Kia Oval – Bar/entertainment

Brief

The Kia Oval, Surrey Cricket & Jolly Hog came to Greenhill Events as they were looking to create a food and drinks village within by the Alec Stewart Gate on T20 Blast match days England’s ODI and Test matches. Partnering with us to provide a bar solution outside of the normal beer offering and entertainment to amaze and engage.

Solution

Through consultation with several stakeholders we provided one of our horse box trailers in the area serving a refined, elegant & summery offering of a selection of gins, spirits, aperol spritz, champagne & Rose.

Alongside the bar we provided singers, DJ & musicians to perform as patrons arrive, during the intervals and post match.

Our success would be gauged in three areas:

• Anecdotal evidence from season ticket holders, staff & stakeholders on their outstanding match day experience.
• Real time increase in dwell time.
• Increased revenue in all areas.

Our ROI is in these three areas

• Increase dwell time.
• Enhance the customer experience.
• Increase match day revenue.

Feedback

• The Food village food sales at Alec Stewart Gate have gone up 18% from the previous season. The alcohol sales have gone up approx 25% in that area too. 
• Although dwell time hasn’t been analysed, people are staying longer in the Food Village as they now have some entertainment. 
• Customers are much happier to queue for their pint or burger if they’ve got entertainment. We’ve seen customers singing into the mic whilst queuing for food and drinks.

Additional Anecdotal evidence:

• Lots of people taking videos of the singers, which has become a branding opportunity for us.
• Creating surprise moments and great social media content for the club.
• The crowds surrounding your performers during the ODI were huge. It was like going to a gig! 

Testimonials

“Simon and his team have been very good to work with. Having brought them in and not really knowing what to expect, they have not only worked with us to achieve our goals, but, they have been adaptable to each match day and not only reacted to the audience, but, brought a fresh impetus to each fixture.”

Olly Kohn, Partner, The Jolly Hog

“At the oval, we are always looking to give our customers the very best match day experience and Simon and his team have contributed hugely to this mindset. The management team are very happy with the comments streaming in from members, fans and staff alike.”

Elliott Moore, GM, The Kia Oval