“No longer is the starched white tablecloth the
only way to represent a premium product. It’s more
about offering a varied experience with areas to
wander and engage with like-minded people”
Nick Gratwick, head of events and development, Keith Prowse
Many decisions are being derived from analytical
reviews of customer data.
BD: The introduction of various premium
products such as Club Seats and Loge Boxes has
changed market dynamics.
RW: As standards have risen elsewhere, the knockon
effect has been compelling. Tiering has become
commonplace – the idea of creating a collection of
offers that talk to different people at different times.
The other major influence has been the experience
economy. People want the out-of-the-ordinary.
What technical or logistical issues arise
from the introduction of new services?
RK: Every new product requires a bedding-in
period, from mobilizing an arena to accommodating
technology, or staff training. Even introducing pre-
and post-match entertainment requires logistical
planning. We do due diligence to ensure new
offerings are fully integrated.
NG: The new, award-winning Rosewater Pavilion
at Wimbledon presented huge logistical challenges
and took months of planning. We had to build a
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