C A TERING ,
C ONCESSIONS & HOSPIT ALIT Y
ON THE FAST
TRACK
to the end of the 2016/17 season. As part of the agree- ment, Lindley Venue Catering is re-furbishing all of the kiosks at the ground and is introducing customised ver- sions of Lindley’s new branded retail concepts. And finally, Lindley Venue Catering is now poised to
announce that it has been awarded one of this year’s most hotly contested sports stadia catering contracts in the UK.
Marketing Expertise Two key driving forces behind Lindley Venue Catering’s success are undoubtedly its growing reputation for developing non-matchday business for stadia through its sales and marketing expertise, and the roll-out earlier this year of a portfolio of new, award-winning, branded retail concepts aimed at raising the quality standard and presentation of food, as well as improving the speed of service on sports stadia public concourses. An increasing number of new and existing stadia cli-
ents are now including the development of non-match- day sales and marketing as part of Lindley Venue Catering’s remit, largely due to the results Lindley has achieved in bringing in private and business conferenc- ing and banqueting; coming up with creative ideas for using the venue for different types of events; and their experience in managing the catering and hospitality at high profile big name stadia concerts. Developing a new search-optimised website for one of
Lindley Venue Catering’s clients, for example, has generated uplift in conference and banqueting sales of some 20%. At Sheffield Wednesday FC, a comprehensive and all-
encompassing sales and marketing campaign developed by Lindley Venue Catering has doubled the number of non-matchday events staged at the Hillsborough Stadi- um, and total turnover derived from non-matchday catering has increased by 37% within the first year of working with the club. The venue has also benefited from a 15% increase in business from weddings and this is forecast to grow by a further 15% this year. Revenue from conferences has doubled, with a significant propor- tion of the uplift coming from schools and colleges now using the stadium’s facilities for examinations. Having
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2
Lindley Venue Catering’s award winning Branded Retail Concepts include
Frank’s Original New York Streetdogs®, The Pie
Factory®, Pie & Mash Co, FGB/Flaming Good
Burger®, Henry’s Chicken®, as well as bespoke deli concepts.
introduced a multiple booking system, Lindley has man- aged to accommodate three examination boards at the same time — maximising this seasonal opportunity for the club. The types of events staged at the venue has also
been expanded, with Hillsborough hosting pro-boxing dinners and gentlemen’s evenings with top sporting per- sonalities, monthly themed nights, private parties for a range of social occasions such as birthdays, christenings, anniversaries, and funeral wakes. Developing a cohesive and proactive marketing plan
has been the accelerator that has driven the new busi- ness, with Lindley approaching local private promoters, producing new package deals for weddings, conferenc- es, and private parties, and actively publicising these offers using banners, posters and flyers at the stadium, and establishing the new monthly theme nights.
Take That Lindley Venue Catering also managed the public con- course and hospitality catering for twelve dates of Take That’s 2011 sell-out reunification tour; with eight per- formances at Manchester City FC’s Etihad Stadium and four at Sunderland AFC’s Stadium of Light, which also hosted a Kings of Leon concert. In fact, Lindley Venue Catering generated almost GB£4.5m through concert retail and hospitality package sales in 2011. Stephen McDade, The Lindley Group’s Operations
Director — North & Scotland, said: “We have seen con- cert average spend revenue grow by 17% following the introduction of new initiatives, such as Champagne Bars,
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