Businesses must cash-in on Sunderland Stadium of Light gigs

Coldplay, Bruce Springsteen and Red Hot Chili Peppers play the Stadium of Light this summer.
Coldplay, Bruce Springsteen and Red Hot Chili Peppers play the Stadium of Light this summer.
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SUNDERLAND businesses are set to make sweet music this summer – but they need to be ready.

That was the message from SAFC commercial director Gary Hutchinson at a special Stadium of Light meeting offering business an insight into this summer’s concerts and the custom they will bring.

DUESSELDORF, GERMANY - JUNE 16:  Musician Bruce Springsteen performs with the E Street Band at the first concert in Germany to be held at the LTU Arena, during his world tour on June 16, 2008 in Duesseldorf, Germany.  (Photo by Ralph Orlowski/Getty Images)

DUESSELDORF, GERMANY - JUNE 16: Musician Bruce Springsteen performs with the E Street Band at the first concert in Germany to be held at the LTU Arena, during his world tour on June 16, 2008 in Duesseldorf, Germany. (Photo by Ralph Orlowski/Getty Images)

Coldplay, the Red Hot Chili Peppers and Bruce Springsteen are all set to rock the Stadium of Light this year.

“It is about trying to maximise the economic benefit for both the city and the wider region,” said Gary.

By the end of summer, concerts at the Stadium of Light will have attracted 650,000 people to Sunderland during the last four years and boosted the region’s economy by £42million – more than a season of Premier League football at the Stadium.

The club will again be allowing city businesses to advertise free of charge on its concerts website www.safcconcerts.com and teaming up with Sunderland University’s business school to offer help with advertising and devising offers to suit concert-goers.

Red Hot Chili Peppers

Red Hot Chili Peppers

In terms of audience and spend, a concert is very different from a football match, with people spending longer in town and having more disposable income.

“People who come to concerts and events like this spend a lot more money and people who come from outside the region spend about 50 or 60 per cent more than those people who come from within the North East,” said Gary.

This year’s concerts will see almost half the audience travelling from outside the SR and NE post code areas, with around one in five coming from outside the North East altogether.

“Look at the concert adverts, at the profile they give this city and this venue – we are very pleased with that,” said Gary.

Audience profiles have been drawn up for all three concerts, to allow businesses to maximise the appeal or any offers.

Coldplay’s audience will be 50/50 male and female, with an age range from 18-45, while the crowd for Springsteen and the Red Hot Chili Peppers will be 60/40 male/female and predominantly aged 20-50 for the Chilis and 30-50 for Springsteen.

Go to www.safcconcerts.com to find out more about how your business can benefit at visit

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