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2015 ICC CRICKET WORLD CUP

A Great Delivery

An overview of Hamilton's involvement in the ICC Cricket World Cup 2015

INTRODUCTION In February and March 2015, Hamilton hosted three matches at Seddon Park during the ICC Cricket World Cup 2015.

Seddon Park, the city’s international cricket ground, is just a short walk from Hamilton’s CBD and identified as one of the most picturesque grounds in world cricket.

The 2015 tournament was the second Hamilton had been involved in, having hosted two games during the 1992 edition – the only previous time New Zealand was involved in the tournament.

PRE-TOURNAMENT SEDDON PARK UPGRADE The International Cricket Council (ICC) had previously identified the need for an upgrade to the Players and Match Officials Area at Seddon Park, which is owned and operated by Hamilton City Council’s H3 unit.

Following discussions with Northern Districts Cricket Association - Hamilton City Council’s tenant at Seddon Park - and other stakeholders, a funding partnership ensured the venue’s Players and Match Officials area underwent a significant upgrade to bring them up to the standards required.

As well as expanded changing rooms for players, the facilities for umpires/match referees were also refurbished and enlarged. Upgrades at the ground also included the installation of permanent broadcast towers at three locations around the ground (Pavilion End, Wintec End and Seddon Road side), plus an improved area for disabled patrons.

The Seddon Park upgrades were completed prior to the start of the tournament, formally opened by Mayor Julie Hardaker.

Although completed to deliver the ICC Cricket World Cup 2015 matches, the refurbishments to the ground were primarily to ensure Seddon Park remains an attractive option for future international cricket matches.

HAMILTON PRE-TOURNAMENT CITY ACTIVATION To drive interest and enthusiasm for the tournament, a number of initiatives and events were rolled out in the months leading up to the city’s involvement in the match.

These included:

• Formation of a Regional Coordination Group comprising representatives from key local organisations, including emergency services, infrastructure providers and the business sector.

• A One Year to Go event was held in February 2014. The event included games of street cricket and unveiling the countdown clock.

• The ICC Cricket World Cup 2015 Trophy Tour in November, comprising of a range of interactive cricket exhibits and cultural performances.

• Themed city entrance signs were installed on main entrance routes. 309 pole banner flags were installed throughout the city.

• Three tournament-themed billboards were installed across the city and at Hamilton Airport.

• A special section on Hamilton City Council’s website devoted to tournament information www.hamilton.govt.nz/worldcup

• Tournament-specific content was hosted on Hamilton & Waikato Tourism website www.hamiltonwaikato.com

• A window dressing competition was held for CBD businesses.

• Marketing and promotion of the Hamilton matches was undertaken through Council and Regional Tourism Organisation communication channels/mediums (e-DMs, print publications etc.).

• A public campaign called for volunteers during the city’s involvement in the tournament.

HAMILTON INDUSTRY/MEDIA ENGAGEMENT

• Four pre-tournament media famils were hosted, comprising of journalists and editors from a number of Indian media outlets.

• Approximately 120 people attended a pre-tournament local business networking function at Seddon Park.

• The inaugural Hobbiton Movie Set Cricket Cup was held on Monday, 9 March, at Hobbiton Movie Set, near Matamata in the Waikato. This event was particularly successful, with a large contingent of Indian media and trade delegates enjoying the unique surroundings. Two informal cricket matches were played involving teams captained by former NZ players Sir Richard Hadlee, Stephen Fleming and Nicola Browne and Hobbiton Movie Set owner Russell Alexander. Visiting and NZ media outlets were given opportunities to speak to Sir Richard, Stephen and Russell, which resulted in a range of very positive news stories across a number of national and international outlets.

• A similar smaller-scale event scheduled for Thursday, 12 March, at Hamilton Gardens – intended for Bangladeshi and New Zealand media - was subsequently cancelled due to wet weather.

• The city/region had a presence in the media centre on game day minus 2, minus 1 and match days to assist with media activities and enquiries, for example local colour story leads for visiting journalists.

HAMILTON MATCHES AT SEDDON PARK Hamilton hosted three pool matches during the tournament.

• South Africa vs Zimbabwe, Sunday 15 February (day two of the tournament) • India vs Ireland, Tuesday 10 March (sold out) • New Zealand vs Bangladesh, Friday 13 March (sold out) • Media and tournament volunteers/workforce accreditation centre was set up at

Founders Theatre. • During two of the city’s three matches, spectators in the crowd took one-handed

catches which earned them a share of a $750,000 million prize pool offered by a beer sponsor.

