Decade under the roof
It was unpopular and over budget, but Dunedin’s Forsyth Barr Stadium has developed into a world-class venue over 10 years. Now it faces a new challenge.
Terry Davies loves seeing people wearing tour T-shirts of their favourite artists. Particularly when that merchandise includes the tour locations of some of the world’s greatest cities.
And the city that pops out for him? Dunedin. Population: 130,000.
Over the past five years big names have played under the roof at the city’s Forsyth Barr Stadium, which this week marked a decade since it was opened by former prime minister John Key. But there was no major celebration, with the venue quietly readying itself for a potential battle with the proposed new Christchurch stadium.
Davies, the fast-talking chief executive of Dunedin Venues Management Ltd (DVML), which manages Forsyth Barr Stadium alongside other city venues, estimates that before Covid-19 the stadium was set for its biggest year yet in 2021. ‘‘They were big shows,’’ he said. Before the global pandemic the stadium had carved out a name for itself as a ticketselling machine – about 500,000 concert tickets in five years. Acts performing at the venue include P!nk, Kendrick Lamar, Roger Waters, Black Sabbath, Robbie Williams, Shania Twain, Adam Lambert and Queen, Eagles, Fleetwood Mac, and Elton John. But the highlight for Davies? Ed Sheeran performed three concerts over an Easter weekend in 2018, attracting
110,000 fans and pumping an estimated
$36 million into the local economy.
It was quite a turnaround for a venue mired in controversy well before it officially opened on August 5, 2011.
Plans for a roofed stadium, to replace the former Carisbrook, were unveiled in
2007. It was pitched as a multi-use venue with a price tag of $188m.
Concerns included the cost of the project, whether the turf would grow, the location, and whether a roof was even required in the cool, but relatively dry, southern climate. Those issues led to a bitter public fight between pro and antistadium groups, several court cases and an incumbent mayor being voted out in favour of the late Dave Cull, who did not support the building of the stadium.
Davies, who arrived to take over the top job in 2014, recalled seeing the ‘‘Stop the Stadium’’ bumper stickers on cars.
Three years in, it had hosted only a handful of concerts. The first Elton John concert, and later Paul Simon and Aerosmith. ‘‘The promoters did not even realise we existed.’’
He recalled trying to entice Katy Perry to play in Dunedin but her promoter did not believe the city had a suitable venue.
Davies, who had previously worked at Melbourne’s Etihad Stadium and the Adelaide Oval, convinced the late Michael Gudinski to let them host Rod Stewart.
While the Australian promoter doubted they could pull 15,000 fans, they ended up hosting 24,000. That paved the way for a Neil Diamond concert, which doubled as a showcase for a number of promoters.
The key moment came when the stadium was given its first Fleetwood Mac show, which quickly sold out.
‘‘We didn’t look back,’’ Davies said. Promoters could not believe the number of tickets the venue could sell, and particularly the support of the southern crowd who had a tendency to sing and dance unlike audiences in other cities, he said.
That not only contributed to the atmosphere and enjoyment of the touring artists but also to the city’s coffers, with events at the stadium contributing an estimated $300m into the Dunedin economy over the past decade.
Other events include the annual beer fest, a two-day sell-out run by the local student association, university orientation gigs, movie nights, conferences and events ranging from Young Farmers to Nitro Circus.
Taking the weather out of the equation provided promoters with surety.
And the turf, which people had questioned would even grow, thrived in a venue sometimes dubbed ‘‘the glasshouse’’ – proving more resilient than other New Zealand venues, which required contingency plans in case grass was damaged.
The venue, which is nestled between Otago Harbour and Logan Park in the student quarter, has hosted an array of sports, including Highlanders matches, All Blacks, Warriors, Kiwis, All Whites, Newcastle United, Fifa under-20 World Cup matches, and 2011 Rugby World Cup matches, including several relocated from Christchurch.
The capacity at the stadium differs depending on the event, but a large concert such as Ed Sheeran can host 39,000, test match rugby 30,000, while a Highlanders match typically has crowds of about 13,000.
Unlike Christchurch’s planned stadium, which may reduce its seating capacity from
30,000 seats to a minimum of 25,000, Forsyth Barr Stadium never wavered on seating.
Davies estimated that to build the stadium (which was built during the global financial crisis and when steel prices were low) today would cost upwards of $600m.
A report in 2012 stated the overall cost of the stadium to be $227m, including $162.7m from the Dunedin City Council, with the Otago Regional Council contributing
$37.5m, the Government $15m and the Otago Community Trust $7m.
‘‘They delivered a bloody great stadium for a bloody great price . . . and on time,’’ Davies said.
Sound was one of the biggest concessions for the stadium and that ‘‘was no easy fix’’, although most of the earlier issues had been rectified.
‘‘You are never going to get great cover at any stadium.’’
Davies understood the initial opposition to the venue. Building a 30,000-seat stadium for $200m to serve a population of 130,000 seemed ‘‘illogical’’.
But the venue had not only financially contributed to the city – it had added something more intangible, something he called ‘‘the feel of the city’’.
That included Dunedin’s tendency to support large events, from closing down the Octagon, to relaxing liquor laws for Easter shows, or even painting a certain mural for Ed Sheeran.
But with a Christchurch stadium looming on the horizon, Davies remains bullish about how Dunedin will fare.
Christchurch has some advantages – a larger population and a longer airport runway to freight concert equipment – but Dunedin had a proven venue with a track record of hosting big sell-out events.
‘‘We still have a vision of being the preferred destination.’’
But could that result in a bidding war between the two venues? Absolutely, Davies said. However, Dunedin wanted to stay the preferred South Island destination ‘‘regardless of whether Christchurch builds a like-for-like stadium’’.
DVML, which laid off 60 per cent of its staff when the global pandemic started, has forged a strong relationship with promoters but also with venues in Auckland. That meant that when acts toured Down Under, they would tack on a South Island concert in Dunedin to complement Auckland concerts.
Davies said that initially there was a belief southern folk would not pay for tickets, particularly high-end prices, but that had not been an issue. ‘‘Get the content right and people will pay for it.’’
The ability to attract big-name concerts, coupled with having a loyal fan base for local sporting events, meant companies such as naming rights sponsor Forsyth Barr continued to support the venue.
The venue is working on major upgrades, including maintenance of the steel, roof and seating, and a $2m digital upgrade, including new screens – twice the size of the current screens – introduced at each end of the playing field.
It is preparing to host its second All Black test of the year – an almost sold-out match against South Africa – as well as a Guns N’ Roses concert in November and Rod Stewart returning in April.
The stadium’s holding company is now seeking interest for a hotel and multistorey car park to be built on the site.
That was the latest move in a continual redevelopment of the area, which included the University Oval upgrade, the opening of the Logan Park football turf, a cycling bridge across the Leith, and work under way on a new student hostel across the road.
Davies, a former professional cricketer on the English county scene, has one small regret regarding the stadium.
‘‘I would have loved to have been able to play one-day cricket, international cricket, in here.’’
But that may even happen, with Davies often talking with NZ Cricket about doing ‘‘something innovative’’ under the roof.
Your move, Christchurch.