Cheltenham has longest staying power for hospitality

A survey of the UK’s most popular hospitality dates by
hospitality and ticket agency Keith Prowse,
has found that corporate guests travel further to attend the Cheltenham Festival
than any other major UK sporting event.

The research, carried out in collaboration with PH
Group, part of Experian, analysed company demographics from standout events on
the sporting and social calendar.

The results confirmed horse racing’s Cheltenham Festival, to be held
this year 15-18 March 2011, as one of the most magnetic sports events in the
UK for companies planning to
entertain clients.

The research found that three-quarters of companies
attending the Cheltenham Festival are located 100km or more from the event. This
compared with 31.8 per cent travelling a similar distance to attend Twickenham,
Henley Royal Regatta (30.6%), Wimbledon (29.6%), Lord’s (26.2%), AEGON
Championships (24.1%) and the Kia Oval (23.2%).

The AEGON Championships tennis tournament, to be held this year, 6-12 June at Queen’s Club
in London,
attracts the largest share of local business, with 57 per cent of companies
being based no further than 10km from the event.

The Cheltenham Festival welcomes more than 220,000 people over the four days of
its National Hunt meeting and Keith
Prowse Head of Marketing, Ted Walker, said: “The work we have done with PH Group
has provided us with a valuable insight into the make-up of the companies we
entertain annually. Cheltenham Festival is rightly regarded as one of the
standout dates in the UK’s social calendar.”

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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