SECTOR FOCUS: PROPERTY


Andrew Parkinson, Chief Executive Officer at Plymouth Argyle FC


Football club’s hospitality offering is winning at home


Last season was a season of upheaval, on and off the pitch, at Plymouth Argyle Football Club but, with the £6.5m development nearing its conclusion, excitement is beginning to build. Redeveloped in time for the city-


wide Mayflower 400 celebrations (marking four centuries since the Pilgrims set sail from Plymouth shores on their way to America), the new Mayflower Grandstand, with a state-of-the-art fit-out of conferencing, hospitality and banqueting facilities, has the potential to propel the club back up the leagues. The idea behind the


redevelopment of the iconic, but aged, Archibald Leitch-designed grandstand, was simple, but ambitious. Not only did the rebuild need to satisfy the sizeable following that attends Argyle’s home games, but also provide compelling and competitive services to ensure the stadium’s impressive facilities were being used outside of the 30 days of football every season. A project of this nature, done


correctly, has the potential to revolutionise Argyle’s business model and become an asset to the city. With that in mind, the club


moved to appoint someone with significant expertise in this area. Andrew Parkinson, who has recently been appointed Chief Executive Officer, having originally joined the club as Executive Lead, Hospitality, Conferencing and Events, is the man charged with


44 Chamber Profile Summer 2019


guiding the sizeable investment towards achieving its lofty goals. “I came here to help with the


development of the grandstand, and to look at the hospitality proposition,” said Andrew, who has six years’ experience at Liverpool FC. “The match-day hospitality is a


big part of the new development and we’ll be looking to drive income for the future, but also have good product offering, not just on match-days, so conferencing and events.” Parkinson expects the club to be


able to offer hospitality to 500 guests on match-days, and the club has wasted no time in promoting its hospitality offering in this regard. Argyle launched its three- tiered game-day packages in the spring of 2019. On the less extravagant end of


the market, the club’s Gold package offers quality seating, pre- match hospitality, and an exclusive menu serving football classics, as well as street food, to be enjoyed at half-time. The Platinum package builds on


the offering of Gold, and includes a dedicated host; a tailored; seasonal menu; complimentary wine; and a copy of the club’s award-winning match-day programme, the Pilgrim. In addition, an Argyle Legend will join Platinum members at their table to impart expert pre-match analysis. The most exclusive tier of membership takes its name from the Mayflower pilgrimage of 400


‘The Pioneers, an exclusive package for 102 members, is an homage to those who set sail on the original vessel to America in 1640’


years ago. The Pioneers, an exclusive package for 102 members, is an homage to those who set sail on the original vessel to America in 1640, with the slick new stadium website (www.homeparkstadium.co.uk) inviting members to “evoke their strength of character and spirit to carry forward Plymouth Argyle.” The Pioneers package is an all-


inclusive experience that brings an exclusive experience to those who subscribe – including the best seats in the house, a la carte dining menu and a direct pre-match visit from the club’s first-team manager to discuss the upcoming game. The outstanding facilities at


Home Park can cater to up to 440 people for a wide variety of events, from conferences and exhibitions to awards ceremonies and dinner dances. It is set to become an iconic Plymouth event venue for gigs, shows and concerts for up to 25,000 people.


The new Home Park delivers on


every possible level so that clients are able to rest assured that their events will be memorable. The hospitality team has a


wealth of experience in running a variety of events. They have pride in their ability to make every event unique, and take care of all catering, refreshment and entertainment requirements. But how realistic is it for the


Pilgrims to expect to replicate the success of Andy’s former club Liverpool, given the gulf in brand recognition? Maybe it’s not as far- fetched as it sounds. “I think there are huge similarities,”


said Andy. “In terms of the cities themselves, the fans are passionate about football here. I think the other aspect to it is everybody wants to be one club and are very proud of it; there is a great heritage here and one club philosophy.”


Visit: www.pafc.co.uk


Photo courtesy of Dave Rowntree


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