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Gloucester Rugby grows Christmas revenue by 58% following strategic sales review

Gloucester Rugby saw 58% increase in bookings for Christmas parties across its 2019 winter season. 80% of the new bookings for Christmas parties came from new clients.

The increased revenue during the Christmas period has been a direct result of changes in Gloucester Rugby’s sales strategy and positioning of the Conference & Events business.

Over the last year, Gloucester Rugby has focused on increasing the professionalism of the venue’s sales processes, whilst investing more in the conferencing and events department, WiFi and overall venue infrastructure.

The changes, many of which have been implemented following growth in the conferencing and events team under Angela Sanders, have not only led to previously announced 58% increase in delegate footfall but also an increase in Christmas party revenues.

“Key factors in the increased revenues and substantial growth in business from new sources were our decision to open bookings earlier and offer themed Christmas events,” comments Angela Sanders, Head of Conferencing and Events at Gloucester Rugby. “We are so pleased to see that the changes we put in place have truly paid off and have given us such positive results. Opening our availability for Christmas parties months earlier than previous years made a substantial difference and ensured that this year, we were fully booked much earlier than ever before. The introduction of a choice between a traditional or themed event has also helped us to stand out against other venues as it offers a more enjoyable and engaging experience. Our success is already delivering enquiries for 2020.”

“Just wanted to say what an excellent evening we had. The food and service were outstanding. A couple of our directors have been out and about lately, and they’ve said this was far superior to all of the venues they have attended.” Construction sector client.

“A huge thanks for organising another great evening for us. The security staff and bar staff have been outstanding, as have the catering staff. Please pass on our thanks – our students have had an absolutely wonderful evening and all of the staff have made it really easy for us teachers!” Education sector client.

“Having spoken to various people who attended, I can report that we were very pleased with the event and the service we received. As always the team was brilliant in helping me to organise this event and ensure all ran smoothly.” Architectural and engineering sector client.

Since the rebranding of Gloucester Rugby in 2018, there has been a large increase in engagement on social media and various digital channels, as well as wider advertising, PR and sales activity driven by the Gloucester Rugby sales, marketing and communications teams. This has helped to promote and give more attention to the conference and events side of the venue, including Christmas parties.


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