Passing Muster

Passing Muster The NRL's Cowboys and Broncos stage the first NRL fixture at Townsville's new Queensland Country Bank Stadium. All images courtesy of Blair Hughes.

Blair Hughes measured the excitement as Townsville’s new stadium hosted the Cowboys’ first NRL fixture

The dawn of a new era has begun in Townsville with the NRL’s North Queensland Cowboys and the local region having hosted the inaugural sporting event at Australia’s newest major venue, Queensland Country Bank Stadium.

Built by North Queenslanders for North Queenslanders in a home-grown effort involving the Queensland and Federal Governments, Townsville City Council and close to 500 local businesses, the $290 million venue facility represents a proud moment for the city. Having experienced rough times in recent years, the new Stadium, which stands on the Wulgurukaba traditional owners’ land in the heart of the Townsville CBD, acts as a catalyst for economic rejuvenation and urban regeneration and from experiencing this first hand it is clearly set to revitalise the local community and surrounding regions.

On a rollercoaster opening weekend of the 2020 NRL season in the middle of March when Coronavirus concerns began to bite, and amid some uncertainty as to whether this first event would be called off, I was able to experience the impressive features of the Stadium and the Cowboys’ game day fan experience as they played their first fixture at the new venue against the Brisbane Broncos.

Fan Engagement

Arriving early at the venue on a scorching hot Friday afternoon to do a pre-game walk around, it was clear from first impressions that the venue exudes a uniquely North Queensland identity which has been designed with the fan experience at the forefront.

The Cowboys ‘fan first’ approach starts well before the match as I joined hundreds of fans in the first ever ‘Cowboys Stampede’ march to the Stadium from the Cowboys Leagues club. This was an exciting experience on the night and a tradition that looks set to continue on game days into the future.

The pre-game fan engagement continues outside the ground as fans can experience the ‘Captain’s Walk’ where names of Cowboys legends and supporters are etched into pavers while fans were also instantly captivated by the chance to get photos with the life-size bronze statue of Cowboys legend Johnathan Thurston that was designed by local artist Jane Hawkins to honour his contribution to North Queensland sport.

Impressive screen content, engaging performances and promotions and at last count seven mascots kept fans entertained all night long inside while outside fans of all ages enjoyed a dedicated fan engagement zone as well as receiving a free Cowboys flag on entry to commemorate the opening game.

Transport

Transport was a seamless experience from the CBD with free game day express event buses organised to transport fans around while multiple park and ride or walk options made it simple for those fans wishing to park the car nearby and access the venue with free parking also available after 2pm in the CBD. Ride share and taxi zones as well as accessible pick up and drop off areas ensured every patron can easily access the venue. However, with the stadium located in the heart of the city, walking was also seen by the majority of fans to be the easiest way to get to and from the venue.

Architecture

Designed by Cox Architecture and constructed by WATPAC on the banks of Townsville’s Ross River, the centrally located Stadium was delivered on schedule and to budget and has a

Seating and the concourse at the new venue.

host of smart architectural features that add to its iconic North Queensland design.

A horseshoe shaped cantilever roof with plates inspired by the native tropical Pandanus plant forms the centerpiece of the stadium design and makes the venue instantly recognisable to global audiences. This unique design also provides the strength to resist North Queensland’s cyclonic winds as well as allowing the roof to expand and contract to the city’s tropical temperatures.

Green spaces are abundant with over 100 trees and 30,000 plants spread throughout the venue while a lush grassed parkland and plaza at the northern end of the venue provided a family friendly atmosphere for fans to meet and mingle in before entering the venue.

The Stadium has also been specifically positioned to face north in order to catch the breezes while its spacious open design showcases the panoramic views of Townsville’s Castle Hill and CBD, making it one of the most picturesque stadiums in the country.

Technology

Audio-visual capabilities are state of the art and delivered an immersive experience through a lighting set up which made the field vibrantly pop with colour while the sound system pumped out team announcements, music and a hype reel countdown in clear and crisp audio.

