Here to Help
by Dave Green....26/08/2005

One of speedway's perennial conundrums is how to attract more people through the turnstiles. Clubs frequently launch marketing drives that involve the distribution of leaflets in shopping centres, visits to local schools and appearances at local fetes and shows. All of these are worthwhile and cost-effective exercises and I do believe they attract new people to speedway meetings. However, attracting them to a single meeting is the easy bit, getting them to return is where the problem lies.

Over the last few years I've spoken to a number of people who were attending their first meeting - at least twenty. In most cases they engaged me in conversation and asked a question about the rules or the general goings on. Surprisingly often, particularly if they're accompanied by youngsters, they ask about a particular rider - often not one of the star names. Some gentle probing reveals that they've already met said rider at a promotional event and have come to see that individual ride. These people often have no idea that they're watching a team event, that the home team are wearing red and blue helmets and that points are awarded in each race that build to a cumulative total.

That's where our problem lies, if people can't put the racing into context then they're simply watching motorbikes go round in circles. When you've seen that once there's little incentive to return the following week.

So how do we help contextualise the racing for newcomers? The matchday programme often includes some insight into the rules, but not everybody buys a programme, particularly newcomers who've already spent a large sum of money on gaining entry to something they know little about. I've also heard meeting presenters recite a brief outline of what's going on and that must help, although I still feel it's insufficient.

My own recommendation would be for clubs to appoint an 'ambassador' who would mix with the crowd and speak to the spectators. The person could wear distinctive clothing - perhaps a bright blazer or a luminous jacket - and be introduced to the crowd during the parade, making it clear that this person's sole remit is to ensure that everyone understands what's going on and enjoys themselves. Some light-hearted 'banter' between the ambassador and the meeting presenter would help establish his or her credentials as an approachable character.

During the meeting the ambassador would mingle with the crowd, fielding any questions asked of them and approaching any unfamiliar faces. Approaching people would be an important part of the job, not everyone will initiate a conversation with a stranger to ask for help, but most will have questions to ask if someone speaks to them.

Finding the right kind of people to fill these ambassadorial roles would be critical. The person selected would have to be approachable, articulate, amusing and have a good knowledge of the sport. They must also be able to judge the correct level of detail to impart, newcomers don't need to know about the points limit or the workings of the bikes, however our ambassador should be able to answer those questions if asked.

The ambassador should also be someone who is willing to take part in the club's promotional events. Wouldn't newcomers feel at home if the person who spoke to them in the shopping centre was also able to guide them through their first meeting?

I won't pretend that appointing ambassadors will immediately lead to significant increases in attendances. The main benefit is that newcomers will be more appreciative of what they're watching, will feel welcome and are more likely to enjoy their trip to the track. If you enjoy something then you're more likely to do it again!

This article was first published on 26th August 2005