Edgbaston has reported December 2016 as the best month of sales on record by its conference and events business, after staging 31 Christmas parties over the festive season.
Edgbaston achieved 11% year-on-year growth on covers in December 2016 by welcoming 7,431 guests at its Top of the Pops Christmas party nights and private functions.
Revenues increased during the same period by 14%.
Maria Clune, head of conference & event sales at Edgbaston, said: “Our shared Christmas party nights in the Edgbaston Exhibition Hall initially sold out in September, so we added three extra nights in the Banqueting Suite to cater for the increased demand.
“We’ve invested more in our marketing resources, but have worked hard to cater for the needs of our clients; smaller businesses seeking a shared event, with the bigger firms seeking a private Xmas party in one of our suites.
“The feedback received from this has been fantastic and several clients have already booked in for our 2017 Christmas Party nights. The theme of which will be unveiled soon.”
Edgbaston launched its conference and events business as a joint venture with Compass Group in the autumn of 2011, following a £32m stadium redevelopment project.
The business recently reported conference and events sales of £2.5m in the 2015/16 financial year – an increase of 13% – in the annual report published by Warwickshire County Cricket Club.
The stadium has recently also expanded its conference and events team by appointing Ros Wilson as business development manager and Rusha Cunningham as sales co-ordinator.