Wembley Stadium is one of the UK’s most iconic venues hosting some of the world’s highest profile sporting and musical events. So, we were curious to know whether all events and all audiences are equal when it comes to splashing the cash locally on event days.
By using a combination of Fable’s extensive consumer spend data and precise location capabilities, we were able to pinpoint spending at some of the most well-attended events in 2022 and the results were really interesting. Would music audiences outperform sports? Would Coldplay out perform Ed Sheeran?
It’s clear to see that there is a staggering uplift on food and drink expenditure during Wembley Stadium events, with spend on average 7x higher during music events and over 5.5x higher during sporting events.
However, the lower spend during sporting events may be partly explained by the ban of alcohol consumption in seats during football matches - which make up all but one of the sports events at Wembley Stadium this year.
The event which created the highest amount of food and drink expenditure was the WBC Heavyweight Championship contest between Tyson Fury and Dillian Whyte, the only non-football sporting event and one which generated a massive 16x spending compared to the average for a non-event day.
This was followed by Capital FM’s Summertime Ball, which featured a roster of famous artists such as Ed Sheeran, Harry Styles and David Guetta, and generated around 14x the non-event average.
As for the most recent events, the batch of Coldplay concerts attracted an average uplift of nearly 5.5x the amount seen during a non-event day. This ranks below the concerts for Ed Sheeran (8x) and Westlife (7x) but above the average of Harry Styles’ two concerts (5x).
Boosting the local economy
Unsurprisingly, most expenditure was done within Wembley Stadium itself, capturing a range of 31% to 72% of daily food and beverage spend within HA9 on event days. But it’s not bad news for local businesses, as they also benefited from a significant uplift in spend, with BOXPARK Wembley and the London Designer Outlet shopping centre (which hosts various food merchants) both a common second-favorite place for event-goers to enjoy a meal and spend some cash.
The implications of this data can be felt across multiple consumer touch points including public transport and should enable any service provider to more accurately plan for staffing, supplies and exponential increases in revenue.
To learn more about the data behind this article and what Fable Data has to offer, visit https://www.fabledata.com/.
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Data is changing the speed of business. Investors, Corporations, and Governments are buying new, differentiated data to gain visibility make better decisions. Don't fall behind. Let us help.
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Data is changing the speed of business. Investors, Corporations, and Governments are buying new, differentiated data to gain visibility make better decisions. Don't fall behind. Let us help.
