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'Turning away more people than I'm letting in, that's not good business sense': Matthew Edgar sees potential Ally Pally move on the horizon

Matthew Edgar believes the World Darts Championship may have outgrown its iconic Alexandra Palace home, warning that the sport is at a “crunch point” when it comes to accommodating demand.

“Just visualise it,” Edgar explained to Online Darts. “You’re standing outside selling tickets, you let everybody in, and then you close the door – sorry, nothing left. Then you look outside and you could fill it ten times more. You go, ‘I’m turning away more people than I’m letting in.’ That’s not good business sense.

“Do you think Barry Hearn is going to stand for that for long? He’s not seeing people, he’s seeing pounds. And the players, they’re going to sit there going, ‘Barry, can you sort this out?’ Because if we get all these people in, ticket prices will go up, which means our prize money goes up. So it benefits everybody. And it benefits the fans too, being able to get in there and watch this. I think we’ve got to be looking at least a 5,000-seater venue now.”

The WrestleMania of Darts

For Edgar, the World Championship has reached a stage where the players almost don’t matter – the event itself is the attraction. “We’re at a point now where darts is selling regardless,” he said. “People say, ‘I’m going to the World Championship, I’m going to the darts.’

“It’s become the WrestleMania. People book their tickets and flights before even knowing who’s on the card – it doesn’t matter. That’s what the World Championships are now. It’s the Christmas party, it’s the big event. So Ally Pally – I think its time as the home of the World Championships has gone. But could we not repurpose it for something like the now soulless World Grand Prix?”

Instead, Edgar suggested Alexandra Palace could serve as the home of the reborn Winmau World Masters. “I said on the Live Lounge, get rid of soulless Milton Keynes and put the new Winmau World Masters at Alexandra Palace. I know it’s not the same tournament from the old days, but it’s still the same name, it still has that stature.”

Where Next for the World Championship?

While Ally Pally may no longer fit the bill, Edgar believes the World Championship must stay in a major city.

“It’s got to stay in a major city, with connections and good accommodation. You can’t put it somewhere without hotels or transport links. Everyone’s flying in, so you need trains, airports, public transport.

“I think it has to stay in London for that reason. You’ve got multiple international airports, people can price compare, if you miss a flight there’s four or five other options, and it’s not too far if you come in on the ferry. Potentially Birmingham could work, but I think it stays in London.”

And while the Worlds dominate the conversation, Edgar also wants to see darts embrace the seaside holiday atmosphere that has made Blackpool such a success.

“Blackpool works because it’s a holiday destination in summer. Why not more seaside, holiday-style events? Look at Butlins Minehead – it sells out in the coldest months of the year, people happily stay in caravans, even when the pipes froze and there was no running water. That tells you it works.”

World Series: “No Mystique” in Australia

Edgar also cast his eye over the recent World Series events, contrasting the hype of New York’s Madison Square Garden with the quieter reception Down Under.

“I didn’t even bother making content on this World Series. You went to New York, but you were sat in a studio flat in Portsmouth for Australia. That tells you something.

“I just think we’ve seen it. The excitement with America is that it’s a developing territory – someone will break through soon, the CDC are doing great work, and it feels like there’s a story coming.

“Australia? We’ve seen the best they’ve got, and they’re already on tour. Are players going to relocate from the other side of the world? I don’t know.

“If you put a World Series back in Asia, there’d be more interest because there are still question marks. With Australia, we already know what to expect – and the fact they all lost, with Damon Heta the closest, tells you there’s no mystique anymore.”

Adrian Lewis: Can He Come Back?

Finally, the conversation turned to the return of Adrian Lewis at the International Pairs and Influencer events – but Edgar isn’t sure we’ll see the two-time World Champion back at the top level.

“That is a tough, tough question. Because once it’s gone, it’s gone – but it never properly leaves you. When you’re in that mindset, darts comes first over everything. Missus’ birthday? Doesn’t matter, got darts. Son’s birthday? Darts. Someone’s funeral? ‘I’ll send flowers, I’ve got darts.’ You have to be one of the most s elfish people in the world, because darts has to be number one.

“When you lose that mindset, you see the world differently. Can you ever get back to being that ruthless, selfish individual? I don’t know.

“As a professional, you become one of the loneliest people going. You miss weddings, birthdays, everything – eventually the invites stop coming and you become isolated. Adrian’s been there, but he’s out of that now, reconnecting with friendships and relationships, enjoying life outside airports and venues. Can he go back to that? I don’t know if you can.”

This article first appeared on Dartsnews.com and was syndicated with permission.

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