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#SBS23 Guest Spotlight: Wrexham AFC

Images: Wrexham AFC

Ahead of TheStadiumBusiness Summit 2023Peter Wynne, Head of Tickets & Memberships at Wrexham AFC, shares his thoughts on the current trends and opportunities in the stadium ticketing marketplace, along with what’s on the agenda for the Welsh club as it returns to the English Football League (EFL).

Under their high-profile owners, Hollywood stars Rob McElhenney and Ryan Reynolds, Wrexham secured promotion from the National League in 2022-23 to return to League Two for the first time since 2007-08.

The club is currently progressing with plans to redevelop the Racecourse Ground and appointed Morgan Sindall as the preferred contractor for the project back in January.

TheStadiumBusiness: What are the key current challenges and opportunities in the stadium and events marketplace?

Peter Wynne: “Personally, cross platform selling is a barrier we must overcome as an industry. Currently, if we play at an away stadium and they use a different ticket platform to us, we only have two options; 1: away club prints off physical tickets, post to us and we sell them directly to our fans as physical tickets only; or 2: we allow the home club to sell directly to our fans as digital tickets from their own website, but this means no priority available and will be available on general sale only.

“We must work harder to make inter-platform selling more available so digital tickets can be sold via all platforms, and entry gained at away stadiums. On a very basic level this is possible, but I feel platforms must work more closely together to provide this facility to fans.”

TSB: What are the most interesting trends you are witnessing in the stadium and events sector?

PW: “I think interactive tickets are very exciting. The idea of being able to push out offers, notifications, and content to all people via interactive digital tickets has lots of possibilities, including commercial and sponsorship opportunities.”

TSB: What’s on the roadmap for Wrexham and the Racecourse Ground over the next six to 12 months following promotion back to the EFL?

PW: “We’re currently in the process of having a brand-new stand built which should hopefully be ready in about 12 months’ time. This will increase our current capacity by around 50%, taking us from just over 10,000 to 15,500.

“We currently sell out almost every game within minutes, so this new stand can’t come soon enough!”

TSB: What are you looking forward to most about the Summit?

PW: “Meeting like-minded industry professionals, networking, and being able to discuss with others something I feel quite passionately about.”