VIDEO: EPCR reveal how they are dealing with 'empty Ellis Park'

The Lions are having one of their most prolific seasons in years and are in the running to make the play-offs of two European competitions – the United Rugby Championship and Challenge Cup.

However, their attendance at the iconic Doornfontein-based stadium, Ellis Park, remains shockingly poor.

The Lions began their European campaign with a 28-12 win at Perpignan and maintained their unbeaten record in the Challenge Cup this season with a sound 35-13 victory over the Newcastle Falcons at Ellis Park.

In the URC the Lions sit just outside the play-off zone, in ninth place, with three wins from seven starts – still second best of the South African franchises.

EPCR CEO Jacques Raynaud told @rugby365com that they are happy with the ‘increase’ in the average attendance figures over the first two rounds of both the Champions Cup and Challenge Cup – with the Bordeaux (26,400) the biggest single attendance.

The top five stadium attendances all sit at around 20,000 or just below.

However, the 62,000-seater Ellis Park is rock bottom.

The 2500 spectators that attended the win over the Falcons this past weekend pales in comparison to even those stadium attendances outside the top 20.

The Bulls (15,000) and Stormers (11,000) also draw holiday crowds above the 10,000 mark.

Even the Cheetahs attracted more than 7,000 spectators to their stadium in Bloemfontein at the weekend.

(WATCH as EPCR CEO Jacques Raynaud and Chairman Dominic McKay chat to @king365ed about the shockingly poor spectator numbers at the 62,000-seater Ellis Park stadium…)

“We recognise that the South African franchises play in big stadiums, fantastic stadiums,” Raynaud told @rugby365com.

He suggested that South African spectators have perhaps not grasped the true entertainment value of the Champions Cup and Challenge Cup competitions.

Raynaud said they are confident that with the various union and broadcast partners they will increase the spectator numbers across the board.

However, dealing with the crime-infested surroundings at the Ellis Park stadium is a very different challenge.

EPCR Chairman Dominic McKay said it will take time to solve some of the predicaments.

“I oversaw the professional teams in Scotland – Glasgow Warriors and Edinburgh,” McKay said, adding that Edinburgh also had their challenges when they played at the 67,000-seater Murrayfield stadium.

“They built a new stadium with a capacity of around 8,000 – which is now bursting at the seams,” he said of the purpose-built venue next to Murrayfield.

The key is to create an atmosphere befitting the competition, but it needs to be done in a ‘sensitive’ manner.

“We need to be led by the clubs [franchises] and the unions about what is appropriate for them.

“Our appetite is the get the best audiences in the best locations.

“That is a decision for the clubs, but we will assist with our marketing muscle and the promotions we do.

“I realise it is a sensitive point, and we are respective to the needs of the club.”

McKay admitted the option of moving to a different venue, away from the unsavoury environment that is the Ellis Park precinct, is a matter for the Lions.

“What we do have is great dialogue with all the teams – particularly the South African teams.

“We also speak with our colleagues at the South African Rugby Union, who are passionate about filling stadiums and creating great events.

“It is an ongoing conversation,” McKay told @rugby365com.

He pointed out that they had a conference in Toulouse about a month ago, where the teams shared “best practice” ideas with each other.

“A team in Ireland can learn from a team in South Africa.

“Perhaps teams in South Africa can learn from the experience of teams in France.

“That sharing of knowledge – which will result in larger commercial revenues, better attendances, better use of data – is something we are very keen to facilitate.

“We are ambitious,” he said about creating the best possible product, adding: “We want to ensure the competition grows by growing the teams.

“If that means working with teams on marketing initiatives or promoting it differently, we are happy to do that.”

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