APRIL | PREVIEW
The Championships, Wimbledon, assemble the world’s most discerning
hospitality guests, and Keith Prowse head of events & development Nick
Gratwick previews what it’s serving up for clients this year
What’s new in Keith Prowse’s Wimbledon offering,
and what inspired the changes?
Wow, where to start? We have introduced a brand-
new exclusive facility within the grounds, accessed
via the southern apex of the AELTC, The Rosewater
Pavilion. On arrival, guests will be checked in by
e-ticket and come through a dedicated double gate
into a spacious, private garden area where they will
be met by our handpicked team and ushered through
reception. The façade of this two story Losberger De
Boer structure will be clad to represent a permanent
building within the grounds.
The front of the structure will be completely open,
visually framing Centre Court which is just a short
walk away. The bespoke sweeping staircase will allow
guests to see through the back bar and into the lounge
space where musicians will be setting the mood for
the day. On court, guests will take comfort packs so
that they are not wanting for anything.
Across the way, we have restyled the much-loved
and award-winning Gatsby Club. The newly renamed
space, The Lawn will still retain some of our guests’
favourite features such as the Roux fruits de mer
station, concierge service and the whisky and cigar
bar to name a few. Changes have been made to the
overall space of the facility with new styling, a glass
fronted mezzanine level spanning the width of the
structure, our inside outside cocktail bar, the evolution
of the garden foot stream, and a centralised reception
area. This was all designed with a focus on retaining
the heartbeat of the space, immaculate service and
quiet sophistication with a playful twist.
Where did you draw inspiration from?
As ever with design and product development,
inspiration is drawn from many sources and design
goes on an ever-evolving iterative process. Our
starting point was to frame The Rosewater Pavilion
on the AELTC mantra of ‘Tennis in an English Garden’.
This automatically gives us a colour palate to work
from, inspiring light, muted tones and scents.
The food offering is crucial and our early decision
to only use products from around the British Isles has
excited the culinary team to create some outstanding,
contemporary dishes. We are able to champion the
incredible products we have on our doorstep.
Next came the logistical conundrums – how do
we build a structure that offers the best use of light,
good sight lines and easy access? The customer is
at the heart of every decision we make, with our
in-house experience experts metaphorically walking
through the entire journey identifying each and every
customer touchpoint. By completely understanding
this journey, any potential holes are identified and