After investing £30 million in redeveloping Edgbaston cricket ground, Warwickshire CCC is set to embark on a new business plan to increase revenue. Graeme Brown talks to chief executive Colin Povey about the proposals

Edgbaston cricket ground boasts 129 years of history, an international reputation and is home to some of the country’s top cricket stars – but is only used to capacity for four days a year.

And therein lies a problem that has beset the likes of Surrey, Yorkshire, Lancashire and indeed Warwickshire, which all posted operating losses in the last financial year.

The solution, according to Warwickshire CCC chief executive Colin Povey, lies in making money when there is no red balls, whites or bats in sight.

While international cricket still lies at the heart of the Bears’ business plan, Mr Povey plans to increase revenue from non-sporting income from £1.1 million to £2.8 million in the short term.

The club already hosts events like sales conferences, Christmas parties and Asian weddings but with a new conferencing area for up to 700 people it opens up new opportunities.

Mr Povey said: “At the heart of the business model is the future of international cricket. People can huff and puff about whether international cricket is getting better or worse, or good, bad or indifferent, but without international cricket Edgbaston could not survive.

“Our business plan depends on getting what we have always had. That is really important about driving revenues.

“I personally took the view that international cricket is not going anywhere and it is hugely popular in Asia and I see it having a very good future for our local market here.”

He added: “In terms of non-matchday stuff we are looking to more than double the business we take in conferencing and events.

“We think we have the facilities to do that and we have seen good growth in the last 12 to 18 months.

“We took the view that we clearly had to retain international cricket for Edgbaston and the city. It is not only about money but all the positives that having an international cricket venue brings in.

“At the same time you are trying to create a business model which means you are not only dependent on these international matches.

“We will have 46 days of domestic cricket this year and six days of international cricket – often only five days really.

“So you are only using anything like its capacity for three or four days of the year – we can probably get all of our county championship crowds into one stand.”

Warwickshire has agreed a joint venture deal with Compass Group, similar to deals struck at the Oval – another Test match venue – and Twickenham, the home of England’s rugby team, to expand revenue from conferences.

Mr Povey believes the facilities will fill a niche between smaller venues and places like the ICC and NEC, catering for events attracting between 250 and 700 people

Edgbaston has already hosted more than 40 Asian weddings and has deals with the Lord Taverners, Cure Lukaemia, Jaguar, Skin and Ernst & Young to host events, and has also hosted annual general meetings for listed beer firm Marston’s.

Mr Povey said the money washing around some sports mean clubs do not have to run their properties at a profit, but that is often not sustainable.

He said: “We want to get to a point where we are self-sufficient.

“Very few sporting venues and institutions on their heritage and tradition alone get anywhere near break even.

“People are running it for emotional reasons.

“The number of very bright people who have got sucked into sport and wonder where their money has gone never ceases to amaze me.