Making it Happen…. Cailín KeaneySales & Marketing Manager

• Me

• The Role

• How it all fits…. Compass Ireland & Aviva Stadium

Introduction

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

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

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

Implications of a Special Event

Social/Community Implications

Economic Implications

Development implications

Political implications

Special Event

- Commercial Win

- Communication Purpose (sales, media, social)

- People to Meet

- Celebration

- Educational

Why Events Happen?

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

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

Agenda Case Studies – Match Day

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

Case Study – Make a Wish Foundation Ball

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

Case Study – M&S Autumn Winter Show

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

• 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