106 | SPORTS VENUES 2023/24 www.stadiaworld.com EVENTS STADIAWORLD: The Stadium Golf Tour is a fairly new event, invented during Covid-lockdown, and now in Europe for the first time. Would you explain the concept to our readers? Addecott: It was an idea born during the Covid pandemic that came to fruition in 2021 – the brainchild of President Michael Wiggins, who has vast experience in working in American sports. Having been the Senior Director of Stadium Operations at the NFL’s Miami Dolphins and a consultant at the MLB’s San Diego Padres, Wiggins wanted to create special oneoff events in stadiums to allow fans to discover sports grounds as they have never seen them before. Stadium Golf Tour is a ground-breaking initiative that transforms iconic sporting stadiums into unique golfing experiences, we allow golf enthusiasts and newcomers alike to step onto the hallowed grounds and play nine holes of golf like never before. For the first time in England, beloved stadiums bid farewell to their traditional sports and welcome the game of golf. The famous pitches will be converted into 9-hole golf courses, challenging participants to showcase their skills from nine tee boxes positioned strategically around the stadium. In addition to the unforgettable 9-hole golf course, Stadium Golf Tour offers attendees access to “The Clubhouse”, a vibrant hub where participants can immerse themselves in the world of golf. The Clubhouse boasts an array of activities, including golf simulators, a putting and chipping challenge, a hitting platform, and exclusive stadium tours. Participants will have the chance to explore notable areas of these sporting arenas. STADIAWORLD: What is the role of Maverick Sport & Entertainment? What are your tasks and responsibilities? Addecott: We are Stadium Golf Tour’s official marketing partner, and our roles are plentiful. We work closely with SGT to identify, source and contract with suitable venues and we then manage everything from event promotion (including advertising, partnerships and paid social), ticket sales, event production and design. We are also responsible for bringing in partners and sponsors to the event. To date we have introduced England Golf, Ellesse, Wilson, Range Servant and Stratstone BYD. We also work closely with golf influencers and arranged for Tubes and Ange Golf Life to come and film a challenge at Twickenham. STADIAWORLD: The first event in the UK is now behind you. How was the initial feedback? How many participants did you have per event? Addecott: Initial feedback has been unreal, people have been really taken with the concept and everyone who attended Twickenham loved their day out. Stadium MK is our second event and we have more planned for this year, including London Stadium in October. We had roughly 1300 golfers take part at TwIckenham and are looking forward to welcoming more to Stadium MK in July. STADIAWORLD: What criteria are used to select the locations? Addecott: Firstly, we want a venue that buys into the concept and is as excited as we are about Stadium Golf Tour, which nearly all venues we have spoken to are. We then need to look at the size of the venue and ensure that it will be able to fit the nine teeing areas and has suitable indoor space to house the Clubhouse. The final element is trying to find a venue that has availability for pitch use at the times we want Nick Addecott “The chance to experience something truly unique” In an interview with STADIAWORLD, Nick Addecott, Director Sports & Entertainment at The Maverick Group, explains the concept of the Stadium Golf Tour and the approach of implementing it in the UK. Picture: Maverick Sports & Entertainment Golf in the stadium: an idea that came about during the pandemic. Picture: Maverick Sports & Entertainment
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