Fawley Court Estate – Long term Hospitality partnership

ASSIGNMENT

Built in 1684 and designed by Sir Christopher Wren near to Henley-on-Thames, Fawley Court stands in 120 acres of parkland and is positioned exactly halfway along the famous Henley Royal Regatta course.

For the last three years, the Owner had been hosting their own ‘private events’ in a stunning bespoke designed temporary structure. However in 2018 GFG was approached to source a ‘long-term’ partnership with a Hospitality company that would actively market this premium event, delivering a regular income which would contribute towards the annual running costs of both the Estate, as well as the House.

With over 30 years experience of the Corporate Hospitality and Events market place, GFG were commissioned in January to approach twenty-five leading Hospitality agencies of which seven initially expressed an interest in a long term relationship. After further discussions, it was then whittled down to just two where GFG finally negotiated with a leading London agency who offered a three-year contract. This involved the Agency guaranteeing minimum hospitality numbers, which would rise year-on-year by year three to 1,200 packages over the five-day Regatta, generating significant income for the Estate.

During this twenty-day assignment, GFG were also asked to approach a number of ‘luxury brands’ to complement this premium hospitality product by becoming ‘Partner Sponsors’. In previous years Rolls Royce, Harrods and Van Cleef & Arpels co-sponsored the event, so we identified a number of leading brands including Tiffany, Bentley Motors, Aspinal of London, AML, BMW, Dunhill, Piaget, Vacheron and many others who could see the benefits of brand association with both Fawley Court and this famous rowing event for 2019 and beyond.