Royal Armouries

Client: Royal Armouries

Leeds

The Royal Armouries has had an exceptional 12 months trading. It has worked hard to build on its previous successes, whilst investing in its back of house facilities, developing the team and the resources to support conference planners. The results speak for themselves; In 2024, the venue hosted 399 events, and attracted 393,562 delegates. 61% of business is repeat. The 2024 economic impact of Royal Armouries events is valued at £71m [source NGI research} a 31.2% increase on last year.

The reason behind this is a combined effort from all parts of the Museum’s operations working collaboratively to attract a wide range of events that raise the profile of the city, the museum, its commercial offering and to maximise revenue. Many of these events return annually and have helped encourage the word of mouth for other events to make the Royal Armouries their venue of choice. Ultimately, any profit from these activities is reinvested into the

Museum to enable it to grow its programme, education offering. public audiences and progress its work as a national charity.

The team led by Benjamin Cambell as Venue Director, Catey GM of the Year 2024, is committed to developing its customer service and has invested in working to create a more authentic and meaningful experience opportunities for delegates by creating a legacy toolkit with ideas around social impact.

The team has great ambitions for expansion of the site and, to that end, is working with all the major agencies in the city to ensure that all events which come to the Royal Armouries have full exposure to additional opportunities within the city; a one-stop-shop to accommodation and restaurants, city branding, welcome and signposting and preferred access to transport providers.