Corporate Hospitality
Corporate Hospitality
Corporate Hospitalit y is Holding its Value
The Open is world famous and one of the most prestigious events in the UK. Hoylake is on our doorstep so it would be remiss of us not to treat our most valuable clients and retail partners to a great day out. It helps to form and build relationships and networking is so important. The offering is very comprehensive with a good choice of options in a fantastic position on course. Alan Woods – Woods Squared As a business we have always looked to take our clients out or organise events (such as wine tastings and our annual BBQ & Quiz) for our clients to be able to attend. We do this as a way for us to thank them for their continued business and so that we can get to know them better as individuals too.
By Brett Tonkyn Director, The Open Championship Hospitality Programme
hospitality is of such a high standard, the customers feel very valued. We only do one corporate day each year so we have to make sure it’s a good one. The luxury our guests experience at The Open makes them feel as if we’re really spoiling them and that reaps benefits for our business.”
n a climate where everyone – even the most buoyant of companies – are keeping a watchful eye on the bottom line, corporate hospitality remains a viable option for many organisations. The nature of the beast has changed in recent years to mirror the economic landscape and companies are actively seeking more “bang for their buck”, to ensure that any spend of this nature brings measurable returns. Corporate hospitality events must now be more imaginative, engaging and also represent good value. They must also recognise that clients are working to budget constraints but are not always willing to compromise on the offering. We find that companies use corporate hospitality for a whole host of reasons – to cement relationships with existing clients or to build relationships with prospective customers or even to reward staff or build morale. Whatever the reason, there’s no doubting it’s effectiveness and when that hospitality takes place as an integral part of a world class event, the opportunities to make a return on investment are many. Next year The Open comes to Royal Liverpool and apart from the general boost the event will give to the area’s economy – this year’s Open Championship at Muirfield was estimated to generate an economic 30 | www.theedgewirral.co.uk
benefit of £70m to the East Lothian and Edinburgh regional economy - it is already attracting a wide range of company bookings. Even in a climate where corporate hospitality budgets have been pared to the bone, The Open continues to prove a highly attractive option for businesses. The Championship held at Royal Lytham in 2012 broke previous records and the 2013 Open at Muirfield set a new record again. Bookings for The Open at Royal Liverpool were up 38% by the end of September and are expected to sell out in record time. This trend shows beyond any doubt that even in challenging economic circumstances, golf is proving to be very apt to the business market. We have always maintained that The Open should be “open for all” and have retained a price level that’s competitive and attractive to businesses of all sizes and golf fans alike. While firms are still spending money, many have become very selective about what events to attend with clients and many companies are now opting for more informal hospitality. In response to this we have produced new
Richard Spencer– There Today Couriers packages for next year, delivering great value and allowing companies of all sizes to entertain and experience award-winning hospitality at a global sporting event – The Open Championship. Companies based in an area where an event like The Open takes place can also use it as great leverage with prospective clients to showcase the attributes of their region, so the value of a major sporting event like this continues long after the last round has been played. In the old days much business was conducted on the golf course and we like to think that just as much can now be done alongside it.
Opinion – We asked Edge readers for their opinions about the validity of Corporate Hospitality as a promotional tool and its position within their corporate strategy, given the current economic climate. Thanks to all who replied. Below is a selection of the replies we received.
Julian Davies OSS Security We have previously used The Open to entertain clients. I am in no doubt that taking customers to such an event brings huge benefits, along with strengthening the relationship with existing customers. We think it’s important to offer corporate hospitality to our best customers as it’s a great way to say thanks for your custom. The Open is a great corporate day out because it’s unique. The food is superb and golf venues are a great place to be and because it’s a long day out, you get to connect with your clients for longer than you would at any other sporting event. As the action isn’t quite as intense as say, football, you can relax at your table for longer and go to the course as and when it suits. And because the
I occasionally take clients out, but if I do it’s for the purpose of cementing the relationship I have with that client, perhaps with a view to looking for more business from them. From my perspective taking clients out demonstrates our appreciation of them and that we are friendly and approachable. When I have entertained, it has proved to be a rewarding experience and a satisfactory return on investment as much for the closer personal relationships you can build as it is from a purely business point of view. Gary Woods Park Retail Park is the UKs leading multi redemption voucher & gift card provider based in Birkenhead, Wirral. We do The Open whenever it is held in the North West and take a box at Chester Races once or twice a year.
From our experience we believe that we have gained a lot from doing this as it hopefully shows that we don’t take their business for granted. We don’t do it to directly gain any return as we want anyone that we do take out to be able to relax and not feel like they are being sold to but if we can develop and strengthen our relationship with our clients then we will be able to provide the best possible service that can be tailored to their specific needs. Elaine Owen – Designated Associates We take our clients out to enjoy time with them, to learn more about their business and to build a strong relationship which will better enable a successful working relationship. Over the years we’ve realised that entertaining clients is a good opportunity to understand the heart of their business and the value set of the management and leadership teams that we’ll be working with. Considering achieving a return on the investment, I would say usually yes, but I don’t quantify it with pounds, shillings and pence. I look for long term working relationships and these are built on great service, excellent delivery and the willingness to go the extra mile, not how often you entertain or how much you spend. www.theopen.com/hospitality
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