Croke Park now paying for itself

News round-up : Croke Park has started to pay for itself

News round-up: Croke Park has started to pay for itself. For the first time since the redevelopment began over 12 years ago, the GAA's Central Council will not be making a subvention to the stadium.

This will leave the association with several million euros extra for general expenditure.

"The grant from Central Council wasn't required this year. We're now in a position to service the loan," according to stadium director Peter McKenna, who is secretary of Páirc an Chrócaigh Teoranta, the stadium's holding company.

That grant from Central Council was worth € 3 million in last year's accounts and €4.5 million over the previous 12 months. This year's figures will be released shortly and will show the earning power of Croke Park has continued to grow.

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Earnings from ancillary activities are now a multiple of match-related income. This represents a major surge in business, as it was projected last year the split between the two income streams would converge at 50:50 from 40:60 the previous year.

In fact non-match business grew to such an extent the upcoming accounts are expected to show it coming in at around 70:30. McKenna believes there is still plenty of room for further expansion.

"There's no real limit. Clearly there are only so many days in the year and outdoor events are limited during winter months. Admittedly the past year had a number of replays and you won't do better than three U2 concerts but conference business will increase now that it can tie up with the hotel.

"There aren't many places in Dublin with access to the sort of conference facilities we can offer. Citywest would be one and it has the advantage of space and golf but then we have the advantage of being close to the airport."

Although U2 won't be playing the stadium again this year, two concerts - Robbie Williams and Bon Jovi - are going ahead this summer, which will bring in significant revenue.

The opening of the hotel on Jones's Road was just one of a number of developments around the stadium last year. These included the permanent installation of a big screen at the Hill end and the opening of a players' lounge.

"We also expanded the public bars," says McKenna. "There was some controversy over this but it's very controlled and offers a service to customers. Bars are only open before the start of a game and not afterwards. It has helped get people in on time.

A second screen will be installed at the corner of the Canal End and Hogan Stand.

The biggest recent news has been the agreement to host rugby and soccer internationals there next year. Although this revenue is not scheduled to continue beyond the next year or two, McKenna believes the internationals have long-term benefits for the stadium. "These are major events. Dublin Chamber of Commerce reckons they are worth around €30 million by the time you take into account hotels, taxis and restaurants.

"There are other benefits. We feel it will establish the hotel and in terms of the conference facilities give Croke Park an unbelievable profile, a bit like what will happen with the K Club and the Ryder Cup when the facilities are seen. Rugby by its nature is very corporate so that will be a good showcase. But we've been careful to protect our customer base (seat holders will have first refusal on the IRFU and FAI corporate packages)."

When and if Lansdowne Road completes its scheduled redevelopment, there will be competition for the sale of corporate facilities, something McKenna acknowledges but he also points out Croke Park's product is established and offers a high number of guaranteed big occasions. Anyway competition is a fact of life.

"This year, for instance, there's pressure on outdoor advertising because companies have made commitments to the Ryder Cup."

There were 28 matches played in the stadium last year but there have been indications the GAA public is suffering from Croke Park fatigue and association president Seán Kelly has said a number of qualifier matches will revert to provincial venues. By their nature these are unlikely to be the bigger, box-office occasions and McKenna doesn't believe that there will be serious financial implications.

"There's no real concern about revenue because I don't think it will affect us too much. Fewer opportunities make it easier for people to travel to Croke Park and we'd expect bigger if less frequent crowds. More is less. Taking into account the interest of supporters, on balance this will work out better."

Seán Moran

Seán Moran

Seán Moran is GAA Correspondent of The Irish Times