| KN74032 |
| KEY NOTE CORPORATE HOSPITALITY : March 2002 |
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This report covers: Corporate Hospitality,Sporting Events,Spectator Sporting Events,Cultural Corporate Hospitality,Rugby,Cricket,Tennis,Golf,Horse Racing,Motor Sport, Football
Companies covered include: The Mike Burton Group,Sellers Hospitality Ltd.,Skybridge Group PLC,Sodexho Prestige Ltd.,Sportsworld Group PLC,Best Events Ltd.,CSS-Stellar PLC,Elegant Days Ltd, The Ultimate Experience,
EXECUTIVE SUMMARY
Despite uncertainties in some of the market's main sectors, such as finance and IT, Key Note estimates that the corporate hospitality market grew by 2.7 percent in 2001, to reach a value of £760m.
Corporate hospitality is divided into two main
categories: client based and staff based, although they are not mutually
exclusive. The market for
client-based hospitality is expanding, owing to
the growing realisation that corporate hospitality plays an increasing role in
companies' integrated marketing communications strategies, particularly for
service-based companies.
The main product sectors for corporate hospitality are spectator sports, participatory activities and sports, other sports-related activities, and arts and culture. Spectator sports dominate the corporate hospitality market, accounting for nearly two-thirds of all corporate hospitality revenues.
The main sport for corporate hospitality is football, driven by this sport's overall popularity. Nearly 5 percent of major league club seating capacities are devoted to corporate hospitality offers, although many of these are taken up by individuals. Compared with other sports, prestigious events in rugby union, golf, motor sports and tennis command relatively high premiums for corporate hospitality organisers.
In the early 1990s, the corporate hospitality market was severely affected by the downturn in economic conditions. Since then, the quality and expectation of corporate hospitality has changed and the market has become less vulnerable to changes in economic conditions. As a result of its increasingly integral part of marketing communications strategies, corporate hospitality is required irrespective of economic conditions.
As the industry has matured, a nucleus of firms has become well established in the top tier of the market. By and large, these are exclusive hospitality agents for the most prestigious events, and can offer global marketing packages for their clients. The market also supports a multitude of smaller firms, which tend to offer a standard range of products within a particular sector.
Prospects for the corporate hospitality industry are favourable. The market is expected to remain stable, sustaining annual growth, much of which will be driven by the spectator sports sector. While there are relatively few barriers to entry, the trend towards industry concentration is forecast to continue.
TABLE OF CONTENTS
| Executive Summary |
| 1. Market Definition |
| REPORT COVERAGE |
| MARKET SECTORS |
| Table 1: Membership Breakdown of the Corporate Event Association (number and percent), 2000 and 2002 |
| MARKET TRENDS |
| MARKET POSITION |
| The UK |
| Staff Hospitality |
| Corporate Hospitality |
| Table 2: Expenditure on Selected Marketing Activities (£m), 1996-2000 |
| Table 3: Expenditure on Marketing Communications (£m), 1996 and 2000 |
| Table 4: The Total UK Sports Sponsorship Market by Value and Volume (£m, number of deals and £), 1990-2000 |
| Table 5: Estimated Breakdown of Sports Sponsorship Taken by the Main Sports Groups by Value ( percent), 2001 |
| Overseas |
| KEY TRADE ASSOCIATION |
| Corporate Event Association |
