The Lindley Group’s specialist sport stadia catering division said it would be providing the catering, hospitality, sales, marketing and event management services at the 17,500-capacity Vicarage Road stadium through to the 2023-24 season.
As part of the deal, a £1m development of the venue’s south west corner facilities will see the creation of two hospitality areas, due to be completed for the next football season.
This will form part of the Watford FC’s long-tem plans to undertake a complete refurbishment of the whole stadium.
Jonathan Davies, sales and marketing director at The Lindley Group, said: "When Lindley Venue Catering was appointed by Watford FC, it was evident that the new owners and management were on a very determined mission to turnaround the fortunes of the club.
"Watford FC had made clear that its ambition is to completely refurbish the stadium and whilst Vicarage Road has some very good public concourse facilities, including a large public bar and modern kiosks, we felt that the hospitality areas needed to be developed if they are to realise their full potential and match the standard offered at other Premiership and Championship grounds."
Lindley will be responsible for overseeing the design and installation of new kitchens and two floors of new hospitality facilities.
The top floor space will include a casual dining area featuring LCD screens, and a match-day hospitality bar and grill menu will offer a selection of hand-held food including gourmet burgers and sharing platters. The area has also been designed to attract non-match day private hire business.
Lindley will also be introducing an Italian restaurant concept to the stadium’s open plan hospitality suite, located on the first floor. The space has been designed to additionally cater for non-match day events, with the ability to be converted into an exhibition or conference space, as well as a 150-cover dining area.
Scott Duxbury, chief executive of Watford FC, said: "From day one, Lindley has worked with us to step change the way the club manages its catering and event business and after just the first season.
"The company has demonstrated the positive impact partnering with a specialist caterer can have on enhancing our fans’ match day experience, and their vast experience in the UK sports stadia environment has enabled them to identify further revenue-generating opportunities for the club."
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