The Collins Dictionary defines corporate hospitality as:
“… the entertainment that a company offers to its most valued clients, for example by inviting them to sporting events and providing them with food and drink.”
A plethora of domestic and international sports events, concerts and shows are available with additional perks so instead of a basic ticket you can expect champagne, a meal, state of the art facilities and access to areas that standard ticket holders aren’t permitted to use.
Why use corporate hospitality?
People like to be asked about their interests. It shows that you see them as more than a contract or profit deliverer. It also means that you can take them away from the work environment to watch or do something they love.
This, although it may sound mercenary, means that they are more susceptible to approaches for more business. Why? You have taken the time to learn about them and to forge a stronger relationship with them.
Your name should be top of their list when they need whatever service or product that you provide in the marketplace.
80% of business leaders at the Rugby World Cup in 2015 believed that their use of corporate hospitality was a positive marketing tool.
What’s available from event companies?
The key events in the sporting calendar are highly sought after, from the Grand National to the British Grand Prix and internationally for sports events like the French Open and the US Masters.
Corporate hospitality is available in these sports:
- Horse racing
- The Henley Regatta
Your guest isn’t a sports lover
For entertaining with less sporting focus why not choose a concert, ballet, opera or West End Show?
In 2017 event companies have Coldplay, Phil Collins and Shawn Mendes concerts, the Brit Awards and the Hampton Court Palace Festival for music lovers.
The West End theatre shows include Phantom of the Opera, Matilda and Billy Elliot.
The Royal Horticultural Society’s Chelsea Flower Show will captivate any guest and for connoisseurs there are food festivals and Bierfests in various locations.
Corporate hospitality delivers flexibility and opportunities
Whichever sports event or show you opt for to impress a client, supplier or business associate you’ll be experiencing opportunities with corporate hospitality through event companies that standard ticket holders won’t benefit from.
Companies including the London based DTB Sports and Events have set packages and can arrange bespoke corporate hospitality packages for clients.
For example, you are entertaining a client and you happen to know that their birthday is the following day. You can arrange with the event company for a cake to be delivered to your executive box in Arsenal’s Emirates Stadium or your theatre box at half time.
Your guest will know that they are special and that you respect them enough to eschew a pub lunch thank you and to make a spectacular statement. It will be remembered for a long time.
Speak to events companies about 2017’s opportunities.