Harlequins FC – Increasing non-match day Events revenue

ASSIGNMENT

Whilst recruiting for a full-time Commercial Sales Manager, Harlequins Commercial Director commissioned GFG to undertake a thorough review of the Sales team structure, sales processes, enquiry handling procedures and future sales and marketing strategy.

With the imminent Rugby Season approaching, our Consultants were challenged to focus on seasonal hospitality packages. This included a relaunch of their Conference and Events proposition to both the corporate and agency market and to evaluate additional and alternative revenue streams.

Output and Results

Upon completion of this 30 day assignment, our consultants achieved the following:-

• Generated additional new business enquires for non-match day by raising the Stoop’s profile with the top twenty UK venue sourcing agencies
• Working alongside Quins e-marketing agency, implemented a structured six months hospitality campaign with their various sales channels
• Reviewed the sales team skill sets, putting forward suggestions and introducing clear and measurable sales targets
• With Quins success on the rugby pitch, introduced a series of senior management training workshops for the corporate sector.
• Developed and explored new business opportunities from both the strong supporter base as well as past players
• Undertook a short feasibility study on the implications of organizing a summer outdoor music concert