Advance sales pass £1m

The GAA has sold £1 million worth of tickets for the new Hogan Stand in the three days since the seats were put on the market. This was disclosed in Croke Park yesterday at a media briefing concerning the annual report of director general Liam Mulvihill.

Dermot Power, the marketing manager of the redevelopment, said that a mailshot had been sent out last Friday and that sales had reached £1 million by yesterday morning. He was releasing details of the timetable for the development of phases two and three.

This month has seen the offer of packages in the new Hogan Stand to existing customers - those who have long-term arrangements in the New Stand. Next month, the offer will be made to those on the current Croke Park waiting list and in May, general marketing will begin.

The packages being sold are complicated by the fact that the Hogan Stand is not scheduled to be completed until September 2001 - and even that date is pending a hearing before Bord Pleanala concerning Dublin Corporation's agreement that the Hill 16 terrace should constitute phase four rather than phase three. Those buying premium tickets or executive suites will be accommodated in the Canal End from the spring of next year.

Suites range in price from £320,000 for a top-of-the-range box with room for 30 people to £160,000 for a single, holding 12 - all prices are for 10 years. Ten-year premium tickets cost £5,500 and five-year purchases £3,000.

The marketing drive is part of the plans to cover the projected £95 million cost of the remaining phases of the development. Mulvihill confirmed to yesterday's meeting that borrowings of £50 million would be needed for the balance of the cost. This sum is net of last year's lottery grant of £20 million the revenue due in five and six years' time when the long-term tickets in the New Stand come up for renewal.

"This seems like a large sum," said Mulvihill, "but nowadays clubs are borrowing millions and provincial councils up to five million so we are living in changed times. The borrowing figures are based on worst-case scenarios because we have to plan conservatively.

"The Hogan development will be more luxurious than originally planned and will have higher fit-out costs. Costs have also risen since the development was originally planned seven years ago. Anyone who knows anything about building in Dublin will be aware of that.

"The loan is not being taken out on a fixed-term basis for the full amount. It has been arranged with a syndicate of banks who will advance the loan at a fixed rate. Rates may fall but we feel this is the best way of doing things. We believe we'll negotiate a good fixed rate for the money, not all at once but only as we need it. The figure is comprehensive because we don't want to have to go back, cap in hand, to finish the job."

In his report, Mulvihill explains that phase two, the Canal End redevelopment, was always expected to be "the most expensive in relative terms and the most technically challenging aspect". The structure had to be constructed across the Royal Canal and although it is smaller and less elaborate than the New Stand, it cost £40 million, slightly more than phase one. When phase two is completed, the capacity of the ground will stand at 75,000.

Mulvihill went on to point out that the GAA's project was "now entering a crucial phase". He based this on a number of premises: the borrowing requirement and its scale; the consequent effect of this on all other expenditure (including general outgoings) which would need to be monitored tightly; the potential arrival of another stadium in the greater Dublin area will trigger "market competitiveness".

He also stated that Hogan Stand patrons will have to endure some discomfort over the next couple of years should phase three proceed. For the foreseeable future, Hill 16 would be the only terraced area and it would be preferable to have it available to all counties on big match-days. Finally he spoke of the problems facing the administrative offices as their current location Aras Daimhin is scheduled for demolition this May.

Mulvihill also mentioned that development plans would extend to the GAA's other major stadiums and that upgrading would be sought there. "We hope to improve Semple Stadium Thurles, Pairc Ui Chaoimh and Fitzgerald Stadium Killarney. I would envisage the GAA being in a position to advise the Government on which grounds we feel should be prioritised for assistance."

The museum in Croke Park was also mentioned in the report which acknowledged that the project had been a great success but would have run at a considerable loss were it not for the sponsorships of major companies.