Ricoh Arena

Coventry, UK

In November 2003, Bastion was appointed to research, develop, sell and manage the Premier Club at the new 32,000 capacity Ricoh Arena.

In November 2003, Bastion Stadiums LLP, the wholly owned subsidiary of ISG, was appointed by the Coventry City Football Club (CCFC) and stadium management company Arena Coventry Limited (ACL) to research, develop, sell and manage the Premier Club at the new 32,000 capacity Ricoh Arena.

Bastion was required to sell the Premier Club seats prior to the Ricoh Arena opening achieving CCFC’s targets before the inaugural match in August 2005.

Following extensive research to determine the pricing structure, potential customer base and assess the viability of the product the sales team focused on the SME business community. By going to the market with a distinct sales message Bastion surpassed sales targets before the stadium opened in August 2005. 

View All Projects