date and relevant.

Mark Dewell, Managing Director of Advanced Ticketing said:

We thrive on working with clubs who align their strategic goals and aspirations with their investment in our technology. We are looking forward to working with the team at Essex to deliver an enhanced online fan journey that will drive engagement with new audiences whilst delivering monetary value for the club.

The clubs’ innovative approach will be welcomed by the cricket community in the UK and we are looking forward to a successful partnership with Essex moving forward.


Essex County Cricket Club: Ground Development

The main construction of the first phase of Essex Cricket Club’s development has already commenced on site, with the work taking place in the Club car park at the rear of the Essex Auto Group Graham Gooch Centre .

MCD, the Club’s development partner has signed the main building contract, following last year’s enabling contract with Kier Construction who will build the first block of apartments consisting of 62 dwellings. Most of these have been sold off plan.

The Club has reached agreement with Chelmsford City Council in respect of a licence and eventual acquisition of the New Writtle Street Car Park, once a new Multi Storey Car Park is constructed.

Keith Brown, Chairman of the Ground Development Committee of Essex County Cricket Club said “This project has been in gestation for a decade and had been delayed because of the economic and financial climate. It is, therefore, an immense relief that this first phase can start. Once the cranes appear and the building is seen to be physically underway, the existing strong interest in the first phase will we are sure be amplified on the next phase of the development. It will be the most iconic and prestigious development in Chelmsford. Chelmsford City Council has been most supportive in wishing to see the redevelopment of the County Ground and ensuring that it will remain the home of Essex Cricket for many years.”

Now that the first Phase can start the Club will now focus on its facilities which will form part of the next stage. Work will start on reviewing the original plans to ensure they meet the Club’s requirements in that they build the facilities that will serve the needs of the modern game, their members, sponsors and supporters.

Derek Bowden Chief Executive said: “We can now look forward to planning our facilities which need to be done within the limits of funds available from the development and our own resources, as well as keeping disruption to cricket to a minimum.”

Steven Byrne representing the Developer, MCD Chelmsford LLP, said: “We are all delighted that all the support from the Club and Chelmsford City Council, has finally come together, in the form of the commencement of the first phase of this prestigious Development Project. We look forward to showing the physical embodiment of what all the hard work by all parties, has helped the achieve.”