HAMILTON TEAM WELCOMES

• Formal city welcome for the Zimbabwe and Ireland were held at Te Parapara Garden in the Hamilton Gardens.

HAMILTON IN-TOURNAMENT CITY ACTIVITIES AND INITIATIVES

• Each match day included a Family Fun Zone in Garden Place comprising of entertainment (street theatre, musical performances), give-aways and cricket-themed activities.

• For the South Africa vs. Zimbabwe match, Council’s project team worked with the Hamilton Gardens Arts Festival to arrange for the Soweto Gospel Choir to perform at the arts festival on the Friday night prior to the match and in the Family Fun Zone on match day.

• A marked Fan Trail (using cricket ball decals applied to pavement) led from Garden Place to Seddon Park to assist visiting fans find their way to the ground.

• Waikato Museum hosted ‘The Perfect Pitch – A Waikato Cricket Story’, a themed exhibition on the history and culture of cricket in Hamilton and Waikato.

• To coincide with the South Africa vs. Zimbabwe match, an “On Safari” theme and campaign was developed. This included discounted entry to Hamilton Zoo, Soweto Gospel Choir performances and the Zimbabwe team welcome.

• Colour, Culture, Cricket was a week-long cricket themed campaign (March 8-15) comprising of Ireland’s team welcome, an Ethnic Cricket Tournament and Kids Mini World Cup, as well as the two matches played at Seddon Park that week (India vs. Ireland, New Zealand vs. Bangladesh).

• Waikato Stadium was used as a fleet centre for tournament vehicles.

• A Mini Live Site featuring TV broadcasts of the matches was installed at Hamilton Airport.

HOBBITON MOVIE SET CRICKET CUP • To maximize the “Waikato experience” for visiting Indian media, business people and

trade delegates, Hamilton Waikato Tourism (on behalf of Hamilton City Council) approached owners of the Hobbiton Movie Set visitor attraction, near Matamata, with the concept of a cricket-based experience at the site.

• Following discussions with the Hobbiton Movie Set owners-operators, and with the approval of Warner Brothers (owners of the rights to the Lord of the Rings movies filmed in part at the location), the inaugural Hobbiton Cricket Cup was held on Monday, 9 March.

• The concept of the event was based around traditional New Zealand “backyard cricket”, with special rules developed to make the matches friendly, fun and engaging.

• Invites to the event were forwarded to Indian and New Zealand media representatives, visiting Indian business people and a range of public officials and dignitaries.

• Two MCs were booked for the event – Chris Mac, of popular New Zealand band Six60, and James McOnie, a presenter with irreverent TV sports show The Crowd Goes Wild.

• Two handcrafted wooden winner’s trophies were produced for the event.

• Attendees were put into four teams, and transported from Hamilton’s CBD to the location in decorated buses. En route, Council staff acted a guides, describing surroundings and locations through which the convoy passed.

• The teams were captained by New Zealand cricket legend Sir Richard Hadlee, former New Zealand captain Stephen Fleming, former White Fern Nicola Browne and Hobbiton Movie Set owner-operator Russell Alexander.

• On arrival, the attendees – numbering more than 120 – were greeted by Hobbiton staff and taken on a guided tour of the site.

• Once the tour was completed, the two cricket matches were played on the Hobbiton Green in sparkling twilight, while food and drink were served to guests.

• The cricket matches lasted about 30 minutes each, and concluded just as dusk set.

• Journalists and film crews in attendance were able to attend a brief media conference with Sir Richard Hadlee and Stephen Fleming. The media conferences lasted about 25 minutes.

• Guests were then guided to The Green Dragon Inn for drinks, food and entertainment, and the presentation of the Hobbiton Movie Set Cricket Cups.

• This event was particularly successful, with the large contingent of Indian media and trade delegates enjoying the unique surroundings, the two informal cricket matches, and the opportunity to speak to Sir Richard Hadlee and Stephen Fleming.

• A range of very positive media coverage resulted from the event, including stories published in major Indian newspapers and websites.

• A similar smaller-scale event scheduled for Thursday, 12 March, at Hamilton Gardens – intended for Bangladeshi and New Zealand media - was subsequently cancelled due to wet weather.

HAMILTON CITY OPERATIONS • Council circulated Major Events Management Act (MEMA) information to all

businesses and residents within the MEMA-declared “Clean Zone” around Seddon Park, and hosted a MEMA information evening for residents/businesses who required more information.

• A Major Event Operations Centre was set up in the Council building on match days where city safety, transport and MEMA enforcement staff were based.

• There were no security or enforcement issues of note pertaining to any of the matches.

• Police reported the crowds were very well behaved both at the games and around the city.