THE PANEL
Alex Hewitt, managing director, AOK Events
Andrew Hodgkins, premier service director, Keith Prowse
Chris John, managing director, Sodexo Prestige
Kate Kassar, director, Beyond Events
What are the key elements required to produce successful corporate hospitality?
Kate Kassar Listen to the client's aspirations and needs. Success then depends on the creation of a dynamic event, which matches and reflects the company culture and the tastes of guests.
Chris Johns Bespoke is an overused phrase in events, but specifically designed packages can really make the difference.
Andrew Hodgkins What makes corporate hospitality so successful is being able to offer tickets or packages for events that are sold out or extremely popular.
Alex Hewitt Invite your guests to something they genuinely want to attend and ensure you get the right clients attending. Make sure the event is memorable. This way the event lives forever and makes your marketing budget go further.
What is the most effective way of measuring corporate hospitality?
KK There are two sides to hospitality: building a relationship and building business. Do a follow-up after the event.
AHewitt Determine your objectives before the event and revisit these afterwards. Get feedback from your guests and keep stringent records of who you entertained over a three-, six- or 12-month period and compare the hospitality investment against client spend.
How have corporate hospitality offerings changed in the past decade?
KK Clients are much more demanding from a creative and commercial point of view, which has pushed our industry's boundaries.
CJ There is no doubt that both the product offering and the end-user expectations have both increased considerably. There are more events and opportunities out there, many offering outstanding experiences.
A Hodgkins The pressure is on for firms to be a bit different and to source hospitality that will leave a lasting impression on clients, and those that they want to win over to clinch a big deal. Hospitality companies are finding that their briefs are becoming more family-orientated.
A Hewitt The product offering at the great majority of sporting and musical events has not changed, although the venues themselves are much improved in providing a better event experience to the consumer. The catering has definitely improved as well.
What are the biggest challenges in creating corporate hospitality?
KK Creating an event with universal appeal to a potentially highly diverse audience. Finding the balance between limitless client aspirations and the boundaries of logistics and cost.
CJ Like any event, corporate hospitality also needs to justify itself to increasingly tight budgets. This is a tough one for the industry with procurement and compliance squeezing event organisers, who want to deliver the very best.
A Hodgkins The biggest challenge is to make corporate hospitality accessible to everyone - no matter what their budget is.
A Hewitt Getting the pricing right and making it easy for people to attend. Few of us want to be entertained on a Sunday night at a venue with poor transport links.
What is the best corporate hospitality programme you have witnessed that wasn't your own?
KK Six Nations rugby hospitality in a brewery next to Murrayfield Stadium. It captured the spirit of the rugby audience. Whereas other facilities offered the usual fine dining, this one boasted draught beer, wooden benches, wintery food, rugby celebrities mingling and a party spirit, all on a lower budget.
CJ The festivals are really getting it right at the moment. They offer the right price in an environment that still has the feel of the festival without taking the end-user away. They create great hospitality areas that allow freedom to sample the festival without being penned in, and also the right sort of food, which can be enjoyed in a less formal event.
A Hodgkins The packages at the Emirates, Arsenal's home ground, are spectacular, and we wish we could have been involved in the Ryder Cup Europe packages at the K Club in 2006.
A Hewitt A few years ago my sister invited me to a private sponsor's concert in a tiny London venue in the middle of the Wimbledon fortnight, which featured John McEnroe and Pat Cash on guitar, Nick Mason on drums and Chrissie Hynde on vocals with a guest appearance by Rolf Harris. Fantastic food and an unlimited bar made it the perfect event.
Who or what has been your most hostile audience, and how did you deal with it?
KK When managing the official hospitality for Madonna's concerts at Earls Court, a heatwave hit, and no air conditioning system existed. We were faced with an aggressive client. By gently bringing his focus to the priority of building his relationship with his client, he calmed down.
CJ The Christmas party audience can always be a mixed bag and although the majority run smoothly, excess drinking can sometimes cause issues. On the whole, these are solved by working with the corporate contact, who has it in their best interests to avoid embarrassing situations.
A Hodgkins Earlier this year we witnessed horrendous weather at Cheltenham and our facilities were destroyed by high winds. We had to relocate hundreds of clients who had booked packages in other hospitality areas on the course. Luckily, we did this to great effect and it didn't ruin their experience. To ensure everyone was happy we also offered full refunds.
If you had an unlimited budget, what would be included in your dream corporate hospitality package?
KK A one-off interactive experience that money can't buy. An event that gives its audience a real feel of the host brand, combining the adrenaline of sport with the feelgood factor of entertainment and the glamour of the Monaco F1 Grand Prix.
A Hodgkins If we had an unlimited budget we'd love to offer sporting packages with a twist. For example, offering high-profile former sportsmen and women to give clients a coaching session in their chosen sport before the event.
A Hewitt Morning golf at Wentworth with Tiger Woods, Sir Ian Botham and Sean Connery, followed by a helicopter ride to Le Manoir, where Raymond Blanc would oversee a spectacular lunch. After a last, cleansing glass of Chateau d'Yquem (the '76), Nigel Mansell would drive me to Lord's, where from the comfort of the England players' dressing room, I would watch England beat Australia off the last ball of the match to reclaim the Ashes. After partying with the players, I would pick my wife up and go to central London for the VIP red carpet premiere of the latest Bond film. We'd be the last to leave the after-party and retire to the Royal Penthouse at the Dorchester.
EXPERTS' CHOICE
The four experts from our corporate hospitality club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Chris Johns
Royal Ascot
Cheltenham Racecourse;
The Monaco F1
Grand Prix;
Lord's
Twickenham
Alex Hewitt
Ascot
Cheltenham Racecourse;
Hampton Court Palace;
Wimbledon;
The O2
Andrew Hodgkins
Twickenham
Wimbledon;
The Brit Oval
Lord's
Cheltenham
Kate Kassar
Royal circle seats at the Odeon Leicester Square
Sketch
The Picasso Museum, Barcelona;
Monaco for the F1
Grand Prix;
33 Portland Place
SUPPLIERS
Chris Johns
Owen Brown;
Sonning;
Well Dressed Tables
Mathew Algie;
Forest Alliance
Alex Hewitt
Broadsword Productions;
Create Food & Party Design
I-Mage;
Lavender Green;
Tudor Travel
Andrew Hodgkins
Detail;
Expoflora;
Igloos;
Payne & Gunter;
Aestheticas
Kate Kassar
Invisible Blue;
Ken Buist Photography;
Potel & Chabot;
Simply Flowers;
The Pitch Group.