| 2. Market Size |
| THE TOTAL MARKET |
| Table 6: The UK Corporate Hospitality Market by Value (£m), 1997-2001 |
| Table 7: The UK Corporate Hospitality Market by Broad Sector by Value (£m and percent), 2001 |
| SPECTATOR SPORTS |
| Table 8: Selected Major UK Corporate Hospitality Sporting Events by Sport, 2002 |
| Table 9: Spectator Sport Corporate Hospitality Activities and Events Held Within the Last 12 Months ( percent), 1998 and 2000 |
| Table 10: Activity and Cultural Corporate Hospitality Activities and Events Held Within the Last 12 Months ( percent), 1998 and 2000 |
| Football |
| Table 11: Average Attendance at Football Matches in the English Football League by Division, 1985-2001 |
| Table 12: Total and Corporate Hospitality Capacity at Selected Major Football Grounds (seats and percent), 2002 |
| Rugby |
| Cricket |
| Tennis |
| Golf |
| Horse Racing |
| Motor Sport |
| PARTICIPATORY ACTIVITIES/EVENTS |
| Table 13: Main Corporate Hospitality Participatory Events, 2002 |
| ARTS/CULTURE |
| Table 14: Business Investment in Arts Sponsorship by Type (£m), 1998/1999 and 1999/2000 |
| 3. Industry Background |
| RECENT HISTORY |
| INDUSTRY CONCENTRATION |
| Table 15: Selected Corporate Event Organisations by Turnover (£000), 1998/2001 |
| EMPLOYMENT |
| Table 16: Employment in the Hospitality Industry by Occupation, 1999-2000 |
| REGIONAL VARIATIONS IN THE MARKETPLACE |
| HOW ROBUST IS THE MARKET? |
| LEGISLATION |
| 4. Competitor Analysis |
| THE MARKETPLACE |
| MARKET LEADERS |
| Best Events Ltd |
| CSS-Stellar PLC |
| Elegant Days Ltd |
| Keith Prowse Corporate Hospitality |
| The Mike Burton Group Ltd |
| Sellers Hospitality Ltd |
| Skybridge Group PLC |
| Sodexho Prestige Ltd |
| Sportsworld Group PLC |
| The Ultimate Experience |
| OUTSIDE SUPPLIERS TO THE INDUSTRY |
| Table 17: Supplier Members of the CEA, 2002 |
| ADVERTISING AND PROMOTION |
| 5. Strengths, Weaknesses, Opportunities and Threats |
| STRENGTHS |
| WEAKNESSES |
| OPPORTUNITIES |
| THREATS |
| 6. Buying Behaviour |
| REASONS FOR INVESTING IN CORPORATE HOSPITALITY |
| Table 18: Reasons for Spending Money on Corporate Hospitality ( percent), 1998 and 2000 |
| THE POPULARITY OF SPORTS-RELATED EVENTS |
| Table 19: Main Sports Watched on Television and Read About ( percent of adults), 2001 |
| SPECTATOR SPORTS |
| Table 20: Main Spectator Sports ( percent of adults), 2001 |
| PARTICIPATORY SPORTS |
| Table 21: Adult Participation in Sport by Level of Participation in the Last 12 Months ( percent of adults), 2001 |
| DEMAND FOR CORPORATE HOSPITALITY |
| Table 22: Corporate Sponsorship of Sport by Industry Sector (number of involvements), 1996-2000 |
| 7. Current Issues |
| 2002 COMMONWEALTH GAMES IN MANCHESTER |
| A SERVICE ECONOMY |
| SLOWDOWN IN THE ECONOMY |
| OUTSOURCING |
| SPORTS PARTICIPATION |
| DICHOTOMY OF THE INDUSTRY STRUCTURE |
| PRICE INFLATION |
| 8. The Global Market |
| 9. Forecasts |
| INTRODUCTION |
| Future Trends |
| FORECASTS 2002 TO 2005 |
| Table 23: The Forecast UK Corporate Hospitality Market (£m at constant 2001 prices), 2002-2005 |
| 10. Company Profiles |
| The Mike Burton Group Ltd |
| Sellers Hospitality Ltd |
| Skybridge Group PLC |
| Sodexho Prestige Ltd |
| Sportsworld Group PLC |
| 11. Further Sources |
| Associations |
| Publications |
| Directories |
| General Sources |
| Bonnier Information Sources |
| Government Publications |
| Other Sources |
| Understanding TGI Data |
| Number, Profile, Penetration |
| Social Grade |
| Standard Region |
| Key Note Research |
Text © 2002 Key Note
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Last updated by Amanda Porteous February 2004
