Rotherham United Football Club has announced an early extension of its long-term, full-service contract with catering partner Centerplate – the global hospitability provider – to manage public and hospitality match-day catering and events sales and marketing services at AESSEAL New York Stadium.
Originally signed for the opening of the 2012-13 inaugural season of the newly-constructed stadium, Centerplate’s contract extension comes half way through the third season of the initial five-year deal.
Building a robust conference and banquet business
Tasked with supporting the mission to make AESSEAL New York Stadium a community centre as well as a world-class event destination on match-days and beyond, Centerplate has helped to build a robust conference and banquet business – 50% of which comes from repeat bookings, with impressive double-digit returns via clients from outside the local area.
On match days, hospitality has swelled to more than 600 corporate clients, and the venue has already played host to an England vs Canada Women’s International, an England vs Germany under 18s and an England vs Italy under 19’s international fixture.
As part of the long-term deal investment will be made into the installation of two new kiosks in the stadium’s Ben Bennett East Stand, which will offer a variety of locally-sourced family-friendly fare when they open later this season.
Adrian Dishington, Chief Operating Officer of Centerplate’s UK Division, commented: “I am delighted that Rotherham United have elected to extend the contract with Centerplate, and with the club’s recognition that the Centerplate team has delivered beyond expectations.
“The solid repeat business among our AESSEAL New York Stadium convention and banquet clients demonstrates that we are making it better to be there and keeps guests coming back for more. We are passionate about our offering and we source local ingredients to create bespoke menus using the latest in innovative cooking techniques to ensure that Centerplate and our clients’ venues stay ahead of trends.
“Creating two new outlets on the Ben Bennett East Stand is just part of our commitment to improving facilities and the fans’ matchday experience and it cements our relationship with the club as its chosen catering partner.”
About Centerplate
Centerplate is a leader in live event hospitality, “Making It Better To Be There®” for more than 115 million guests each year at more than 350 prominent entertainment, sports and convention venues across North America, Europe and the United Kingdom with bespoke hospitality solutions which enhance value and brand connections.
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