An iconic venue with a warm welcome – The Royal Albert Hall
For the last nine years, Davina Sacha has been in her role at the Royal Albert Hall, a world-renowned venue with 5,500 seats available for each of the 400 plus shows that it hosts. However, the considerable challenge of over two million customers passing through their doors each and every year is one that the Hall’s Head of Partnership and Hospitality clearly thrives on:
“The focus for our department is our customer’s experience from the moment they arrive at the building before they go into the main auditorium. We have done a huge amount of work over the last five years to make our bars and restaurants more of a destination and to give them specific identities in their own right.”
An Evolving Relationship
And part of that exercise has seen Greene King work in partnership with the iconic venue to rebrand two of its busiest bars.
“We’ve been working with Greene King since 2010, which is a really long time and our deal was renewed at the beginning of this year for another three yeats. The great thing about the relationship is that it is always evolving – we’re always looking at how we can expand on the storytelling behind their brands – and the new Level Head bar is a great example of that.”
“Through our relationship with Greene King we have also been introduced to Estrella Galicia, a great family-run brand with a real interest in the arts and culture. Plus, they have an excellent gluten free option, and their 0,0 product is one of the best around. We’re seeing huge growth in these categories. It’s very important to us that we have something on offer for everybody regardless of their dietary requirements because our ethos here is always one of inclusion.”
Creating a positive experience
With insights revealing that most people who attend a show at this historic venue purchase at least one beverage – from a soft drink to a glass of champagne – this provision is a vital aspect for Davina and her team to get it right.
“Our customers appreciate the provenance of products like these as opposed to something more generic. It is our aim that their first drink should be a positive experience a the beginning of what we hope will be a really fantastic night.”
“The Hall is a really joyous place. We are a celebration venue with people often spending their birthdays or anniversaries with us, and it is exceptionally special that they trust us to spend that moment in time with us.”
By her own admission the Royal Albert Hall is a unique operation that requires careful consideration.
Sharing goals
“Our Account Manager Paul is our main point of contact, and we have him on speed dial! Paul has taken the time to understand how we work operationally, and we have spent time over at Bury St Edmunds too. The highlight of our relationship
“The highlight of our relationship is that we have both invested time in understanding each other’s businesses.We’re a very ambitious organisation and we are always mindful about who we partner with. As time has gone on, we have really examined why we want to partner with different companies. It’s about a lot more than a transactional relationship for us, and in the case of Greene King it is clear that we share common societal goals.”
The ability to adopt has also been one of the main selling points for Davina and her team and she provides a perfect example when Greene King’s flexible attitude helped to improve the customer experience.
“Last year we brough Sumo back to the UK for the first time in 35 years. It wasn’t just about the sport though, we wanted to provide people with an experience of Japanese culture, we wanted to reflect that in our food and drink offer too. We don’t usually stock Asahi, but Greene King understood why for that week alone that we wanted to, and in supplying it they contributed towards a much more immersive experience.”
The nation’s jewel
The Hall which first opening its doors over 150 years ago is undoubtably one of the world’s most iconic concert halls providing a diverse array of performances. It’s a fact which makes Davina and her team all the more determined to protect this jewel in the nation’s crown for future generations.
“The most rewarding thing about my job is seeing people’s excitement and anticipation before they go into the main auditorium to witness something special. It’s clear that all the artists love it too, because there is a big arena feel in an intimate space, so they get that connection with the audience. As a Grade 1 listed building every tour has to be modified every so slightly in order for it to work here, so it becomes a bit more personal to our space. I feel I can honestly say that what happens here doesn’t get repeated anywhere else.”
Paul has worked with the Royal Albert Hall team for over a decade now and he is proud to work alongside this prestigious customer:
“Working with a venue that holds over 400 shows a year means you’ve got to be able to adapt and always be on the front foot. There is a real trust and understanding in the partnership which allows both brands to complement each other. It’s a long-term relationship that continues to go from strength-to-strength.
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