“We’ve noticed that people are more focused on who they are inviting rather than how many. This can sometimes lead to smaller group bookings,” he explained. “There is a sense that every invite counts so rather than taking a table of ten and then trying to fill it, customers will look to secure their key clients first and if only six can attend, they will then settle for a table of six. That said, we do still regularly take bookings for full tables.”
He added that overall levels of hospitality spend at Lords have been “consistent” over the past three years with growth now on the menu.
“Our biggest market remains the legal, banking and finance sectors, but we are also seeing interest from other sectors such as construction, property and engineering which is very pleasing,” he said. “We’ve also noticed a need to be more flexible in the type of packages on offer, and this has been key to the continued popularity of Lord’s as a venue. We sensed early on that customers were more price-aware so we recognised the need to develop a more wide-ranging set of price points to appeal to an increasingly diverse market. At the top end we have launched the Ashes Club and India Club which have both been a huge success, and at the other end of the scale we continue to see a rise in domestic hospitality bookings for events such as the NatWest T20 Blast.”
Tomorrow in our corporate hospitality series, we hear from chair of Unique Venues of London, Moya Maxwell…