Gloucester Rugby grows Christmas event revenue by 58%

Gloucester Rugby saw 58% increase in bookings for Christmas parties across its 2019 winter season, with 80% coming from new clients.

The club says this was a direct result of changes in Gloucester Rugby’s sales strategy and positioning of the Conference & Events business. 

Over the last year, Gloucester Rugby has focused on increasing the professionalism of the venue’s sales processes, whilst investing more in the conferencing and events department, WiFi and overall venue infrastructure. 

The changes, many of which have been implemented following growth in the conferencing and events team under Angela Sanders, have led to a previously announced 58% increase in delegate footfall, but also an increase in Christmas party revenues. 

“Key factors in the increased revenues and substantial growth in business from new sources were our decision to open bookings earlier and offer themed Christmas events,” said Angela Sanders, Head of Conferencing and Events at Gloucester Rugby.  “We are so pleased to see that the changes we put in place have truly paid off and have given us such positive results. Opening our availability for Christmas parties months earlier than previous years made a substantial difference and ensured that this year, we were fully booked much earlier than ever before. The introduction of a choice between a traditional or themed event has also helped us to stand out against other venues as it offers a more enjoyable and engaging experience. Our success is already delivering enquiries for 2020.”

Since the rebranding of Gloucester Rugby in 2018, there has been a large increase in engagement on social media and various digital channels, as well as wider advertising, PR and sales activity driven by the Gloucester Rugby sales, marketing and communications teams.