In a move set to transform the experience of Preston North End fans and visitors, Sodexo Live! took charge of catering operations at Deepdale Stadium in August 2023. The contract encompassed hospitality in lounges and boxes, as well as concourse services on match days. The results exceeded expectations, driving a significant surge in revenue compared to the previous year and reimagining the venue’s role within the community. The partnership between Sodexo Live! and Preston North End has thus far been nothing short of a resounding success, underpinned by strategic efforts to enhance both catering and event management.
Revamping Non-Matchday Experiences
One of the most marked accomplishments of this partnership is the revitalization of non-matchday experiences at Deepdale. Under the newly launched North End Events brand, Sodexo Live! created dedicated web pages and social media channels to market the stadium as a premier venue for a diverse array of events. The strategic marketing efforts were fruitful, resulting in over 200 event bookings and more than doubling revenue in this sector. These efforts fostered a community-centric environment that brought life to the venue outside matchdays.
Sodexo Live! also focused on transforming the physical spaces within Deepdale to accommodate a broad spectrum of events. The Whites Wonderland festive event was a prime example, drawing over 3,000 visitors and significantly boosting revenue. Spaces such as the Fan Zone, Gentry Bar, and various outdoor areas were effectively utilized, further promoting retail opportunities. This multifaceted approach not only bolstered revenues but also enhanced community engagement, demonstrating Deepdale’s versatility beyond being just a football ground.
Strengthening Community Engagement
Another cornerstone of the partnership has been strengthening community presence through various initiatives. Sodexo Live! invested in relationships with local businesses via partnerships and networking events. They even hosted prestigious events like the Be Inspired Business Awards, showcasing their commitment to community integration. By engaging with local enterprises, Sodexo Live! has positioned Deepdale as a cornerstone of the community, offering a venue that goes beyond sports to include social and professional gatherings.
Efforts to engage the community extended into the wedding market, where emphasis was placed on Deepdale’s unique charm and flexibility. Successful wedding fayres and photoshoots were organized to showcase what the venue had to offer, attracting couples keen to tie the knot in a setting that blends tradition with modern amenities. Such moves diversified the types of events hosted at Deepdale, enhancing its appeal and extending its reach within the local community.
Elevating Matchday Experiences
Understanding the needs of both the club and its fans was fundamental to Sodexo Live!’s strategy. Early in the partnership, the company conducted a fan forum to gather feedback and pinpoint areas for improvement. As a result, Sodexo Live! implemented significant changes, including a new integrated till system and the addition of 180 new beer lines. Upgrading cellar cooling systems was another key move, helping facilitate the sale of premium beers. These investments aimed to meet fan expectations, ensuring an enhanced matchday experience that resonated well with the stadium-goers.
Food offerings also saw a considerable transformation. Partnering with local suppliers like Clayton Park, Sodexo Live! introduced new menu items such as pie, mash, peas, and gravy, along with rotating specials like brisket burgers and Korean BBQ chicken waffle cones. To cater to a diverse fan demographic, the menu was diversified to include Halal options. Additionally, a focus on sustainability initiatives was evident in the use of compostable cups and the introduction of a low-carbon, plant-based shiitake mushroom burger, developed in collaboration with The Devil’s Kitchen. These culinary improvements met the twin objectives of enhancing fan experience and advocating for sustainable practices.
Future Plans and Continued Innovation
In a landmark development aimed at revolutionizing the fan and visitor experience at Deepdale Stadium, Sodexo Live! assumed responsibility for the catering operations of Preston North End in August 2023. The contract includes not only the hospitality services in lounges and executive boxes but also the provision of food and beverages in the concourses on match days. The new arrangements have significantly surpassed expectations, leading to a notable increase in revenue compared to the previous year. This transformation is not only limited to financial gains but also redefines the stadium’s position within the community. By improving both catering and event management services, the collaboration between Sodexo Live! and Preston North End has proven to be exceptionally successful. Their combined efforts have reimagined what the venue can offer, making it a central hub for entertainment and community engagement. This partnership showcases the potential for strategic collaborations to enhance operational efficiency and create memorable experiences for fans and visitors alike.
