London 2012 corporate hospitality partner closes in on target
The centrepiece of Prestige?s hospitality offering is a purpose-built venue in the Olympic Park, which will host up to 3,000 guests per day. The company will also have smaller temporary venues at four other competition locations and will utilise the existing facilities at North Greenwich Arena ? more commonly known as the 02 ? and Wimbledon?s All England Club, as well as football stadia.
?When we put the Olympics hospitality pricing strategy together in 2010 we tried to benchmark the prices against the UK and international hospitality markets,? Alan Gilpin, chief operating officer at Prestige Ticketing, told SportBusiness International magazine. ?We?ve gone out internationally with UK prices expecting the international market to be drawn in, and there has been huge international appeal. The Middle East and China have been very strong for us.?
Gilpin added: ?The corporate market was very much our early focus, but we have seen an interesting dynamic of individual consumers purchasing packages for themselves and their family and friends. We saw something similar with the Rugby World Cup in New Zealand last year. Any ticket-inclusive product will be in high demand, and the packages are appealing to SME (small and medium-sized businesses) and high net worth individuals.?
Revenue from Prestige?s 2012 operation is expected to crash through the ?100 million barrier by the end of the Games.
For the full feature on sports hospitality see the next edition of SportBusiness International, published June 1.
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