SRU chief prioritises bigger crowds

Lockhead has kept a low profile since he was appointed in February. However, his imminent arrival was widely seen as one of the reasons behind the abrupt departure of chief executive Gordon McKie almost a fortnight ago, with most commentators recognising the potential for conflict between Lockhead’s entrepreneurial instincts and McKie’s financial caution.

Lockhead paid tribute to McKie for restoring stability to an organisation that was facing bankruptcy six years ago, but said that the time is now right to drive forward the business.

“Supporters have to feel that they want to come here,” he said after Saturday’s AGM, “that they want to participate, that they are welcome and that they view this as great entertainment and a great experience. That will be the real shift. I would describe it as more entrepreneurial.

“What [the SRU] has been through had to be, it was absolutely right, and it created the foundation for me to be able to come in and help.”

Although Lockhead was keen to avoid specifics, he offered the clearest indication possible that the union is to ditch its controversial policy of refusing to sell tickets on international match days.

“It’s all about yield management,” he said, citing airline

The new man at the top of Scottish rugby has made it clear that he wants to see more creative marketing to get the sport’s turnstiles clicking again.

Sir Moir Lockhead, the former FirstGroup chief executive who took over the chairmanship of the Scottish Rugby Union at Saturday’s annual general meeting at Murrayfield, stressed getting spectators back through the gates -- for Scotland’s two professional clubs as well as international games -- will be one of his priorities.

Lockhead has kept a low profile since he was appointed in February. However, his imminent arrival was widely seen as one of the reasons behind the abrupt departure of chief executive Gordon McKie almost a fortnight ago, with most commentators recognising the potential for conflict between Lockhead’s entrepreneurial instincts and McKie’s financial caution.

Lockhead paid tribute to McKie for restoring stability to an organisation that was facing bankruptcy six years ago, but said that the time is now right to drive forward the business.

“Supporters have to feel that they want to come here,” he said after Saturday’s AGM, “that they want to participate, that they are welcome and that they view this as great entertainment and a great experience. That will be the real shift. I would describe it as more entrepreneurial.

“What [the SRU] has been through had to be, it was absolutely right, and it created the foundation for me to be able to come in and help.”

Although Lockhead was keen to avoid specifics, he offered the clearest indication possible that the union is to ditch its controversial policy of refusing to sell tickets on international match days.

“It’s all about yield management,” he said, citing airline ticketing systems as an example. “Make it easy to buy early, with a discount, but as you get closer to the day you have to pay a wee bit more.

“I’ve already seen too many empty seats in the stadiums I’ve been to -- except at Melrose, where the sevens tournament was mobbed, just fantastic. I do believe that the product is sellable, and that the entertainment value can be sold more effectively.

“The objective is to get more people in here. So make it easy for them. I’m not yet clear on how we’re going to do that, but I think there are things we can do. There are things that supporters have said to me that we could do.

“There are quick wins that we would like to look at, and there are things that would take a bit more time. But as long as we seem to be starting to move then I think the supporters will think, yes, we’re on a new trajectory and let’s go for it.”

The process of finding a successor to McKie will get under way with the appointment of a team of executive headhunters. While that search goes on, interim chief executive Jock Millican is expected to put the finishing touches to the much-delayed strategy document that will outline the union’s direction for the next few years.

Lockhead suggested that the brave new world of Scottish rugby will mean more autonomy for Edinburgh and Glasgow, the sides McKie kept under tight control.

“There’s a good argument for a bit more delegation to create an environment where they are generating their own support and they’re getting their own people in. The plan will create a model we will sign up to and implement.”

Within the agm itself, club delegates approved plans to restructure domestic competitions, creating a pyramid structure of 10-team leagues. They also gave the thumbs-up to creating a museum at Murrayfield and to the restoration of an Exiles representative to the SRU council.