Royal Hospital Chelsea – increased exposure to London’s Wedding planners

Assignment

Royal Hospital Chelsea commissioned GFG to undertake an independent audit and market appraisal on the event space – Great Hall, Wren House and State Apartments – whilst considering the annual public events – Chelsea Flower Show, Masterpiece and Horse Festival.

The assignment involved a combination of analysis and engagement with a selected number of RHC’s preferred Caterers and leading London Wedding planners. It also involved us understanding the enquiry processes, sales procedures and current conversion ratios operated by the events team. In addition, we also evaluated interest from leading UK companies who organise ‘large’ public events, including ‘food fayres, outdoor cinemas and lifestyle conference’ organisers.

Output and Results

Our report concluded by recommending a broad range of ideas which if implemented could make a significant difference to RHC’s long term future growth from the events market place. These were:-

• A pro-active Venues and Events team which involved recruiting a new role for a BDM, (Business Development Manager) updated JD’s with effective KPI’s to monitor and ensure more staff accountability.
• Appreciating RHC’s constraints in terms of local residents, Chelsea Pensioners living within the grounds and strict planning controls operated by RBK&C, we suggested content and a range of ideas for a forthcoming Sales, Marketing and Communication Plan.
• Despite the considerable disruption to RHC’s grounds during the ‘building’ of the Flower Show and other ‘outside events’ between April and August, we suggested a clear marketing/sales plan to attract more premium end Weddings.
• With RHC’s forthcoming ‘Supplier review’ we suggested a number of benchmarks for their forthcoming catering tender, ensuring that those selected would truly work more effectively in driving ‘new enquiries’ to this iconic venue.