ABSTRACT
There are circumstances in which an attractive, wellplanned new facility may attract more spectators. For instance, the club may be able to increase its ‘gate’ by an organized recruitment campaign or, in the case of European football, if it gains promotion in the league system. Also, the fact that a new stadium is comfortable, safe and well-designed may in itself attract more spectators. But experience shows that attendance will tend to revert to earlier figures, after the novelty has worn off, unless the new crowd can be enticed to stay by means of effective marketing or by the team’s performance.
