Contracts awarded to hospitality companies to manage major parts of The Festival
Cheltenham Racecourse, part of The Jockey Club, has awarded three-year contracts to two hospitality companies to manage major parts of The Festival, the four-day Jump racing fixture which takes place each March and is the fourth biggest sporting event in the UK.
The Festival is the highlight of racing’s jump season and attracts more than 260,000 race-goers and a worldwide audience.
Events International and Eventmasters have won competitive tenders to manage the Long Run Boxes during The Festival.
The boxes, which cater for parties of up to 40 guests, are a major component of the hospitality operation which serves around 45,000 covers during the week.
Both companies have experience in working at The Festival, and currently operate the Court Yard marquees.
Lee Moulson, Regional Head of Sales – South West region of The Jockey Club, said: “We have been working to ensure more consistency across its marketing offer for The Festival and to maximise impact, we went out to tender on two major hospitality areas.
“We want there to be a clearer sales journey for people wishing to attend, allowing us maximise impact of what is truly an iconic event.
“We wanted companies who had experience in the industry and we needed them to demonstrate how they could improve customer experience. We also wanted to ensure that working on The Festival would be a major part of their business.
“A tremendous amount of work and passion goes into the staging of The Festival – and we need our key suppliers to match that commitment to deliver the best experience possible.”
Events International will manage Level 2 and 3 of the Long Run Boxes, while Eventmasters won the contact for Level 1.
Events International has worked at The Festival for more than 30 years and provides hospitality in racing, rugby golf and tennis, among other sports.
Chairman Paul Terry said: “The Festival has grown into an iconic British sporting event and it provides a prestigious opportunity to entertain valued clients.
“Events International looks forward to offering out guests an unrivalled customer experience in our Platinum Suite marquees and our elevated Viewing Boxes.
“The new contract means we continue a 30-year relationship with Cheltenham and The Festival.”
Eventmasters, whose CEO Denise Sheasby was a part-owner in the 2010 Gold Cup Winner Imperial Commander, has extensive experience across the racing industry and works with The Jockey Club at the Randox Health Grand National Festival and also Warwick Racecourse.
It also has its own racing arm, Eventmasters Racing, with horses currently in training with Nicky Henderson, Ian Williams and Stan Moore.
Sheasby said: “Cheltenham is one of the most popular events in the corporate sporting calendar and certainly the most popular with our clients who return with us year after year.
“To be working with The Festival for the next three years will give us the opportunity to build on what is already a fantastic offer for corporate guests.”