In September 2008, Sheikh Mansour bought Manchester City FC and outlined his vision of creating a sustainable and successful football club with the fans at its heart. Following substantial investment in players, Manchester City won the Premier League for the first time in 44 years and provided a platform to raise the profile of the club further. Off the pitch, City’s new youth development and first team training centre – the City Football Academy (CFA) was opened in 2014.
F3 was appointed as the Contract Caterer at the Etihad Stadium in 2013. As part of the contract, Manchester City agreed to a significant investment on upgrading, and in some cases creating, the catering infrastructure following consultation with F3 to provide a standard of catering not seen in any stadium within the UK. The intention being to increase supporter satisfaction, diversify the product range and increase average spend per supporter. Leading into the 2015/16 season, Manchester City opened their newly expanded South Stand with an additional 6,000 seats in the public area and a new hospitality lounge; Legends, with a capacity for 400 match day covers. This followed detailed consultation with F3 regarding kiosk and kitchen design, the look and feel of hospitality areas and operational requirements in order to reach the highest echelons of stadium catering.
- Increased average spends in Public Concessions during Premier League matches by 6%, season on season.
- Increased average hospitality match day revenue by 10% season on season in comparable hospitality lounges.
- Named Best in Football Hospitality for 2013 at the Football Business Awards, Media Choice winner 2014 at the Stadium Experience Awards, Best Match day Hospitality in the Premier League Visit Football Survey for 2015.
- Identified, hired, on-boarded and trained over 1,200 catering employees with a second year retention rate of 67%.
- Worked closely with team to re-engineer menus, service philosophy and concessions locations within both the existing stadium facilities and the South Stand expansion which sees over 6,000 new seats and 3 premium concourse lounges
- For the 2013-14 season, MCFC saw their overall Hospitality score rise from 78.83% to 81.68%. This rise was mainly attributed to the Food & Drink and improved levels of service. For the 2014-15 season, the score rose to 90%. These increases were reflected in a 21% increase in revenue which saw spend per head break £3.03 in general concourse areas. Overall, 2015 saw a solid maintaining of these percentages across the board with some marginal gains.
- Took ownership of the Conference and Events business from Manchester City which involved:
- Transfer of existing sales staff from MCFC and recruitment of additional team members.
- Introduced a new sales system which increased sales through data capture, improved client communication, promotion management and business reporting.
- Production of new marketing literature such as brochures, flyers and external marketing campaigns.
- Launched bespoke events and packages such as Valentine’s Day, Mother’s Day, Sunday Lunch Club and St. Patrick’s Day.
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