Best Sports Club/Sports Event Hospitality
Arsenal Football Club
Arsenal is a professional football club who strive for wider spectator access to matches by offering a broad range of ticket prices according to the match grade and location within the stadium.
Our challenge was satisfying customer demand for seasonal seats on Club Level whilst not cannibalising matchday hospitality packages.
Several private seasonal Executive Boxes and a Box Level restaurant were used to create a new version of Club Arsenal, an existing match-by-match hospitality package.
Converting the Box Level restaurant space into a new gallery restaurant made it possible to move the pre-match dining element, and guests can entertain on a private table before watching the match from a nearby shared Executive Box with premium seats directly outside.
The results of these changes are:
– All areas of our premium tier are now being used to deliver high-quality match-by-match hospitality, with over 1500 Club Arsenal package sold this season.
– Enhanced customer experience with both informal restaurant dining and Executive Box access.
– Maximised sales in Box Level areas where space had come available
– 100 extra premium seats previously used to facilitate the package were sold as seasonal memberships increasing capacity on Club Level and satisfying customer demand.
Lord’s
Universally recognised as the Home of Cricket, Lord’s is a ground unlike no other and every year hundreds of thousands of spectators from all over the world visit.
Combining charm and tradition with impeccable service and world-class cuisine, Lord’s hospitality is unparalleled in the world of cricket.
Our Captains’ Lounge hospitality package was available during the England v. South Africa Investec Test Match in July 2017, offering guests a unique hospitality experience at the Home of Cricket.
The venue was hosted by a former England Captain, Mike Gatting and offers an intimate dining experience with just 160 places available in total.
Manchester City Football Club
Manchester City Football Club is dedicated to bringing world-class hospitality to supporters. New for the 2017/18 season it has introduced a one of a kind hospitality offering, The Tunnel Club. Never before seen in world football, The Tunnel Club is an access-all-areas suite allowing supporters to get closer to the action than ever before. The highlight of the hospitality experience is the 250m² metre glass tunnel which runs through the suite and enables guests to watch some of the world’s greatest footballers pre-match and post-match.
First-class hospitality treatment does not stop at this unrestricted back stage access, as every single aspect of the user experience has been considered within this new offering, from the structure and interior design of the suite, all the way through to the individual guest car parking bays and USB ports in every premium match seat – promising guests an experience like no other available in world sport.
The Moet & Chandon Dining Experience, Newmarket Racecourses
The Moët & Chandon Dining Experience, launched at the Moët and Chandon July Festival, was a new luxury hospitality experience which took place over all three days of the popular summer highlight at Newmarket’s Adnams July Course in 2017.
The experience was launched to create further brand exposure for Moët and Chandon as Festival sponsors and also as the official champagne to Jockey Club Racecourse. We wished to collaborate with a brand such as Moët to deliver a high end and unique menu exclusive to Jockey Club Racecourses. We were also intent on providing a new, high end hospitality experience for customers at the Moët and Chandon July Festival, the highlight of the summer at Newmarket Racecourses, fulfilling demand for Fine Dining options.
Set in the surrounds of the exclusive Trackside Hospitality Pavilions at the picturesque Adnams July Course, the location was very sophisticated and in line with the creative marketing used to promote the event, using both Jockey Club and Moët and Chandon branding
The set marketing plan included digitally led targeted acquisition campaigns (targeting those that matched the criteria of Fine Dining and hospitality), a range of Direct Mails, press releases targeting certain media and dedicated a social media strategy.
The Queen’s Club Championships – Keith Prowse
Keith Prowse has been the official hospitality provider at The Queen’s Club Championships (formerly The Aegon Championships) since 2014. Keith Prowse is committed to the continued innovation and development of the guest experience.
Multi-tiered hospitality and catering options were enhanced to ensure the continued success of the Championships. The five hospitality offerings span three tiered levels to allow the customer to effortlessly understand the differences between the price points, exclusions and inclusions.
These include the informal Love Fifteen; a casual dining environment, the vibrant Roof Garden; overlooking the practise courts with an outdoor terrace, the intimate Club Lounge; a private dining experience, the exclusive President’s Room; an exclusive facility including Royal Box balcony seating, and The Real Tennis Dedans and Real Tennis Museum; the most luxurious offering including champagne, a seafood lunch and afternoon tea.
Building on the success of the week-long event, Centre Court was expanded by 30% (2,000 seats) in 2017 and required all parties to improve the guest experience, with customers in Love Fifteen benefitting from seats that were closer to the action and those in the Roof Garden able to enjoy a premium seat for extra comfort.
