Cheltenham tops survey as UK’s hospitality magnet
Keith Prowse research reveals companies will go extra mile for the Festival
Press information for release 17 February 2011
A survey of the UK’s most popular hospitality dates by Keith Prowse, the UK’s hospitality leader, has found that the Cheltenham Festival attracts the most companies from far afield.
The research, carried out in collaboration with PH Group, part of Experian, analysed company demographics from standout events on the sporting and social calendar, including; Twickenham, the Kia Oval, Lord’s, Cheltenham Festival, Henley Royal Regatta, AEGON Championships and The Championships, Wimbledon.
The results confirmed horse racing’s Cheltenham Festival – which will be held from Tuesday 15th to Friday 18th March 2011 – as one of the most magnetic sports events in the UK for companies planning to entertain clients and cement business relationships.
It was found that 75 per cent of companies attending the Cheltenham Festival are located 100km or more from the event - this was the highest percentage of any event surveyed. This share compared to Twickenham (31.8 per cent), the Kia Oval (23.2 per cent), Lord’s (26.2 per cent), Henley Royal Regatta (30.6 per cent), AEGON Championships (24.1 per cent) and The Championships, Wimbledon (29.6 per cent).
The AEGON Championships tennis tournament – which will be held from 6th to 12th June at Queen’s Club in London – attracts the largest share of local business, with 57 per cent of companies being based no further than 10km from the event.
The Cheltenham Festival is recognised as the pinnacle of the National Hunt racing season in the UK, welcoming more than 220,000 people over four days. Keith Prowse’s Front Runners Restaurant has become the fulcrum for hospitality during Cheltenham, combining fine dining and exacting service levels with views over the final furlong.
Ted Walker, Keith Prowse Head of Marketing said: “The work we have done with PH Group has provided us with a valuable insight into the make-up of the companies we entertain annually. Cheltenham Festival is rightly regarded as one of the standout dates in the UK’s social calendar and is known for its warm atmosphere which is ideally suited to entertaining, so it is no surprise companies are prepared to travel 100km and more.”
For further information please contact Triggerfish Communications on 0207233 9700.