Initial figures show there has already been a 20% increase in hospitality sales for the RHS Chelsea Flower Show, and a 44% increase for July's Open Golf Championships at St Andrews.
"We have seen a massive increase in the number of companies investing in the best of British events," said Sodexo Prestige UK marketing director Anna Fenten.
"The recession has taught us to be much more flexible. We made a big push into business markets and aligned our weekend offer to be much more consumer friendly. Good marketing and targeted pricing has paid off."
I still think we need to be very cautious and see what the market brings, but 2011 is looking very positive," added Fenten.
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