Events from clients including KPMG, Diesel, BBC and Travers Smith helped power a 24% increase in event sales at Sadler’s Wells in the year to March 2015, the London venue has reported.
The theatre’s events department says corporate bookings have grown and attributed the upswing to both a strong track record of client retention and an increase in direct marketing.
The in-house catering team also saw an increase in food sales of 2% compared to 2013-14. Contributing factors include an increased use of the Garden Court Café for private events and the additional daytime catering derived from the growth in corporate event sales.
Sadler’s Wells events manager Georgie Smith said: “The team here has been brilliant at working together to help drive new business opportunities. With the extensive venue refurbishment and an increased investment in sustainability initiatives, tech facilities and marketing efforts, we have developed our events offering here over the past 12 months and, as a consequence, have seen some fantastic results.
“Profits in the events department are reinvested back into dance initiatives, so we are really proud to be supporting the business along with the future of dance.”
Sadler’s Wells is a world-leading dance house, presenting programmes to annual audiences of over 500,000 on its three London stages.
The theatre houses conference facilities, including a 1,500-seat auditorium and the Lilian Baylis Studio with a capacity of 200.