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Making it Happen…. Cailín KeaneySales & Marketing Manager
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• Me
• The Role
• How it all fits…. Compass Ireland & Aviva Stadium
Introduction
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Joao
Our Group Vision
“To be a world-class provider of contract foodservice and support services renowned for our great people, our great
service and our great results.”
• In Ireland and the UK we aim to be the best at what we do – large scale food service
• Ireland and UK has annual revenue of £1.9 billion
• Employs 64,000 people, 2600 Permanent Ireland (+1500 Variable Aviva Stadium)
• Provides catering & support at 7,000 locations
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Compass Sport, Leisure and Hospitality
Markets Food Service
•Stadia & Arena•Horse Racing•MotorSport•Expo & Conference•Museum, Arts, Historic Venue•Events & Outdoor Catering
•Corporate Hospitality•Public Catering•Conference & Banqueting•Event Catering (Green Field & Fixed)•Innovation•Procurement Benefits•Project Management
Corporate Hospitality Venue Support Services
•Inventory Acquisition•Package Marketing & Sales•Operations•Brokerage Service•Event Management•Inbound Tours•Non Event Day Sales
•Security•Cleaning•Waste Disposal•Grounds Maintenance•Hygiene ServiceChauffeur Service•Procurement Service
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Extensive knowledge and experience of major new build stadium and mobilisation including:
Ricoh StadiumMillennium
Stadium
Twickenham Stadium
Sport, Leisure And Hospitality
UK & Ireland Contracts Include:-Madejski Stadium-Stamford Bridge (Chelsea FC)-Liberty Stadium-Excel London-The O2 London-All Jockey Club Courses
International Contracts Include:-Stade de France (retail)-Staples Centre, Los Angeles-US Tennis Open, New York-Sydney Football Stadium-Sky Dome, Toronto-Wrigley Field, Chicago-Dodger Stadium, Los Angeles
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Implications of a Special Event
Social/Community Implications
Economic Implications
Development implications
Political implications
Special Event
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- Commercial Win
- Communication Purpose (sales, media, social)
- People to Meet
- Celebration
- Educational
Why Events Happen?
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The Myth V Reality
Myth Reality
Great Parties Organisation Project Manager
Social Butterfly Admin Queen
Celeb Hunting Cleaner Hunting
Party all night Setting Tables at 3am
Earn lots of money Medium Pay Salary + Great rewards
Freebies Q’ing with everyone else
See lots of gigs From the operational floor
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Agenda The Process
• Objectives What your client wants? Event Objective, Brief
• Outline Plan Environmental Search
Stakeholder Consideration
Info Gathering – where, when, how much,
impact events
• Project Plan Financials – costs, charges, sponsorship
Resources Operational Plan
Staff/Venue/Logistics/H&S
Marketing & PR
• Event Detail Planning
• Implementation of the Event
• Post Event Analysis
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Agenda Case Studies – Match Day
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Game Day Planning V Reality
Planning the visit Arriving
Patron Think:• Where should I eat?• What to eat?• Should I bring my own?
Potential Actions:• Inclusion on customer’s website• See you soon e-mails• Information with tickets• Flexibility of offers• Change offering for demographics
Think:• Signage
Potential Actions:• Guide Map on entrance• If they’ve travelled more than 50
miles than you need a drinks offer on arrival
• Simple Signage: café, coffee shop, restaurant
• Walk the journey, Communicate
Pre Opening• Stadia Patron Habits• Trends in Rugby & Football• Irish Changing Pallet• New Food Experiences
Pre Opening• Crowd Flow Analysis of Building• Tills & Taps locations• Traditional Food V Unique Food
and where?• Mobile Offerings
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Case Study – Make a Wish Foundation Ball
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Make a Wish Crystal Ball 2010
Details 570 pax, Gala Ball
Purpose Raise Funds and Profile of the Charity
Challenges for Venue -Expectation Levels-Capacity-VIP Level-Access-Service and Staff-Costs of event
Rewards -Great Event with high PR & Kudos Levels-Pushed Venue -Pushed Management & Staff-Profile of clients-Economies of scale food & staff
Key Success -Increase of 48% in attendance-Increase in money raised-Rebook immediately
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Case Study – M&S Autumn Winter Show
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Case Study – M&S
Details 400 pax
Purpose Raise Profile of M&S Clothing & FoodPR Focused Event
Challenges for Venue -First Fashion Show-Food/Catering Co Operation-Being seen as a PR Savy Space-Rate V Marketing Value
Rewards -Huge PR Coverage-Top socialites and fashion guests-Showcase our catering co operation-Exposure for our staff to 5 star level PR focused event
Key Success -Increase in client attendance y/o/y-Showcase venue-Beverage Revenue
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• A lot still to learn with:- New Venue- New Patrons & Customers- New Culture of viewing rugby
• Accountability – BS8901
• Venue sports brand = vitality, success, team work, health & professionalism
• Exciting Times Ahead- 6 Nations- Europa League Final
- The Staff The Staff The Staff
Conclusion