Track Cycling Hospitality reinvented
Background
STH was appointed by British Cycling as official hospitality provider for the 2016 UCI Track Cycling World Championships at the Lee Valley VeloPark.
It was the first time that the track cycling world championships had been held in the UK in nearly a decade and the list of riders competing included some of the greatest track cyclists on earth.
The event attracted more than 50,000 spectators cheering on famous British riders such as Jason Kenny, Laura Trott, Mark Cavendish and Sir Bradley Wiggins.
Our Role
As exclusive official provider of hospitality for the 2016 UCI Track Cycling World Championships we worked closely with British Cycling to deliver a superb track centre experience. Our aim was to increase the prestige and quality of the hospitality on offer in order to appeal to corporate clients and high net worth purchasers.
Using the event brand, we created a fully integrated marketing campaign that focussed on creating leads for our in-house sales team. We negotiated media deals with cycling publications and relevant newspapers and utilised our extensive database of more than 100,000 contacts in order to build interest in the unique hospitality services available at the event.
Our operations and guest experience teams worked with service, catering and temporary build providers to create fine dining at the centre of the race track allowing guests to get closer to the action than at any other sporting event in the world. We also purpose-built a temporary suite alongside the Lee Valley VeloPark which meant clients had a variety of hospitality options to choose from.
Catering services were managed by our guest experience and operations teams
Track Centre hospitality was located right at the heart of the cycling action
The VeloPark Pavilion was located moments from the entrance of the Lee Valley VeloPark
Hospitality guests had unrivalled access to riders, teams and the winners podium
Guests enjoyed fine dining, premium wine and beers and entertainment right at the heart of the action
Service teams were selected and briefed to provide attentive, personalised experience for all guests
Guests in the track centre were able to enjoy pre-race canapes and champagne before the start of the racing
The VeloPark Pavilion put the event at the heart of the experience with consistent event branding and celebrity cycling guest speakers
Revenue by direct sales team
Results
The event was a triumph. Our programme was widely acclaimed as one of the finest hospitality experience delivered at a Track Cycling World Championship event. We clearly enhanced the event itself and also delivered commercial success for all stakeholders.
Hospitality guests
Meals served
First time a temporary structure was built to accommodate guests
“The clients were simply blown away, by a margin the best corporate entertainment we’ve ever hosted.”