ENTERTAINMENT & HOSPITALITY


A different way to pitch


There’s a rising cost to corporate hospitality, but is it effective and what are the alternatives?


Whether it’s a private evening tour of Buckingham Palace, a trip to the races or a


live concert at the O2, London off ers a versatile range of corporate hospitality venues and packages ready to inspire and impress the most formidable of clients. In fact, corporate hospitality has become


such a critical enterprise that UK companies are pumping over £1.2 billion every year into the industry. For a small start-up, though, a VIP package


at the Royal Albert Hall or a box at Wembley isn’t going to be the most cost eff ective way to tempt the client into opening their purse strings. Instead, many small businesses are looking at alternatives, and one such way of off ering crucial discussion time while enjoying the thrills of sport is golf networking. That’s right, an increasing


number of business owners are pitching on the fairways instead to meet, discuss ideas and strike deals. And it works, according to


Hands-on networking isn’t just cheaper for


a business owner new to the hospitality game, it also provides the opportunity to meet other members, with plenty of opportunities to do so in and around the capital. “In London, courses include Pinner Hill,


Muswell Hill, Hampton Course, Chigwell, Romford, Cobham and Croydon. We are also looking to host a group in the City of London.” For a 27-hole, championship standard round


instead, Stoke Park off ers world-class facilities ideal for treating clients, as well as the annual Boodles tennis tournament.


UK firms spend £1.2bn a year on corporate entertainment


Sean Fergusson, co-founder of golf networking company FORE Business:


“Currently our largest deal is over £3 million that was completed between members from London and Exeter,” he says. “Of course, you need to be able to play, but


you don’t have to be a professional. When I started I was zigzagging down the fairways, but meeting likeminded business owners was the perfect recipe to build trust and friendship.”


Should I attend an awards ceremony? Another eff ective method of getting your name out there and building a reputation is by being recognised by an independent body as best in class. Therefore, many SMEs are taking to the award ceremony route. But many awards do cost money to enter – so, is it worth it? Well the obvious answer of course is, if you win, yes.


“The recognition in achieving these awards


innovative module


for our and


services to the community has off ered us a tremendous PR platform and increased our brand identity and reputation even more,” says Victoria Clarke, co-founder of winners of 2017’s SME National Business Awards, The Job Show. Founded by Caroline Connaughton and


Victoria, and sparked by the doom and gloom of a tough economic climate, The Job Show


Eff ective networking tips by Sean Ferguson


Don’t go to a networking event to sell your service, solution or product. Go to a networking event to understand the needs of the room and become the chief facilitator of introductions


Stoke Park boasts a O


Just entering awards can be a useful exercise for evaluating how well your company is performing.


championship standard golf course, ideal for corporate hospitality


recognised a need in the community


to revitalise U


the traditional way of job seeking. They gathered the region’s top employers and universities, and gave candidates the opportunity to come face-to- face with them at iconic locations such


as Premier League football clubs. “We certainly recommend any up-and-


coming small business to enter the awards and experience the recognition and feel-good factor your business and its people deserve.” If, however, you don’t come back to the


boardroom clutching a shiny award, you may feel that it’s money down the pan. Not quite. Just being shortlisted can improve


The fortune is in the follow-up


Take a notebook and pen


as so many people don’t! By making notes it shows you care and it also helps you remember what the room has shared and how you can help them


44 Be Your Own Boss distributed with


brand awareness, off er opportunities to make important contacts and improve reputation. According to national Federation of Self Employed & Small Businesses (FSB) chairman Mike Cherry, “start-ups can benefi t hugely from entering reputable business awards.” He says that “being shortlisted enhances a brand’s reputation amongst suppliers, customers and the community. If the start-up has employees, it can be a real boost to team morale; it is also a great news story for gaining media coverage as well as creating fresh, engaging content for social media channels. “Award ceremonies also provide a fantastic


opportunity to create new face-to-face business contacts, both regionally and nationally,” he adds. “Networking at a prestigious event is really enjoyable as well as useful. Even the process of entering an award can be benefi cial as it is an opportunity to review and evaluate achievement.”


B. Hospitality Venues


15 Hatfi elds Located on London’s iconic South Bank, 15Hatfi elds is London’s most sustainable venue and off ers a range of contemporary and stylish event spaces. With state-of-the-art AV facilities, award-winning sustainable catering, and fl exible spaces that can cater for 2 – 730 delegates, 15Hatfi elds can accommodate most bespoke event needs. 15hatfi elds.com


Century Club Based on the philosophy of providing an escape from the hustle and bustle of London life, Century Club is your oasis in the heart of the city. Within this creatively charged community they off er the freedom to work and play in an inspiring and discreet setting. centuryclub.co.uk


Huckletree West Digital lifestyle startups, creatives and entrepreneurs come together at White City’s new creative campus, designed to maximise productivity and inspire innovation. Build your team’s culture in a private studio, get set up on open plan resident desks, or opt for shared workspace. huckletree.com


London SME award ceremonies 2018


3 May - FSB Celebrating Samll Business Awards, Park Plaza Westminster Bridge 1 November - British Small business awards 2018, central London 14 November - National Business Awards UK 2018, Grosvenor House Hotel, Green Park 29 November - The Great British Entrepreneur Awards, Millennium Hotel, Mayfair


Golf is a traditional choice of


sport for business owners. Meanwhile, entering award ceremonies is worth it – even if you don’t come out victorious


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