Northampton Saints
News: Some ideas for Matchdays at Franklins Gardens
By Dr T
April 18 2010
I've just returned from Limerick with the disappointment of losing tempered by the memorable experience of a great rugby occasion made by the 3,000 Saints supporters who travelled, together with 23,000 fiercely passionate and incredibly loud Munster fans.
(From the "second opinion" in this week's programme, republished by kind permission of the author)
I have always been of the opinion that it was really only the game that mattered, that it was the crowd's responsibility to get themselves involved. Happily superior with our great facilities and knowledgeable, respectful crowd, I held my nose slightly at others' PA announcements exhorting their team to new efforts, rah-rah girls and music played at each score.
I was at the Saracens game at Wembley where the non-rugby attractions didn't capture my interest at all. They were discontinuous and did not appear to be linked to the rugby. I also attended the recent Stade Francais versus Toulouse match in Paris. Now that was a spectacle and thoroughly enjoyable, but still somehow separate from the game - which was terrible by the way.
But the Munster experience was different and it set me thinking about how English rugby could go about attracting the new supporters that it needs, without selling its soul. Bums on seats is the name of the game both to fill the larger stadia demanded by ERC and to secure the shaky finances of most of the clubs in the professional game. Often it doesn't seem to matter whether the new people coming through the gates are potential long-term fans or even if they ever come again as long as the stadium is full today.
So what did Limerick and Munster do that was different? Well, you could feel the presence of the event from the moment you arrived in the city. There was something going on and you were invited to be part of it.
The pre-match build up started outside the ground. The town was decked in the red of Munster flags. Several of the pubs and bars had strong rugby branding, presumably provided by the sport's major sponsors, and other areas of focus were set up in the town. You could feel that the city identified itself with the club and was showing its support whilst welcoming its visitors.
At the ground itself there were attractions before we got to the turnstiles. Fans were meeting and mingling on the concourses outside the stands. The experience of being at the ground could be shared by those lucky enough to have tickets and those without, before they went their separate ways. The stilt walkers and stag mascots were there too, striking heroic poses for photos with the fans and setting the mood with cries of "Come on Munster".
Once inside the ground, there were several entertainments on the pitch during the warm-up. Some were less successful than others, but all of them were designed to continue that build-up ahead of kick-off. The crowd was thoroughly involved in singing "Stand Up and Fight" the theme echoed in banners around the ground with other inspirational slogans in English and Gaelic. Finally, the drummers matched the heartbeat rising to a crescendo with the crowd, as the players took to the field. From there the crowd didn't need any further encouragement, greeting each Garryowen, drive or tackle with the most visceral roar I have ever heard. We had our flags, we had "Oh Wendy", we shouted and sang until we were hoarse but like the team on the pitch we had to settle for a supporting role.
After the game everything changed, the partisan crowd baying for Northampton blood was replaced by the most warm and welcoming group of people I have ever met, keen to talk about the game and common experience - the much hyped Craic.
So what about Northampton and the Saints?
In town, we have plenty of bars, cafes and restaurants that could become part of the pre-match experience. The market square would make a great focal point on big match days. The Club, supporters, traders and major sponsors could work together to generate some excitement around the game and increase the footfall in town at the same time.
The route from town and the station are ideal opportunities
to continue this build-up, particularly as you get closer to the ground. With probably the best brewery in the
world on their doorstep, there must be an opportunity for St James' businesses
to turn match day into a real event.
So finally we arrive at Franklin's Gardens. The stadium and its facilities are undeniably fabulous. The Heart 96 Village is a fantastic space with things to do for the kids, good access to bars, food and the shop. But there's still little to remind you where you are and what you've come for. Some club branding in this area, in the manner Geoff's famous "Welcome to Franklin's Gardens, home of Northampton Saints" would help to maintain the focus and capture people newly arrived from the car park. We also need somewhere attractive at the ground where people can meet and greet before going through the turnstiles.
Saints fans love to watch the warm-up and be close to the players. If there were other things going on, on the pitch at the same time which engaged the crowd and were related to the upcoming game this would both continue the build-up and potentially fix the congestion at the south end of the ground. Munster had community singing that the crowd wanted to join in with and then the drumming to build that final level of tension released as the players took the field. If we can find a Saints equivalent, then the full power of the 16th, 17th and 18th men can be unleashed on the opposition.
If anything we have better facilities post-match than a lot of our peers, with the stand bars and The Village offering great places to discuss the game with fellow and rival supporters combined.
So once the new Sturtridge/ North Stand is built, filling it will be a matter of choosing between attracting a revolving door of people with no real interest in the club and the game, or accepting that a new audience will be looking for something more than just the match.
