British Motor Museum Meetings & Events is expanding its corporate and association proposition, with a broader range of delegate experiences, new event products and a planned on-site hotel due to open in 2027.
The Warwickshire venue, home to the world’s largest collection of historic British cars, is placing greater emphasis on sectors including automotive, engineering, manufacturing, mobility, technology, STEM and professional associations.
The venue offers 17 meeting rooms for between six and 600 delegates, alongside a conference and exhibition suite capable of accommodating large conferences, exhibitions and dinners. Its 65-acre site also provides outdoor space for product launches, ride-and-drive programmes and team building activities.
As part of the revised offer, organisers can add experiences including private museum tours, archive access, vehicle displays, scavenger hunts and driving activities. The venue has also launched “Incentives Beyond the Ropes”, a programme aimed at corporate reward and recognition events.
Toby Batchelor, head of commerce at the British Motor Museum, said: “Organisers are under increasing pressure to make events work harder. They need venues that support the objectives of the event, help justify attendance and give delegates something they will genuinely remember.”
The museum has also appointed Tracy Ford as business development manager, with responsibility for growing agency and direct client business.
Ford said: “There is a real appetite from organisers for venues that offer more than a room and a catering package. Clients want to know how a venue can support their objectives, improve engagement and create moments that people continue to talk about after the event.”
The destination’s residential events offer is also set to expand. A 142-bedroom Fairfield by Marriott hotel is currently under development adjacent to the museum and is expected to open in June 2027.
The addition reflects a wider trend across the UK events sector, where venues are increasingly investing in accommodation and experience led event formats as organisers seek to maximise delegate engagement and extend event programmes beyond the conference room.