An imposing 200 metre² HD scoreboard at the northern end is strategically positioned to be viewed by all spectators while the multi-coloured LED lights incorporated into both the roof and translucent kites showcased an exciting and memorable pre-game light show with Cowboys themed lighting displays

switching between strobe, flash and still which amplified the crowd atmosphere.

The free QCB Stadium and Cowboys apps both provided an informative and effective user experience that highlighted important game day information for fans such as F&B offerings, news, transport guidance, seating maps, the ability to purchase tickets and merchandise, accessibility information as well as the ability to connect to the venues Wi-Fi which was fast and reliable when speed tested throughout various moments of the game day.

Seating

There is not a bad view in the house with 25,000 Cowboys coloured seats highlighting a contemporary stadium design that puts every fan within close proximity to the lush field to ensure an edge of your seat pulsating experience.

The configuration of the stadium sees four primary seating areas with roof shades covering 75% of the ground while a unique part of the design in the northern end features open standing areas where fans can enjoy breath taking sightlines of the try line in a relaxed and informal setting next to bars and food outlets. Cup holders also compliment seating in the western grandstand while multiple disability seating options and family rooms with showers and change tables all highlight what an inclusive, comfortable and accessible venue this is. Food and Beverage

An extensive selection of food and beverage choices are available to suit all tastes with Pandanus Catering putting a key focus on ensuring the majority of produce is locally sourced from the North Queensland region to ensure a truly homegrown experience.

The fans’ view and catering at the new Queensland Country Bank Stadium.

Search Venue Manager

The first dedicated jobs portal powering employment in the venue industry.

Gourmet, value and variety are at the core of an inclusive foodie fan experience here with affordable options ranging from 12” ‘Cowboys’ hot dogs, local reef fish and Red Rooster chicken to ‘Stockman’s’ tropical burgers, vegetarian burritos and vegan pies all available throughout the venues 29 F&B concession stands ensuring fans never have to go far to grab some quality game day grub.

Uniquely themed public bars such as the Castle Hill Bar, Long Bar and City View Bar are scattered throughout the venue offering fan favourites XXXX and Bundaberg Rum and are complimented by outstanding views of the field and local attractions. Meanwhile, Cowboys members can even enjoy their very own ‘Cowboys Castle’ craft beer from local microbrewery Tiny Mountain Brewing Co that is available in their exclusive ‘Cowboys Castle’ members bar on game days. Fans will also appreciate the ability to walk around the entire 9 metre wide, 600 metre circumference of the Stadium concourse to check out the full F&B range and take in spectacular views of the field of play from different vantage points.

Scenes during the first NRL fixture at the Queensland Country Bank Stadium.

Hospitality

Located in the western grandstand, the stadium includes a diverse range of exciting hospitality experiences to suit every budget from premium offerings such as the elegantly decked out Chairman’s Club ‘Shorty’s’ with its unrivalled guest service and delicious delicacies to the relaxed and vibrant Sky Deck on level 4 that features panoramic views of the pitch and city for those instant shareable social media moments.

The impressive club lounge and ground level field club along with the 88 external boxes and 17 suites highlights a first class hospitality experience that is sure to be very popular on game days for those guests looking to network and enjoy premium F&B and live entertainment in comfortable surroundings.

Conclusion

While the opening match may have started with a tough 28-21 loss at the hands of state rivals the Broncos, it was a spectacular win for both North Queensland Cowboys fans who will continue to experience exciting game days here as well as the local region who will benefit from the positive economic and social outcomes that transpire from this marvellous new venue in tropical Townsville.

Blair Hughes is an award winning, globally respected fan engagement specialist who helps clients in the sports, music and craft beer industries grow their fan bases, improve fan experiences and create new business and revenue opportunities. You can follow him on Twitter at @MrBlairHughes or at www.MrBlairHughes.com.