4th Dimension have been engaged to provide the complete project management of the inaugural St George’s Day Game at Twickenham Stadium, with an anticipated crowd of 60,000.
Following their appointment by Wasps’ owner Steve Hayes in December 2009, 4th Dimension have worked alongside both internal and external teams to project-manage a diverse range of initiatives designed to reach as wide an audience as possible.
Tony Copsey, former chief executive of London Wasps, assumed his previous role in managing Wasps’ internal commercial team and brought his extensive experience to bear in overseeing all operational aspects, match day entertainment and the launch of Treat A Troop, which provides free tickets to serving members of the armed forces.
The expected crowd in excess of 60,000 is the result of a number of initiatives:
Over 2,000 will come from the Scout members – of which 700 will troop their colours around the pitch at Twickenham before the match. More than 700 tickets were donated by the club and their supporters to members of the Armed Forces and their families – in excess of 200 troops will parade and gather on the pitch before the match.
Over 6,000 will come from community groups such as junior rugby clubs and Pro-Excel. The Pro-Excel dancers are an initiative that invites children from all over the country to take part in the day, culminating in a performance before the match and another one at half time, when 380 dancers will be performing with X Factor winner Alexandra Burke.
The ticket sales for the match indicate that there will be a strong family presence with 70% of sales coming from family and social groups, with an average ratio of four tickets per individual purchaser. With the West Stand car park packed full of activities for families along with the in-stadium entertainment and the weather forecasts promising a sunny day, it will all add up to a fantastic day.
“During my time as CEO at Wasps having a massive event to celebrate St George’s Day was something that we always talked about. I am delighted that I and my new business have been able to see through that dream into the reality,” said Tony Copsey.
After the game, London Wasps owner Steve Hayes commented: “It’s been an ambition of mine to stage an event to celebrate St George’s Day since I became involved with London Wasps. I was proud to be at Twickenham on Saturday and am extremely grateful to 4th Dimension for all their help in making the day as fantastic as it was.”