Inside the £799 VIP experience at the World Darts Championship with cocktails, 180s and a lot of Donald Trump lookalikes
BARRY HEARN has hailed the darts as a place where Royalty and Premier League footballers can rub shoulders with plumbers and postmen.
The PDC president said: “This is a major industry now. Over the centuries we have had in Britain a class structure which means we know our place – I never bought into that.
“We’ve transformed that now and members of the Royal Family sit down to watch darts. MPs and Premier League footballers begging for tickets to sit next to a docker or a newsagent or a busman.”
Nothing sums up that clash of class and cultures quite like Pitchside‘s Platinum hospitality experience at this year’s PDC Darts World Championships at Alexandra Palace, as I found out.
One moment I was in a swanky lounge being offered an array of cocktails and eating a delicious three course meal crafted by a twice Michelin-starred chef.
Moments later I entered the main arena and felt like I’d gatecrashed 100 simultaneous stag dos.
That such a VIP experience is available for darts’ biggest tournament is testament to how far the sport has come.
In 2007, the year the sport’s star boy Luke Littler was born, the Worlds were being played at the 1,100 capacity Circus Tavern in Purfleet, Essex.
But Hearn could see demand was on the rise, and took the event to the 3,300 capacity Alexandra Palace.
It was something of a risk, but that steady rise in interest has become an explosion over the last 12 month.
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This year, the 90,000 tickets available for the tournament sold out in 15 minutes.
Hearn, 76, said: “I asked my people in head office, ‘tell me, how many could I have sold?
“They said, somewhere over 300,000. Now that puts a different emphasis on it.”
Demand is through the roof. Face value tickets sold for between £50 and £95 began appearing on resale sites priced between £150 and £800.
One of those resale sites reported that darts has also overtaken F1, boxing and the NFL in terms of sales to become the second most popular sport on their UK site.
Littler is credited with the intense interest in darts right now.
On his debut last year at the age of 16, Littler put together an incredible run that took him all the way to the final.
A staggering 4.8million people tuned in to see the teen’s incredible run eventually ended by world No 1 Luke Humphries. It was Sky’s highest ever figure for a darts event, and the biggest peak audience for a non-football event the broadcaster has ever seen.
The interest in the 17-year-old didn’t die down over the year – he was the third most Googled person in the UK this year – only losing out to Donald Trump and Kate Middleton.
He’s been nominated for tonight’s BBC Sports Personality of the Year award and would become the youngest winner for 60 years if he triumphs.
All of this has led to talk the Worlds could be on the move again. It seems Littler could be too big for Ally Pally.
Hearn said: “Same as when we moved from the Circus Tavern all those years ago, now I’m looking at Alexandra Palace.
“And I’m saying, well, it only holds 3,500. I have to grow all the time. If you ever get complacent you go backwards.”
But for now, Ally Pally remains the home of darts and as I took in the first day of action at this years Worlds, it’s hard to imagine it being anywhere else.
The hospitality experience, for which tickets cost up to £799, meant a seat at one of a few dozen round tables decked out like a dart board. Unfortunately I didn’t spot any celebrities, but last year Ronan Keating, Peter Crouch, John Bishop, Olly Murs and Romeo Beckham turned up.
I later found out that the group of lads all dressed as Ali G included Jack Whitehall.
Quickly served up by the highly attentive staff was a menu curated by Atul Kochhar consisting of a lobster starter before a main of lamb cutlet with black dahl.
Just to cement the elite nature of the experience, master of ceremonies John McDonald joined us in the ‘501 lounge’, announcing himself with the words: “It’s always lovely to be in a room full of rich people!”
The atmosphere was lively, but with fancy dress banned in hospitality, the real fun was to be had in the main hall.
Walking out for the first match of the four scheduled games that made up the evening session it was impossible not be struck by the sheer bedlam.
Almost everyone is in fancy dress. There were dozens of Donald Trumps, one of whom was surrounded by a team of personal security guards complete with aviator sunglasses and ear pieces. There were far more than just three wise men, many bananas, a lot of cones on heads and Paddy Power pants over trousers. I saw a Jesus, a Mary, a donkey, a chicken lots of knights and finding a Where’s Wally was hardly a struggle.
Then there’s the chants. Being in the posh seats came with a barrage of “boring, boring tables” if for one moment the crowd went flat. The usual response was a rowdy “stand up if you love the darts” or a rendition of “wanna stay here, drink all your beer”.
There was also some darts. How they manage to retain their focus and keep hitting 180s among all the chaos is truly impressive.
Pitchside Hospitality CEO, Neil Bailey explained: “Our ambition is to blend the excitement of darts with a refined atmosphere. Darts is evolving, and so is the fan experience. There’s a clear demand for high-end, immersive offerings where fans can enjoy the thrill of the sport while indulging in the kind of luxury typically reserved for other major events.”
Darts has come a long way since the days of players drinking pints and smoking cigarettes at the oche.
Where it goes in the future is uncertain.
But for now, Alexandra Palace is the home of darts and venue of the most unique and raucous spectator experience.
Pitchside Hospitality, a hospitality provider that creates sporting and event day experiences at venues across the UK including the Oval and Wembley.