Putting the wow factor into hospitality

A successful summer of sport so far has been a boon for this year’s corporate hospitality fixtures, but cultural events are also upping their game to offer ‘money can’t buy’ experiences.

“Corporate clients have always been discerning and demanding, but it’s even more true now that the requirement to deliver special, top quality experiences is there,” says Jasper Hope, chief operating officer at the Royal Albert Hall.

While brands are still spending on client entertaining, there is more pressure than ever to make experiences extra special and different – and meeting face to face is as important, if not more so, than before. In a recent survey by event company Keith Prowse, half the people surveyed say they meet with clients the same amount as they did last year and 20 per cent say they are doing so ’somewhat more’.

Hope says that in addition to the usual private boxes and upmarket dinners, the venue is now offering private backstage tours where clients can meet a cast member the performance they are there to see.

Meanwhile, although this year’s Taste of London food festival has reduced the number of corporate entertaining places it offers, it has moved its VIP area from a traditional, secluded format into the heart of the action so that guests can get the most benefit from being at the event.

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