never know exactly how many people will actually attend. To identify different types of customers and the spend per head for each service tier, we use a model that draws on our own historical data and the client’s,” says Darren Moore FCSI, head of global consulting, Russell Partnership Collection. Moore recalls the company’s six-
year involvement in Expo 2020 Dubai as a standout project: “We were involved from the very beginning, working with the organizers when there was nothing there.” Russell Partnership developed the F&B strategy for the 173-day event, which welcomed over 23 million visits and included 200+ outlets. More recently, the firm applied the same
customer-first approach to a Stranger Tings immersive event in London, which ran for six months. “We started with products from the show and expanded into cocktails, pizzas and other items. Our starting point was always: ‘what’s the customer looking for?’,” explains Moore.
MAXIMIZING REVENUE One of the most significant trends in catering for entertainment events in recent years is the growing role of food and beverage in shaping the overall experience. “We can no longer look at big venues and say, ‘We’ll build it and they’ll come.’ Everything is experience-led. If people show up for a concert and their experience doesn’t match what they’d expect on the high street, they won’t come back,” says Potter. Moore echoes this perspective: “Te
question is still: how can we maximize the use of this huge piece of concrete we’ve built for hundreds of millions of pounds, 365
days a year? But now there’s a realization that F&B plays a huge part in that. In years past, it was simply seen as a service you had to provide,” he adds. Unlike sports events, entertainment
performances often present fewer windows for food and beverage sales. “At a game, you might have two or three 15- to 20-minute intermissions, depending on the sport. At concerts, there’s usually just one longer break between the supporting act and the headliner – just enough for a drink at the bar or a quick appetizer,” says Landgraf. Red Rocks Amphitheatre, he notes, is
a unique case where the venue itself draws crowds beyond the show. “Red Rocks is more than a concert venue – it has a museum, a park where people come to walk or work out, sunrise services on Easter, and movie nights in summer. Tese events bring people in both before and after concerts.” For urban venues that don’t have the
scenic pull of Red Rocks, creativity becomes essential. “If you show up right when the event starts, you’re unlikely to buy anything, >
Entertainment performances can present fewer windows for F&B sales
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