Making it Happen…. Cailín Keaney Sales & Marketing Manager

Me The Role How it all fits…. Compass Ireland & Aviva Stadium Introduction

Joao Our Group Vision “To be a world-class provider of contract foodservice and support services renowned for our great people, our great service and our great results.” In Ireland and the UK we aim to be the best at what we do – large scale food service Ireland and UK has annual revenue of £1.9 billion Employs 64,000 people, 2600 Permanent Ireland (+1500 Variable Aviva Stadium) Provides catering & support at 7,000 locations

Compass Sport, Leisure and Hospitality MarketsFood Service Stadia & Arena Horse Racing MotorSport Expo & Conference Museum, Arts, Historic Venue Events & Outdoor Catering Corporate Hospitality Public Catering Conference & Banqueting Event Catering (Green Field & Fixed) Innovation Procurement Benefits Project Management Corporate HospitalityVenue Support Services Inventory Acquisition Package Marketing & Sales Operations Brokerage Service Event Management Inbound Tours Non Event Day Sales Security Cleaning Waste Disposal Grounds Maintenance Hygiene Service Chauffeur Service Procurement Service

Extensive knowledge and experience of major new build stadium and mobilisation including: Ricoh Stadium Millennium Stadium Twickenham Stadium Sport, Leisure And Hospitality UK & Ireland Contracts Include: -Madejski Stadium -Stamford Bridge (Chelsea FC) -Liberty Stadium -Excel London -The O2 London -All Jockey Club Courses International Contracts Include: -Stade de France (retail) -Staples Centre, Los Angeles -US Tennis Open, New York -Sydney Football Stadium -Sky Dome, Toronto -Wrigley Field, Chicago -Dodger Stadium, Los Angeles

Implications of a Special Event Special Event Social/ Community Implications Economic Implications Development implications Political implications

-Commercial Win -Communication Purpose (sales, media, social) -People to Meet -Celebration -Educational Why Events Happen?

The Myth V Reality MythReality Great PartiesOrganisation Project Manager Social ButterflyAdmin Queen Celeb HuntingCleaner Hunting Party all nightSetting Tables at 3am Earn lots of moneyMedium Pay Salary + Great rewards FreebiesQ’ing with everyone else See lots of gigsFrom the operational floor

Agenda The Process ObjectivesWhat your client wants? Event Objective, Brief Outline PlanEnvironmental Search Stakeholder Consideration Info Gathering – where, when, how much, impact events Project PlanFinancials – costs, charges, sponsorship Resources Operational Plan Staff/Venue/Logistics/H&S Marketing & PR Event Detail Planning Implementation of the Event Post Event Analysis

Agenda Case Studies – Match Day

Game Day Planning V Reality Planning the visit Arriving Patron Think: Where should I eat? What to eat? Should I bring my own? Potential Actions: Inclusion on customer’s website See you soon s Information with tickets Flexibility of offers Change offering for demographics Think: Signage Potential Actions: Guide Map on entrance If they’ve travelled more than 50 miles than you need a drinks offer on arrival Simple Signage: café, coffee shop, restaurant Walk the journey, Communicate Pre Opening Stadia Patron Habits Trends in Rugby & Football Irish Changing Pallet New Food Experiences Pre Opening Crowd Flow Analysis of Building Tills & Taps locations Traditional Food V Unique Food and where? Mobile Offerings

Case Study – Make a Wish Foundation Ball

Make a Wish Crystal Ball 2010 Details570 pax, Gala Ball PurposeRaise Funds and Profile of the Charity Challenges for Venue - Expectation Levels - Capacity - VIP Level - Access - Service and Staff - Costs of event Rewards - Great Event with high PR & Kudos Levels - Pushed Venue - Pushed Management & Staff - Profile of clients - Economies of scale food & staff Key Success - Increase of 48% in attendance - Increase in money raised - Rebook immediately

Case Study – M&S Autumn Winter Show

Case Study – M&S Details400 pax PurposeRaise Profile of M&S Clothing & Food PR Focused Event Challenges for Venue - First Fashion Show - Food/Catering Co Operation - Being seen as a PR Savy Space - Rate V Marketing Value Rewards - Huge PR Coverage - Top socialites and fashion guests - Showcase our catering co operation - Exposure for our staff to 5 star level PR focused event Key Success - Increase in client attendance y/o/y - Showcase venue - Beverage Revenue

A lot still to learn with: -New Venue -New Patrons & Customers -New Culture of viewing rugby Accountability – BS8901 Venue sports brand = vitality, success, team work, health & professionalism Exciting Times Ahead -6 Nations -Europa League Final -The Staff The Staff The Staff Conclusion