Gloucester Rugby
OBJECTIVE
As event partners and long-standing suppliers to Gloucester Rugby since the 1990s, Freemans Event Partners has proudly served Kingsholm Stadium for decades.
Initially acting as a catering supplier, we expanded our role in 2021 to take on the full hospitality and public bar operations, including the management of all hospitality boxes, previously overseen in-house.
Our objective was to elevate the customer experience, boost matchday revenue, reduce queue times, enhance service and the mix of offerings within the hospitality boxes.
IMPACT
APPROACH
We established a dedicated venue team and appointed a full-time venue operations manager based at Kingsholm Stadium to oversee all aspects of operations and ensure seamless service.
We upgrade facilities across all 38 hospitality boxes, corporate restaurants and public bars which included new, state-of-the-art fridges stocked with an extensive range of premium beverages.
We also revitalised the hospitality menus to accommodate dietary needs, maintaining high-quality standards. The recruitment of experienced hospitality staff added both expertise and enthusiasm to ensure a top-tier service for all guests.
Operationally, we prioritised reducing queue times by increasing the frequency of training sessions, setting clear service standards, and maintaining high operational capacity—enabling our team to efficiently serve up to 16,500 fans during peak periods.
We enhanced the overall fan experience by designing and installing new venue dress aligned with Gloucester Rugby branding and introducing digital menus for a more engaging matchday environment.
Partnering with Gloucester Rugby’s in-house team, we amplified awareness of our food & drink options through social media and the club’s website, offering a wide variety of choice from West Cornwall Pasty to local street food trucks.
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