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Sporting backdrop

A summer of the Ashes, a football season in full swing and the Olympic venues rising in the East of London, the great sporting venue is never far from the headlines. Paul Colston sees if it is still a winner for meetings.

There is little doubt that during the past decade, the use of sporting venues, has experienced significant growth within the events industry.
From an ever increasing supply, corporate and association organisers are now spoilt for choice in their sporting venue selection; but what is it that makes these venues so popular?
Experience of hosting large volumes of people, effective delegate management and ample free parking are certainly attractions for organisers. Add an often easily accessible location, the inclusion of a stadium tour or guest appearance from a sporting personality, and much improved levels of on-site catering, and the image of a rather out-of-date sporting venue is replaced by a high profile competitor to the conference hotel or dedicated centre.
The correlation with sporting excellence can also be a specific pull factor for events. Evidence of success, achievement and optimum performance are professional traits with clear ties to commerce which can be leveraged by companies and delegates alike.
There are many recent examples of sporting venues investing substantial sums in conference facilities. Recent investment and developments at both Ascot and Twickenham have resulted in the addition of modern meeting spaces equipped with the latest technology. Such long-term investments clearly illustrate the importance of conference custom as a secondary function to their principal use.
A further recent trend highlighted by many sporting venues is the inclusion of on-site accommodation in the form of a branded hotel. Early adopters in this field include Chelsea and Reading football clubs, with recent announcements from The Oval and Old Trafford cricket grounds further continuing the trend. Being able to offer residential conferences certainly broadens a venue’s appeal.
Many smaller venues with a sporting emphasis are now promoting the provision of corporate meeting facilities. Ice rinks, karting tracks and clay pigeon shooting venues, for example, have all entered the industry as venue suppliers, eager to gain a slice of the events pie. Whether tied into a sporting activity, or purely offering the use of meeting facilities, the commercial attraction is clear.
Looking forward, a hurdle to be cleared by sporting venues in the race for enhanced industry standing is attracting increased repeat business. Once clients have experienced the initial ‘wow factor’ of the venue, the hope is that an impression has been made also by the professional levels of customer service, technical equipment and catering standards.

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