SCARLETS STRENGTHEN EXECUTIVE TEAM IN LINE WITH STRONG BUSINESS PERFORMANCE

The Scarlets will invest further to sustain an upturn in business performance with a restructure of their off-field business to drive corporate sales and events revenues plus the addition of a new member to their Executive Team.

The club has enjoyed improved performances on and off the field over the past 12 months, including seeing game attendances up 21% on the previous season and more than 35,000 non-match day visitors (an increase of 59% on previous year) enjoying events at Parc y Scarlets in the past financial year.

The Scarlets’ venue business is growing with revenue £250,000 up on last financial year and catering profits up 41%. The Scarlets executive have a clear focus on building an events and venue business at Parc y Scarlets and expanding the use of the world-class sports facilities at their home with a range of international and community sports fixtures already in the calendar for the next 12 months.

The new structure will see Rupert Moon, supported by current sales and events administrator Michelle Beswick, lead a step change in the Scarlets business by building a new team responsible for driving new business and corporate sales and delivering new events at the stadium.

As part of the changes, the Scarlets have also strengthened the management team with the addition of a new General Manager of Marketing.

George Rashbrook, 46, brings strong brand management skills and sales and marketing expertise from fashion markets with most recent experience as Timberland European Product Director. Previously he was Managing Director of Mens fashion brand Sonneti and Sales and Marketing Director at Hackett.

He has also recently followed his dream of returning to Wales from London 4 years ago with his wife and two children, running his own pub, the Black Lion, Abergorlech, a village where he spent his formative years, attending Tregib school in Llandeilo.

With expertise in global brand development and extensive business operations experience, George Rashbrook will take responsibility for all aspects of the Scarlets brand, marketing and business planning – bringing a high level of skill and experience to anchor and grow the Scarlets’ existing business.

He said: “I have been fortunate to work with some iconic fashion brands in my career, and to work with the Scarlets, one of the most powerfully recognised brands in Wales is an unbelievable privilege and opportunity.

“I am excited to be working as part of the Scarlets to build on its powerful heritage and values and to extend the brand marketing opportunities. With the team I hope to build an open channel of communication with our supporters, invoke support at the games with ‘heart and soul’ passion, and leverage the brand to drive incremental revenue.

“I also love this part of the world and this opportunity enables me to combine an important lifestyle choice with the ability to work within a talented and experienced team in a business that has genuine values, spirit and a work ethic that mirrors my own. All in all, it’s made it a very easy decision for me to join.”

Rupert Moon, who this year delivered ‘Enjoy 2011′ – Parc y Scarlets’ first-ever major concert headlined by The Saturdays, said: “I’m very excited by this new challenge and look forward to building a new events team to support the growth of our business.

“In previous roles at the WRU and Millennium Stadium I’ve been involved in a number of major events – the Tsunami concert being the most memorable. The extension of my role and focus now on events and sales means I’ll be able to combine my knowledge of the Scarlets, our region and my contacts in sports, entertainment and corporate markets across Wales, to help drive the next chapters in our developing success story.”

The Scarlets will seek to break even in the financial year 2012/13 thanks to rising off-field revenue and tight control of costs – becoming “cash neutral” by the year to June 2013.

Scarlets Chief Executive Mark Davies, who joined the region last summer after 20 years experience with Honda in Europe said: “The philosophy and ethos that Scarlets adopt on the pitch can be no different off the field. We’re being pragmatic – balancing and building our team in a sustainable way and ensuring we have the right individuals with the right skills delivering a winning performance.

“I first came across George when I was with Honda and was struck by his insight, innovation and real understanding of brands which will be a huge boost to the experience we have already within the business – added to which he runs a great pub!

“Rupert is one of a small number of people I’ve come across who is energised by change and new challenges – especially doing things for the first time – rather than being intimidated and has shown he has the ability to deliver events that some may say will be impossible!

“The significant business uplift we have achieved already is a huge credit to the experience and ability of the whole team here.

“It’s proved to us what we can be capable of if we apply the right level of leadership drive and resource backed up by a solid marketing function and an operation delivering the very best customer experience.

“We have now configured our business to allow us to achieve the true potential this remarkable venue and region has – supported by talented individuals with core strengths and a complementary blend of backgrounds and experience – making a very strong team.”