The Experience Club capitalises on increase in Valentines man power

Experiential sporting gifts set for upsurge as women face ‘pressure to impress’

Press information for release 9 February 2011

The Experience Club from Keith Prowse, the UK’s hospitality leader, is targeting the Valentines Day market after a large share of men has been found to be less than infatuated with gifts from their loved ones.

Since its launch in 2009, The Experience Club has driven the UK’s experiential gift trend, providing once-in-a-lifetime trips to 2011’s biggest sports events such as the RBS 6 Nations at Twickenham Stadium, international cricket at the Kia Oval and The Championships, Wimbledon.

Following research¹ which found that just 44 per cent of British men loved Valentines gifts bought by their partners, the Experience Club is being targeted at women who wish to guarantee a seal of approval from their partner this Valentines Day (Monday, 14th February).

Keith Prowse’s inbound sales team has reported that the RBS Six Nations game between England and Scotland (Sunday, 13th March) at Twickenham Stadium has already seen a 32 per cent share of female bookers, notably higher than demographics displayed by similar events.  Much more than simply a match-ticket, The Experience Club’s well-stocked drinks fridges, table football and Nintendo Wii zones are coupled with fine food to create a memorable pre and post game atmosphere.

Accumulated Club Credits earned through Valentines Day purchases will build up to free packages which can be picked from Keith Prowse’s roster of events as part of The Experience Club Loyalty Programme.

Ted Walker, Keith Prowse’s head of marketing said: “After their loved ones, sport is often the closest to men’s hearts. The exhilarating atmosphere and pre-match welcome of The Experience Club packages are a sure-fire way for ladies to ensure memories of their gift lingers the longest this Valentines Day.” 

For further information please contact Triggerfish Communications on 0207233 9700.