Royal Armouries

The Royal Armouries should win this award with its commitment to keep ahead of the game by increasing business on the books secured year on year. This has been done through a combination of continuous investment in upgrading the facilities and modernising the spaces but also the way the organisation has worked in collaboration and partnership to drive the profile of the city for corporate buyers and for events together with a proactive sales and operations team generating the business and ensuring the best customer experiences.

The world of events is changing and authenticity of experience is becoming the norm. The Royal Armouries has responded to this by working through its CSR agenda and encouraging organisers to adopt some of these elements into their own programming and by offering facilities for diverse audiences into their facilities.

The venue has worked hard to become a one stop shop for large enquiries coming to the city. It recognises that with partnership development, everyone wins. Event organisers benefit from a one-stop approach for organisers to access civic support, city branding, transport, and connectivity. This benefits the whole city - restaurants, hotel allocations, transport ticket sales, social and partner programmes.

Alongside this work, staff are heavily involved in identifying and working with the talent of tomorrow, promoting event management and Hospitality as a chosen profession to students and young people both at school, college and university. This is working through the Hospitality Connect, Power of Events and through their own developing relationships.

The results speak for themselves, year on year growth, high levels of repeat business and a huge economic impact for the city.