STAND AND DELIVER
Louisa Daley speaks to Debbie Rigney , marketing and PR manager at Stadium Experience , about what stadiums can offer corporate events
ith in-person events returning , client expectations are increasing , and corporate clients are no different . Corporates are now looking for unique venues , which can host events that are both outside of the box , and bespoke to their needs .
Under this unique umbrella of venues , are stadia . To find out what stadium venues can offer corporate events , Louisa Daley spoke to Debbie Rigney , marketing and PR manager at Stadium Experience , a collaboration of 40 major football , rugby and cricket clubs across the UK and Ireland .
Unique selling point “ Stadium venues pride themselves on offering something truly unique compared to more traditional locations ,” says Rigney . “ We can offer that little bit extra to entice and motivate delegates ,” she adds .
For example , stadiums can offer corporates various breakout opportunities such as stadium tours , rooftop walks and pitchside photos , Rigney tells me .
On top of this , stadiums have well-being in mind and often “ help corporates feel more relaxed and invigorated being in a bright , airy space with the added bonus of views of the pitch ,” she says .
While these are all added extras , Rigney says stadium venues still offer
Debbie Rigney
“ Stadium venues pride themselves on offering something truly unique compared to more traditional locations . We can offer that little bit extra to entice and motivate delegates .” l The Stadium Events and Hospitality Awards will take place on 26 May at Anfield , home of Liverpool Football Club .
Summer party : Pitchside events at Twickenham Stadium
corporates the event essentials . Be it complimentary car parking , catering , or flexible and adaptable spaces for events of all sizes .
“ We can cater for a wide range of events , from small meetings in executive boxes , to awards dinners and conferences in large hospitality suites , and even team-building in concourses ,” she adds .
Corporate events With this in mind , what does the corporate event calendar look like this year ? I ask Rigney .
“ Corporate events took a little longer than private events to recover to the pre-pandemic levels ,” reveals Rigney . This , she tells me , was due to the lack of client confidence , which was experienced everywhere in our industry .
“ But enquiries for corporate events , such as awards and annual conferences , are definitely picking up ,” she continued .
“ The great thing about hosting events in stadia is the variety of sizes of rooms available . If a company is
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looking to do an event with more square footage in order to keep everyone safe and comfortable , then stadia have the ability to offer that ,” she says .
The majority of stadiums ’ conference and event business are not club-affiliated . However , they are slightly intertwined , which means stadiums can face challenges when hosting and planning these types of event .
One of the challenges is waiting for fixtures to be announced , or the moving of fixtures mid-season . “ For events that book over a year in advance , our stadiums will hold multiple dates and confirm once fixtures are set ,” she reveals .
“ But our venues are clear with customers from the outset on what the process is if dates do change , and will always accommodate as much as possible ,” says Rigney .
While stadiums are indeed a unique venue for corporate events , Rigney reminds us , “ you don ’ t need to be a football or rugby fan to appreciate a memorable event ”. CN