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Bar raised for hospitality at Twickenham

England Rugby have unveiled the exciting new hospitality experiences that will be available when the redeveloped East Stand at Twickenham opens next year.

England Rugby Hospitality and Keith Prowse have teamed up to reimagine the match-day hospitality experience for clients at England matches next year.

From autumn 2018 as a consequence of the East Stand development, designed by KSS, a number of new, world-class hospitality experiences that truly embody the history, heritage and brand values of England Rugby will be unveiled.

Four new levels of hospitality have been designed to offer clients a wide choice of service level and price point.

  • East Wing – a club feel with large lounge spaces, bars and a concierge service. It will have unique dual aspect views of the match pitch and terraces overlooking the London landscape;
  • Rose Garden – an authentic roof garden with a vibrant mix of live cooking and live music, with feature bar and stage;
  • The Gate – a chop house themed restaurant serving quality meats, paired with premium wines and real ale;
  • The Lock – serving English classic food with a contemporary twist.

The new experiences will be available when England host four autumn internationals in 2018 against New Zealand, Australia, South Africa and Japan.

Nick Gratwick, head of events and development at Keith Prowse told PS&AM how the new concept came about:

The Rugby Football Union (RFU) is all about grass roots rugby and getting more of that money back into grass roots rugby to develop the game.

They conducted a feasibility study around Twickenham Stadium and how it could grow and how they could get their return on investment as quickly as possible so they could put more money back into the game.

In terms of hospitality, they wanted to bring everything in house to make sure everything was in the curtilage of the stadium, control the product and look at the tiering of the product as well. It was a chance to reset the hospitality model.

He said the most important aspects of the design were site views and getting tickets in the most prominent places. He added:

We looked at suite to seat access, we looked at the trade off between the tiers. What we have worked very hard on is to have a consistent product mix. All of the products have a link back to the home of rugby.

Ansell Henry, England Rugby Hospitality sales director, added:

For me this is about the customer journey. For the RFU we wanted to consolidate the journey that a client has to experience in order to attend the stadium and that meant for us creating England Rugby Hospitality.

I think another critical point for us in terms of ERH, is that the revenues generated goes back to the game and for us, we’ve seen good feedback from clients who are looking to purchase.

Potential clients can get a sneak preview of the hospitality on offer at the Igloo, a 360 degree CGI experience on offer at Keith Prowse’s new offices near Twickenham Stadium.

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