By working together with the supporters, the town and its businesses, Saints can grow Northampton's reputation as a real rugby town rivalling the likes of Limerick and Toulouse. We're not Munster or Toulouse. We are Northampton Saints and whatever we do has to build on what we have. That way we can increase attendances with engaged and knowledgeable supporters, maintain the Franklin's Gardens traditions that mean so much to all of us, bring new economic rewards to the town and most of all support the Saints winning yet more silverware.
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David L
What if there were no hypothetical questions?
- Live wrong and preposterously
For his sins, DrT is my husband Tim who has been coming to the Gardens for as many years as I have. He is a resident of A Block in the Tetley Stand.
ClaireJ
RedHatPhoto.com review of 2015 photos here...
Buy photos from RedHatPhoto
David L
What if there were no hypothetical questions?
- Live wrong and preposterously
To stick my two penny's worth into the pot, compared to the atmosphere at Munster I felt that the atmosphere was lacking at the game on Saturday (I know the sun may not have helped).
I feel that Bernie is probably not used to his full potential. Although my girls love Bernie to bits he does not interact with the crowd as much. I can recall games where he spent time geeing up the crowd before and during the games to get the atmosphere going. Maybe this is a management, league directive, or he has to spend time at children's parties, but it would be nice to see him more interactive during the games rather than watching the rugby itself. Again I would like to state that my girls love him to bits and this is not a criticism of Bernie rather some constructive help for the Saints.
I wonder if the support for Munster can be translated into English rugby, I can't imagine leaving flags flying around town without them being nicked by some toerag.
I would also not like to go down the Saracen's route or see cheerleaders at FG, but a good suggestion would be to the get the Village more rugby orientated. We would have to be careful not to lose everything that makes FG so special, but rather enhance and make it more intimidating to visitors.
To Serve, To Strive and Not To Yield
i fand myself in complete agreement with you as i am sure many of the regulars such old pete, smurf and many others will alos do.
now to get the club to listen...
But could we have a resurgence of the traditional jazz band players, playing...
OH WHEN THE SAINTS GO MARCHING IN
??
*I could agree with you - but then we'd both be wrong...*
This is a major and exciting project for some innovative and enthusiastic marketer, perhaps it should have been offered to me twenty or thirty years ago?
Firstly, that jazz band were great when they used to go around the pitch pre-game and really added to the atmosphere. Certainly nothing cheesy about them. I recall Glos doing something similar last season before our game with them.
It definitely has to be a town effort as well as utilising the village.
Firstly, regarding the town, I guess you need the council on side but, above that, getting the local businesses (pubs, restaurants, cafes) involved. The more centrally (in terms of location) it starts, the better. If the club approached these locations in town and, as a starter, got them sporting the flags/banners across them then that's a start. However, we need to take that further. I'm no expert on marketing but, simply, trying to incentivise these businesses by getting them more trade through their links with the saints can do no harm surely? Say they give a ticket holder for the game a discount on food/beer before the game? Use the power of the web to advertise to opposition fans and invite them to make a day of it and everyone's happy?
The foundations to create a Munster like atmosphere can be pretty simple and cheap to start with in terms of putting up the flags and banners. It's then getting the local community to buy into the concept which is the next challenge which will only come with time.
Sort it out council before you regret what the public will do at the next elections.
This is one source
To Serve, To Strive and Not To Yield
Some letters to the Chron along the effect of what has been posted here maybe?
Saint til I die
Munster is a Heineken club, that's for sure, and the town reacts magnificently to those games. And yes, I think it would be great for the town of Northampton to get behind the team, not only in a good season, but EVERY season. I'm just not sure it could happen at such a high intensity every week.
Also, the Munster game had a 5.30 kickoff. Anything earlier doesn't really lend itself to a big buildup because most people are in Tesco/the bank/having their hair done!
I think the idea of better branding of FG and flags/etc in town is good, and maybe having something on in the Market Square before Heieneken Cup matches is feasible, but I wonder if it could be sustained on a regular basis.
A bus from a meeting point on the market to FG would be another thought to add here.Could it be done? Might also get a few folks homeward bound more quickly.I love the idea of banners up and down Abbington Street.Bring back the band also.
Bridesmaids no more.
I agree, having visited Munster twice, that flags on the way down from the station/market would look fantastic. But how long would they stay there?
Munster is the pride of the whole Limerick area and holds much respect. Do we have that or could we have that in Northamptonshire especially as there is football and cricket too.
I have often thought that it should be painted green, black, and gold.
To Serve, To Strive and Not To Yield
No, sorry, let me be specific.
A
VERY
BIG
FLAG
"Your days are numbered. Use them to throw open the windows of your soul to the sun. If you do not, the sun will soon set, and you with it."
-- Marcus Aurelius, Roman Emperor 161-180 A.D.
Form an orderly queue Sarge
David L
What if there were no hypothetical questions?
- Live wrong and preposterously
Edited 1 time(s). Last edit at 2010:04:19:22:58:33 by St Marlowe.
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